Winnifred Stewart

What Winnifred Stewart does

Winnifred Stewart is a registered Canadian charitable non-profit organization founded in 1953 in Edmonton, Alberta, that supports adults with developmental disabilities through residential, community, employment, and specialized dementia care programs. The organization operates the Community Opportunities day program (employment, volunteer, and recreation support), Home Services (residential placements serving 70+ individuals across semi-independent, supported, and outreach arrangements), and Joey's Home Mindful Hearts Memory Care Centre — a 17-space specialized facility for individuals with diverse abilities living with Alzheimer's or other dementias. Its proprietary Mindful Hearts approach, developed in-house since 2011, is a person-centered care methodology that has been productized into a paid virtual certification training course.

Revenue is generated through a hybrid model: the primary funding source is the Persons with Developmental Disabilities Board — Edmonton Region (PDD) for core service delivery, supplemented by community donations, planned giving, corporate matching, and event-based fundraising. The organization runs Joey & Friends Empties, a door-to-door beverage container collection program operating across 375+ neighborhoods in 9 municipalities and processing 7M+ containers annually through a multi-year partnership with Roper Road Bottle Depot. Ancillary revenue streams include Mindful Hearts training fees ($100 + GST per participant), tiered memberships ($25-$250), event tickets ($12-$15), and the annual Joey Moss Memorial Golf Classic. The Winnifred Stewart Foundation serves as the wholly-owned fundraising arm under the Winnifred Stewart Association entity. The organization holds the highest achievable Level 2 CET accreditation from the Alberta Council of Disability Services and a Complex Support Needs Designation, and is co-located with ABC Head Start Society and Community Options at the Centre for Community Inclusion.

Name

Winnifred Stewart

Legal name

Winnifred Stewart Association

Website

https://winnifredstewart.com

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

251–500 employees

Short description

Winnifred Stewart is an Edmonton-based non-profit, founded in 1953, that supports adults with developmental disabilities through residential, community, employment, and specialized dementia care programs, serving over 200 individuals across the Edmonton metropolitan area.

Ownership category

akta.pro rank

Product category

Disability Support Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Residential Intellectual and Developmental Disability Facilities (62321), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331)

SIC

Services-Social Services (8300), Services-Nursing & Personal Care Facilities (8050), Services-Home Health Care Services (8082)

akta.pro primary industry

Disability Services & Independent Living Support (BPAGACAG)

akta.pro secondary industries

Faith-Based / Nonprofit Assisted Living Providers (HLADABAH), Post-Diagnosis Transition & Hospital-to-Home Dementia Support (HSABAEAL), Dementia & Alzheimer’s Respite Care (HSABAGAF)

Keywords

• Disability support services
• Residential care services
• Dementia care programs
• Community inclusion programs
• Developmental disability services

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Government Funding: Primary funding comes from Persons with Developmental Disabilities Board - Edmonton Region (PDD) which provides supports to adults with developmental disabilities.
2. Donations and Fundraising: The organization relies heavily on community donations which make up a significant portion of programs and services budget. This includes online donations, corporate matching, and planned giving.
3. Joey & Friends Empties Program: Beverage container collection program that collects donated containers from households and businesses, providing tax receipts to donors. The program processes over 7 million containers annually.
4. Training Fees: Mindful Hearts training program offered to care partners and agency employees for $100 + GST per participant, leading to certification.
5. Membership Fees: Voting memberships at $25 and various Associate membership tiers ranging from $50 to $250, providing access to facilities and voting rights at AGMs.
6. Event Revenue: Revenue from community events including ticket sales for dances, galas, and fundraising events.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Winnifred Stewart provides residential, community, employment, and specialized dementia care services to adults with developmental disabilities in the Edmonton region. Its core programs include Community Opportunities (day programs), Home Services (residential living options), the Mindful Hearts person-centered dementia care approach, and Joey's Home Mindful Hearts Memory Care Centre. The organization supplements service funding through the Joey & Friends Empties bottle donation program and community fundraising events.

