The Sandra Schmirler Foundation

What The Sandra Schmirler Foundation does

The Sandra Schmirler Foundation is a registered Canadian charity (BN 87142 0410 RR0001) founded in May 2001 in memory of Olympic curling champion Sandra Schmirler. Headquartered in Orleans, Ontario with three full-time support staff, the Foundation raises funds to purchase life-saving equipment for Neonatal Intensive Care Units (NICUs) across Canada. Its core grantmaking activity is supported by an integrated fundraising model comprising an annual TSN Telethon during the Scotties Tournament of Hearts (raising over $1.1M in 2024), individual and monthly giving (Champions Circle), planned giving (Sandra's Legacy Circle, with Epilogue will-creation partnership), corporate partnerships, and merchandise sales through Goldline Curling and justBcause. The Foundation does not develop proprietary technology; its operations rely on standard donor management tools, online donation portals, and grassroots distribution through hundreds of curling clubs via The Clubhouse program. To date, it has granted over $11.37M to 123 hospitals across every Canadian province and territory, helping more than 90,000 premature and critically ill babies.

The Foundation supplements its hospital grants with two scholarship programs: the Spirit of Sandra Scholarships, awarding $5,000 annually to six junior curlers pursuing post-secondary education (52 scholars supported since 2013), and a new $2,500 NICU Graduate Scholarship introduced in 2025 for former NICU patients entering post-secondary education. Its 15-person volunteer Board of Directors includes Sandra's daughter Jenna England, her cousin Tara Lee Popil, and elite curlers such as Olympic champion Lisa Weagle (Vice Chair), alongside fundraising executives with deep non-profit experience (notably Peter McKinley, author of a Globe and Mail bestseller on Canadian fundraising). The Foundation's brand equity is anchored in Sandra Schmirler's legacy, with founding support from Curling Canada and Scott Paper in 2001 and continuous integration with the national curling ecosystem through Curling Canada, TSN, Grand Slam of Curling, and hundreds of community curling clubs.

Commercially, the Foundation operates a diversified event- and community-driven fundraising motion rather than a product-sales model. Its largest single annual revenue event is the TSN Telethon, complemented by third-party community events such as the Birdies for Babies golf tournament ($83,000 raised in 2026 for CHEO), grassroots curling-club initiatives, and annual merchandise programs (commemorative pins, Curling Cares calendars at $25 each). Its customer/beneficiary base is uniquely diffuse: 123 hospital foundation partners receive equipment grants while individual donors and the broader Canadian curling community sustain inflows. Geographic scope is domestic Canadian only, and the Foundation is PIPEDA-compliant with no sale or rental of donor data.

Name

The Sandra Schmirler Foundation

Legal name

The Sandra Schmirler Foundation

Website

https://sandraschmirler.org

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

The Sandra Schmirler Foundation is a Canadian charity founded in 2001 that raises funds to purchase life-saving equipment for NICUs in 123 hospitals across every province and territory, while awarding scholarships to junior curlers and NICU graduates.

Ownership category

akta.pro rank

Product category

Charitable Healthcare Foundation

NAICS

Voluntary Health Organizations (813212), Grantmaking Foundations (813211), Grantmaking and Giving Services (81321)

SIC

Services-Social Services (8300)

akta.pro primary industry

Health & Medical Research Grantmaking Foundations (BPAGAKAL)

akta.pro secondary industries

Maternal, Child & Family Health Program Funding (HLAJALAG), Grantmaking & Philanthropic Funds (Institutional Donors) (BPADAOAB)

Keywords

• Neonatal intensive care
• Charitable hospital grants
• Junior curling scholarships
• Fundraising telethon
• Planned giving programs

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Individual Donations: One-time and monthly donations from individual donors via the website, mail, phone, and e-transfer. Monthly giving program called Champions Circle provides recurring revenue.
2. Annual Telethon: Annual Sandra Schmirler Foundation Telethon broadcast on TSN during Scotties Tournament of Hearts. Raised over $1.1 million in 2024.
3. Corporate Partnerships: Corporate donations, employer gift matching programs, and direct corporate philanthropy from curling industry partners.
4. Planned Giving: Legacy gifts through wills (Sandra's Legacy Circle), donations of securities, donor-advised funds, and life insurance.
5. Merchandise Sales: Commemorative pins, curling calendars, and apparel sold through partner retailers (Goldline Curling, justBcause) with proceeds donated to the Foundation.
6. Third-Party Events: Community fundraising events organized by supporters including curling bonspiels, golf tournaments (Birdies for Babies), and other creative fundraising initiatives.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels9 records

