Category: For nonprofit leaders and social innovators

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For nonprofit leaders and social innovators

The importance of references to Millennial volunteers

In almost all volunteer role descriptions that I create, one of the benefits for the volunteer that I list (among other like contributing to a cause, connecting with good people, gaining experience in area XYZ) is the provision of a letter of reference (upon request) after successful completion of the role.

For many Millennials, volunteering is not only a way to do something for a mission they care about – the experience is also about career exploration and networking. Help them by making references a part of the recognition and reward of volunteering.

References don’t need to be time-consuming custom reference letters. Here are some ideas to make references less work and more meaningful:

  • Have the volunteer write the reference letter themselves, highlighting what they feel are the most important contributions they made (and that have most relevance to their career goals). Edit it so that it matches your writing style and aligns with your impressions of the young person’s contributions.
  • Provide a LinkedIn reference. A few sentences will do. Less formal than a reference letter, but more public (and therefore, for many Millennials, more valuable).
  • Share positive words via Twitter or Facebook. Link to their profile and say thanks with specific reference to their contributions. If it makes sense to reference their jobs/freelance work/company/website, do that too.
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For nonprofit leaders and social innovators

Blend activism with volunteerism to keep young people engaged

Many volunteer roles filled by young people put them on the front lines of an organization. In some cases this can help connect them to the organization’s mission, but in many cases, it many lead to feelings of total disconnection from the big picture. In other ways, Millennials can be made to feel like they are just cheap labour, to be called upon when their hands are needed – again, leading to feelings of disconnection to the big change the organization wished to make in the world.

To help young people contribute in multiple ways to your cause and keep them engaged beyond their hands, include opportunities for activism in your communications with them. Here are a few ideas for blending activism with their volunteer roles (either in addition to or in between volunteer roles):

  • Check to see if they are following your org on Facebook or Twitter. Share articles, memes or petitions of interest for them to pass on to their networks, especially those not produced by your organization (connecting them to the bigger cause).
  • Share news articles and suggest opportunities to send a ‘letter to the editor’.
  • Ask them to provide quotes for press releases.
  • Ask them to serve on advisory bodies or board committee that focus on public policy or strategic planning.
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For nonprofit leaders and social innovators

How to address “I don’t know how” as a reason for not volunteering

According to the Canada Survey of Giving, Volunteering and Participating, and for reasons that many people in the nonprofit sector are dumbfounded by, a major reason why young people don’t volunteer is that they don’t know how.

For some Millennials, this may mean that they don’t know how to get started, or where to look, or how to apply for roles. For others, this may mean that the tasks involved in volunteering are mysterious.

Whether as nonprofit professionals we understand this or not – the reason exists, and we need to address it.

Organizations need to create very easy and straightforward entry points to volunteering. Here are some examples of what can be done to bring Millennial volunteers into the fold.

  • Hold a regular, monthly “get to know us” night where people can drop in, meet others interested in the cause, learn a bit about the organization (or even learn a new skill/theory related to the cause), and meet people that would be engaging them as volunteers.
  • Offer group volunteering, through already existing groups that young people are involved with (e.g. PACs or childcare facilities for Millennials with children,meetups, university clubs and residences, workplaces).
  • Offer drop in volunteer roles – activities that can engage new volunteers, but aren’t reliant on them (e.g. invasive plant weeding, translation-a-thons). If your organization doesn’t have a readily apparent drop-in role, partner with organizations that do.
  • Pare down volunteer roles applications. Don’t require volunteers to fill out ominous forms as a part of the application process. Screen for the basics and get the rest later.
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For nonprofit leaders and social innovators

The first question to ask new Millennial volunteers

During the recruitment process, or shortly thereafter, be sure to ask the following question of new young volunteers:

What do you want to get out of this experience?

Some people may assume that a new line on the old resume is enough of a benefit for young volunteers. While this may be one benefit, Millennials are seeking much more. If you don’t know, you risk putting in the effort of offering rewards that have no value.

In my recent experience engaging volunteers, here are some common responses I’ve heard to this question:

I want to meaningfully contribute to a cause that’s important to me.

