Volunteering performs a vital function in charitable help, serving because the spine for a lot of nonprofits, charities, and causes. It not solely supplies important workforce and expertise but in addition fosters a way of neighborhood and function.
We researched over 3,000 people throughout the UK and Eire; Canada; and Australia and New Zealand to find out how charitable help differs between generations. With a concentrate on the preferences, habits, and motivations of Era Z adults, Millennials, Era X, and Child Boomers, these regional analysis experiences assist nonprofits navigate the shift in generational help patterns.
Age teams included have been:
On this article, we have now collaborated with a trusted Blackbaud accomplice, Rosterfy, to discover how totally different generations interact in volunteering and the way preferences differ amongst age teams.
Present Volunteering Tendencies
The volunteering panorama is regularly evolving, influenced by social, financial, and technological modifications. When requested about how members really feel they will make the most important distinction on points and causes essential to them, donations—whether or not cash, items, or companies—takes the primary spot throughout areas and generations. That is adopted by volunteering. One fifth of members globally shared that volunteering is one of the best ways for them to make a distinction.
Consistent with these findings, one fifth of members has volunteered their time with nonprofits, charities, or causes within the final 12 months. There are, nevertheless, some generational and regional variations.
Within the UK and Eire, Gen Zers are probably the most energetic volunteers (23%), adopted by Millennials (16%) and Child Boomers (16%). Gen Xers, in flip, are least energetic at 12% regardless of 16% of members from the age group agreeing that volunteering is one of the best ways for them to make a distinction.
Individuals from Canada observe largely comparable sample the place youthful generations have been probably the most energetic volunteers prior to now yr. Nonetheless, regardless of the widespread assumption that Boomers may need extra time to dedicate to volunteering, they’ve been the least energetic volunteers within the final 12 months.
Insights from Australia and New Zealand present an fascinating regional distinction. Whereas youthful generations are additionally energetic volunteers, Boomers are the technology which were most actively engaged in volunteering within the final yr (25%).
Throughout areas, Gen Zers are most inclined to volunteer to assist plan or host an occasion. Curiosity in this type of volunteering declines with age.
Partaking Every Era of Volunteers
Whereas these latest tendencies alone give essential insights into supporter behaviour, partaking volunteers requires a tailor-made strategy that considers the distinctive traits and motivations of every technology. With this in thoughts, let’s discover how nonprofits can higher interact volunteers throughout totally different age teams.
1. Researching Causes
Totally different generations have distinct habits and preferences relating to looking for data. Throughout areas, analysis is a vital a part of turning into a supporter. 77%, 82%, and 71% of members within the UK and Eire; Canada; and Australia and New Zealand—respectively—share that they analysis causes earlier than turning into a supporter.
Nonetheless, youthful volunteers are more likely to share that they conduct analysis. For instance, 84% of Gen Zers within the UK and Eire analysis causes whereas simply 54% of Boomer volunteers say the identical. These generational variations are evident globally.
Nonprofit web sites, social media, and charity evaluate websites are essential locations for volunteers looking for data. Unsurprisingly, youthful volunteers particularly use social media as a part of their analysis, whereas private suggestions and word-of-mouth data are essential for Gen X and Boomer volunteers. By assembly volunteers the place they’re, and sharing data volunteers are in search of, nonprofits can enhance their engagement and recruitment methods.
Tip from Rosterfy:
Volunteer numbers are declining worldwide, and plenty of of our prospects cite recruitment as their high concern for 2025. Gen Z could maintain the important thing to addressing this problem. This largely untapped group of supporters is motivated, influential, and desperate to make an affect. Nonetheless, to interact them, volunteer packages should provide a contemporary, on-demand expertise that aligns with their expectations resembling app-based volunteer engagement.
- Martin O’Neill, Head of Advertising, Rosterfy
2. Spontaneous Assist
Over 70% of members throughout areas say that the assertion ‘Many of the help I give is spontaneous and based mostly on who asks me and/or what pulls at my heartstrings’ considerably or completely describes them.
There are, nevertheless, clear variations relating to the oldest technology. Whereas practically 4 fifth of Gen Zers, Millennials, and Gen Xers say this describes them, the determine drops considerably relating to Boomers. Within the UK/Eire and Canada, 46% of Boomers say most of their help is spontaneous, and solely 38% of Boomers say this Australia/New Zealand. Fewer Boomers additionally share that the assertion describes them completely when in comparison with the opposite three generations.
