Seniors Secret Service

What Seniors Secret Service does

Seniors Secret Service is a Calgary-based charitable organization founded in 1985 by Donna Jones that delivers personalized gift and support programs to isolated seniors aged 60 and older across Calgary and southern Alberta. The organization operates four core programs: the flagship Christmas Cheer Program, which matches volunteer Secret Santas with isolated seniors to deliver personalized gift boxes (averaging $85-$150 per gift); the Birthday Cheer Program, which delivers monthly gift bags with toiletries, puzzles, and handmade cards at roughly $25 per bag; the Emergency Care Program (launched 2017), which supplies clothing and toiletries to seniors entering hospitals or long-term care facilities with nothing (approximately $300 per long-term stay package); and the Spring Cheer Program (launched 2020), which provides year-round gifts, grocery cards, and handmade artwork from elementary school students at $10 per item. In 2023, the organization delivered 6,500+ Christmas gifts and 3,400+ birthday presents.

Operationally, the organization runs on a volunteer-driven, community-led model in which 175+ partner agencies in Calgary and 30+ in surrounding regions (housing facilities, healthcare providers such as AHS, outreach programs, and culturally specific organizations) identify and refer seniors, while volunteer Secret Santas shop for and deliver gifts through designated drop-off points including 5 Calgary Police Service district stations, Spyhill Services Centre, and 8 London Drugs box pick-up locations plus Glitch Gaming in Airdrie. Technology infrastructure is minimal — a volunteer management portal (sssadmin.seniorssecretservice.com), standard office systems, and donation processing via CanadaHelps and ATB Cares — with no proprietary technology, patents, or AI capabilities.

The business model is 100% donor-funded philanthropy. Revenue streams include individual donations, corporate and foundation contributions, gift-in-kind donations, periodic casino fundraisers held every 18-24 months (the only government funding touchpoint), third-party fundraising events, and corporate sponsorships. The organization operates with an annual cash budget of approximately $336,000 CAD, one full-time Executive Director (Andrea Brumwell, since 2013), and several seasonal support staff hired at Christmas. There is no ongoing United Way funding, no parent organization, no institutional investors, and the entity is governed by an independent volunteer Board of Directors under Canadian Charity Registration #894375666 RR0001.

Name

Seniors Secret Service

Legal name

Seniors Secret Service

Website

https://seniorssecretservice.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Seniors Secret Service is a Calgary-based charitable organization delivering personalized gift programs to isolated seniors across four core offerings: Christmas Cheer, Birthday Cheer, Emergency Care, and Spring Cheer — funded entirely by donations and operated through 175+ partner agencies and volunteer Secret Santas.

Ownership category

akta.pro rank

Product category

Senior Social Services / Charitable Senior Programs

NAICS

Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Social Services (8300)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

Keywords

• Senior social services
• Isolated seniors support
• Charitable gift programs
• Community volunteer matching
• Donor-funded nonprofit

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Individual Donations: Individual donors contribute cash donations to support the purchase of gifts, grocery cards, and essential items for isolated seniors. Donations are eligible for tax receipts and can be made through the website via CanadaHelps and ATB Cares, or by cheque.
2. Corporate and Foundation Donations: Corporations, service clubs, and foundations provide financial support and gift-in-kind donations. The organization maintains a broad donor base of corporate sponsors listed on the sponsors page.
3. Gift-in-Kind Donations: Community members and corporations donate physical goods including toiletries, clothing, bedding, puzzles, and gift cards, which are then packaged as gifts for seniors across all programs.
4. Third-Party Fundraising Events: Third-party fundraisers are held on the organization's behalf by community groups and partners. Additionally, a casino fundraiser is held every 18–24 months as the only government funding source received.
5. Corporate Sponsorships: The organization offers corporate sponsorship packages for organizations wishing to align with the charity. Sponsors receive recognition through social media, the organization's network, and press releases.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Seniors Secret Service is a Calgary-based charitable nonprofit that delivers four coordinated gift programs to isolated seniors: Christmas Cheer (matched volunteer Secret Santas and personalized gift boxes), Birthday Cheer (monthly gift bags with toiletries and small items), Emergency Care (essentials for seniors entering hospitals or care facilities with nothing), and Spring Cheer (year-round gift cards and handmade art). Programs are funded entirely by individual donations, corporate sponsorships, and gift-in-kind contributions, and are delivered through a network of 175+ partner agencies across Calgary and Southern Alberta.

