We Are The Future | Engaging The Next Generation of Volunteers
Article Highlights
- Find Gen Z online
- Remote volunteering is still just as powerful
- Ahh, Gen Z. The ever ethical consumer...
- The same sentiment holds for when they enter the workplace
- Engaging young volunteers takes trust
- Final takeaways
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From climate concern, to political anxiety, ethical consumption and concerns for their future, one thing is clear: Gen Z are a panicked bunch.
Luckily, however, their worry doesn’t come without remedy. This generation recognises the uncertainty of the future, and are actively seeking to make a positive difference. 74% would describe themselves as an activist, whilst 66% would describe themselves as caring, and 62% as ethical. In light of this, it should come as no surprise that Gen Z are generous when it comes to donating their time to charity. In fact, over half of this generation have expressed they want to do some form of volunteering.
This is great news for non-profit organisations, but there are still a few challenges. Namely, putting this optimistic sentiment into practice.
In this blog, we’ll share some top tips on how to recruit and engage Gen Z long-term.
Find Gen Z online
Nonprofits don’t always have the biggest marketing budgets – but that’s okay, thanks to the power of social media. Social media gives brands an opportunity to reach a wide range of people and get creative. Reels and TikToks are a great way to announce new initiatives and call for new volunteers.
They’re also a great way to showcase the work your non-profit does, and give a visual example of the ways volunteers can make a difference.
Remote volunteering is still just as powerful
Another great benefit of the online world is that it allows us to stay connected in non-tangible spaces. Young people may be hindered by a lack of transport, non-flexible schedules or personal monetary constraints. However, this doesn’t mean they can’t get involved with volunteering!
Plenty of charities and non-profit organisations offer remote volunteering.
One example is Zero Gravity.
Zero Gravity is a free social impact tech platform which helps state school students gain places at top Russell Group universities. Mentors connect with students based on their university ambitions, spending an hour with them each week.
Zero Gravity recognises that students want to hear from individuals they can relate to – that’s why the majority of their mentors are either students themselves or young graduates. Over 3,000 of their members have received offers from Russell Group universities, whilst the charity has previously partnered with UCAS and works with employers such as HSBC.
This is a charity truly making a difference – and it’s all powered by young people. One student shared:
“I am so excited to have been accepted onto this program with Zero Gravity! I benefitted so much from my Zero Gravity mentor before university, so am really looking forward to talk to and learn from my careers mentor!“
Ahh, Gen Z. The ever ethical consumer…
75% of young consumers want the companies they buy from to be clear about the values they stand for. And, whilst Gen Z’s standards might be high, they’re willing to invest in the companies that meet them, with 70% of Gen Z buying from a company they deem ethical.
The same sentiment holds for when they enter the workplace
Gen Z are drawn to companies that offer volunteering opportunities. These opportunities allow corporations to show that they give back to the community, and also help to build team morale. Win win!
We caught up with Alastair, a 25 year old Finance Manager at Vodafone to discuss Vodafone’s volunteering scheme.
Currently, all Vodafone employees are given three days a year to spend volunteering.
Employees can pick an individual charity of their choice, or go with fellow employees to one of Vodafone’s chosen charities.
Alastair chooses the second option, noting that doing so makes volunteering “double up as a team activity, and allows you to get to know people you might not have spent time with before”.
This in-person interaction fosters a sense of community, giving employees a shared purpose. Alastair touched on this, sharing that “giving back to society should be a key goal of companies – not just profit maximisation”.
Engaging young volunteers takes trust
Gen Z’s bullsh*t tolerance is second to none – they’re the first to sniff out any brand or corporation that isn’t authentic in their values. Build a foundation with them that showcases your ethics in a transparent way: communicate by answering questions and encouraging discussions.
Don’t expect large donations or volunteering offers straight off the bat. Instead, use your marketing to show your credentials in this space.
One great charity doing this is Trees For Cities.
This charity does exactly what it says on the tin: it plants trees in cities, revitalising forgotten spaces and creating a healthier urban environment. So far, it has engaged over 140,000 volunteers.
On their site, you’ll find plenty of case studies and visual examples of where they’ve made a difference. Their Instagram is full of educational content, user-generated videos and information about their initiatives.
They also have a yearly annual report, jam-packed with stats and testimonials.
This is a big winner for us – Gen Z are sensitive to hypocrisy, and want to see the receipts of a brand’s ethical claims.
Final takeaways
Young people are the future, and each year their actions become louder and more powerful. However, it’s up to non-profits and charities to harness that energy, and give them the opportunity to kick start change.
There’s no time like the present to invest in the next generation of volunteers – so what are you waiting for?
Want to know more about Gen Z? Subscribe to Voxburner+ and access bespoke research to help you tailor your offering and better engage with young people.
