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Snapshot of 2025: A year of serving, supporting, and remembering
The Legion’s National Headquarters assisted thousands, saw significant membership growth, and began 2026 centenary preparations
By Nujma Bond
As Canada’s largest Veteran support and community service organization, the Legion’s mission is possible even in the smallest communities in Canada - primarily due to its many volunteers and through contributions during its National Poppy Campaign.
Its membership growth in 2025, which brought new energy and ideas, was something to cheer! Highlights like the arrival of the first para athlete at the Legion National Youth Track and Field Championships, the updated relationship with the Canadian Armed Force’s (CAF) Transition Group, and the expanded reach of the Legion’s lapel Poppy distribution were additional reasons to celebrate.
SERVING VETERANS & THEIR FAMILIES
“This can only be attributed to … your very effective representation on my behalf. A simple “thank you” seems so inadequate for the work that you (and the Legion) do for Veterans.”
- Veteran who received greater assistance for hearing loss in 2025
The Legion’s highly trained and security cleared Dominion Command service officers helped thousands of Veterans, navigating benefits and appeal processes, offering emergency funds for food and housing, and providing connections to peer support programs. Their work was at no cost to Veterans and markedly improved their lives. Last year, officers handled additional cases from other provincial commands facing a service officer shortage. The Veterans Services team also worked on collaborative projects such as:
- A new process with Veterans Affairs Canada (VAC) so that Veteran applications can be scanned and securely shared, eliminating postage costs and time delays.
- New ways to share what the Legion can do for Veterans, with a wider group including the Royal Canadian Mounted Police, VAC, the Department of National Defence (DND), and the public. That work continues well into 2026.
- A memorandum of understanding with the CAF’s Transition Group, which assists Veterans when they complete their service. A command-level service officer will now be invited to Transition Centres to help provide awareness of Legion services.
International support and hosting the RCEL
The Legion’s reach extended internationally with its work on behalf of entities such as the Royal Commonwealth Ex-Services League (RCEL) to help Veterans and widows in Caribbean countries. Each person received support to afford two meals per day. Other benevolent assistance through Poppy funds provided support in areas related to transportation and Remembrance activities.
As the North American contact for Allied Veterans and widows on this continent, the Legion also coordinated the disbursal of RCEL funds to British Veterans and widows living in Canada. Over the summer, the Legion hosted RCEL delegates from over 35 commonwealth countries for their 35th conference. Attendees experienced Canadian culture and learned more about the Legion’s work to assist Veterans.
In 2025, the Legion also established an agreement with The Royal British Legion to coordinate cases of British Veterans in Canada who require financial assistance from the United Kingdom – helping ensure a faster and more streamlined approval process for those who apply.
Research, advocacy, and collaboration
“Findings may help diagnose non-concussive injuries, improving long-term brain health in high-risk roles.”
- Excerpt from a description of research funded by the Legion’s 2025 PhD scholarship
The Legion proudly presented a $50,000 PhD scholarship to support evidence-based research that will produce health-related findings, and better support our Veterans. The 2025 award in collaboration with the Canadian Institute of Military and Veteran Health Research (CIMVHR), went to a student from Queen’s University who is looking at repeated non-concussive head impacts from firearm recoil on the brain physiology of military personnel. Such impacts can lead to neurological symptoms.
Advocacy was a founding element of the Legion a hundred years ago, and in 2025, its National Headquarters continued to proactively advise government and the RCMP. The Legion convened the Veterans Consultation Assembly, which shared the group’s three main requests with the Minister of Veterans Affairs:
- The implementation of the recommendations in the 2024 Parliamentary Standing Committee on Veterans Affairs (ACVA) regarding the Persian Gulf War.
- The establishment of a national monument to recognize women who have served in the Canadian Armed Forces and RCMP.
- The recognition of RCMP members as Veterans, for commemoration purposes.
The public face of the Legion
“Without clear details and simple explanations, many Veterans are in the dark and worried about what it all means for their benefits and supports.”
- Berkley Lawrence, Dominion President, quoted in a news release about the 2025 federal budget
The Legion’s outward-facing presence reached members, media, and the public primarily through its marketing and communications efforts. Strategic decisions surrounding the organization’s 100th anniversary ensured the Legion was fully ready to go public on day one this year, while keeping branches and members informed along the way.
The team’s ability to deliver complex plans on schedule marked its 2025 success, finalizing a national collaboration with Ford Dealers of Canada - the Legion’s official partner during its centenary year – along with the development of promotional materials, and media plans to share details of anniversary celebrations with a wider audience.
The team also developed an information piece advising Veterans to beware of groups and individuals charging them for applying for benefits or handling appeals – services the Legion and VAC provide for free.
The organization participated in a range of news stories, talking about issues such as the federal budget, sharing excitement about attractive Legion store products, and promoting the National Poppy Campaign. Large pull-up banners reflecting the Legion’s work were displayed at the National War Memorial for weeks, with these measures increasing education and interest, and laying more groundwork for membership growth and organizational renewal.
National Headquarters operations
“A monumental year of continued organizational growth, remembrance, and global collaboration as we strategically prepared for the launch and celebration of our Centenary!”
- Randy Hayley, National Executive Director, commenting on 2025
The year 2025 marked the fourth consecutive year of membership growth, and with the 2026 free membership offer, the Legion has already signed up close to 50,000 new members as of the end of February. Preparing for this influx and renewals kept the membership team hopping in 2025. Modernized tools such as auto-renewal and training videos, digital membership cards, system testing and improvements, and responsive service specialists were instrumental to the success.