Product overview

Seniors Secret Service is a charitable organization operating as a single integrated program portfolio rather than a platform-based architecture. The core offerings consist of four distinct gift-giving programs: the Christmas Cheer Program (the original and largest program connecting over 6,500 isolated seniors with volunteer Secret Santas), the Birthday Cheer Program (monthly delivery of gift bags with toiletries and handmade cards), the Emergency Care Program (providing basic essentials to seniors entering hospitals or care facilities), and the Spring Cheer Program (year-round cheer with gift cards and handmade artwork). Supporting these programs are the Santa's Wish List (curated donation items) and Hospital Gifts (smaller Christmas packages for hospital-bound seniors). The programs are coordinated through a partner agency network of over 175 organizations and rely on volunteer-driven operations with no formal product integrations or API infrastructure.

Differentiator

Problem solved

Functional benefit

Products and services

• Christmas Cheer Program The flagship program that matches over 6,500 isolated seniors annually with volunteer Secret Santas who shop for and deliver personalized Christmas gift boxes containing toiletry items, clothing, slippers, and other necessities.
• Birthday Cheer Program Year-round program delivering birthday gift bags to isolated seniors containing toiletries, puzzles, cookies, tea, and handmade birthday cards; bags are assembled monthly by volunteers and delivered to care facilities.
• Emergency Care Program Provides basic essentials (clothing, undergarments, socks, non-slip slippers, toiletries, and get-well cards) to isolated seniors who enter hospitals or long-term care facilities with nothing; includes Short Hospital Package and Long-Term Care Package options.
• Spring Cheer Program Year-round cheer program delivering gift cards, handmade artwork from elementary school volunteers, Pocket Hugs heart gems, and other treats to isolated seniors to make them feel appreciated throughout the year.

Quantifiable outcome

• Over 10,000 Birthday Cheer presents delivered since 2007
• +6 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

25 partnerships are on record, tiered core and minor.

• Meals on WheelscoreStrategic or Co-development Partner · 1 January 1985Meals on Wheels is one of the foundational partner agencies that identifies isolated seniors who would benefit from Seniors Secret Service programs and facilitates gift distribution to those seniors across Calgary.
• Kerby CentrecoreStrategic or Co-development Partner · 1 January 1985Kerby Centre is a key partner agency providing support services to seniors and facilitating connections between Seniors Secret Service and isolated seniors in Calgary.
• The Way In – Calgary Older Adult ServicescoreStrategic or Co-development Partner · 1 January 1985The Way In program connects isolated seniors living independently to community support services including Seniors Secret Service's Christmas Cheer and Birthday Cheer programs. Operates through four quadrant offices across Calgary.
• AHS Community Geriatric Mental HealthcoreStrategic or Co-development Partner · 1 January 1985Alberta Health Services Community Geriatric Mental Health team refers seniors experiencing isolation and mental health challenges to the Christmas Cheer program.
• Silvera for SeniorscoreStrategic or Co-development Partner · 1 January 1985Silvera for Seniors is a housing provider for seniors and a partner agency that identifies and supports isolated seniors receiving Christmas and Birthday Cheer gifts.
• Jewish Family Services CalgarycoreStrategic or Co-development Partner · 1 January 1985Jewish Family Services Calgary is a partner agency that identifies isolated seniors from the Jewish community and other populations who would benefit from the programs.
• Calgary Drop In Centre – Senior ComplexcoreStrategic or Co-development Partner · 1 January 1985The Calgary Drop In Centre's Senior Complex identifies and refers homeless or at-risk seniors to receive Emergency Care packages and Christmas Cheer gifts.
• AHS Indigenous Mental HealthcoreStrategic or Co-development Partner · 1 January 1985AHS Indigenous Mental Health program refers isolated Indigenous seniors to receive gifts through the Christmas Cheer program.
• Brenda Strafford FoundationcoreStrategic or Co-development Partner · 1 January 1985Long-term care operator and partner agency facilitating gift distribution to isolated seniors in their facilities.
• CARYAcoreStrategic or Co-development Partner · 1 January 1985CARYA provides seniors' services in Calgary and is a key partner agency for identifying isolated seniors for the gift programs.
• Calgary Chinese Elderly Citizens' AssociationcoreStrategic or Co-development Partner · 1 January 1985Partner agency that identifies and refers isolated Chinese-speaking seniors to the programs, enabling culturally appropriate outreach.
• Women In Need SocietycoreStrategic or Co-development Partner · 1 January 1985Partner agency providing support to women and families in need, including identifying isolated senior women who would benefit from the programs.
• Trinity Place FoundationcoreStrategic or Co-development Partner · 1 January 1985Partner agency providing support services to seniors and facilitating connections to Seniors Secret Service gift programs.
• Southern Alberta Renal ProgramminorStrategic or Co-development Partner · 1 January 1985Healthcare program that refers isolated seniors with renal conditions to receive Christmas Cheer and Birthday Cheer gifts.
• Kerby Rotary House ShelterminorStrategic or Co-development Partner · 1 January 1985Emergency shelter for seniors that refers homeless or at-risk seniors to Emergency Care and Christmas Cheer programs.
• Multiple Carewest long-term care facilitiescoreStrategic or Co-development Partner · 1 January 1985Carewest operates multiple long-term care facilities in Calgary and is a key partner for identifying and distributing gifts to isolated seniors in their care.
• Immigrant ServicescoreStrategic or Co-development Partner · 1 January 1985Immigrant Services Calgary identifies isolated immigrant seniors who would benefit from the gift programs and facilitates their participation.
• London DrugscoreStrategic or Co-development Partner · 1 January 1985London Drugs provides box pick-up locations at 8 Calgary stores for the Christmas Cheer program, enabling volunteers to collect gift boxes before shopping for their senior.
• Calgary Police ServicecoreStrategic or Co-development Partner · 1 January 1985Calgary Police Service provides parking lot access at 5 district offices and Spyhill Services Centre as outdoor drop-off points during the Christmas Cheer gift drop weekend.
• Glitch Gaming Lounge (Airdrie)minorStrategic or Co-development Partner · 1 January 1985Glitch Gaming Lounge in Airdrie serves as a box pick-up location for Secret Santas in the Airdrie area for the Christmas Cheer program.
• Servus Credit Union / Run CalgaryminorGTM or Marketing Partner · 1 January 1985Seniors Secret Service was selected as a Charity Challenge recipient at the Servus Calgary Marathon, raising awareness and funds through the event.
• Olympic Heights Elementary SchoolminorStrategic or Co-development Partner · 1 January 1985Elementary school that participated in the Spring/Summer Cheer 2023 campaign, with students creating 500 unique art pieces framed and delivered to isolated seniors along with grocery cards.
• Colonel McLeod Elementary SchoolminorStrategic or Co-development Partner · 1 January 1985Elementary school that partnered with Seniors Secret Service for the 2023 Spring/Summer Cheer program, with students creating art pieces delivered to isolated seniors.
• Alberta Health ServicescoreStrategic or Co-development PartnerAlberta Health Services is both a financial sponsor and operational partner, with multiple AHS teams (Community Geriatric Mental Health, Indigenous Mental Health) referring seniors to the programs.
• Calgary Fire Department (inferred via Community Fire Stations)minorStrategic or Co-development PartnerCommunity fire stations may serve as drop-off or collection points during emergency care and seasonal campaigns.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Canadian Red Cross: National humanitarian organization with senior-focused programs including visits, emergency assistance, and social support. Comparable as a broader, federally scaled charity that addresses senior isolation and emergency needs across Canada, with much larger operational footprint and government relationships.

