If you work in volunteer engagement in Canada, you’ve probably felt it. Recruitment feels harder, retention isn’t what it used to be, expectations are shifting, and at the same time the need in our communities keeps growing.
For decades, Canada has had a strong culture of volunteering. But in recent years, amid rising costs of living, an aging population, post-pandemic recovery, growing loneliness, and the climate crisis, the volunteer ecosystem has been under real strain. That is why the development of a National Volunteer Action Strategy is such an important and timely opportunity.
Who is Leading the Charge
The Strategy is being championed and coordinated by Volunteer Canada, a national voice for volunteerism since 1977. Volunteer Canada has positioned this as a generational opportunity to strengthen how we support and sustain volunteering across the country.
This is not a top-down initiative. The Strategy has been shaped through national consultations with nonprofits, volunteer engagement professionals, community leaders, and volunteers themselves. Lessons are also being explored from provinces like Nova Scotia and British Columbia, as well as countries such as Ireland and Australia that have implemented volunteer action strategies of their own.
With support from Canada Life, a Volunteering Matters Technical Advisory Group is being formed to ensure local and regional expertise directly informs the national roadmap.
Why a National Strategy
The Strategy aims to create new and more inclusive pathways into volunteering, address economic, cultural, and social cohesion challenges, strengthen the systems that support volunteer engagement, and build more connected and resilient communities.
Research shows volunteering improves mental health, reduces isolation, and strengthens civic participation. It is one of the most accessible entry points into community life.
Good intentions alone are not enough. We need infrastructure, policy alignment, inclusive practices, and sustained investment. That is what a national strategy can help unlock.
The Role of Volunteer Engagement Professionals
Volunteer engagement professionals are not just observers of the National Volunteer Action Strategy, we are essential to its success. Every day, we translate vision into lived experience, shaping how volunteering actually happens in communities across Canada. This is our moment to elevate the profession and show the strategic value of thoughtful, intentional volunteer leadership.
The Strategy is about more than increasing volunteer numbers. It’s about strengthening belonging, building healthier communities, and ensuring that volunteering remains a powerful force for generations to come.
We can support this work by designing inclusive and flexible volunteer roles, creating meaningful onboarding and recognition processes, strengthening retention pathways, sharing data and frontline insights, advocating for proper volunteer engagement infrastructure, and actively participating in consultations and advisory conversations. Every action we take helps turn a national vision into real impact on the ground.
The Middle Slice 