I actually thought they keep some of the proceeds directly. If you look at a lot of charities, large portions of the money they collect goes towards “overhead” - I recall there were a few community foundations in the NHL specifically that took huge cuts and only donated small amounts. Blanking on which teams those were but there was reporting done on it IIRC.
No doubt there are many reasons that companies engage in CSR, but the push for 50/50 advertising seems much more pronounced as of late. Clearly a shift in strategy that has me more skeptical than anything.
I don't think they keep any proceeds. It would likely violate the Gaming licensing. 50-50 sellers are usually volunteer and not paid staff so no cost there. They leverage their marketing channels and relationships like Sportsnet to promote. Would have invested money and staff time likely to build out the e-commerce purchasing vehicle but that probably isn't crazy money.
Not all 'overhead' is created equal. Have to look at each charity to assess their operations and expenses. If the organization is in capital campaign mode for example their overhead is likely higher. Important to look at the impact/results being created against the expenses involved to raise philanthropic dollars. NHL team foundations are predominantly about reputation enhancement and often aren't very efficient (I think the Flamers one has been cited). They wouldn't be keeping donated dollars for their corporate bottom line. CRA would be all over that and provincial lottery licenses would be pulled ... despite the halo effect sports big businesses hold in the public.
It's cheap PR for the Oilers to tell their impact stories during broadcast. Sadly it's often better than the intermission analysis that Sportsnet pushes out.