Sens foundation head re-engages corporate donors and sees opportunity in move downtown

Hockey is big business. But it’s also that backyard rink that dad made in the depths of winter for the kids in the neighbourhood.  In fact, that’s the NHL’s origin story, and what the Senators Community Foundation calls “the magic of hockey.”   “Working for an NHL foundation does have a magical quality to it,” said […]

Hockey is big business. But it’s also that backyard rink that dad made in the depths of winter for the kids in the neighbourhood.  In fact, that's the NHL’s origin story, and what the Senators Community Foundation calls “the magic of hockey.”   “Working for an NHL foundation does have a magical quality to it,” said Jacqueline Belsito, the foundation’s president, in a recent interview with OBJ. “It feels like that when kids and families meet their real-life heroes for the first time. It also has a tremendous impact on the athletes when they get out on a neighbourhood rink or basketball court with the kids. It lifts everybody’s spirit.” Belsito took over at the helm of the foundation two years ago and has been working since to revitalize the foundation and its partnerships in the business community. She said she’s found plenty of enthusiasm.  “It’s been a real joy for me and my colleague Jennifer Cameron, in particular, to re-engage with and reintroduce the foundation to our corporate and individual philanthropic partners. A lot has changed post-COVID, so we want to understand what is important to our partners and ensure we are still a good fit. “If their philanthropic priorities have changed, we wish each other well and promise to stay in touch. The beauty is that, even if a partner has changed their philanthropic focus, they are always willing to help us to find new supporters. It’s truly wonderful.” The foundation operates in what Belsito described as “lockstep with the (hockey) club.” This is particularly important, she said, as the Ottawa Senators work to finalize plans for a new home arena at LeBreton Flats. 

“There is zero gap between the Sens, the board, the leadership, and the foundation. We’re taking our cues from our owner, Michael Andlauer, who is very passionate and community-oriented. We also have a limited owner partnership group, with a number of them being from Ottawa and very connected,” said Belsito. “This is very positive from the foundation’s perspective because it helps us to be intentional in understanding the pressures in our community, especially with young people. The move downtown also puts us closer to inner-city neighbourhoods and also helps us learn, with the club, how to strengthen ties to Gatineau and western Quebec.” While any move downtown is still a few years off, “both the foundation and the club are in a slow, steady learning phase. This is a big opportunity to develop new relationships,” Belsito said. “We know there are ways that we will make a difference that we can't even imagine yet.” One of the foundation’s guidelines is to support not-for-profit organizations with an annual intake of $5 million or less. The foundation feels that it’s these smaller organizations that it can best help.  The Snowsuit Fund and the Youth Services Bureau 24-hour help line are examples. At a telethon fundraiser held during a recent Sens game, the audience heard from a young woman whose mental health challenges were not triaged as being serious enough for hospital care. She called the Youth Services Bureau and spoke to someone who was qualified to support her through her crisis. “A grant from us can really move the needle and put the money where it is needed the most,” Belsito said. “That being said, we do have legacy partners. The Roger Neilson Children’s Hospice and CHEO are very near and dear to our hearts.” 

Sometimes, the good ol’ hockey game is the best medicine. Kids and families facing serious medical challenges or having a hard time making ends meet are invited to Sens games, thanks to the support of foundation donors. Last year, the foundation welcomed more than 1,500 families to games. “When conversations around the dinner table are all about health problems and medical appointments, it’s a beautiful thing to come to a game and create new memories,” Belsito said. “You’re laughing and cheering your hometown team to a win. It’s a joyous way for the whole family to forget about life’s troubles. We love making that happen.”  It’s also about meeting people where they are and getting them excited about the sport for the first time. That means supporting learn-to-skate programs, providing equipment to kids whose families are on a tight budget, or getting new Canadians to lace up a pair of blades for the first time.  The foundation relies on frontline service agencies to advise where its support will have the biggest impact, Belsito said.  “That’s how we get funds to families in need. Whether it’s hockey in schools, Boys and Girls Club, or Big Brothers Big Sisters, we are blessed with strong, trusted partners who guide us. I love that feeling of one big family all pulling in the same direction.” In 2024, $1.4 million was donated through the foundation’s programs, supporting youth programs, Indigenous communities, the Ronald McDonald House, and military dependents, among other initiatives. But Belsito said it's the behind-the-scenes acts of kindness, the phone calls and notes from Sens players to the kids, and the individual stories that are the best indicators of success. “There’s a 10-year-old boy who’s going through a tremendous amount of medical treatment, all out of town, to make matters worse. Well, he’s a huge Sens fan, so we created an opportunity for him, his two sisters, his mum, and his dad to come to a game.  “He got to drop the puck, met Michael Andlauer, and met the guys in the locker room. We literally rolled out the red carpet for no reason other than to put a smile on his face.”