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Who are the Next Generation of Volunteers?Using Demographics for Attraction and Retention

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Aging of our Population

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Today’s Demographic Workplace (%)

Traditional-ists Boomers

Gen XGen Y

05

10152025303540

5

40

2530

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2020 Demographic Workplace (%)

Tradi-tionalists Boomers Gen X Gen Y Gen Z

0

10

20

30

40

50

1

2220

50

7

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Today’s Volunteer Demographic (%)

5Traditionalists Boomers Generation X Generation Y

0

5

10

15

20

25

30

35

40

18

36

29

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The Boomer Demographic

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Active Volunteers Boomer Cohort

Highly educated Highly educated

Good economic situation Good economic situation but are looking after aging parents

Healthy Healthy and fit lifestyle

Employed Working past retirement age

Geographically stable Clustered in metropolitan areas

Computer use Significant technology use

Focused on others Self indulgent, self reliant

Sense of duty and obligation Social interactions drive activity

Extra free time Travel, hobbies, other interests

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2020 Volunteer Demographic (%) - Prediction

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Traditionali

sts

Boomers

Generation X

Generation Y

05

10152025303540

20102020

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The Volunteer Leaders’ Homework

• Gain a sound understanding of the generations in your organization – research – and what attracts their community interest• Evaluate the differences and similarities and develop an

appreciation for both – knowledge• Workshop how your organization needs to “reimagine

itself” to keep boomers engaged and recruit Generations X & Y

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Expectations – Cohort ComparisonBlueprint Traditionalists Boomers Gen X/Y

Organizational Strategies

Competitive Self-reliance Everyone is equal

Organizational Structure

Optimistic, team-oriented

Sceptical, career-oriented

Self importance, loyalty to others

Organizational Resources

Results focus Results focus with fun

Hard work & career aspirations

Technology Reward for results Reward for outcomes

Seek rapid success

Organizational Partnerships

Seek promotion & career growth – job security

Achieve work/life balance

Sense of community, work is part of life

Culture & Values 9

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Communication Preferences – Cohort Comparison

Traditionalists Boomer Gen X Gen Y

Formal Semi-Formal Irreverent Fun, eye-catching

Significant technology changes. Prefer to connect face to face (formal)

Not connected technologically, face to face reigns – local connections

Networking, multi-processing connections, network of connections

Interactive, global-minded, always connected

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From Face to Face to Facebook

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The 2020 Volunteer Strategy

• Define the composition of your current workforce or volunteer group – demographics, expertise, competence, capability

• Research ‘next’ practices• Workshop future of:• Organization Strategies, Culture and Values• Organization structure, technology• Funding• Partnerships

• Define your leadership values – which ones remain? Which ones can be altered or deleted?

• Develop a plan for “reimagining” your organization with goals to increase participation rate of boomers and attracting and retaining Generation X and Y

Open the demographic gift - optimize generational preferences and life experiences

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Attracting the Different CohortsBoomers Generation X Generation Y

Stable, mature volunteer See themselves as relatively young

Just making its way into the world as adults

Bring expertise & skills Care most about helping out in educational settings

Computer savvy

Just as active as before Want to be involved in their children’s lives

Very pack-oriented

Looking to replace work with a cause they are passionate about

Independent as ‘latch key kids’

Leaders in their professional lives

Prefer ‘hassle-free’ environments

Enjoy variety

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The 2020 Volunteer Process

1. Research ‘next’ practices2. Evaluate current competency and future leadership capability3. Establish team to workshop “reimagination” of your

organization4. Conduct your workshop5. Build development plans to implement changes6. Develop a “Next Generation of Volunteers” program 7. Build social and traditional marketing plans8. Implement plans9. Evaluate performance10. Reward and recognize your volunteer team.

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What to do First

1. Review the demographic makeupof your organization

2. Identify your ‘target market’ of volunteers from each cohort

3. Assess your current volunteer leaders as potential coaches/mentors for emerging leaders

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Start your planning process NOW!

‘Demographic gift’ needs to be opened and utilized if it is to provide value.

Make sure your organization ‘reimagines itself’ to capture boomers’ interest and time as well as build volunteer force for the future.

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Who are the Next Generation of Volunteers?Using Demographics for Attraction and Retention

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