Understanding the motivations of baby boomer volunteers
Abstract
The roles played by older adults in other aspects of their lives can be translated into effective recruitment strategies. The insights about these volunteers were generated from data provided by volunteer centers that work with businesses, nonprofits and government agencies to engage volunteers in service. This information can also be applied to nonprofit organizations. This effective practice is excerpted, with permission, from the newsletter, Working Solutions, Spring 2004, published by the Points of Light Foundation and Volunteer Center National Network.Issue
Volunteer opportunities must be expanded and diversified in order to appeal to the 35 million people who are already over 65 and the 79 million baby boomers who are transitioning from primary careers and family building.Action
According to information provided by Volunteer Centers to the Points of Light Foundation, the roles of baby boomers and subsequent recruitment implications are as follows:
Role: Activist
While not all baby boomers were involved in the political activism that helped define the '60s, many boomers share a deep desire to make a difference in ambitious and inspirational ways.
Implications: Provide Opportunities that Inspire
Volunteer opportunities should be designed and marketed for mature activists who still desire change in their neighborhoods, communities and the world. These volunteers bring skills, knowledge and networks that they have accumulated throughout their careers and lives. Programs should help volunteers imagine how their efforts will bring about social change, and systems should be put in place that ensure that the volunteers at all levels of the organization know and are passionate about the ultimate goal and purpose of their work.
Tips:
- Is the mission of your organization clear and compelling? Do your paid staff and volunteers know it, talk about it regularly, and understand how their efforts help to realize it?
- How can you increase staff and volunteer interaction so the two groups feel as if they are colleagues working to accomplish similar goals?
Role: Consumers
The baby boomers are sophisticated consumers who are accustomed to expecting an abundance of options. As a result of the wealth of products and services available to them, they have an acutely defined sense of their own needs and preferences, as well as what they have to offer and spend. Moreover, this population is increasingly finding that time is their most limited commodity.
Implications: Multiplicity of Volunteer Options
The number of short-term and project-based volunteer opportunities that agencies offer boomers and older adults must be significantly increased. One-time volunteering events such as cleaning a park, planting trees, and sorting clothes at a food shelter are all excellent ways to introduce people to volunteering. However, to garner the imagination and long-term commitment of this population, project-based opportunities that reflect the high expectations of agencies and volunteers must be designed and implemented. Examples of opportunities that yield significant results for agencies and volunteer satisfaction include short-term research projects, community surveys, and carpentry jobs.
Tips: Organize a half-day needs assessment retreat for your organization centered around the question: "If we had more time or expertise, we would..." This exercise can help you create a more abundant selection of volunteer opportunities that address the important organizational needs your staff cannot currently address. It is also the first step toward realizing the latent potential of retired and transitioning professionals, and helping staff see volunteers as a resource and not a competition.When developing projects for consumer-oriented volunteers, consider the following:
- Do your project descriptions have clearly stated goals and objectives?
- Are you able to engage volunteers in creating strategies for project implementation? It is important to be as specific as possible in your organization's needs, while being as flexible as possible in the management and design of volunteer opportunities.
- Are you single-minded in your promotion and marketing strategies? Do you target the specific subset of adults that you think will be most interested and qualified to volunteer for your organization? Remember that the quintessential baby boomer advertisement is short, snappy, creative and alluring.
Role: Workers
Americans now work more than any other population in the world and baby boomers are oftentimes overworked and thinly stretched. Subsequently, exhaustion from their work lives could be one of the biggest obstacles to overcome in getting more of this population involved in volunteering. Nonetheless, a recent survey conducted by AARP of workers over the age of 45 shows that almost 70 percent of adults continue to plan on working into retirement. For those adults who are no longer working, social marketing research reveals that "retired" Americans all along the socioeconomic spectrum cherish this newfound freedom. However, when asked about their overall happiness with the retirement experience they also express some profound reservations, revealing particularly a powerful sense of loneliness. Beyond a sense of identity, they miss the bonds they experienced at work.
Implications: Professional Volunteer Management
An important motivation for encouraging retirees to volunteer is the chance to regain meaningful identity and relationships, particularly if combined with the opportunity to put existing skills to use. The trend towards early retirement is shifting and tomorrow's older adults are likely to be busier than today's because of the many ways they have to spend their time. As a result, they will expect their volunteer experiences to be well managed and efficient.
Tips: Provide opportunities for advancement. Reward increased commitment and accomplishments with increased recognition and responsibility. Establish a volunteer track for people looking for continued and increased involvement.When engaging transitioning professionals, consider the following:
- Do you design and frame some of your volunteer projects as if you were engaging consultants or project managers? Playing an active role in setting project goals, procedures, and timelines will increase a volunteer's commitment and investment to the work.
- Do you offer your volunteers incentives? According to research conducted by Peter Hart, small incentives, such as learning new things, making new friends, and putting their career skills to good use, could double the older volunteer force in the United States. In addition, 54 percent of volunteers and 48 percent of non-volunteers would give at least fifteen hours per week if they received modest compensations such as reduced costs on prescription drugs, education credits, or small monthly stipends.
Context
These insights about baby boomers were generated from data provided by volunteer centers that work with businesses, nonprofits and government agencies to engage volunteers in service, as reported in Working Solutions, Spring 2004, published by the Points of Light Foundation and Volunteer Center National Network.The Points of Light Foundation and Volunteer Center National Network engage and mobilize millions of volunteers who are helping to solve serious social problems in thousands of communities. Through a variety of programs and services, the Foundation encourages people from all walks of life -- businesses, nonprofits, faith-based organizations, low-income communities, families, youth, and older adults -- to volunteer.Posted On
July 8, 2004For More Information