Core offering

The Sandra Schmirler Foundation raises funds to purchase life-saving equipment for Neonatal Intensive Care Units (NICUs) across Canada, awarding grants to more than 120 hospital foundations. It complements this with the Spirit of Sandra Scholarship program ($5,000 awards to six junior curlers annually) and the NICU Graduate Scholarship ($2,500 for former NICU patients). Funding is generated through individual donations, the annual TSN-broadcast Telethon, corporate partnerships, third-party community events, monthly giving, and planned giving.

Product overview

The Sandra Schmirler Foundation is a Canadian charitable organization established in 2001 in honour of Olympic curling champion Sandra Schmirler. The Foundation operates a portfolio of programs centered on two pillars: providing hospital grants for NICU equipment and offering scholarships to young curlers. The core programs include the Spirit of Sandra Scholarships ($5,000 annual awards for junior curlers), the NICU Graduate Scholarship ($2,500 for former NICU patients), and the Hospital Grants Program (providing equipment to NICUs across Canada). Supporting programs include the Champions' Circle monthly giving initiative, Sandra's Legacy Circle planned giving program, tribute donations, The Clubhouse curling club resources, and merchandise sales. Since 2001, the Foundation has raised over $11 million benefiting over 120 hospitals and helping more than 90,000 babies.

Differentiator

Problem solved

Functional benefit

Brands

• Spirit of Sandra Scholarships: Annual scholarships awarded to Canadian junior curlers pursuing post-secondary education while continuing to curl competitively.
• Sandra Schmirler Foundation NICU Graduate Scholarship
• Sandra's Legacy Circle
• Champions' Circle

Products and services

• Spirit of Sandra Scholarships Annual scholarship program providing $5,000 scholarships to six Canadian junior curlers pursuing post-secondary education while continuing competitive curling. Scholars are mentored by Olympians and organize fundraising events for the Foundation.
• NICU Graduate Scholarship A $2,500 one-time scholarship introduced in 2025 to celebrate the Foundation's 25th birthday, recognizing Canadian students who began life in a Neonatal Intensive Care Unit (NICU) and are now pursuing post-secondary education.
• Hospital Grants Program Grants provided directly to hospital foundations across Canada for the purchase of life-saving equipment for Neonatal Intensive Care Units (NICUs). Grants support equipment purchases only, not capital campaigns.
• Champions' Circle (Monthly Giving) Monthly giving program allowing donors to support the Foundation with convenient automatic monthly payments to help save babies' lives throughout the year.
• Sandra's Legacy Circle (Planned Giving) Planned giving program allowing donors to leave a gift in their Will, creating a lasting impact for babies and families across Canada. Includes a partnership with Epilogue for online Will creation (20% discount).
• Tribute Donations Tribute gift program allowing donors to make donations in memory, in honour, or in celebration of loved ones, with the option to create tribute fundraising pages.
• Sandra Schmirler Foundation Merchandise Official merchandise including commemorative pins (annual), the Curling Cares fundraising calendar ($25 per calendar with 100% net proceeds to the Foundation), and apparel available through the justBcause store, with proceeds supporting the Foundation.

