Glenn Craig spends his days delivering life-altering news. Each month, he calls a stranger to tell them they’ve won a substantial sum – often millions. One recent call, captured on video, showed the raw emotion of a $6.4 million win, a moment so powerful Craig himself struggled to maintain composure.
The winners, Natalie and Clem, had just returned from seeing their son and new grandchild, a reunion after six long years. Craig, fighting back tears, managed to say, “I think this is a call that’s going to change your lives… I think the frequency of your visits to Calgary can increase from every six years.” It was a win that resonated far beyond the monetary value.
Craig is the president and CEO of the Thunder Bay Regional Health Sciences Foundation. The source of these incredible prizes is the Thunder Bay 50/50, an online raffle that’s become a lifeline for hospitals across Northwestern Ontario, stretching from Thunder Bay to Kenora and Sioux Lookout. It’s quietly become a fundraising phenomenon.
Over the past year, the foundation’s 50/50 is projected to raise an astonishing $20 million. Since its launch in 2021, it has created three dozen millionaires, with the largest single prize reaching over $7.7 million. To date, over $94 million in prizes have been awarded, a figure that has dramatically increased in recent years.
While the jackpots are massive, the operation is surprisingly lean. A dedicated team of just three people is responsible for generating roughly $50 to $60 million in sales annually. This efficiency is key to maximizing the impact for the hospitals they serve.
The rise of hospital 50/50s is a relatively recent story, exploding in popularity during the COVID-19 pandemic, particularly in Northern Ontario. A pivotal change by the Alcohol and Gaming Commission of Ontario – allowing online ticket purchases province-wide – unlocked unprecedented growth.
Craig now frequently finds himself calling winners from outside Thunder Bay, from towns like Pembroke, Dryden, and Hanmer. His success has made him a sought-after figure, with hospital foundations across Ontario eager to replicate his formula, especially in Ottawa.
The secret, according to Shannon Gorman, CEO of the Queensway Carleton Hospital Foundation, lies in marketing. “They have done such an incredible job… we’re trying to model after that.” Other foundations acknowledge the desire for direct donations, but recognize the undeniable effectiveness of the 50/50 model in a climate of increasing financial strain.
More than half of hospitals in Eastern Ontario are projecting deficits this year, forcing difficult choices like cutting frontline staff. The need is urgent, with hospitals facing hallway medicine and even treating patients in garages. Charitable gaming, like the 50/50, is increasingly seen as a vital solution.
Driving this growth is a company called Bump, headquartered in Ottawa. A subsidiary of the Canadian Bank Note Company, Bump provides the technology and expertise to run these sophisticated digital raffles. They were instrumental in advocating for the regulatory changes that fueled the 50/50 boom.
Bump now manages 85% of all professional sports lotteries in North America, from the Edmonton Oilers to the Daytona 500 and even the Super Bowl. Their platform allows for unlimited ticket sales and real-time jackpot tracking, creating a sense of excitement and urgency.
However, the rapid growth also raises concerns about responsible gambling. Foundations include disclaimers and links to problem gambling helplines, acknowledging the potential risks. Experts worry that the ease of online access could normalize gambling behavior and exacerbate addictive tendencies.
The Canadian success story stands in contrast to the U.S., where 50/50s have historically faced legal challenges. But the gap is narrowing as American states begin to reconsider their regulations. The story of the Thunder Bay 50/50 is a testament to the power of innovation and the urgent need to support healthcare.
Craig and his team have transformed regulatory changes and technological advancements into a unique and highly successful fundraising model. They’ve created a program with a personality, capturing the attention – and the generosity – of people across Ontario. And in just a few weeks, he’ll make another life-changing phone call.
