Today's baby boom generation is a large, well-educated, often idealistic, but as yet fairly untapped source of volunteers for organizations that desperately need help. Nonprofit groups are beginning to consider how to get this cohort involved in doing good work.
While past generations volunteered because it was expected, or they believed it was their duty, boomers are more motivated by what they get out of volunteering, as well as what the organization gets. So, groups that want to attract them need to start thinking outside the box with regard to recruiting and retaining boomer volunteers.
Members of this generation are more likely to volunteer based on social relationships, so recruiters should certainly consider enlisting the help of any current boomer volunteers to ask their friends.
Most boomers are still working, and may do so past traditional retirement age, so they should be recruited through their workplaces as well. Some companies allow employees to participate in one-time community events on company time, but others have programs in place that allow employees to continue volunteering for an organization long term. This can be of tremendous benefit to the community and to the company, which derives positive publicity or meets its strategic philanthropic goals.
The Points of Light Foundation says that yet another creative way to attract boomer volunteers has been to focus on the "singles" as they promote the social aspects of volunteerism. Since the boomers' divorce rate is approximately triple that of their parents' generation, volunteer solicitations that focus on making new friends can have much appeal. Single Volunteers Inc. has groups around the country doing just that — volunteering to make friends, but also offer help (http://singlevolunteers.org/).
Married boomers might be enticed to volunteer for community projects, such as neighborhood cleanup days, that engage whole families, since it is a great way for boomers to express their socially conscious roots and act as role models, concurrently spending time with their children or grandchildren.
Boomers are often sandwiched between the responsibilities of parenting and taking care of parents, however, and tend to want volunteer opportunities that are respectful of their busy schedules, so one-time opportunities, or smaller "bytes" of time, or tasks, are appreciated, depending on circumstances. But, recruiters should not make the mistake of thinking that baby boomers simply want repetitive tasks that are easily broken down. This cohort is anxious to use their skills, and, according to the Corporation for National and Community Service, mid-life adults are three times as likely to have a four-year college degree today as they were 15 years ago. A college degree and having children are two of the highest predictors for volunteerism.
There is a downside, though. Many boomers are not as likely to continue to volunteer when they are relegated to roles, such as driving, or repetitive office tasks, that do not use their considerable skill sets. They are more likely to volunteer long term if engaged in roles such as project management, tutoring or coaching.
Traditional volunteer solicitations solely through the media, or volunteer fairs, aren't as likely to attract boomers as they were to attract previous cohorts. Boomers respond more to contact from a peer. They must also see the relevance of what they are doing. Organizations should cultivate them similarly to the way donors are cultivated, and by contact through "networking" efforts. Fortunately, the information age has made that possible. But, it isn't just up to the organizations that need volunteers to act. It's also up to current volunteers, people who have benefited from the organizations' efforts or services, or their family members, to take the time to recommend an organization or opportunity to a friend. Sometimes, doing good work is just a phone call or e-mail away, whether you're a boomer or not.
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Anne Springer is the public relations director of SeniorCare Inc., which serves Beverly, Essex, Gloucester, Hamilton, Ipswich, Manchester, Rockport, Topsfield and Wenham. Its mission is to provide and coordinate services to elders, enabling them to live independently and remain part of their community.
