Choosing appropriate outreach techniques for different generations
Abstract
Recruitment is a critical part of volunteer management, and an ongoing process even after a program is established. Data on baby boomers has already shown that when attempting volunteer outreach, it is essential to keep in mind that each population of potential volunteers is unique in its approach to volunteering. This effective practice shares program alignment activities and outreach ideas for youth, Generation X., baby boomers, and post-career individuals. Adapted from "Ask to Sustain" curricula by Campaign Consultation, Inc.Issue
Successful recruitment requires a well-considered approach. Recruitment messages that are on target with the characteristics of specific populations are essential when attempting to enroll new volunteers.Action
According to Campaign Consultation's "ASK to Sustain" curriculum, steps to take when recruiting youth, Gen X, baby boomers, and post-career populations include:
PROGRAM ALIGNMENT ACTIVITIES:
Youth (approximate age 14-19)
- Change the language around age. Move from language such as "kids" and "children" to young people, youth, young adults
- Create meaningful positions with real responsibility
- Provide opportunities for leadership and leadership development
- Design work that can engage more than one youth to allow for peer interaction
- Provide flexibility in roles and schedules, casual attire, and a comfortable environment (i.e. complementary coffee)
- Offer technology-centered tasks as well as one-on-one interactions to choose from
- This group is very attuned to terminology related to identity. Consciously engaging the use of language when describing gender, sexual orientation, class, ethnic groups and political orientation is critical — even use of the term "Gen X" itself is often deemed offensive.
- Repackage the way volunteer opportunities are presented. Focus on the work to be done and the skills needed rather than the volunteer status
- Design and manage volunteer positions more like paid positions — with job descriptions, training, supervision and benefits
- Emphasize the needs and characteristics of future volunteers
- Consider volunteers skills and interests
- Show the personal and community impact to the volunteer
- Pair volunteer opportunities with education or part-time work
- Change the image of aging. Use designations other than "older," "senior," "retired"
- Provide work that is meaningful and challenging — work that can make a definable difference in the community
- Focus on skills and experience and legacy
- Create opportunities for mentorship and leadership
- Provide occasions for networking for the organization — getting out into the community and telling the story
OUTREACH IDEAS
Youth (approximate age 14-19)
- Youth groups, schools through service-learning or civic engagement clubs, classes and programs
- Religious youth groups
- Mall/recreation center recruitment
- Media such as Internet and radio
- Peer-to-peer recruitment
- Use the Internet (bulletin boards, chat rooms, Web sites) for recruitment and e-mail for contact
- Highlight the need/impact
- Limit service hours
- More likely to volunteer than to vote!
- Post artistic fliers in cafes, diners, video stores, bookstores, and other art/media centers
- Employer organizations that coordinate employee volunteers
- Graduate student unions/local Public Interest Research Groups (PIRG) branches
- Use high-profile media and technology
- Relationships with corporations and business associations
- Help prepare volunteers for second careers
- Outplacement agencies for shorter-term and episodic opportunities
- Skill development centers, e.g., technology training facilities
- Armed forces branches
- Gyms and health/fitness businesses
- Civic and social clubs
- Shopping centers and supermarkets during daytime hours
- Targeted television and radio
- American Association of Retired Persons (AARP)
- Health care facilities and institutions
- Seek out larger businesses to introduce volunteer work to those employees near retirement
Context
The ASK to Sustain curriculum (awareness, skills and knowledge) is from the ASK to Sustain Institute, developed by Campaign Consultation, Inc., where participants select learning sessions across sustainability topics such as resource development, media and marketing, collaboration, and volunteer management topics.
Campaign Consultation, Inc., served as the national training and technical assistance provider for the SustainAbility Initiative for the Corporation for National and Community Service. The current (2008) training and technical assistance focus is on resource and fund development.
Citation
Outcome
Targeted recruitment messages and outreach increase interest and commitment in volunteer programs. Aligning programs with volunteers' characteristics creates a situation where volunteers are more likely to stay.Posted On
July 26, 2005Resources
Terri Nagle, "Coaching Generation X," http://www.coachingandmentoring.com/Articles/x's.html.
Lindblom, Dawn. Baby Boomers and the New Age of Volunteerism. Washington, D.C.: The Corporation for National and Community Service. 2001.The Resource Center's Libary item number: R2150