4 Generations of Volunteers: Global Research Insights on Generational Support
Volunteering plays a crucial role in charitable support, serving as the backbone for many nonprofits, charities, and causes. It not only provides essential workforce and skills but also fosters a sense of community and purpose.
We researched over 3,000 individuals across the UK and Ireland; Canada; and Australia and New Zealand to determine how charitable support differs between generations. With a focus on the preferences, habits, and motivations of Generation Z adults, Millennials, Generation X, and Baby Boomers, these regional research reports help nonprofits navigate the shift in generational support patterns.
Age groups included were:
In this article, we have collaborated with a trusted Blackbaud partner, Rosterfy, to explore how different generations engage in volunteering and how preferences differ among age groups.
Current Volunteering Trends
The volunteering landscape is continually evolving, influenced by social, economic, and technological changes. When asked about how participants feel they can make the biggest difference on issues and causes important to them, donations—whether money, goods, or services—takes the number one spot across regions and generations. This is followed by volunteering. One fifth of participants globally shared that volunteering is the best way for them to make a difference.
In line with these findings, one fifth of participants has volunteered their time with nonprofits, charities, or causes in the last 12 months. There are, however, some generational and regional differences.
In the UK and Ireland, Gen Zers are the most active volunteers (23%), followed by Millennials (16%) and Baby Boomers (16%). Gen Xers, in turn, are least active at 12% despite 16% of participants from the age group agreeing that volunteering is the best way for them to make a difference.
Participants from Canada follow largely similar pattern where younger generations have been the most active volunteers in the past year. However, despite the common assumption that Boomers might have more time to dedicate to volunteering, they have been the least active volunteers in the last 12 months.
Insights from Australia and New Zealand show an interesting regional difference. While younger generations are also active volunteers, Boomers are the generation that have been most actively engaged in volunteering in the last year (25%).
Across regions, Gen Zers are most inclined to volunteer to help plan or host an event. Interest in this kind of volunteering declines with age.
Engaging Each Generation of Volunteers
While these recent trends alone give important insights into supporter behaviour, engaging volunteers requires a tailored approach that considers the unique characteristics and motivations of each generation. With this in mind, let’s explore how nonprofits can better engage volunteers across different age groups.
1. Researching Causes
Different generations have distinct habits and preferences when it comes to seeking information. Across regions, research is an important part of becoming a supporter. 77%, 82%, and 71% of participants in the UK and Ireland; Canada; and Australia and New Zealand—respectively—share that they research causes before becoming a supporter.
However, younger volunteers are much more likely to share that they conduct research. For example, 84% of Gen Zers in the UK and Ireland research causes while just 54% of Boomer volunteers say the same. These generational differences are evident globally.
Nonprofit websites, social media, and charity review sites are important destinations for volunteers seeking information. Unsurprisingly, younger volunteers especially use social media as part of their research, whereas personal recommendations and word-of-mouth information are important for Gen X and Boomer volunteers. By meeting volunteers where they are, and sharing information volunteers are looking for, nonprofits can improve their engagement and recruitment strategies.
Tip from Rosterfy:
Volunteer numbers are declining worldwide, and many of our customers cite recruitment as their top concern for 2025. Gen Z may hold the key to addressing this challenge. This largely untapped group of supporters is motivated, influential, and eager to make an impact. However, to engage them, volunteer programs must offer a modern, on-demand experience that aligns with their expectations such as app-based volunteer engagement.
- Martin O’Neill, Head of Marketing, Rosterfy
2. Spontaneous Support
Over 70% of participants across regions say that the statement ‘Most of the support I give is spontaneous and based on who asks me and/or what pulls at my heartstrings’ somewhat or perfectly describes them.
There are, however, clear differences when it comes to the oldest generation. While nearly four fifth of Gen Zers, Millennials, and Gen Xers say this describes them, the figure drops significantly when it comes to Boomers. In the UK/Ireland and Canada, 46% of Boomers say most of their support is spontaneous, and only 38% of Boomers say this Australia/New Zealand. Fewer Boomers also share that the statement describes them perfectly when compared to the other three generations.
