The selfless act of volunteering is timeless, transcending generational boundaries. Acts of service are powerful and create a positive impact that unites people. Engaging volunteers across generations is vital to the strength, representation of experience, and impact of your volunteer program.
However, each generation holds distinctive characteristics with different prevailing beliefs, attitudes, and values. So, naturally, the time period in which someone is born affects why, how, where, and when they choose to volunteer.
Because of these generational distinctions, engaging volunteers of multiple generations can be quite challenging, and requires a thoughtful and tailored approach. The more that you are able to offer opportunities and outreach with an awareness of these unique characteristics and capacities, the more you will strengthen your program.
In this practical guide to multigenerational volunteer involvement, we’ll explore the nuances of generational volunteer engagement and tips for engaging each group.
Generation Z is the most diverse in history. According to research published by the British Heart Foundation, Gen Z are the most likely to volunteer of any other age group. In fact, 46% of survey respondents said they had volunteered for a charity in their lifetime, while 24% specified they were currently engaged in volunteer work.
Gen Z are digitally native, tech savvy, and very focused on social justice.
Generation Z are strong supporters of social justice causes, such as #blacklivesmatter, LGBTQ+ rights, equality, environmental issues, and racial equity. Gen Z is also more likely to support causes that help victims of crime and abuse than preceding generations.
Nonprofits that focus on human services, animals, children, and education are among those most supported by Gen Z donors.
The 2017 Giving Report found that 59% of Gen Z were inspired to donate to a cause they saw through social media, while only 14% were moved to action through email. This is a generation of donors who are more likely to attend fundraising events and donate to international nonprofits than either Millennials or Baby Boomers - so it’s important to figure out how to engage them as donors!
Think about it: Gen Z has spent most of their lives in a digital-first environment.They already have powerful networks and influence in place in their own online communities due to their focus on social media. Volunteer organizations should think about tapping into the networks of their Gen Z supporters in order to expand their reach and increase their impact.
Millennials are digital natives, and many came of age during a period of rapid technological advancement. It’s important to note that rather than being born into this period like Gen Z, most Millennials migrated into the digital age. Therefore, this generation is highly adaptable, educated, and cause-oriented.
Millennials are passionate, idealistic, and hungry to make a positive impact on the world. They value work-life balance and prioritize family and well-being over work. This means that volunteer programs have an excellent opportunity to build volunteer relationships with this group (and their children)!
The Millennial generation’s top causes include children and youth, animals and wildlife, and health and wellness.
Millennials now represent the largest generation in the workforce and therefore hold tremendous potential as donors. According to the 2018 Global Trends in Giving Report, 40% of Millennial donors are enrolled in a monthly giving program, and nearly 46% give to crowdfunding initiatives.
39% of Millennials are most inspired to donate after seeing a social media campaign. When considering this is the most effective way to engage Gen Z as well, it’s a no brainer to focus your energy on online sources for donations.
Not to be overlooked, Gen X represents a sizable demographic that holds significant influence and financial capacity. This generation grew up in the post-war world that was markedly different from their parents or grandparents. Many were latchkey kids, or were raised by single, divorced, or working parents. The people of this generation are independent, hands-on, and impact-driven.
In 2017, more than a third of Gen X volunteered, which accounted for a higher percentage of volunteerism than any other generation. Like Millennials, Gen X’s top causes include children and youth, animals and wildlife, and health and wellness.
Gen X are very active in philanthropic pursuits. This generation gives more small and mid-level donations than any other group, and over 49% of Gen X donors are involved in monthly giving. Nearly 60% of Gen Xers will research an organization before donating, and they actively look for information on the senior leadership and changing-making of an organization.
Pro tip: Gen X donors prefer to give recurring donations to just one or two organizations rather than spreading out their financial contributions - so make sure your organization stands out!
Baby Boomers grew up during a time of post-war economic prosperity. They’re a “work hard, play harder” generation who created the idea of networking and the corporate atmosphere that persists today. Often characterized as hardworking, they view volunteerism through the lens of their career-driven lifestyle.
They value dedication, commitment, and loyalty, and may be competitive in both their personal and professional lives. Most Baby Boomers are now retired, so they represent an excellent group of potential donors and volunteers!
This is the generation with the second highest volunteer rate! Baby Boomer’s top causes include health and wellness, children and youth, human and social services, animals and wildlife, and faith-based initiatives.
The best ways to engage Baby Boomers as volunteers:
Baby Boomers are very active in philanthropy, with nearly 50% of this generation enrolled in a monthly giving program, worldwide. According to the 2018 Global Trends in Giving Report, Baby Boomers were most inspired to donate after attending a fundraising event.
Baby Boomers are the generation most likely to donate gifts up to $500, which represents a massive opportunity for the nonprofit sector.
Volunteer engagement across the generations takes an understanding of each group’s unique characteristics; including their motivations, communication styles, and values. By considering these traits and tailoring your volunteer and fundraising opportunities accordingly, you will bridge the generational gap and reach more people. When you appeal to a wider range of individuals, your volunteer program will be more sustainable, impactful, and inclusive as a result.