NHL Foundation Fundraising Partnership
What is Propeller?

We Turn Fans Into DONORS at Scale

Propeller is the leading social impact platform connecting the world's most influential voices with causes that matter. Every entry to win is a donation that directly benefits your cause, turning superfans into committed long-term supporters.

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Community Members
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Actions Taken
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Nonprofit Partners
Why This Works for the Foundation

Fundraising attached to moments already on your calendar.

The Foundation does not have to build an event, staff a campaign, or buy media. Propeller attaches a fundraising engine to moments that are already on the calendar, and hands back donors and dollars.

New donors

Every entry is a donation to the Foundation, so entering is giving. The program reaches people who are not giving to the Foundation today and gives them a first reason to.

Turnkey, start to finish

We build the pages, run the promotion, handle sweepstakes compliance and official rules, fulfill every prize, and report the results. The lift on the Foundation is approvals and inventory.

The Partnership Structure
A Two-Part Program Built Around the 2027 Tentpole Calendar
Part One
The Flyaway Series

Leverage the Season's Biggest Moments for Fundraising

The 2027 calendar gives the Foundation a run of destination events with built-in urgency. Each one becomes its own flyaway sweepstakes, with a deadline that drives a spike in entries and donations.

Every Flyaway Includes
  • ★Round-trip flights for winner and guest
  • ★Hotel accommodations for the event window
  • ★2 premium tickets to the event
  • ★Pre-event meet and greet
  • ★Signed memorabilia from the event
  • ★Event merch package and on-site host
The 2027 Tentpole Calendar

Four Sweepstakes Around Four Destinations

Run as a series, each event feeds the next. A fan who enters in February is already in the community when the next sweepstakes opens, and every entry along the way is a donation to the Foundation.

UBS Arena bowl on game night
UBS Arena, Elmont NY
01
Feb 5 + 6, 2027

All-Star Weekend

UBS Arena - Elmont, NY
Five-team international 3-on-3: USA, Canada, Finland, Sweden, World
A five-nation field in a brand-new format, in the New York market.
  • Full weekend access: Friday's Skills Competition, where 10 players 25-and-under chase a $1 million obstacle-course finale, plus Saturday's All-Star Game
  • The new five-nation format gives us a national and global promotional hook
  • Live on ESPN and ABC in the US and Sportsnet in Canada, so the Foundation's message rides a peak-attention broadcast window
  • Natural moment to spotlight Foundation grantees and youth hockey programs on site
Runs two weeks before the Stadium Series, so the two campaigns hand off to each other.
Outdoor NHL rink in a packed stadium under snowfall
2015 Stadium Series, Levi's Stadium
02
Feb 20, 2027

Stadium Series

AT&T Stadium - Arlington, TX
Stars vs. Golden Knights
Hockey at Jerry's World. The venue is a spectacle in its own right, before a puck drops.
  • AT&T Stadium is a destination people want to see for itself, which widens the entry pool well beyond hockey fans
  • Lands in a strong Sun Belt growth market for the game
  • Runs two weeks after All-Star, so the two campaigns compound instead of competing
  • Pairs naturally with Stadium Series specialty jerseys on the memorabilia side
Strongest creative package of the four for paid promotion.
T-Mobile Arena, Las Vegas
T-Mobile Arena, Las Vegas
03
Date TBC

Travis Roy Hockey Classic

T-Mobile Arena - Las Vegas, NV
Charity hockey game
The only prize on this list a fan cannot buy: a spot in the game.
  • The winner does not watch, they play. A roster spot in a charity game on NHL ice is a once-in-a-lifetime prize and the strongest entry driver we can put in market
  • Full Vegas weekend built around it: stay at Vdara, plus a show at Sphere
  • Vegas carries the destination on its own, which widens the entry pool well beyond hockey fans
  • Money-can't-buy access is what makes a sweepstakes travel on social, and it lifts entries across the rest of the program
Event date and the Sphere show to be confirmed.
Lincoln Center plaza at dusk
Lincoln Center, New York
04
Spring 2027  ·  TBD

