Enlisting baby boomers as Senior Corps volunteers
Abstract
Baby boomers represent the youngest of new recruits that Senior Corps programs are seeking to enlist. This report, Baby Boomers and the New Age of Volunteerism, by National Service Fellow Dawn Lindblom, explores the challenges and possibilities in recruiting baby boomers as volunteers. Senior Corps programs will need to revamp their marketing materials, incentives, and volunteer opportunities to attract this generation. Many baby boomers are looking for more challenging opportunities, additional flexibility, and unique experiences.Issue
By the year 2030, it is estimated that 49 percent of the population will be over the age of 55. Organizations and agencies that utilize volunteers need to evaluate whether they possess the infrastructure to recruit and retain volunteers from this emerging generation. Many of the individuals in this age group are looking for more challenging opportunities, additional flexibility, and unique experiences. These soon-to-be retirees possess a wealth of experience, knowledge, and financial resources that can benefit society.
If organizations continue to recruit using the same marketing materials and place baby boomers within existing programs, they will fail to involve a much larger proportion of individuals representative of this generation.
Action
The baby boomer generation will be seeking volunteer opportunities in which they can make a meaningful contribution in a shorter amount of time. Rather than be satisfied with meeting the needs defined by an organization, they will be seeking activities that utilize their talents and desire to make a difference.
Incentives
A one-size-fits-all strategy for recruiting and retaining baby boomers will not work. The American Association of Retired Persons and Roper Starch Worldwide, Inc. conducted a nationwide survey of baby boomers in 1998 and discovered an emergence of five very distinctive groups. Each group will have its own reasons for volunteering and can respond to different incentives.
- The strugglers are saving virtually no money for retirement because they have no money to save.
Incentives: Flexible schedule, group camaraderie, stipend, reimbursement for volunteer expenses, discount for medical expenses or prescription drugs, food/banquet recognition, discount cards/certificates/coupons.
- The anxious do not expect to be rewarded with financial well-being when they retire and are concerned about their health care coverage.
Incentives: Flexible schedule, special projects, short-term opportunities, resume builders, family opportunities, opportunities to meet new people and potential employers, stipend, reimbursement for volunteer expenses, support for health care expenses, accrue points/dollars to be cashed in for other services, prescription discounts.
- The enthusiasts do not plan to work at all during retirement.
Incentives: Flexible schedule, high impact opportunities, leadership or decision-making opportunities, ability to design own volunteer opportunity, cause-oriented projects, recreational and social activities, self-esteem builders, media recognition, drawings for cruises, trips, cultural activities, educational reimbursement, gift certificates to trendy restaurants.
- The self-reliants have money for retirement but want to continue working at least part time after they retire.
Incentives: Fulfilling and meaningful opportunities, utilize their time and skill, challenging and self-starter positions, self-directed assignments, reimbursement for volunteer expenses, recognition dollars allocated to nonprofit of their choice.
- Today's traditionalists plan both to work and to rely on Social Security and Medicare during retirement.
Incentives: Flexible schedule, support for medical expenses, exchange of services.
Marketing and recruitment
The baby boomer generation is more active, independent and not content with the historical definition of retirement. Motivational factors will play a pivotal role in recruitment strategies. Efforts can be focused on flexibility and the opportunity to try something new. Most likely, baby boomers in rural communities will continue to learn about community needs through their children's and grandchildren's schools, 4-H activities, and religious institutions. Baby boomers in urban settings will also continue to participate in volunteer activities through religious organizations. Local neighborhood associations may benefit from promoting community needs that can be addressed by residents living in the same area.
Marketing materials will need to be developed that specifically target individuals from the baby boomer generation. Use terminology that more accurately describes each age group over 65. Baby boomers are aware of aging but deny the physical signs that are attributed to getting older such as gray hair, baldness, and wrinkles.
Volunteer roles
- Develop unique opportunities that offer educational learning experiences and tuition reimbursement.
- Incorporate an exchange program for snowbirds living in different locations throughout the year (a network within the National Senior Service Corps.)
- Establish short-term volunteer opportunities that offer flexibility in scheduling.
- Increase intergenerational activities for baby boomers seeking to work with youth.
Context
This National Service Fellow report is based on individual interviews with experts from the volunteer and senior service fields, literature study, and focus group sessions with baby boomers in rural and urban Minnesota communities.
Senior Corps project directors can apply these ideas in local communities when seeking to recruit volunteers beyond generally accepted recruitment practices.
Citation
Lindblom, Dawn. Baby Boomers and the New Age of Volunteerism. Washington, D.C.: Corporation for National and Community Service, July 2001.Posted On
October 9, 2001Resources
From The Resource Center library:Baby Boomers and the New Age of Volunteerism
Item number: R2150