The nonprofit world has been pretty obsessed with younger donors and volunteers since the Millennials revealed that they were quite socially aware and interested in good causes.
Today, the Millennials are all grown up, but Gen Z, their successors, seem even more interested in saving the world.
Here are some statistics about Gen Z (born 1996 and later) that should make every nonprofit sit up and take notice;
- Seventy-seven percent of high school students see volunteering as a way to gain experience they can apply to their jobs,
- Sixty percent of Gen Z young people want their work to make a difference; 76 percent are worried about the planet; 30 percent have donated to a charity, and one in ten intends to start a charity. This generation has been called the "philanthrokids."
Even though charities are often focused on older people or young professionals when they look for volunteers, they should think about the value that young people (teens and younger) can bring.
Full of life, energy, and more awareness than ever about social, global, and environmental problems, this younger generation is one your organization should be cultivating.
But What Do Young Volunteers Really Want?
DoSomething.org, the classy nonprofit that entices young people to volunteer and take social actions, asked young people about what gets them to volunteer. The conclusions should be taken seriously by nonprofits if they want to involve more young people.
The survey, done in 2012 but still as relevant as ever, covered more than 4,000 teenagers and asked about their motivations and preferences. Here's some of what the researchers uncovered:
- It’s all about peer influence. Having friends who volunteer regularly is the primary reason young people get involved. However, according to the survey, the power of friends increases with age — college students were most influenced by friends volunteering, while high school students were more influenced by parents.
- The road to volunteering is often a nontraditional one. Many of those surveyed found their volunteer opportunities through their religious groups, clubs, friends, family or just independently. Religious youth groups are especially influential hubs of activity when it comes to young volunteers. Extracurricular activities such as sports and music also result in high levels of volunteering.
- Teens love to socialize and want their volunteering to be more like a party with friends. The survey found that young people who go to movies and the mall frequently also volunteer more — perhaps proof of the importance of socializing on their behavior.
- Young volunteers like to be with people their own age, but not the same gender. However, they do exhibit a gender gap, with boys preferring physical activities such as cleaning up the environment and helping younger children with sports; and girls more likely to help with the homeless, arts groups, or other groups of needy people.
- They want short activities that allow a range of engagement. And those activities should be close to home and in familiar surroundings. Accessibility is key. For instance, the study suggests that needing a car to get to a volunteer opportunity could be a significant drawback. Also, lack of time is the biggest impediment to volunteering for young people
- Young people are very successful at fundraising. Peer-to-peer fundraising is the most common form of activity for young volunteers.. Such activities take advantage of their strengths — social networking and facility with technology. Youngsters can be wildly successful ambassadors for your cause.
- Private school students were more likely to volunteer than students from public schools. Wealthier young people volunteered more than those from low-income families. The study suggests that public school kids from lower-income families are not asked as often to volunteer and that they would be most interested in helping their immediate communities.
- Young people who often text via mobile phones volunteered more than non-texters or those without mobile phones. Technology seems to encourage socialization, which then leads to more volunteering.
- Young people who volunteer are happier. They scored higher on a life satisfaction scale.
The Message for Nonprofits?
- Make it easy for young people to raise money through their peer networks.
- Make volunteering fun and social.
- Recruit young volunteers through their existing relationships
- Offer short volunteer opportunities that run the gamut from lightly involved to more serious engagement.
Think Outside the Box When Recruiting Young Volunteers
Young people seem to self-organize and follow their peers. They are not likely to walk into your organization and start volunteering. You’ll need to have a separate, nontraditional program to find young volunteers and get them involved. Go where these young people are…their extracurricular activities, sports activities, special interest groups.
Honor their interest in helping people or animals directly, and lighten up on the rules. They may show up late, leave early, and seem self-conscious. While older volunteers often relish the limelight, many young people prefer to be anonymous or even help from a distance rather than up close.
Show you understand their concerns and offer incentives that match. What keeps these young people up at night is worry about getting into college and how to pay for it. If possible, provide volunteer opportunities that help with college admissions.
Get Up to Date With Technology
According to the Pew Research Center, Today's teens favor YouTube, Instagram, and Snapchat. Facebook has fallen out of favor as older generations have found it. Pew says that 95 percent of teens use a smartphone and 45 percent admit they are almost always online.
Stay up to date with young volunteers by following DoSomething.org, the Corporation for National and Community Service, GenerationOn at the Points of Light Foundation, and Youth Volunteer Corps. The ground shifts rapidly with the younger generation, so stay on top of their habits and preferences.