Tip from Rosterfy:
If most of your support comes from spontaneous interest, it’s essential to ensure your application and onboarding processes are smooth and efficient. Even a small delay or inconsistency could result in the loss of valuable volunteering hours. This is why many nonprofits are adopting volunteer management software to streamline and automate these tasks.
- Martin O’Neill, Head of Marketing, Rosterfy
3. Recognition
‘Thank you’ messages are considered as the cornerstone of supporter engagement, and a customary practice for nonprofits across the world.
Participants who shared that they have volunteered in the last 12 months said that an email thanking for support is the most appealing way for nonprofits or causes to show appreciation. This was closely followed by information on how support makes a difference. These findings are largely consistent across surveyed regions.
14% of volunteers in the UK and Ireland shared that they do not need a thank you for their support. Interestingly, in comparison to participants who have donated, advocated, and promoted causes, volunteers and promoters are least likely to say that they don’t need recognition.
It’s also evident that younger generations are much less likely to say this. For example, just 4% of Gen Z volunteers say they don’t need a thank you message while 28% of Boomers say the same. These findings are consistent across Canada, and Australia and New Zealand.
Tip from Rosterfy:
Reward and recognition programs should be a cornerstone of your volunteer strategy. Celebrating milestones or acknowledging exceptional contributions is especially meaningful for volunteers who are passionate about the cause or event. Many of our customers have successfully implemented smart points systems, allowing volunteers to exchange points for merchandise, event tickets, or donations to a cause.
- Martin O’Neill, Head of Marketing, Rosterfy
4. Communication
Various kinds of messaging resonate with different generations and supporter types. Understanding these preferences can help nonprofits create, for example, more compelling volunteer campaigns or resonating ‘thank you’ messaging.
Supporters across the globe are interested in hearing personal stories about how their support has made a difference, and volunteers are the supporter group most likely to say this describes them perfectly. Millennial volunteers, especially, find personal stories important, while Boomers are least likely to say so.
While personal stories can be an important part of communication, participants are even more interested in the facts and figures about how their support has made an impact. Boomers are much more likely to say the statement ‘I’m interested in the facts and figures about how my support made an impact’ describes them perfectly, when compared to their interest in personal stories.
Tip from Rosterfy:
The biggest mistake in communicating with volunteers and supporters is adopting a ‘one-size-fits-all’ approach. Volunteers come from diverse age groups and speak different languages. While Boomers and Millennials may prefer emails, Gen Z volunteers might respond better to group chats on WhatsApp or video messages.
- Martin O’Neill, Head of Marketing, Rosterfy
5. Convenience
Convenience is a significant factor in volunteer recruitment, retention, and satisfaction. By offering flexible and diverse opportunities, nonprofits can attract a broader range of volunteers.
Just under half of non-supporters in each region—those who have not supported nonprofits or causes in the last 12 months—agreed that inconvenient volunteering opportunities have deterred them from supporting causes.
Simultaneously, over 80% of participants globally agree that they are more likely to support nonprofits and causes if it’s easy to do so. While all generations agree with this, Boomers don’t have as strong an opinion as the younger generations.
Tip from Rosterfy:
We understand that flexibility is essential when attracting modern-day volunteers. However, a common mistake is failing to highlight this flexibility in your recruitment marketing. Offering various shift patterns, hours, and roles won’t be effective if potential volunteers aren’t aware of these options. Promoting this flexibility can significantly boost the appeal of your volunteer program.
- Martin O’Neill, Head of Marketing, Rosterfy
Get your regional insights to learn more:
Causes related to healthcare, social services, animal protection, and children’s wellbeing receive the highest levels of support, with most participants supporting two causes. Learn more about the key trends and engagement opportunities in Australia and New Zealand.
75% of participants share that they research nonprofits and causes before becoming a supporter, with a focus on reputation, impact, and efficiency. Uncover the unique habits of Canadian supporters to tailor your communication and engagement strategies.
Did you know that the younger generations want more recognition after their support than the older generations? Dive into the charitable support preferences of individuals in the UK and Ireland to better engage your supporters and prospects.
