Boost volunteerism in your city by following Spruce Grove’s example!
Photo credit: The City of Spruce Grove, Alta.
This year Spruce Grove, Alberta celebrates their 40th anniversary as a city. Spruce Grove is a vibrant, mid-sized city located approximately 11 kilometres west of the provincial capital. Spruce Grove is one of the most desirable and fastest growing communities in Canada, but there’s more to this city than just strong employment growth and a thriving housing market. With its warm community spirit punctuated by a palpable sense of safety, life in Spruce Grove is peaceful yet vibrant – the perfect blend of big-city convenience and tight-knit, small-town charm.
Experts will tell you it’s complicated, but surely one key secret to Spruce Grove’s success is the value the community places on volunteerism. “Volunteers play a crucial role in our community by offering their time, skills, and compassion to support programs, address local needs, and foster a sense of unity. They help create a stronger, more connected community” (City of Spruce Grove Website).
It was this focus on volunteerism that led to Spruce Grove being recognized as a JustServe City in 2024. And it was this focus that also led them to adopt a more sophisticated, sustainable and intentional way of rallying volunteers.
The city immediately saw the value of the free JustServe website and app to boost volunteerism and reach new demographics of volunteers. City leadership shared JustServe to their departments to provide a central place for sharing volunteer needs and opportunities. The City’s Recreation & Culture department has successfully used the JustServe website to recruit volunteers for events such as Canada Day and the highly popular Light Up event – the unofficial kickoff to the holiday season.
Next, the city shared JustServe with not-for-profit organizations in the community. A lunch-and-learn workshop was held to make it easy for organizations to learn about JustServe and get started posting their own volunteer needs. This created a digital hub for volunteers to find ways to help in their community.
To launch JustServe to community members, the City also led a promotional campaign on social media and the City’s website, where information is posted about how to volunteer in Spruce Grove, including a video and link to the JustServe website. You’ll see JustServe volunteers at community events engaging with residents and helping them get involved. In upcoming months, a JustServe blitz/fun competition and JustServe presentations for community organizations are planned in order to continue the momentum.
“Each and every resident in our community has benefited from the work done by a volunteer, whether it’s a coach, mentor, fundraiser, advocate, or simply someone who gives their time and effort to improve the quality of life of their neighbours,” said Spruce Grove Mayor Jeff Acker in an April 2025 news release. “Volunteers truly are at the heart of our community, and they collectively make Spruce Grove a more desirable place to live, start a business and raise a family.”
The City of Spruce Grove’s value on volunteerism and use of the free JustServe resource led to recognition as a Global JustServe City in 2025. Spruce Grove was one of just five cities in North America and the only Canadian city to receive the distinction that year.
The City of Spruce Grove’s success is a pattern to be observed for any growing municipality. When the most important things are placed first, growth in numbers can also mean growth of community unity.
