How First National Built a Corporate Volunteering Program Team Members Truly Value

When First National Financial LP began thinking about teammember volunteering, the idea came directly from their people.

As the company grew rapidly in recent years, especiallythrough the pandemic, one thing became increasingly clear: team members — particularlythose early in their careers — were asking for connection. They wanted purposeand were seeking opportunities to give back.

“We’re hearing from hiring managers that it’s one of thequestions the younger generation asks: how we volunteer,” Maria Broekhof,program director at First National, explained. “So we saw this need.”

In 2023, the team set out to meet it. They began by definingwhat mattered most: partnerships needed to align with First National’s values,have national reach and offer real, hands-on impact for team members across thecountry. They were especially drawn to organizations connected to housing,well-being and supporting the next generation.

After researching several nonprofits and meeting withpotential partners, one stood out. What resonated most about partnering withSecond Harvest was the ability to engage team members in tangible ways acrossCanada.

What started as a small initiative has quickly grown, withwaitlists forming for volunteer opportunities across offices.

Since launchingits partnership with Second Harvest in 2024, 614 First National employees havecome together to sort food and pack snacks, contributing more than 1,635volunteer hours.

When registration opened for this year’s sessions, where teammembers sort rescued food and pack snack bags, the response was immediate.

“We launched yesterday, and in less than 24 hours we hadalready filled 83 spots,” Maria shared. “And people are writing in thecomments, ‘I need to be with my team on this day.’”

By responding to what team members were asking for, andbuilding a program rooted in shared values, First National has createdsomething that strengthens their culture, supports their communities and givestheir people a meaningful way to make a difference.

And for many, theimpact goes beyond the workplace. One team member, who volunteers weekly at alocal food bank, wrote to thank First National for creating and supportingthese opportunities:

“I just want to say thank you for supporting Second Harvest. I volunteer every Saturday at the Parkdale Community Food Bank, and SecondHarvest supplies the largest proportion of what we give out to clients who comeand shop with us. It’s set up like a small supermarket, where people in needcan choose what they take — it provides dignity and decreases waste. Justwanted to let you know that this program really makes a difference, and itmatters that we do it.”

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