Volunteering performs an important function in charitable help, serving because the spine for a lot of nonprofits, charities, and causes. It not solely offers important workforce and expertise but additionally fosters a way of group and function.
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 concentrate on the preferences, habits, and motivations of Era Z adults, Millennials, Era X, and Child Boomers, these regional analysis experiences assist nonprofits navigate the shift in generational help 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 Traits
The volunteering panorama is regularly evolving, influenced by social, financial, and technological adjustments. When requested about how contributors really feel they’ll make the largest distinction on points and causes vital to them, donations—whether or not cash, items, or companies—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.
According to 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 lively volunteers (23%), adopted by Millennials (16%) and Child Boomers (16%). Gen Xers, in flip, are least lively 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.
Contributors from Canada observe largely comparable sample the place youthful generations have been essentially the most lively volunteers previously yr. Nevertheless, regardless of the widespread assumption that Boomers might need extra time to dedicate to volunteering, they’ve been the least lively volunteers within the final 12 months.
Insights from Australia and New Zealand present an fascinating regional distinction. Whereas youthful generations are additionally lively volunteers, Boomers are the era which were 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.
Participating Every Era of Volunteers
Whereas these current tendencies alone give vital insights into supporter behaviour, partaking 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
Completely different generations have distinct habits and preferences with regards to searching for data. Throughout areas, analysis is a vital a part of turning 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 turning 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 assessment websites are vital locations for volunteers searching for data. Unsurprisingly, youthful volunteers particularly use social media as a part of their analysis, whereas private suggestions and word-of-mouth data are vital for Gen X and Boomer volunteers. By assembly volunteers the place they’re, and sharing data volunteers are searching for, nonprofits can enhance their engagement and recruitment methods.
Tip from Rosterfy:
Volunteer numbers are declining worldwide, and lots of of our prospects cite recruitment as their high concern for 2025. Gen Z might maintain the important thing to addressing this problem. This largely untapped group of supporters is motivated, influential, and desperate to make an affect. Nevertheless, to interact them, volunteer packages should supply a contemporary, on-demand expertise that aligns with their expectations comparable to app-based volunteer engagement.
- Martin O’Neill, Head of Advertising, Rosterfy
2. Spontaneous Help
Over 70% of contributors throughout areas say that the assertion ‘Many 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, 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 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 utility and onboarding processes are clean and environment friendly. Even a small delay or inconsistency may outcome within the lack of helpful 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, Rosterfy
3. Recognition
‘Thanks’ messages are thought-about because the cornerstone of supporter engagement, and a customary observe for nonprofits the world over.
Contributors who shared that they’ve volunteered within the final 12 months mentioned that an e-mail thanking for help is essentially the most interesting manner for nonprofits or causes to indicate appreciation. This was intently 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. Apparently, compared to contributors who’ve donated, advocated, and promoted causes, volunteers and promoters are least more likely to say that they don’t want recognition.
It’s additionally evident that youthful generations are a lot much less more likely 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 needs to be a cornerstone of your volunteer technique. Celebrating milestones or acknowledging distinctive contributions is particularly significant for volunteers who’re passionate in regards to the trigger or occasion. Lots of our prospects have efficiently carried out good factors methods, permitting volunteers to alternate factors for merchandise, occasion tickets, or donations to a trigger.
- Martin O’Neill, Head of Advertising, Rosterfy
4. Communication
Varied sorts of messaging resonate with totally different generations and supporter sorts. Understanding these preferences may also help nonprofits create, for instance, extra compelling volunteer campaigns or resonating ‘thanks’ messaging.
Supporters throughout the globe are inquisitive about listening to private tales about how their help has made a distinction, and volunteers are the supporter group most probably to say this describes them completely. Millennial volunteers, particularly, discover private tales vital, whereas Boomers are least more likely to say so.
Whereas private tales might be an vital a part of communication, contributors are much more within the info and figures about how their help has made an affect. Boomers are more likely to say the assertion ‘I’m within the info 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 largest mistake in speaking with volunteers and supporters is adopting a ‘one-size-fits-all’ strategy. Volunteers come from various age teams and converse totally different languages. Whereas Boomers and Millennials might desire emails, Gen Z volunteers would possibly reply higher to group chats on WhatsApp or video messages.
- Martin O’Neill, Head of Advertising, 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 more likely to help nonprofits and causes if it’s simple to take action. Whereas all generations agree with this, Boomers don’t have as sturdy an opinion because the youthful generations.
Tip from Rosterfy:
We perceive that flexibility is crucial when attracting modern-day volunteers. Nevertheless, a typical mistake is failing to spotlight this flexibility in your recruitment advertising. Providing varied shift patterns, hours, and roles received’t be efficient if potential volunteers aren’t conscious of those choices. Selling this flexibility can considerably increase the attraction of your volunteer program.
- Martin O’Neill, Head of Advertising, Rosterfy
Get your regional insights to be taught extra:
Causes associated to healthcare, social companies, animal safety, and kids’s wellbeing obtain the very best ranges of help, 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 turning into a supporter, with a concentrate on 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 raised interact your supporters and prospects.
