Moncton's ICT community is a model of volunteerism

by Lara Ryan

Trevor MacAusland wants to make a difference. The Moncton business analyst with T4G Limited listens to his social conscience, and it leads him to conquer the digital divide one power play at a time.

In 2003 MacAusland founded Geeks on Ice, a hockey tournament for the information and communications technology (ICT) sector, and raises money for community organizations. Partnering with the United Way of Greater Moncton and Southwestern New Brunswick, Geeks on Ice has raised more than $15,000 to fight the gap between people with regular access to IT and those without it.

Technology issues burden many not-for-profits, which could run better if they had up-to-date software and programs. Connecting traditional ICT centres in Atlantic Canada with underserved rural areas helps eliminate the geographical divide and connect the entire region to the ICT world. MacAusland wants his sector to develop and sees community involvement as an important drawing card for companies looking to invest in a community and for employees looking for ways to be engaged.

"When people think of Atlantic Canada, they think farms, fishermen, cottage country, and retirement homes," says MacAusland. "While this is true and we're proud of this image, it's a problem for recruitment and retention."

By creatively broadening awareness within the ICT sector with a fun event such as a hockey tournament, Geeks on Ice helps change our image on the national and international stage. In 2009 participants included T4G Limited, Service Canada, Moncton Flight College, Oracle, Aliant, and Gogii Games.

New Brunswick is earning an impressive reputation in the international ICT arena. In May The Intelligent Community Forum (ICF), a New York think-tank that studies economic and social development, named Moncton and Fredericton among the top seven intelligent communities in the world. Moncton was commended for its commitment to technology; the city recognizes the need for a data network and access to broadband. Its WiFi buses have increased ridership and reduced emissions. Fredericton's ability to attract knowledge economy businesses, make early broadband investments to connect its community, and collaborate with education sector makes it a role model too.

Organizations that engage in this way show that they're employers of choice. Their financial support of the tournament is important and highlights the growth in employer-support volunteerism. A recent study by Volunteer Canada recognizes business' understanding that it's important to invest in communities. Companies are supporting and encouraging employees to take part in voluntary activity.

The Geeks are stepping up the game in their sector, but there's still room for improvement. In 2003 more than half of all corporate donations came from two industries: finance and insurance (32%) and manufacturing (19%). Professional, scientific, and tech services contributed less than 4%.

Commitment from emerging-sector leaders such as MacAusland is sure to improve that score. Within five years Geeks on Ice aims to host teams from around the world. Plans are underway for the 2010 tournament and include invitations to some of the celebrities of the ICT world. Jim Balsillie in Moncton? If the Geeks have their way, investing in community will become everyone's game plan. 

Lara Ryan is a consultant specializing in CSR. She can be reached at lara@lararyanconsulting.ca.