Having shipped over 400,000 packages and 790 unique products to customers in 2025, it was the highest ever revenue year for the Legion’s online store. New items included several 100th anniversary branded items. The Supply and Merchandising department credits its ability to pivot in the face of challenges - such as major postal strikes and tariff-related issues - for getting through an exemplary year.
Planning also began for the 2026 Dominion Convention when hundreds of delegates from across the country will vote on resolutions, take part in discussions, and celebrate 100 years of service – all in Winnipeg, the Legion’s birthplace.
PROMOTING REMEMBRANCE & NATIONAL POPPY CAMPAIGN
“And so, today, encased in granite, and under the secure cover of his helmet and sword, our soldier lies in peace.”
- Brigadier General Duane Daly (Ret’d) at the 25th anniversary of the Tomb of the Unknown Soldier
A national commemoration to mark the 25th anniversary of Canada’s Tomb of the Unknown Soldier took place in late spring of 2025. The tomb at the base of the National War Memorial in Ottawa, was inspired by the Legion and led by a former National Executive Director (then called Dominion Secretary), Brigadier General (Ret’d) Duane Daly and became a reality through much collaboration with government and supporters.
This touching anniversary event was led by VAC, and several Legion representatives spoke, including its Dominion President, Grand President, and its National Communications Manager who emceed the ceremony. The proceedings recognized the tomb’s importance as a symbol of service, sacrifice, and Remembrance.
In November, the Legion organized and presented Canada’s National Remembrance Day Ceremony, with tens of thousands in attendance, and millions watching online or on TV. An emotional highlight was the National Silver Cross Mother, named annually by the Legion. Mrs. Nancy Payne placed a wreath on behalf of all mothers and families who have lost a child in service to Canada.
As part of the National Poppy Campaign, the Legion reinforced its collaboration with Amazon Canada which resulted in an increased distribution of lapel Poppies and Remembrance items to people’s doorsteps; over 50,000 Poppies were distributed this way, about double from the previous year. Eighty percent of this Poppy distribution was to areas without a Legion branch, and with Amazon waiving fees, every dollar went directly into the Poppy Trust Fund.
The Pay Tribute program, which offered tap to donate boxes across Canada expanded its reach and RBC covered program costs for over 2,300 boxes distributed - almost 20% more than the previous year. Over $855,000 was raised this way- setting a record. Other key support included corporate donations, the distribution of Poppy boxes, point-of-sale donations, advertising blackouts to encourage Remembrance, with vehicles like Ottawa city buses and VIA train cars highlighting Remembrance.
Funds raised nationally helped with important Veteran support initiatives in 2025, among them, PepperPod health and wellness programs in Ottawa for women, and the Mood Disorders Society of Canada’s online mental health workshops. Both received $90,000.
SUPPORTING YOUTH COMPETITION AND LEADERSHIP… PROMOTING CAMARADERIE THROUGH MEMBER SPORT
“I’ve met a lot of fun people… it has been such an experience, and a great close to my season.”
- Dennis Iriowen Top Male Athlete at the 2025 Legion Nationals
Competitors convened in Calgary for the 2025 National Youth Track and Field Championships with the largest number of athletes ever: over 1000. The only event of its kind for under 16 and under 18 categories, the under 17 category for para athletics also attracted an athlete for the first time ever. Feedback from parents was gratifying, with many saying the games help bridge the gap between high school competition and the next stage – a big deal for their kids.
Games Ambassador Michael Trauner returned to the event, cheering on athletes and sharing tips. As an Afghanistan Veteran who lost both legs during his service, he has won numerous medals in sporting events, and games participants noted his presence as a memorable highlight. The Games rotate across the country, spending two years in each location; next stop, Regina!
The 2025 Dominion Member Sports Championships also saw competitors at a national level show off their skill in cribbage, darts, and 8-ball being. Legion sports competition is serious, but also fun, and grounded in camaraderie.
LOOKING AHEAD
The Legion’s centenary year will continue to soar with celebratory and commemorative public initiatives, including on July 17, the Legion’s official birthday. A national event will take place in Ottawa and at many branches across the country.
The Legion’s Dominion Convention will take place in August – in the city where 100 years ago, it began its journey. Stay tuned to the Legion’s social and communications channels including Legion.ca, for details about the Winnipeg event.
Meanwhile the Legion’s store is working on new centenary branded products and an improved store and customer experience. Support for new members will keep the membership team busy along with efforts to make the membership experience more efficient. Poppy and Remembrance work will include enhanced and modernized tools, expanded youth-focused projects, and increased campaign data collection to help show impact. The Veterans Services department plans a new service officer handbook including detailed guidelines for branch service officers to clarify roles at each level of the organization.
With another successful year behind it, The Royal Canadian Legion is proud to have helped thousands of Veterans across the country, while sharing the importance of remembrance, welcoming new members, and planning for the organization’s ongoing growth and modernization. We thank all members and community supporters who stepped forward, to collaborate and help the Legion fulfill its important mission.
Know someone with a service-related disability or question? Refer them to 1-877-534-4666.
Have an interesting member story to share? Email publicrelations@legion.ca.
Want to join us for free in 2026? Visit Legion.ca or reach out to Member Services at 1-855-330-3344. Sign up for 2027 and enter to win a new Ford F-150 STX.