Product overview

Winnifred Stewart is a non-profit organization offering a portfolio of programs and services for adults with diverse abilities. The core service delivery includes Community Opportunities (day programs for employment, volunteering, and recreation), Home Services (residential support and living arrangements), and the Employment Program through the Joey Moss Memorial Fund. Specialized offerings include Mindful Hearts, a person-centered care approach and training program for individuals with Alzheimer's and dementia, and Joey's Home Mindful Hearts Memory Care Centre, a 17-space supportive living facility. Additional programs include Joey & Friends Empties (bottle donation pickup service with tax receipts), Self-Advocacy (The Advocate Team), and the Joey Moss Memorial Fund for employment opportunities. The organization operates as a single integrated service provider rather than a platform-plus-modules architecture, with all programs supporting the mission of empowering people with diverse abilities to live fulfilling lives.

Differentiator

Problem solved

Functional benefit

Brands

• Winnifred Stewart Foundation: The fundraising arm of the Winnifred Stewart Association, overseeing all fundraising activities in support of programs and services.
• Mindful Hearts
• Joey's Home Mindful Hearts Memory Care Centre
• Joey Moss Memorial Fund
• Joey & Friends Empties

Products and services

• Community Opportunities A community-based day program supporting adults with diverse abilities to pursue employment, volunteer, or recreational interests through person-centered planning, resume building, job interview preparation, and on-site support at work and volunteer placements.
• Home Services Residential support services offering semi-independent living, evening and overnight support, aging support, and Outreach residential program assistance with daily living skills for individuals with diverse abilities.
• Mindful Hearts Care Approach A proprietary person-centered care approach developed by Winnifred Stewart for individuals with Alzheimer's and other dementias, providing caregivers with tools for personalized, moment-to-moment emotional and behavioral support that fosters calm, comfort, and connection.
• Joey's Home Mindful Hearts Memory Care Centre A warm, inclusive home named in honor of Joey Moss offering 17 supportive living spaces designed for individuals with diverse abilities living with dementia, with personalized routines and adaptive programming rooted in the Mindful Hearts approach.
• Joey & Friends Empties A door-to-door bottle and beverage container donation pickup service (formerly Empties to WINN) operating across 375+ neighborhoods in Edmonton and surrounding communities, providing scheduled pickups, free collection supplies, and tax receipts for donors while processing over 7 million containers annually.
• Mindful Hearts Training A 9-hour virtual training program delivered across three 3-hour sessions for care partners and agency employees supporting individuals with Alzheimer's or dementia, teaching recognition, communication, support techniques, and care approaches. Successful completion provides Mindful Hearts certification at $100 + GST per participant.
• Self-Advocacy (The Advocate Team) A self-advocacy program where adults with diverse abilities speak up for their rights, develop public speaking and leadership skills, plan events, and share experiences to advocate for themselves and others in the community.
• Joey Moss Memorial Fund - Employment Program A memorial fund established after Joey Moss's passing that continues his legacy by supporting employment and meaningful opportunities for people with diverse abilities throughout Alberta, including the Employment Readiness Program.

