This campaign has been running in the Pembina Valley since 2014 as a partnership between the Winkler Community Foundation and Morden Area Foundation as an awareness initiative that hopes to build community belonging, caring and kindness in the area. The low-key approach, inviting community members to participate in simple, thoughtful acts of kindness and growing community partnerships, keeps the initiative easy for all to participate and does not require much volunteer time or funding. The campaign evolves each year through new themes, such as this year’s theme, “Be a Good Neighbour”, and last year’s “Plant Kindness, Build Community,” which helped keep it fresh and engaging. At the same time, maintaining a consistent structure, timing and providing some thought-provoking ideas has made the campaign recognizable within the community.

By encouraging people to “Pay It Forward”, without expecting anything in return and thinking about everyday positive actions, the campaign helps build a culture of belonging, connection and care over time. It invites people to think about their role in the community and how they can make a difference in the many places they belong, such as work, school, within neighbourhoods, cultural groups, community organizations or local businesses. This broad, community-wide engagement reinforces shared responsibility and connection. For example, when a business intentionally engages in acts of kindness, whether toward other businesses or the broader community, their efforts are noticed, fostering a culture of caring and kindness. Similarly, student groups who have participated, such as Youth in Philanthropy, gain valuable experience organizing and participating in kindness initiatives, helping to build the next generation of volunteers and community leaders. Over time, these interactions contribute to a stronger sense of belonging and collaboration across the Pembina Valley.

It is hard to think about one story or moment, there have been so many stories and activities shared over the years and lots of things happen that aren’t shared with us. One of the main challenges is knowing how many people are participating. Many acts of kindness are not shared with the organizers, so it can be difficult to capture the complete picture. The stories that are shared show many positive interactions and we know that meaningful community change happens gradually. Moments such as businesses giving back in creative ways, students organizing kindness activities and residents recognizing and celebrating each other demonstrate how the campaign encourages people to actively contribute to their community. Even the absence of the campaign in one year highlighted its value, as community members noticed and asked about its return, demonstrating how deeply it had become part of the community’s identity. Both the Morden Area Foundation and Winkler Community Foundation share and encourage sharing activities and acts of kindness through their Instagram accounts, as well as the campaign account Pay it Forward May.

This campaign is made possible through working together, and many new partnerships and relationships have been developed over the years. Local businesses play a big role by giving back through volunteerism, donating a portion of profits to community causes or simply promoting and modeling acts of kindness. The City of Winkler supports the initiative by encouraging block parties and leading programs such as “Good Neighbour” nominations, helping to build neighbourhood-level connections. Schools participate by promoting Pay It Forward activities within classrooms and through Youth in Philanthropy groups. Partnerships have continued to grow each year, including this year’s collaboration with the Pembina Valley Local Immigration Partnership (PVLIP), to help expand the campaign’s reach and visibility. All these partners, along with the support from local media, have helped make the campaign a well-known part of the community.

Communities that might want to try a “Pay it Forward” campaign should keep things simple, inclusive and easy for everyone to join. Even small acts of kindness can make a big difference. It helps to offer tools like idea calendars or lists of activities, so community members know how to get involved. You can also introduce annual themes to keep the campaign engaging and adaptable over time. Most importantly, building strong partnerships across community organizations, schools, municipalities and local businesses is key to ensuring everyone has an opportunity to learn about it and take part.