Tip from Rosterfy:
If most of your help comes from spontaneous curiosity, it’s important to make sure your utility and onboarding processes are clean and environment friendly. Even a small delay or inconsistency might consequence within the lack of invaluable volunteering hours. Because of this many nonprofits are adopting volunteer administration software program to streamline and automate these duties.
- Martin O’Neill, Head of Advertising, Rosterfy
3. Recognition
‘Thanks’ messages are thought-about because the cornerstone of supporter engagement, and a customary apply for nonprofits the world over.
Individuals who shared that they’ve volunteered within the final 12 months mentioned that an e mail thanking for help is probably the most interesting manner for nonprofits or causes to point out appreciation. This was carefully adopted by data on how help makes a distinction. These findings are largely constant throughout surveyed areas.
14% of volunteers within the UK and Eire shared that they don’t want a thanks for his or her help. Curiously, compared to members who’ve donated, advocated, and promoted causes, volunteers and promoters are least prone to say that they don’t want recognition.
It’s additionally evident that youthful generations are a lot much less prone to say this. For instance, simply 4% of Gen Z volunteers say they don’t want a thanks message whereas 28% of Boomers say the identical. These findings are constant throughout Canada, and Australia and New Zealand.
Tip from Rosterfy:
Reward and recognition packages must be a cornerstone of your volunteer technique. Celebrating milestones or acknowledging distinctive contributions is particularly significant for volunteers who’re passionate in regards to the trigger or occasion. A lot of our prospects have efficiently applied good factors techniques, permitting volunteers to alternate factors for merchandise, occasion tickets, or donations to a trigger.
- Martin O’Neill, Head of Advertising, Rosterfy
4. Communication
Numerous sorts of messaging resonate with totally different generations and supporter sorts. Understanding these preferences might help nonprofits create, for instance, extra compelling volunteer campaigns or resonating ‘thanks’ messaging.
Supporters throughout the globe are fascinated with listening to private tales about how their help has made a distinction, and volunteers are the supporter group probably to say this describes them completely. Millennial volunteers, particularly, discover private tales essential, whereas Boomers are least prone to say so.
Whereas private tales may be an essential a part of communication, members are much more within the information and figures about how their help has made an affect. Boomers are more likely to say the assertion ‘I’m within the information and figures about how my help made an affect’ describes them completely, when in comparison with their curiosity in private tales.
Tip from Rosterfy:
The largest mistake in speaking with volunteers and supporters is adopting a ‘one-size-fits-all’ strategy. Volunteers come from various age teams and converse totally different languages. Whereas Boomers and Millennials could desire emails, Gen Z volunteers would possibly reply higher to group chats on WhatsApp or video messages.
- Martin O’Neill, Head of Advertising, Rosterfy
5. Comfort
Comfort is a major consider volunteer recruitment, retention, and satisfaction. By providing versatile and various alternatives, nonprofits can appeal to a broader vary of volunteers.
Slightly below half of non-supporters in every area—those that haven’t supported nonprofits or causes within the final 12 months—agreed that inconvenient volunteering alternatives have deterred them from supporting causes.
Concurrently, over 80% of members globally agree that they’re extra prone to help nonprofits and causes if it’s straightforward to take action. Whereas all generations agree with this, Boomers don’t have as robust an opinion because the youthful generations.
Tip from Rosterfy:
We perceive that flexibility is crucial when attracting modern-day volunteers. Nonetheless, a standard mistake is failing to spotlight this flexibility in your recruitment advertising. Providing varied shift patterns, hours, and roles gained’t be efficient if potential volunteers aren’t conscious of those choices. Selling this flexibility can considerably enhance the enchantment of your volunteer program.
- Martin O’Neill, Head of Advertising, Rosterfy
Get your regional insights to be taught extra:
Causes associated to healthcare, social companies, animal safety, and kids’s wellbeing obtain the best ranges of help, with most members supporting two causes. Study extra about the important thing tendencies and engagement alternatives in Australia and New Zealand.
75% of members share that they analysis nonprofits and causes earlier than turning into a supporter, with a concentrate on popularity, affect, and effectivity. Uncover the distinctive habits of Canadian supporters to tailor your communication and engagement methods.
Do you know that the youthful generations need extra recognition after their help than the older generations? Dive into the charitable help preferences of people within the UK and Eire to raised interact your supporters and prospects.