Direct peers

• Silvera for Seniors: Calgary-based nonprofit housing provider for low-income seniors. Both organizations serve the same isolated-senior population, and Silvera is a partner agency that identifies residents who benefit from Christmas Cheer and Birthday Cheer gift programs.
• Kerby Centre: Major Calgary seniors' services organization offering social, health, and education programs. Both organizations serve the same isolated-senior population in Calgary, and Kerby Centre is itself a referral partner that helps identify seniors for Seniors Secret Service programs.
• Brenda Strafford Foundation: Calgary-based long-term care and seniors housing operator. Both organizations serve isolated Calgary seniors, and Brenda Strafford Foundation operates as a partner agency facilitating gift distribution to seniors in its care facilities.
• Calgary Chinese Elderly Citizens' Association: Calgary-based nonprofit providing culturally specific services to Chinese-speaking seniors. Both organizations address senior isolation in Calgary, with this association serving as a partner agency enabling culturally appropriate outreach to immigrant seniors.
• Jewish Family Services Calgary: Calgary-based social services organization serving vulnerable populations including isolated seniors. Both organizations provide community-based support services in Calgary, with Jewish Family Services serving as a referral partner identifying seniors who would benefit from gift programs.
• Meals on Wheels Calgary: Calgary-based nonprofit providing nutrition and regular social contact to isolated seniors in the same geographic market. Both organizations serve overlapping vulnerable populations through volunteer-driven, partner-agency-distributed programs targeting seniors without family support.
• CARYA: Calgary-based nonprofit providing community social services including seniors' programs. Both organizations operate as community-driven support networks for vulnerable Calgarians, with CARYA serving as a referral partner identifying seniors who would benefit from Seniors Secret Service gifts.
• Calgary Drop In Centre: Calgary-based nonprofit serving homeless and vulnerable populations including seniors. Both organizations serve overlapping at-risk populations in Calgary, and the Drop In Centre's Senior Complex is a partner agency referring seniors to Emergency Care and Christmas Cheer programs.

Others

• United Way Calgary and Area: Calgary-based charitable funder and intermediary organization supporting a network of social service agencies including those serving seniors. Comparable as a funding ecosystem participant and convener for Calgary nonprofits addressing social isolation and senior poverty, though not a direct service provider.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/seniorssecretservice

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Seniors Secret Service