Making an Impact

IT'S HARD TO BELIEVE it’s almost spring — the season where we can see a year’s worth of weather in 24 hours. Marked by new growth, optimism, and the sloshing of windshield-wiper fluid, it’s a time that reminds Albertans just how quickly things can transform. Every year, it seems the pace of change increases exponentially. From new technologies and innovations to fresh takes on old ideas, some days it feels like we’re building the plane while flying it. It’s pretty exciting — especially for an organization like ours, steeped in nearly a century of history. As we race toward our 2026 centennial, the need to balance change with consistency has never been more important. While keeping an eye on the horizon, we can’t lose sight of who we are and where we came from as an organization. This shows in our 2024 Impact Report, which captures highlights of AMA’s corporate responsibility commitments last year. From a first-of-its-kind video game that teaches crosswalk safety, to welcoming our millionth bee to the Pollinator Program, our core values of community, advocacy and stewardship haven’t changed; it’s what we do and how we do it that’s continued to evolve. And it’s all driven by you. While we continue to stay laser-focused on delivering member value through our products and services, our attention to sustainability, safety, and community has never been stronger. I invite you to read the full Impact Report online to learn about the ways we’re making meaningful change — and how your support and engagement make it all possible. Every initiative in the report tells a story. We’re contributing to a greener future through our solar panel installations and reductions in idling; we’re creating safer conditions for children through our School Safety Patrol program; and we’re nurturing the simple joys of neighbours helping neighbours through our community programming. Combined, it reminds us of what’s possible when a million members mobilize around a shared vision of a better Alberta — all while staying true to who we are. One of the most compelling examples of this was the historic amount raised in 2024 for the AMA Community Foundation fundraiser ‘Fill Our Fleet’ in support of local food banks. Thanks to the generosity of our staff and members, we donated a record $322,516.54 and 41,896 lbs of nonperishables to community food banks, helping fight dire levels of food insecurity in Alberta. The opportunities ahead are endless. We’re laying the groundwork for a centennial celebration that’s not just about AMA’s past but about the future we’re building together. One rooted in the choices we make today. As we head into spring, I can’t wait to embrace those possibilities with a full heart, and a full wiper-fluid reservoir. This is Alberta, after all. AMA Michelle Chimko President and CEO Alberta Motor Association