Leduc stands out for its volunteer programming by integrating a dedicated volunteer strategy into its city plan. The Leduc City Council prioritizes volunteerism through its Volunteer Leduc initiative, recognizing its crucial role in supporting city events and sports tourism. This approach not only builds community engagement and active citizenship, as reflected by strong volunteer participation, but also boosts Leduc’s economy and enhances its reputation as a top destination to visit and live.
In February, we had the opportunity to sit down with Mayor Bob Young and Community Development Coordinator Elana Hansen to learn about Leduc’s unique approach and the impact of volunteerism on the city.
How Volunteerism Builds Community and Economy
Through her work, Elana has seen the numerous perks of volunteerism and how it can empower individuals, encourage active citizenship, and build inclusive, healthy, resilient communities where everyone can thrive.
“We found that when people volunteer, they feel like they’re part of the community. We know that engaging them gives them more opportunities to feel like this is their home. Seeing the value entices them to volunteer, and that increases community engagement and investment.”
In 2019, the city hosted 150 events, and of those, 22 events received funds through the sport tourism grant program, generating over $10.5 million in revenue. Mayor Young acknowledged that volunteerism plays a significant part in the economic impact that major events can bring.
In 2019, the city hosted 150 events, and of those, 22 events received funds through the sport tourism grant program, generating over $10.5 million in revenue. Mayor Young acknowledged that volunteerism plays a significant part in the economic impact that major events can bring.
“When you take a look at the money that we put forward for our volunteerism, the payback is way better.”
Investments in major events like the 2016 Alberta Summer Games yield benefits that extend beyond monetary returns.
“The benefits are that we’re exposed to more activities. There are things that we’ve brought in that just nobody in our community was doing. The other thing that it does is bring people in from all sorts of places. When you bring people from all over the world, it gives you an opportunity to showcase your community.”
Compared to traditional advertising, large events provide greater exposure, as seen when the 2016 Alberta Summer Games brought 8,000 visitors to Leduc in four days. Volunteers and businesses benefited by engaging with new visitors and showcasing what Leduc has to offer.
“Volunteers probably do more to sell your community than anybody else does. Our volunteers are proud of our community and want to always show us in the best light.”
The Impact of Investing in Volunteerism
Investing in volunteerism can lead to stronger community connections. Elana emphasized that municipalities should recognize volunteer programs as essential to community development, not just as an additional program. She said nonprofits play a vital role in shaping our communities, and without them, the impact would be significant. Cities that support volunteerism reinforce the value of nonprofits. Supporting and building relationships with nonprofits “tells organizations that they matter, that we know they’re supporting us and we’re supporting them.”
Further, having official positions dedicated to volunteer coordination reinforces the importance of volunteerism. Mayor Young said that without a designated person to organize, inform and engage (even when no events are happening), and connect with volunteers and nonprofits, maintaining a strong volunteer base can be challenging.
“I give a lot of credit to our Community Development team. The success of our volunteer efforts is largely due to all the work that they’ve put in. This is one of those things where you need to have people with passion for what they’re doing. And there’s no way you can have a very successful volunteer program, or run as many events as we do, unless you have people who absolutely believe in that. They’ve been very successful at making this work.”
Leduc’s Volunteer Strategy
Leduc’s current 5-year volunteer strategy is focused on four key pillars:
Telling Our Story: Engaging with organizations to understand their efforts and challenges and sharing those stories with the Council and the local nonprofit network to raise awareness and support.
Creating Connections: Leduc’s events are designed to bring volunteers in and inspire them to take action by showcasing the impact they can make. Their team prioritizes face-to-face interactions to recruit and engage volunteers and build meaningful relationships within the community.
Capacity Building: Provide learning opportunities to support nonprofits in areas such as financial management, recruitment, and retention. Supported by external subject matter experts and council funding, these sessions empower individuals and organizations and reinforce that they are part of a larger support network.