Quantifiable outcome

• Over $11.3 million granted to 123 hospitals helping 90,000+ babies
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Lisa WeaglecoreStrategic or Co-development Partner · 1 January 2026Olympic and World Champion curler who co-founded Birdies for Babies, serves as Spirit of Sandra Scholar Mentor, Board Director and Vice Chair. Personal connection through her own NICU experience with daughter Paige.
• Rideau View Golf ClubminorGTM or Marketing Partner · 1 January 2024Host venue for the Birdies for Babies golf tournament that raised $83,000 in 2026 for CHEO NICU equipment.
• Curling CanadacoreStrategic or Co-development PartnerFounding partner that helped establish the Foundation in 2001. Provides ongoing support through the annual Scotties Tournament of Hearts venue for the telethon. Curling Canada's endorsement has been essential to the Foundation's credibility and reach within the curling community.
• TSNcoreGTM or Marketing PartnerMedia partner for the annual Sandra Schmirler Foundation Telethon, broadcast during the Scotties Tournament of Hearts. TSN's coverage has helped raise over $1.1 million in 2024 alone. Sportscaster Vic Rauter is an Honouree of the Foundation.
• Grand Slam of CurlingcoreGTM or Marketing PartnerMajor curling event partner that supports Foundation visibility and fundraising efforts through event integration.
• Jet IceminorGTM or Marketing PartnerCreated custom 'Champions Start Small' ice decals (24" X 9") for curling clubs to display behind hacks, helping raise awareness of the Foundation.
• justBcauseminorChannel Partner/ Reseller/ DistributorMerchandise partner selling Sandra Schmirler Foundation apparel, with charitable proceeds directed to the Foundation. Also sells the Curling Cares Fundraising Calendar.
• Goldline CurlingminorChannel Partner/ Reseller/ DistributorRetail partner selling the annual Sandra Schmirler Foundation commemorative pin.
• EpilogueminorGTM or Marketing PartnerOnline will-creation partnership offering 20% discount to users who include a gift to the Foundation. Part of Sandra's Legacy Circle planned giving program.
• Double Your DonationminorGTM or Marketing PartnerEmployer gift matching service that allows donors to verify if their employer matches charitable donations.
• Laurie Artiss Ltd. – The Pin PeoplecoreStrategic or Co-development PartnerManufactured the original silver and gold Sandra Schmirler pins starting in 2000. First nine months sold 35,000 pins earning $360,000 for charity. This initiative evolved into the Foundation.
• TCFminorStrategic or Co-development PartnerPartner listed on the Partners page of the Foundation website.
• RaelipskieminorStrategic or Co-development PartnerPartner listed on the Partners page of the Foundation website.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cystic Fibrosis Canada: Canadian health charity funding research and care for a specific disease population. Comparable as a disease-specific grantmaker with national reach, recurring donor programs, and legacy giving infrastructure.
• Jim Pattison Children's Hospital Foundation: Saskatchewan children's hospital foundation that has received Sandra Schmirler Foundation grants exceeding $500,000. Comparable as a Canadian children's hospital foundation running its own donor programs and telethon-style events.
• March of Dimes Canada: National Canadian nonprofit supporting people with disabilities and maternal/child health needs. Comparable as a similarly sized Canadian grantmaking charity with national reach and event-driven fundraising, though with a broader disability-services mission.
• CHEO Foundation: Foundation fundraising for the Children's Hospital of Eastern Ontario, a direct recipient of Sandra Schmirler Foundation grants. Comparable as a Canadian children's hospital foundation with event-driven and recurring donor programs.
• BC Children's Hospital Foundation: Provincial children's hospital foundation funding equipment and research. Comparable as a hospital-equipment grantmaker with event-driven and recurring donor programs in the Canadian pediatric healthcare space.
• Ronald McDonald House Charities Canada: National Canadian health-focused charity supporting families of seriously ill children. Directly comparable as a similarly-sized national charity raising funds through event-driven and recurring donor programs to support pediatric hospital infrastructure, though broader in scope than NICU-only.
• Children's Miracle Network (Canada): Charity that funds pediatric medical care and equipment at children's hospitals across Canada. Directly comparable as a national hospital-equipment grantmaker for children's care with a multi-channel corporate and event-driven fundraising model.

Broad incumbents

• Heart & Stroke Foundation of Canada: Large national Canadian health charity running telethons, monthly giving, and planned giving programs. Comparable as a mature Canadian health-grantmaking charity with diversified revenue streams, though with a cardiovascular rather than neonatal mandate.
• SickKids Foundation: Large children's hospital foundation running an annual telethon and national donor programs. Comparable fundraising mechanics and Canadian hospital-funding model, but vastly larger scale and broader pediatric research and care mandate.

Emerging players

• Canadian Premature Babies Foundation: Canadian charity specifically focused on premature infants and their families. Closest thematic peer to the Sandra Schmirler Foundation given its NICU-specific mission, though it focuses more on family support/advocacy than equipment grantmaking.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/sandraschmirler
• Facebookfacebook.com/sandraschmirlerfoundation
• LinkedInlinkedin.com/company/sandra-schmirler-foundation
• Instagraminstagram.com/sandraschmirler

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Sandra Schmirler Foundation