Quantifiable outcome

• Level 2 CET accreditation achieved - highest level possible through Alberta Council of Disability Services
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Roper Road Bottle DepotcoreStrategic or Co-development Partner · 1 February 2024Multi-year partnership where RRBD processes all beverage containers donated through Joey & Friends Empties. For every container donated, RRBD provides the eligible deposit return plus a portion of its collection incentives to WS. RRBD processes an average of 28,000 containers daily at its southeast Edmonton location with high-speed automated sorting technology.
• ABC Head Start SocietycoreStrategic or Co-development Partner · 3 December 2021Co-located at Centre for Community Inclusion, ABC Head Start provides family support, early learning, and community programs working with over 1500 families annually. Partnership enhances resources and integration of lifelong supports for Albertans with diverse abilities.
• Community OptionscoreStrategic or Co-development Partner · 3 December 2021Co-located at Centre for Community Inclusion, Community Options supports diverse learning needs through inclusive early childhood education, early intervention, childcare, family supports and community initiatives for over 40 years.
• Special Olympics EdmontonminorGTM or Marketing Partner · 26 October 2021WS donated $20,000 to Special Olympics Edmonton through Joey Moss Memorial Fund to support The Joey Moss Invitational Floor Hockey Tournament. Partnership continues Joey's legacy of advocating for meaningful opportunities for people with developmental disabilities.
• Edmonton Oilers Community FoundationcoreGTM or Marketing PartnerLong-standing community partner supporting WS through various initiatives including Joey Moss Memorial Fund activities and the Joey Moss 50/50 events. EOCF has contributed over $66 million to charitable organizations since 2001.
• Co-operatorsminorGTM or Marketing PartnerPresenting sponsor of the annual Joey Moss Memorial Golf Classic event, supporting fundraising efforts for the Joey Moss Memorial Fund.
• Accurate Network ServicesminorGTM or Marketing PartnerLocal technology services company, with owner Luke Williamson serving as WS Board member. Supports WS through various fundraising initiatives including the 7 Marathons in 7 Days event raising funds for Joey Moss Memorial Fund.
• Alberta Council of Disability Services (ACDS)coreOthersWS maintains active membership and accreditation through ACDS's Creating Excellence Together (CET) program, adhering to ACDS Ethical Principles. Achieved Level 2 CET accreditation, the highest level possible.
• ATB CaresminorGTM or Marketing PartnerATB matches 15% of every dollar donated through their ATB Cares portal up to an annual limit of $5,000 per not-for-profit, amplifying donor contributions to WS.
• Krawford Construction Inc.minorGTM or Marketing PartnerCorporate sponsor and partner supporting WS events and programs over the years.
• Donate a Car CanadaminorChannel Partner/ Reseller/ DistributorAccepts vehicle donations for WS, providing free towing across Canada and issuing tax receipts after processing. Vehicles are recycled or re-sold with proceeds benefiting WS.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Alzheimer Society of Alberta and Northwest Territories: Provincial nonprofit focused on Alzheimer's and dementia education, support, and advocacy. Emerging overlap with Winnifred Stewart's Mindful Hearts dementia-care specialization for adults with intellectual disabilities.

Broad incumbents

• Inclusion Alberta: Provincial advocacy and family-driven organization supporting people with intellectual and developmental disabilities across Alberta. Operates more broadly in advocacy and policy rather than direct service delivery, but directly comparable in mission and Alberta PDD context.

Regional players

• Community Living British Columbia: Provincial crown agency funding and coordinating services for adults with developmental disabilities in British Columbia. Comparable in mandate to support community-based living and individualized planning, though operating in a different province with its own funding model.
• Cerebral Palsy Alberta: Alberta-based nonprofit supporting individuals with cerebral palsy and other disabilities through community programs, advocacy, and support services. Comparable Alberta geography and disability-services mission, with overlap in PDD-funded service delivery.
• Sunbeam Community & Developmental Services: Kitchener-Waterloo, Ontario-based nonprofit providing residential, community, and recreational supports to people with developmental disabilities. Comparable service portfolio to Winnifred Stewart but operating in a different provincial funding environment.

Direct peers

• Robin Hood Association: Sherwood Park, Alberta-based nonprofit providing residential, community, and employment supports to adults with developmental disabilities. Directly comparable to Winnifred Stewart in service mix, Alberta PDD funder dependency, and target population.
• Vecova: Calgary-based nonprofit providing disability services, housing, and community programs for people with diverse abilities. Comparable to Winnifred Stewart in mission, Alberta geography, and the mix of residential and community-based supports.
• Calgary Progressive Lifestyles Foundation: Calgary-based charitable organization supporting adults with developmental disabilities through residential living, community participation, and employment programs. Closely aligned with Winnifred Stewart's Home Services and Community Opportunities offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/wsaf1953
• Facebookfacebook.com/WSAF1953
• LinkedInlinkedin.com/company/winnifred-stewart
• Instagraminstagram.com/winnifredstewart

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Winnifred Stewart