Mapping the Future of Volunteerism: Insights for Recruitment and Retention for the Next Generation
Volunteers play a vital role in the public sector, helping to meet the community's needs. However, there is a challenge in attracting them to a project and keeping them engaged. The next generation of volunteers is tech-savvy, time-conscious, and seeks to know their work makes an impact. For programs and organizations to succeed in the future, they must adapt to these changing needs. Consider these four insights below to better understand and adjust recruitment and retention strategies for the future.
Valuing Volunteer Time
The next generation of volunteers has a new sense of time. Coming out of the COVID pandemic, they prioritize time with family and friends. Consequently, they are more likely to commit to short-term, well-defined activities. Retention is dependent on leaders being respectful of their efforts and time commitment. Wasting a volunteer’s time is the quickest way to lose a volunteer. A volunteer is most likely to commit when they are directly asked to use their unique skills and abilities to solve a problem.
Creating a Sense of Belonging
The success of volunteer retention often happens at the first meeting or shift they attend. People volunteer because they want to feel they are a part of a group of like-minded individuals who care about the cause. If a volunteer doesn’t feel welcomed and included during their first interaction, they are less likely to return and more likely to seek a different opportunity. Try finding someone on the committee or project with strong hospitality skills to ensure new volunteers have a positive first experience.
Showing the impact of Volunteer Work
Volunteers are motivated by the results of giving their time. They want to see the impact of their work and know it is tied back to a greater purpose. Stop requesting tasks that keep people busy and start communicating outcomes. Instead of saying, “We need help sorting food pantry shelves,” share the impact with an example like, “Your two hours sorting canned goods will ensure 100 children have balanced, nutritious dinners for the entire school week.” Every opportunity must be clearly defined and linked back to the specific need identified in the community.
Meeting Tech-Savvy Volunteers Where They Are
The next generation of volunteers is tech-savvy and looks for opportunities to volunteer primarily on their phones. Try reviewing opportunity listings on a phone to ensure they are easy to read and navigate. Volunteers must be able to quickly find a sign-up link that matches their availability and interests as well as an easy way to connect with a person to ask questions. Post any new opportunities digitally on websites, e-newsletters, and social media. Volunteers will look for organizations or projects where the sign-up process is easy and the commitment is clearly defined.
As projects or organizations plan activities or programs for the coming year, be sure to value the volunteer’s time, set out the welcome mat, and connect the work they are doing to a greater impact. Organizations that meet the needs of the next generation of volunteers will be well positioned to thrive into the future.
by Tracy Hemsath, Volunteer Leadership Development Agent, 2025