Tim Hortons and its restaurant owners across Canada raised $979,000 through this year’s Orange Sprinkle Donut campaign, with all proceeds from the Sept. 30 sales going to Indigenous organizations.
The campaign, held on the National Day for Truth and Reconciliation, marked the sixth year of the fundraising initiative, which was first developed in 2021 by a group of Indigenous Tim Hortons restaurant owners.
The campaign has now raised more than $6.2 million for Indigenous organizations, including the Orange Shirt Society, the Gord Downie & Chanie Wenjack Fund, the Indian Residential School Survivors Society, Ulnooweg Education Centre and, in Quebec, the New Pathways Foundation.
Tim Hortons said restaurant owners donate 100 per cent of proceeds from Orange Sprinkle Donut sales each Sept. 30 to organizations supporting Indigenous communities across Canada.
“Every Orange Sprinkle Donut sold this year represents a guest who chose to take part in this important campaign,” said Hope Bagozzi, Chief Marketing Officer for Tim Hortons. “We’re grateful to our restaurant owners and their teams for rallying behind this campaign year after year, and to our guests for helping turn a single day of purchases into lasting support for Indigenous organizations across Canada.”
The Orange Sprinkle Donut campaign directs funds to organizations involved in areas including education, youth programs, crisis response, wellness and reconciliation.
“The Orange Shirt Society is proud to partner with Tim Hortons through the Orange Sprinkle Donut campaign. This initiative is more than a fundraiser, it is an opportunity to spark conversations, increase awareness, and support the ongoing journey of truth and reconciliation,” said Phyllis Webstad, CEO & Co-Founder, Orange Shirt Society.
“Through the Orange Sprinkle Donut campaign, Tim Hortons is helping the Gord Downie & Chanie Wenjack Fund bring learning and action into classrooms from coast to coast to coast through our Legacy Schools program. As we commemorate the 10th anniversary of Gord Downie’s Secret Path, we’re reminded of his simple but powerful call to Do Something. Through the generosity of Tim Hortons and its customers throughout Canada, every Orange Sprinkle Donut purchased helps educators and students answer Gord’s call and take meaningful steps toward reconciliation,” said Sarah Midanik, President & CEO, Gord Downie & Chanie Wenjack Fund.
“The generosity of Tim Hortons guests across the country directly supports survivors and families impacted by residential schools, helping us meet the growing need for culturally safe crisis response, wellness, and healing services. Meaningful reconciliation requires ongoing action, and we are grateful for the collective commitment demonstrated through this campaign,” said Angela White, Executive Director of the Indian Residential School Survivors Society (IRSSS).
“The Orange Sprinkle Donut campaign gives Canadians an opportunity to contribute to something that has a meaningful impact for Indigenous youth. That support allows us to bring together Elders and Knowledge Holders, researchers, professionals and experts from different fields to create exceptional camp experiences. Together, we’re giving youth opportunities to connect with culture, explore new interests, build relationships and see new possibilities for their future,” said Denise Whynot, Seasonal Programs Manager for Ulnooweg Education Centre.
“The strength of this campaign lies in the collective commitment it inspires in support of Indigenous youth. Through the engagement of Tim Hortons, its restaurant owners, team members and guests, meaningful resources are made available to organizations working directly with communities. Thank you! For the New Pathways Foundation, this support allows us to invest even more in the potential of First Nations youth and help create opportunities that reflect their aspirations and realities,” said Marie-Claude Cleary, Executive Director, New Pathways Foundation.
More from Retail Insider:
