Volunteering performs an important function in charitable assist, 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 goal.
We researched over 3,000 people throughout the UK and Eire; Canada; and Australia and New Zealand to find out how charitable assist differs between generations. With a deal with the preferences, habits, and motivations of Technology Z adults, Millennials, Technology X, and Child Boomers, these regional analysis studies assist nonprofits navigate the shift in generational assist patterns.
Age teams included had been:
On this article, now we have collaborated with a trusted Blackbaud companion, 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 adjustments. When requested about how contributors really feel they will make the largest distinction on points and causes essential 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 one of the best ways for them to make a distinction.
Consistent with these findings, one fifth of contributors has volunteered their time with nonprofits, charities, or causes within the final 12 months. There are, nonetheless, 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 one of the best ways for them to make a distinction.
Individuals from Canada observe largely comparable sample the place youthful generations have been essentially the most energetic volunteers prior to now yr. Nevertheless, 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 era 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 type of volunteering declines with age.
Partaking Every Technology of Volunteers
Whereas these current tendencies alone give essential insights into supporter behaviour, participating volunteers requires a tailor-made strategy that considers the distinctive traits and motivations of every era. 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 with regards to searching for info. 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 evaluation websites are essential locations for volunteers searching for info. Unsurprisingly, youthful volunteers particularly use social media as a part of their analysis, whereas private suggestions and word-of-mouth info are essential for Gen X and Boomer volunteers. By assembly volunteers the place they’re, and sharing info 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 prime 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 influence. Nevertheless, to have interaction them, volunteer applications should supply a contemporary, on-demand expertise that aligns with their expectations corresponding to 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 ‘Many of the assist 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, nonetheless, clear variations with regards to the oldest era. Whereas practically 4 fifth of Gen Zers, Millennials, and Gen Xers say this describes them, the determine drops considerably with regards to Boomers. Within the UK/Eire and Canada, 46% of Boomers say most of their assist 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 assist comes from spontaneous curiosity, it’s important to make sure your utility and onboarding processes are easy and environment friendly. Even a small delay or inconsistency might outcome within the lack of precious volunteering hours. For this reason 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 follow for nonprofits the world over.
Individuals who shared that they’ve volunteered within the final 12 months mentioned that an e mail thanking for assist is essentially the most interesting method for nonprofits or causes to point out appreciation. This was carefully adopted by info on how assist 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 assist. Apparently, 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 applications must be a cornerstone of your volunteer technique. Celebrating milestones or acknowledging distinctive contributions is very significant for volunteers who’re passionate in regards to the trigger or occasion. A lot of our prospects have efficiently applied good factors programs, 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 totally different generations and supporter varieties. Understanding these preferences may 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 assist has made a distinction, and volunteers are the supporter group almost definitely to say this describes them completely. Millennial volunteers, particularly, discover private tales essential, whereas Boomers are least prone to say so.
Whereas private tales will be an essential a part of communication, contributors are much more within the information and figures about how their assist has made an influence. Boomers are more likely to say the assertion ‘I’m within the information and figures about how my assist made an influence’ 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 numerous age teams and converse totally different languages. Whereas Boomers and Millennials could favor emails, Gen Z volunteers may 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 consider volunteer recruitment, retention, and satisfaction. By providing versatile and numerous alternatives, nonprofits can entice 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 contributors globally agree that they’re extra prone to assist 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 important 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 gained’t be efficient if potential volunteers aren’t conscious of those choices. Selling this flexibility can considerably enhance the attraction of your volunteer program.
- Martin O’Neill, Head of Advertising and marketing, Rosterfy
Get your regional insights to be taught extra:
Causes associated to healthcare, social providers, animal safety, and kids’s wellbeing obtain the very best ranges of assist, with most contributors supporting two causes. Study extra about the important thing tendencies 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 deal with status, influence, 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 assist than the older generations? Dive into the charitable assist preferences of people within the UK and Eire to raised interact your supporters and prospects.
