Volunteering performs a vital function in charitable help, serving because the spine for a lot of nonprofits, charities, and causes. It not solely gives important workforce and expertise but in addition fosters a way of group and goal.
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 give attention to the preferences, habits, and motivations of Era Z adults, Millennials, Era X, and Child Boomers, these regional analysis stories assist nonprofits navigate the shift in generational help patterns.
Age teams included had been:
On this article, we’ve collaborated with a trusted Blackbaud accomplice, Rosterfy, to discover how completely different generations have interaction in volunteering and the way preferences differ amongst age teams.
Present Volunteering Developments
The volunteering panorama is frequently evolving, influenced by social, financial, and technological adjustments. When requested about how contributors really feel they will make the most important distinction on points and causes necessary to them, donations—whether or not cash, items, or providers—takes the primary spot throughout areas and generations. That is adopted by volunteering. One fifth of contributors globally shared that volunteering is the easiest way for them to make a distinction.
According to these findings, one fifth of contributors 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 essentially 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 contributors from the age group agreeing that volunteering is the easiest way for them to make a distinction.
Members from Canada comply with largely related sample the place youthful generations have been essentially the most energetic volunteers prior to now yr. Nevertheless, regardless of the frequent 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 attention-grabbing regional distinction. Whereas youthful generations are additionally energetic volunteers, Boomers are the technology which have been 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 sort of volunteering declines with age.
Participating Every Era of Volunteers
Whereas these latest traits alone give necessary insights into supporter behaviour, participating volunteers requires a tailor-made method that considers the distinctive traits and motivations of every technology. With this in thoughts, let’s discover how nonprofits can higher have interaction volunteers throughout completely different age teams.
1. Researching Causes
Totally different generations have distinct habits and preferences in relation to in search of data. Throughout areas, analysis is a crucial a part of changing into a supporter. 77%, 82%, and 71% of contributors within the UK and Eire; Canada; and Australia and New Zealand—respectively—share that they analysis causes earlier than changing into a supporter.
Nevertheless, 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 necessary locations for volunteers in search of data. Unsurprisingly, youthful volunteers particularly use social media as a part of their analysis, whereas private suggestions and word-of-mouth data are necessary for Gen X and Boomer volunteers. By assembly volunteers the place they’re, and sharing data volunteers are on the lookout for, 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 wanting to make an affect. Nevertheless, 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 and marketing, Rosterfy
2. Spontaneous Help
Over 70% of contributors throughout areas say that the assertion ‘A lot 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 in relation to the oldest technology. Whereas practically 4 fifth of Gen Zers, Millennials, and Gen Xers say this describes them, the determine drops considerably in relation 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 software and onboarding processes are easy and environment friendly. Even a small delay or inconsistency might consequence within the lack of useful volunteering hours. That is why many nonprofits are adopting volunteer administration software program to streamline and automate these duties.
- Martin O’Neill, Head of Advertising and marketing, Rosterfy
3. Recognition
‘Thanks’ messages are thought of because the cornerstone of supporter engagement, and a customary observe for nonprofits the world over.
Members who shared that they’ve volunteered within the final 12 months mentioned that an e mail thanking for help is essentially the most interesting method 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 contributors 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 ought to be a cornerstone of your volunteer technique. Celebrating milestones or acknowledging distinctive contributions is very significant for volunteers who’re passionate concerning the trigger or occasion. A lot of our prospects have efficiently applied sensible factors methods, permitting volunteers to trade factors for merchandise, occasion tickets, or donations to a trigger.
- Martin O’Neill, Head of Advertising and marketing, Rosterfy
4. Communication
Numerous sorts of messaging resonate with completely 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 focused on listening to private tales about how their help has made a distinction, and volunteers are the supporter group almost certainly to say this describes them completely. Millennial volunteers, particularly, discover private tales necessary, whereas Boomers are least prone to say so.
Whereas private tales may be an necessary a part of communication, contributors are much more within the details and figures about how their help has made an affect. Boomers are more likely to say the assertion ‘I’m within the details 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 most important mistake in speaking with volunteers and supporters is adopting a ‘one-size-fits-all’ method. Volunteers come from various age teams and converse completely different languages. Whereas Boomers and Millennials could choose emails, Gen Z volunteers would possibly reply higher to group chats on WhatsApp or video messages.
- Martin O’Neill, Head of Advertising and marketing, Rosterfy
5. Comfort
Comfort is a big think about volunteer recruitment, retention, and satisfaction. By providing versatile and various alternatives, nonprofits can appeal to a broader vary of volunteers.
Just 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 contributors 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. Nevertheless, a standard mistake is failing to focus on this flexibility in your recruitment advertising. Providing numerous shift patterns, hours, and roles received’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 and marketing, Rosterfy
Get your regional insights to study extra:
Causes associated to healthcare, social providers, animal safety, and youngsters’s wellbeing obtain the very best ranges of help, with most contributors supporting two causes. Study extra about the important thing traits and engagement alternatives in Australia and New Zealand.
75% of contributors share that they analysis nonprofits and causes earlier than changing into a supporter, with a give attention to 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 higher have interaction your supporters and prospects.