AS MARTIN LUTHER KING DAY APPROACHES, BOOMERS EMBRACE VOLUNTEERISM… BUT ON THEIR OWN TERMS
Tips for Engaging a Unique Generation of Volunteers
PHILADELPHIA, January 13, 2011 – With Martin Luther King Day drawing attention to the nation’s volunteers, organizations are trying to determine how to best take advantage of the growing numbers of Baby Boomers wanting to pitch in and make a difference. Recent research indicates that Boomers – those Americans born between 1946 and 1964 – approach volunteering differently than other generations.
“Baby Boomers are changing the face of volunteerism, just as they have so many aspects of our culture,” said Bill Spink, Chief Creative Officer of 50+ marketing specialist DMW Direct. “Nonprofit organizations, as well as marketers engaging with 50+ consumers in social media, will want to take special care when working with this generation of volunteers.”
Tips to keep in mind include:
- Boomers want to volunteer in roles that utilize their particular skills and interests.
- Many prefer to volunteer as part of a group of friends or with their families.
- This generation views volunteering as an opportunity to do good and explore new interests, not as an obligation.
- Nonprofits must be flexible in terms of scheduling; Boomers have very busy lifestyles and respond best to short-term timelines with clear start and finish dates.
- Organization is key; they don’t like to feel like their time is being wasted.
- Treat Boomers as colleagues, as they are likely to resist authority; “Dialogue, don’t dictate” (Source: Corporation for National and Community Service, http://www.getinvolved.gov/pdf/boomer_vol.pdf).
About DMW Direct
DMW Direct is a direct response advertising agency with deep experience serving marketers who target today’s 50+ consumer. To learn more about DMW Direct, please visit www.dmwdirect.com.
