Millennials: Not Just Tomorrow's Volunteers but TODAY'S Volunteers

by Jennifer Rackow and Beth Steinhorn

With so much attention over the past few years focused on Baby Boomer volunteers, it would be easy to overlook another tremendously abundant resource of volunteers: The Millennial generation. The Millennial generation is comprised of those born in the late 1970s through the mid-1990s and is characterized as the generation that has come into adulthood with the turning of the new millennium. Millennials are currently in their teens and twenties – and are just as socially conscious – and just as numerous as their parents’ iconic generation, the Baby Boomers.

The Pew Research Center just released a new report, Millennials: A Portrait of Generation Next, (click here for the summary), highlighting many of their unique traits as a generation as well as identifying interesting parallels with preceding generations. The report confirms and builds on some of the Millennial characteristics you may already have heard about – or exemplify, yourself: Millennials are the most racially and ethnically diverse group of adults in our work and volunteer force; they will be the most well-educated generation of adults to date; they are confident, self-expressive, and independent; they are digital natives, having grown up with technology; and they feel upbeat and empowered about the future, despite the economic recession.

The report also notes a trend that has already begun playing itself out in the volunteer world: For Millennials, helping others in need is a priority. In fact, according to the Pew Research study , “21% say that helping people who are in need is one of the most important things in their life,” (a slightly higher percentage than older generations). This has played out in volunteerism trends, as the 2009 Volunteering In America report shows that volunteerism by young adults increased by over 440,000 individuals between 2007 and 2008, and 2009 indications are that this trend has continued. For example, as we reach the year anniversary of the signing of the American Recovery and Reinvestment Act, the Corporation for National & Community Service recently released statistics that, “between November 2008 and October 2009, AmeriCorps received 235,541 online applications, a 184 percent increase or 152,842 more applications above the 82,699 applications received during the same 12 month period the previous year.”

This information begs the question: Are Millennials well represented in your volunteer corps? If so, how have you successfully cultivated Millennial volunteers? Post a comment below to share your strategies. If not, how can you incorporate new cultivation strategies to more successfully engage this generation of passionate, confident individuals? Here are a few tips to get you started.

<!--[if !supportLists]-->1. <!--[endif]-->Offer flexible opportunities. Millennials are used to working flexible schedules, are accustomed to being connected 24/7, and, more than any previous generation, anticipate switching jobs throughout their career. They’re also very comfortable being engaged in multiple jobs – paid and unpaid – and multiple networks. They expect this of their work life, and, not surprisingly, demand the same flexibility in their volunteer life. Offer short-term, project based volunteer opportunities that can be achieved virtually or through a flexible schedule, and embrace people who want to do multiple assignments.

<!--[if !supportLists]-->2. <!--[endif]-->Personalize the opportunities and the invitation to engage. As digital “natives,” Millennials are technologically savvy and expect you to be. They find nonprofits via the web, and are comfortable with nonprofits finding them through the web as well. However, Millennials value personalization. A well-crafted, personal invitation can be extended through online social networking and is an effective way to reach and share the case for your organization with this generation.

<!--[if !supportLists]-->3. <!--[endif]--> Provide career-building opportunities. According to the Pew Research report, “37% of 18- to 29-year-olds are unemployed or out of the workforce, the highest share among this age group in more than three decades.” By positioning your volunteer opportunities as attractive additions to a resume and skills set, you can attract Millennial volunteers to your positions as a way to enhance their job marketability.

<!--[if !supportLists]-->4. <!--[endif]-->Engage Millennials for their skills and treat them as colleagues. As confident, self-expressive individuals, Millennials believe they have much to offer and expect to be treated with respect. Engaging them for the skills they have to offer and partnering with them as colleagues will garner more results from them and greater impact for your organization. Moreover, when they are engaged as partners at a high level, Millennials will often happily “pitch in” on less glamorous work.

<!--[if !supportLists]-->5. <!--[endif]-->Leverage their profound networks for your organization’s benefit. Baby Boomers may have invented formal professional networking in the 70s and 80s, but Millennials have taken it to unprecedented extremes through online social networking. Engaging just a few Millennials as advocates for your organization opens up the door to reaching thousands of others. Encourage your Millennial volunteers to share your messages of volunteer opportunities, upcoming events, and the case for financial donations with their networks.