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Oxfam Canada begins gift card campaign

Oxfam Canada has begun a fundraising campaign that makes use of a retail gift card for the first time. The card is being sold at Shoppers Drug Mart stores nationally, excluding Ontario and Quebec. Recipients of the card can visit a website at <> to spend the value of the card on charitable gifts for families in developing countries. Gift options include goats, chickens, farm tools, mosquito nets, literacy kits and other items. The initiative was developed by Stephen Thomas of Toronto. "Success in fundraising today is contingent upon developing innovative strategies and products which appeal to new audiences," said agency president and CEO Neil Gallaiford. "With the gift card and online catalogue markets growing so aggressively, we want to ensure charitable giving in a retail setting is a reality for consumers. This is the first time a charitable gift card can be purchased in a retail store, which opens the retail channel for charities seeking new donors."

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