Celebrating Volunteerism: VolunteerFest, an outdoor celebration for volunteers, began as a small banquet for 80 attendees and has evolved into a large outdoor event that now welcomes over 2,500 attendees each fall. This celebration brings together volunteers, newcomers, youth, and families, reaching across diverse demographics and fostering a sense of community. With the support of the Council, this event recognizes volunteers with awards and creates the chance for nonprofits to connect with new volunteers, ultimately getting more people involved.
How Volunteering Connects People to Their Community
Looking back, Elana said there were several moments where volunteering helped people feel more connected to Leduc. Early in her role, she assisted the Leduc Legion with volunteer recruitment. Many volunteers mentioned that they had been suggested to try volunteering by social workers, counselors, and even divorce lawyers. Elana learned that these individuals often experienced isolation before volunteering, but over time, they connected through shared tasks and, by the end, exchanged numbers and made plans.
Elana also highlighted the success of their 2024 newcomer event, which brought 100 newcomers together for a welcoming experience.
“We had lots of fun, dancing and making everyone feel welcome. From one event, thirty of those newcomers came to our Canada Day event and volunteered with us. We work with a lot of newcomer organizations to host other programs.”
Mayor Young added that at events like these, it’s not just the community that benefits, but also the city staff.
“For our community, what we do for Canada Day is second to none. Our staff, they come out, they support it, and they’re very proud of it. We’re building a sense of community within our staff, and I think everybody benefits from that.”
He also recalled a family that moved to Leduc after attending a ringette tournament in the city.
“They had never given Leduc a thought, but they were so impressed with the facilities that we have. Our Leduc Recreation Centre is one of the best in Canada. And so, they ended up moving into Leduc. That’s everything. You want to attract people to your community.”
The Community Development team has witnessed how volunteering helps people feel connected. Whether it’s young people fulfilling mandatory hours who leave feeling valued or families finding a sense of belonging, these stories may be difficult to measure, but the impact is clear.
Volunteer Outreach and Engagement
Elana suggested creating a dedicated webpage and supporting software where people can find out about volunteer opportunities and sign up. She also maintains a spreadsheet with 800 volunteers and sends an emailed “Volunteer Love Letter” every few weeks to keep everyone informed.
“I do my volunteer love letters. We’re out in the community with our banners and everything. It really builds this sense of community, and it gives us that opportunity to meet people where they are, show them how they fit, welcome them, and give them this big picture of what our community is doing.”
Mayor Young commended the Community Development team for doing a great job promoting volunteerism at events and ensuring people have access to information. He said that recruiting volunteers requires persistence, much like advocating for support from the government.
“You have to keep getting your message out there, and you have to keep asking for volunteers. If you don’t ask, you don’t get.”
Looking Ahead
The long-term goal of the volunteer program is to create a sustainable community where everyone knows how they can contribute and feel empowered to participate. Through hands-on initiatives like workshops, they’ve made steady progress, helping individuals and nonprofit organizations recognize ways to get involved.
“The benefits that you get from investing in volunteerism in your community, it just never ends. People come out to these events, get more information, and they want to get more involved. It’s a lot of work, but the benefits are never ending,” Elana said.
Looking ahead to 2026, corporate volunteerism will be a new focus for Leduc, especially when it comes to engaging skilled volunteers from demographics that have been difficult to reach. Their goal is to grow partnerships with local businesses and larger corporations to create stewardship. Some nonprofit boards lack skills that already exist in these businesses, and the City sees an opportunity to bridge the gap. Nonprofits can get the expertise they need while giving corporations meaningful opportunities to contribute. To make this happen, they need more data, policy examples, and networking opportunities like meet-and-greet events. Once a framework in place, this will be a major focus moving forward.
Leduc’s volunteer strategy has played a key role in building community engagement, supporting local events, and strengthening nonprofits. The success of initiatives like VolunteerFest and the newcomer event demonstrates the impact of a well-planned approach to volunteerism. As Leduc looks to the next five years, the City remains committed to evolving its volunteer programs and deepening its community connections.
All photos were provided by the City of Leduc