Around twenty years ago, a small group of people in Brussels chose kindness. They couldn’t have imagined that their simple decision to serve their neighbors would spark a global movement of compassion, service, and impact. Two decades later, people from across the world -from Nairobi to Sydney and from Ulaanbaatar to Virginia- gathered once again in the heart of Europe for a four-day celebration: the Serve the City International Forum 2025.
What began as the vision of a handful of volunteers has now grown into an international movement of practical kindness, reaching communities in dozens of cities -including ours here in Maastricht. We were honored to join this celebration of kindness, where we shared stories, reflected on why we serve, and learned from fellow volunteers around the world. Most importantly, we returned home inspired and motivated, to mobilize even more people, take more action, and keep building a city where service and kindness create lasting change.
The Scale of Serve the City International
As of this year, the Serve the City network proudly celebrates:
61 cities worldwide
64,978 dedicated volunteers
Over 2.4 million direct beneficiaries
A movement that began on one street in Brussels now spans continents and continues to grow every day.
Learning, Testing, Brainstorming
Over the four days, dozens of seminars, workshops, open lectures, and dinners gave us the chance to reconnect and collaborate. Working in groups -often with people we’d just met- we brainstormed innovative project ideas, explored CSR partnerships, developed strategies for broader community engagement, and discussed data-driven approaches to fundraising and impact measurement. These sessions were the fuel that keeps our mission alive and evolving.
On Saturday, October 18, the Forum opened its doors to the residents of Brussels, offering everyone one more opportunity to volunteer. From cleaning and wall painting to helping with wooden games, supervising the inflatable ball jump, operating the cotton candy machine, ensuring safety at the giant darts, and yes -serving popcorn for everyone to enjoy- it was a day full of energy, laughter, and connection.
Looking Ahead
As we returned home, we felt energized and full of hope. If twenty years of Serve the City has shown anything, it’s this: serving people changes communities and hearts.
Maastricht may be a younger chapter, but this celebration reminded us that we’re part of something much bigger, a growing, global family of kindness.
Here’s to building on the past, serving in the present, and shaping the future together.
