WHAT GEN Z WANTS: The Future of volunteerism
A Blueprint for Meaningful Engagement
Published December 2024
Engaging and recruiting volunteers today requires more creativity and effort. The number of nonprofits registered in the U.S. has nearly doubled over the past 25 years — each one vying for the hearts and hands of volunteers of all ages. This is as formal volunteering hit a 30-year low of 23 percent in 2021, down from 30 percent in 2019.
Enter Gen Z and Gen Alpha; who have emerged as the most socially conscious generations we’ve seen yet, but they’re also more discerning with their time.
With DoSomething’s mission to fuel young people to change the world, understanding their preferences and behaviors as they relate to volunteerism is critical for us to sustain our work. We’ve witnessed firsthand the wants and needs of our members change over our 31-year history. Alongside our partner the American Red Cross, we set out to answer the question: How do you capture the attention of Generation Z and Generation Alpha to recruit them to volunteer or serve?
These young people want to make an impact, but many are unsure how to get involved. A recent DoSomething survey found that while 76 percent of youth are eager to create change, 32 percent don’t know where to begin. Last time we checked, that was 17 million young people! DoSomething Strategic (DSS) explored this research to identify insights from over 1,300 Gen Z/A individuals. It offers brands and organizations a roadmap to successfully engage today’s youth through volunteering and cause-based initiatives.
When it comes to motivating Generation Z/A to participate in causes or volunteerism, three key factors stand out: Community Impact, Connections and Careers.
Community Impact: The Most Important Factor for Young People
Throw out the notion that volunteering has to be a transactional exchange. An impressive 93 percent of our survey respondents cited community impact as a primary driver for volunteering or engaging with a cause. Generation Z wants to know that their time is making a tangible difference.
What were some of the ways Gen Z wants to see volunteering come to life? Traditional, in-person volunteering stood out as important for 83 percent of respondents, but there were other ways they wanted to get involved, as well. Accessibility emerged as a key theme of what these respondents wanted. Examples included:
Micro-volunteering: Offering easy, bite-sized tasks that anyone can do from anywhere, removing time and location barriers.
Skill-based volunteering: Matching volunteers with causes that need their specific expertise, making their individual contributions go further.
Virtual volunteering: Expanding remote opportunities to include those with mobility limitations or who are not based proximate to organizations. 46 percent of volunteers valued these types of opportunities.
Mutual aid: Assembling a participatory strategy and the necessary resources to meet each other’s needs, such as food, housing, medical care and disaster relief.
“I envision a future where volunteering is seamlessly woven into our lifestyles. In this future, volunteering is not just a sporadic activity but an integral part of our routines, where everyone's voice is valued and heard.”
- Gen Alpha Survey Respondent
No matter the method one uses to volunteer, organizations must invest the time to communicate the impact that they are having within the communities they serve. It will go a long way in taking volunteers from ambivalence to ambassadorship.
Connection: Fostering Connection as the Antidote to Apathy
The loneliness epidemic rages on and Gen Z sits in the middle of it. They are the loneliest generation with eight in ten stating they are lonely. And, young people’s (15-24) leisure time with others has decreased by 26 percent since 2003. Thanks to a global pandemic, the prevalence of social media, and an always connected, but never truly connected world we find ourselves in, Gen Z/A are well aware of the challenges to connect in today’s society.
Eighty-five percent of our survey respondents reported that volunteering gives them a chance to make new friends and build meaningful connections. However, only 45 percent said they’ve formed close relationships through these experiences. Brands and organizations need to build and highlight the social benefits of participation. It’s not just about volunteering, it’s about forming lasting relationships with other cause-driven individuals that, in turn, make the act of giving back more powerful.
When unpacking how respondents value community and belonging stark differences arose. They were asked, “Is finding a sense of community and belonging through volunteering important to you?” Among regular volunteers, 88 percent said yes, while 75 percent of non-regular volunteers also agreed. Additionally, 70 percent of regular volunteers reported forming close connections through volunteering, compared to just 36 percent of non-regular volunteers. Non-regular volunteers may not yet have experienced the social value of committing to do good more often. But the message from organizations to them should be clear: committing to service with others not only feels good but could also lead to discovering a new social group, a best friend, or even a future partner.
“Volunteering is a lifelong journey of growth, connection, and purpose. It breaks down social barriers, builds bridges, and fosters a sense of belonging. Everyone has the chance to experience the joy and fulfillment of giving back.”
– Gen Z Survey Respondent
This represents an untapped opportunity. To foster lasting engagement, brands and organizations engaging young people in volunteerism must prioritize building and sponsoring spaces where young people can form authentic connections. A few methods to do so include:
Promote local connection: host social events for prospective volunteers, creating “get to know you” exercises in programming and connecting local volunteers to others within their cities and regions.
Integrate opportunities into the workforce: Gen Z is set to overtake boomers (1946 – 1964) in the workforce this year. This generation is drinking less than previous generations and would benefit immensely from structured activities outside of work that don’t necessarily revolve around a happy hour.
Offer travel and adventure: nearly half of older respondents (18-25) said they volunteer because they want to travel. Recognizing this is a higher lift, capitalize on the interest in travel opportunities by organizing volunteer trips or meet and greets within your city or region.
Careers: Helping Young People Find Careers and Growth Opportunities
“My ideal future of volunteering envisions universally accessible opportunities, integrated into education and workplaces. It includes diverse roles to cater to varied interests and time commitments.”
— Gen Z Survey Respondent
How can a brand or organization get started?
Develop bridge programs: Develop programs that cater to the transition phase, offering continuity from high school to adulthood. For example, provide volunteering opportunities that give mentorship roles for those just out of high school, leveraging their experience to guide younger volunteers as they begin their volunteer journey.
Build a volunteer to career pipeline: Our first What Gen Z Wants report found that Gen Z prioritizes jobs that offer work-life balance, fair compensation and support to take care of their mind and body. They are also looking for jobs interconnected to finding purpose — and through volunteering, we can help them find it. By offering verified volunteer hours, certificates, and formal recognition, we ensure that their volunteer work supports their career growth and provides tangible benefits that align with their professional aspirations.
What Does All of This Mean For Your Brand?
To effectively engage Generation Z and Generation Alpha in volunteerism, embrace a new approach that centers the three C’s: community impact, connections, and career development. Younger generations pursue meaningful opportunities that offer tangible impact, foster authentic relationships, and contribute to their professional growth. Ultimately, investing in these strategies not only strengthens loyalty to your brand or organization but also helps unlock the full potential of a new wave of passionate, cause-driven individuals. In doing so, you’re cultivating the next generation of future leaders and ambassadors for your mission.
Interested in more? Reach out to connect with our team.
Written by: Walker Post
Contributions by: Ashley Moncrieft, Max Steinman
Want to explore the survey design? Read about our methodology below.