Volunteer Month: Strategies for Multigenerational Engagement

April is Volunteer Month—an important reminder for organizations to celebrate the numerous ways that volunteers contribute their time, energy, and connections to advancing our causes and strengthening our communities. For nonprofits, volunteering can be just as valuable as donations, with Independent Sector reporting the current estimated value of a volunteer hour at $33.49. Similarly, volunteering can serve as a pipeline for cultivating future donors. According to Fidelity Charitable’s Role of Volunteering in Philanthropy report, 39% of donors volunteered with an organization before deciding to make a gift. 

With the significant value of volunteering in mind, here are a few strategies for engaging different generations of supporters in ways that fit their lifestyles, skillsets, and preferences. 

Engaging Gen X for Volunteer Leadership and Peer-to-Peer Fundraising 
With a smaller population than either the baby boomers or millennials, Gen X, the latch-key kids born between 1965 and 1980, are often nicknamed “the forgotten generation”. This is certainly true in today’s dialogue about generational giving, which tends to focus on the wealth transfer of baby boomers, as well as how to engage younger Gen Z and millennial donors. 

There are numerous reasons, however, to engage Gen X, notably, their interest in volunteering. According to Qgiv’s Generational Giving Report, Gen X was the generation most likely to give of both their time and treasure, with 65% of Gen X respondents noting that they had volunteered and donated to a nonprofit they support. 

Currently aged 45-60, the forgotten generation is at the peak of their careers and looking to put their professional skills to use. Offering leadership opportunities such as serving on boards and committees, training fellow volunteers, and consulting on strategic initiatives will provide a valuable niche for Gen X’ers to give of their expertise. 

Gen X was also reported as the generation most interested in peer-to-peer fundraising, with 62% willing to participate. Considering their career position, this is also extremely valuable for nonprofits who can engage their Gen X supporters for connections to their extensive networks.

Gen Z as Social Media Advocates 
Though Gen Z, the digital natives born between 1997 and 2010, may not have the disposable income to be a significant portion of your donor base just yet, they can still be vocal advocates for your cause. 

They’re strongly motivated by immediate need and demonstratable impact and they want to hear about a nonprofit from a reliable source such as friends and family or first-hand testimonials. 

When asked in a recent Candid survey how they were most likely to support a nonprofit, 39% of Gen Z cited engaging with and sharing social media content. Prioritizing creation of shareable content, particularly on Instagram, can help you expand your reach with this demographic, assuming that your content is authentic. Gen Z is extremely familiar with how social media is used for marketing. If you want to resonate with these digital natives, you don’t need to use their slang or go viral on TikTok, but you should consider their preference for unscripted, phone-filmed video content. 

To engage Gen Z as volunteers, focus on opportunities for micro-advocacy through social sharing, as well as short-term volunteer opportunities that will help them build their resumes and demonstrate their values. 

Lean on Millennials for In-Kind Support
Born between 1981 and 1996, the millennials are now 29-44. Despite the financial burdens of college debt, caring for both their parents and their children, and buying a house in today’s market, according to a recent report by GivingUSA, in 2024, millennials gave more than Gen X donors (an average of $1,617 compared with $1,371). 

Millennials tend to respond well to monthly giving programs, as they’re used to subscription-based models and feel more comfortable with on-going support in smaller amounts as opposed to a large lump sum. 

When it comes to volunteering, millennials share commonalities with both their older and younger counterparts. Like Gen Z, they are digitally savvy and see engaging with social media as a form of support. They’re tied less to a specific organization and more to the cause the organization supports, which makes demonstrating impact an important factor in recruiting millennial support. They’re also extremely busy with family and career commitments, so flexible, short-term projects are appealing. 

Similar to their Gen X peers, millennials are also likely to seek volunteer opportunities that complement their professional skillsets. According to Qgiv, 64% of millennials reported providing in-kind support, such as donating access to a venue, a graphic designer offering to design your marketing materials free of charge, or granting access to services such as accounting at no cost. Particularly for small nonprofits, this type of giving can supplement limited staff capacity and budgets, greatly expanding their capabilities.

Conclusion 
A multigenerational volunteer program should:

1. Offer Variety: Include long-term leadership roles, project-based tasks, and quick engagements.
2. Leverage Technology: Use platforms that appeal to younger volunteers while accommodating those who prefer more traditional methods.
3. Provide Clear Impact: Show how each volunteer’s efforts make a difference, tailored to what resonates with each generation.

By understanding the strengths of each generation, fundraisers can cultivate a more inclusive and dynamic volunteer network that also serve as ambassadors, advocates, and donors.