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

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

As the company grew rapidly in recent years, especially through the pandemic, one thing became increasingly clear: team members — particularly those early in their careers — were asking for connection. They wanted purpose and were seeking opportunities to give back.

“We’re hearing from hiring managers that it’s one of the questions 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 defining what mattered most: partnerships needed to align with First National’s values, have national reach and offer real, hands-on impact for team members across the country. They were especially drawn to organizations connected to housing, well-being and supporting the next generation.

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

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

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

When registration opened for this year’s sessions, where team members 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 the comments, ‘I need to be with my team on this day.’”

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

And for many, the impact goes beyond the workplace. One team member, who volunteers weekly at a local food bank, wrote to thank First National for creating and supporting these opportunities:

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

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