The Royal Canadian Legion turns to Amazon for annual poppy campaign boost

Frosty poppies sit atop a tombstone on Remembrance Day at the National Military Cemetery in Ottawa, Thursday, Nov. 11, 2021. THE CANADIAN PRESS/Sean Kilpatrick

The Royal Canadian Legion says a new partnership with e-commerce giant Amazon is helping boost its veterans' fund, and will hopefully expand its donor base in the digital world.

Since the Oct. 25 launch of its Amazon.ca storefront, the legion says it has received nearly 10,000 orders for poppies.

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Online shoppers can order lapel poppies on Amazon in exchange for donations or buy items such as "We Remember" lawn signs, Remembrance Day pins and other accessories, with all proceeds going to the legion's Poppy Trust Fund for Canadian veterans and their families.

Nujma Bond, the legion's national spokesperson, said the organization sees this move as keeping up with modern purchasing habits.

"As the world around us evolves we have been looking at different ways to distribute poppies and to make it easier for people to access them," she said in an interview.

"This is definitely a way to reach a wider number of Canadians of all ages. And certainly younger Canadians are much more active on the web, on social media in general, so we're also engaging in that way."

Al Plume, a member of a legion branch in Trenton, Ont., said the online store can also help with outreach to veterans who are far from home.

"For veterans that are overseas and are away, (or) can't get to a store they can order them online, it's Amazon." Plume said.

Plume spent 35 years in the military with the Royal Engineers, and retired eight years ago. He said making sure veterans are looked after is his passion.

"I've seen the struggles that our veterans have had with Veterans Affairs … and that's why I got involved, with making sure that the people get to them and help the veterans with their paperwork."

But the message about the Amazon storefront didn't appear to reach all of the legion's locations, with volunteers at Branch 179 on Vancouver's Commercial Drive saying they hadn't heard about the online push.

Holly Paddon, the branch's poppy campaign co-ordinator and bartender, said the Amazon partnership never came up in meetings with other legion volunteers and officials.

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"I work at the legion, I work with the Vancouver poppy office and I go to the meetings for the Vancouver poppy campaign — which includes all the legions in Vancouver — and not once has this been mentioned," she said.

Paddon said the initiative is a great idea, but she would like to have known more about it.

The legion also sells a larger collection of items at poppystore.ca.

This report by The Canadian Press was first published Nov. 9, 2024.