I want to connect with other people who are have experience in this area.

I want more experience with (insert skill/task).

I think I might be interested in finding a job in this area in the future.

These fit exactly with what the Canada Survey of Giving, Volunteering and Participating over the years has found – in general – for people aged 15-24, and 25-34. But for each and every individual, you won’t know until you ask.

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For nonprofit leaders and social innovators

Nonprofits should incubate external initiatives by Millennials

Millennials (usually of the university student variety) are often involved in initiatives related to sustainability, homelessness, international development, social justice, etc. as a part of student clubs, classes, or other. Some of these initiatives fit perfectly with your organization’s mission. Why not incubate these initiatives and budding ideas, engaging a new form of volunteer in the process?

If you are a community leader in, say, women’s equality, promote your organization as a social change incubator. Reach out to university groups, or students through relevant academic disciplines (Women Studies, Anthropology, etc.). Offer your organization as a resource – contacts, expertise, media advice, resources, business processes, meeting space, perhaps even a little little bit of $. Often these initiatives are not your run of the mill awareness- or fundraising activity so they may provide opportunities for your organization to get into the press. You’ll also be furthering your mission through the power of people, without loads of money. You might even learn a little something from Millennials in the process.

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For nonprofit leaders and social innovators

Provide young people volunteer opportunities beyond events and education

Young people are interested in more than just special event volunteering and education/mentorship/tutoring experiences.

I used to work at SFU, where I was responsible for getting SFU Volunteer Services up and running. Once and a while I’d review the volunteer experiences we had coming in from community organizations, and about 90% of the opportunities could be qualified as one of the following:

  • Day-of event volunteering
  • Tutoring youth
  • Mentoring youth
  • Running camps or other educational experiences for youth

It’s been a few years since I was at SFU, and I suspect the above 90% list could be expanded to include social media volunteer opportunities as well.

Not all Millennials want to be teachers. And the ones that already are teachers – they probably don’t want to spend their time doing more of the same of their day job. And event volunteering is a great first step for new volunteers, but what about the ones who have interested in deeper, more meaningful opportunities? And re: social media – just because someone uses a tool (like Twitter), doesn’t mean they are capable of developing strategy and effectively representing an organization on that same tool.

So what are some other options? Here are 5 random ideas:

  • Drafting press releases
  • Curating content for your organization’s blog/newsletter
  • Research (related to your cause/your business processes/your supporters etc.)
  • Providing advice on how to connect better with their university/workplace
  • Serving on a task force meant to strategize re: branding, supporter engagement, use of technology

Think about each of the areas in your organization – internal processes, programs, marketing, fundraising, etc. and think to yourself, “How could a young person’s voice/expertise/ideas/effort make this area even better?” And recruit for that.

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For nonprofit leaders and social innovators

Check you mindset on Millennials who volunteer

Young people these days get a bad wrap. Phrases like entitled, short attention span, self-absorbed, etc quickly come to mind. During recent research we completed for Volunteer Canada, some interviewees even suggested that “young people aren’t volunteering anymore”.

Self-fulfilling prophecy behaviour dictates that if we expect a certain type of behaviour, we will find it. We give more weight to experiences that confirm our expectations, and dismiss those that don’t fit with what we come to believe.

So instead of thinking:

  • Young people don’t volunteer anymore.
  • Millennials are entitled.
  • Youth only volunteer to get experience on their resume.
  • Millennials are all about social media.
  • Young people don’t follow through with volunteer commitments because we don’t pay them.

(Not all of these are bad, and the first isn’t even true, but they can lead to poor or limited volunteer engagement strategies.)

Instead, look for behaviour that confirms:

  • Young people love feeling connected to the big picture/the cause.
  • Millennials are storytellers and evangelists for organizations that provide great experiences.
  • Youth are looking for growth and development opportunities.
  • Young people appreciate career opportunities that volunteering can provide.

The next time you hear someone at your organization bemoan Millennials, offer an anecdote that challenges their assumptions. If you don’t have any stories of your own yet to offer, create them by testing the “new” assumptions provided above. Give yourself and your young volunteers more than one opportunity to prove you wrong.