Bob James Jazz Benefit

Lincoln Center - New York, NY
Benefit concert
A different audience entirely, on one of the best stages in the country.
  • Reaches an older, higher-capacity donor audience that a hockey sweepstakes will not touch
  • A New York culture weekend: premium seats at Lincoln Center, hotel, and artist access
  • Spring timing keeps the program alive after the hockey calendar quiets down
  • Benefit-concert framing makes the cause the headline rather than the fine print
Exact date to be confirmed.
Each flyaway runs four to six weeks and closes about a month before its event, with the winner notified within 48 hours of the draw. That leaves real time to arrange travel and time off. Fans enter by donating to the Foundation. Propeller builds, promotes, and fulfills every one of them.
Part Two
Memorabilia & Auction

The Sweepstakes Build the Audience. The Auction Sells to It.

  • Every sweepstakes entry builds the pipeline. Each flyaway puts thousands of opted-in fans into a list we own, tagged by the moments they care about. That audience is the real asset the program creates
  • The auction is where that pipeline converts. When bidding opens we are not marketing to strangers. We are going back to people who already raised their hand for the Foundation and told us what they want
  • Auctions run on Propeller, end to end: bidding, payments, winner notification, and fulfillment. No new vendors and no new staff on the Foundation's side
  • Our community adds volume from outside the existing file: 4M+ people nationally who are not on NHL or Club email lists today
  • Tentpole inventory carries a premium and a built-in deadline. Stadium Series and All-Star gear both sell against a date
Everyone Wins

A turnkey way to grow the game and fund the Foundation.

Fans Get

  • A shot at All-Star Weekend, the Stadium Series, a roster spot in a charity game on NHL ice, or a night at Lincoln Center
  • Entering is the start, not the end. Fans track their entries, add more as the deadline nears, and get pulled along by countdowns, reminders, and the winner reveal
  • A reason to follow the Foundation's work all year instead of hearing from it once
  • Auction access to exclusive signed NHL memorabilia

The NHL Foundation Gets

  • Four revenue spikes on the calendar instead of one flat season-long ask
  • New donors. The program reaches people who are not giving to the Foundation today
  • Promotion that reaches beyond both the Foundation's file and Propeller's own 4M+ community
  • Full campaign reporting after every tentpole
The Cause

Strengthening communities and improving lives across the country through the game of hockey.

The NHL Foundation strengthens communities and improves lives across the United States through the game of hockey, promoting access and positive experiences both on and off the ice. Through programs spanning youth development, equal opportunity, health and well-being, and pathways into hockey, the Foundation supports the social-emotional development and well-being of young people. People support this work because they believe in it, and the love of the game only makes it spread faster. Propeller turns that belief into action at scale.

The Partnership

How It Works

Propeller Handles

  • Promotion across 4M+ Propeller platform users
  • Fan acquisition and campaign reporting
  • Paid promotion with national reach
  • All creative & landing pages
  • Prize fulfillment: flights, hotel, event tickets, on-site hosting
  • Winner selection, notification & logistics
  • Post-program reporting & analytics for the NHL Foundation
  • Full compliance, sweepstakes legal & official rules

The Ask

  • 2 tickets plus access per tentpole event (All-Star, Stadium Series, Travis Roy Classic, Bob James benefit)
  • A player, alumni legend, or artist meet and greet at each tentpole. Alumni activations around these events are often the easier lift and carry the same weight with fans
  • Signed memorabilia or merch pack per flyaway
  • Memorabilia and signed inventory for the auctions
  • Social support from the NHL's channels
  • 15 to 30 sec face-to-camera video from an NHL player (script provided)
  • Meta advertiser access (League-approved)
How the Fundraising Is Structured

Built on a structure we already run every day.

01

A license agreement

The partnership runs on Propeller's standard license agreement, which gives us permission to use the NHL Foundation's name and marks to raise funds on its behalf. That agreement is the only paper needed to start.

02

Our Change Foundation receives the funds

Propeller Impact runs each sweepstakes as the professional fundraiser. Donations are received by Our Change Foundation, a 501(c)(3) we work with on every campaign.

03

Proceeds are granted to the Foundation

Our Change Foundation grants the proceeds to the NHL Foundation, with reporting on every campaign. Propeller carries the fundraising registrations, official rules, and compliance throughout.

Let's build this for 2027.

Case Studies