Suncor Matching Campaign
One gift, twice the impact
Raising Funds During Stampede
As part of the annual Put The Boots To Hunger campaign during the Calgary Stampede, Suncor served as the Calgary Food Bank’s exclusive matching donor. I developed the campaign strategy and creative to encourage donations during the matching period. The campaign focused on reaching the Calgary Food Bank’s existing donor base through email marketing, while using social media to build broader public awareness, recognize Suncor’s support and drive participation in the campaign.
Strategy and Content
The campaign used email marketing as the primary fundraising channel, targeting the Calgary Food Bank’s existing donor base with messaging around the limited-time matching opportunity.
Social media extended the campaign to a wider audience, building awareness of the match while recognizing Suncor as the matching donor and encouraging the public to participate.
I developed the campaign strategy, messaging and creative across both channels, ensuring the campaign maintained a consistent visual identity and clear call to action.
Audience Segment: Donors who donated under 10K between Sep 1 2023 and Jan 31 2026.
Email Blast #1 Messaging: Announcing the matching campaign the day the Calgary Stampede kicked off
Email Blast #2 Messaging: Reminder about the matching opportunity
Email Blast #3 Messaging: Last chance, less than 32 hours to have your donation matched
Audience Segment: Donors who donated to the matching campaign
Email Blast #4 Messaging: Thank you email with a link to a video of the Calgary Food Bank President & CEO giving her appreciation
Results
$300,000+ raised
Most successful matching campaign to date
20+ omnichannel branded touchpoints for Suncor
18 new monthly donors
This campaign became the Calgary Food Bank’s most successful matching campaign to date, raising more than $300,000 and acquiring 18 new monthly donors. More than 20 branded touchpoints were developed across social media, email, the website and Fundraise Up, giving Suncor strong visibility and consistent brand recognition throughout the campaign. The comprehensive campaign execution was well received by Suncor, while the strong fundraising results helped maximize the impact of their matching gift.