In a time of growing polarization, economic uncertainty, and social fragmentation, one truth is becoming clear: human connection is not a luxury — it is a foundation of life. We all need to feel seen, valued, and supported. While not-for-profits and charities commonly exist to serve people through various challenges and crises, they also hold a powerful opportunity to help build a more connected Canada. Prioritizing social connection benefits not only their teams and the people they serve but also the philanthropists, supporters, and broader society we all depend on to thrive.
These organizations play an essential role in addressing the downstream impacts of a disconnected society, including homelessness, mental illness, addiction, poverty, loneliness, and more. But what if we could go further and tackle one of the root causes of many of these issues: a lack of human connection?
Strong social ties can:
- Reduce the risk of chronic illness
- Improve mental well-being
- Increase life expectancy
- Build resilience
- Create safer communities
- And much more
By integrating social connection into how we operate, serve, and engage, this sector can be more than a safety net — it can become a bridge to a healthier, happier future.
How internal connection drives impact
Organizations that foster greater social connection within their teams create healthier, more engaged workplaces. When staff feel supported and part of a mission-driven community, they’re more likely to stay, contribute meaningfully, and bring positive energy into the programs they deliver. At a time of high burnout and turnover, building a culture of connection isn’t just good for people — it’s smart business. Even simple acts like sharing a meal or making time for informal conversation can lift morale and performance.
Designing programs that unite
Many of these organizations focus on urgent needs like food, shelter, and mental health issues — but loneliness and isolation often underlie these challenges. A newcomer facing language barriers, a senior at a meal program, or a youth in a job training course may all be quietly longing for connection.
Many organizations already foster human connection through their programs, even if they don’t name it as such. These informal moments of trust and shared humanity are powerful. But what if we went further? There is a significant opportunity in intentionally prioritizing and identifying human connection as the benefit — not just in client services but across the organization. When social connection guides how we lead teams, design programs, welcome volunteers, and engage funders, we create stronger, more resilient, and impactful organizations.
Now is the time to put social connection at the heart of our work.
Extending the connection to funders and volunteers
Donors and partners increasingly want to be part of something meaningful. By positioning social connection as a shared value, we invite them deeper into our mission. When funders see their impact reflected in more resilient communities, their commitment grows. Volunteers who feel connected to the cause — and to one another — are more likely to return and advocate for the work.
Flipping the script on care
Perhaps the greatest opportunity lies in shifting the narrative. The charitable sector is often seen as patching holes where systems fail. But what if we told a different story — one where not-for-profits and charities are not just crisis responders but part of the solution to a healthier Canada? Every time we help someone feel seen or build a space of inclusion, we make a difference. We remind people they are not alone.
The long-term vision? A society where fewer people fall into crisis because they are better connected to each other and to the resources that help them thrive. A society where organizations are no longer overwhelmed by demand but supported by a culture of shared responsibility and proactive care. We often say that the ultimate goal of any charity should be to put itself out of business. While that may be idealistic, building a more connected Canada could be the first step toward making that future more possible.
At GenWell, we have long recognized that most people don’t fully recognize the power of human connection. That’s why we created our GenWell Social Health Workshops, designed to give people the science, strategies, and, most importantly, the permission to connect. When people understand how connection impacts their own well-being and that of others, they are more willing to act, build relationships, strengthen their community, and offer support to those around them.
Not-for-profits and charities can be powerful allies in spreading this message — by bringing workshops to their teams, clients, and communities. In doing so, they help fuel an upstream movement that complements the work being done to address downstream issues.
Let’s do this, Canada! It’s time to come together. To connect. To collaborate. And to build a more connected Canada where everyone thrives.
Learn more about Canada’s Human Connection Movement at www.GenWell.ca, or explore how to become a Community Partner at genwell.ca/get-involved/community-partners.
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