Attitudes and Action: How do
young people understand and
engage with volunteering
Amina Ali, Researcher
Patrick Brennan, D...
It’s a sign of ageing when…
But volunteers really are getting younger…
0%
10%
20%
30%
40%
50%
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2...
While overall levels of volunteering have been
static for 15 years
22%
21%
15%
22%
24%
0%
10%
20%
30%
40%
50%
Apr-00
Apr-0...
5Base: All volunteers (212) among 1,000 adults 16+, Britain
Source: Charity Awareness Monitor, May 2013, nfpSynergy
“Was t...
Using research to help you engage with
potential young volunteers
nfpSynergy’s Charity Awareness Monitor and Youth Engagem...
Key social and economic
drivers
Youth economics
Youth unemployment
2000: 11% | 2013: 19%
Cost of HE education
2000: £1k | 2014: £9k
House prices to earnin...
Mean that parents meddle
Source: Friends Life, Future Foundation/nVision | Base: 283 online respondents with a child over ...
And that key life stages are coming later than in
previous generations
Age at first marriage
2000
Women : 28.2 | Men : 30....
“Paying the bills”
.
Young Singles
62%
Young, in a relationship
76%
Priorities differ accordingly
Source: nVision Research...
Motivations
Selfish motives are important
Source: nVision Research | Base: 1,000-5,000 online respondents aged 16+, GB, Dec 2012
“I wo...
14
15%
13%
7%
25%
18%
19%
20%
22%
10%
12%
21%
20%
Skills based
volunteering
Virtual or micro
volunteering
Employer or Stud...
But young people also want to save the world
Thinking of the charity or charities that you have volunteered for during the...
Barriers
11%
14%
25%
25%
26%
8%
13%
17%
18%
28%
Me and my friends are not
the kind of people who get
involved with this kind of
thi...
So is using the right language and tone
Inspiring
Approachable
Caring / Compassionate
Passionate
Helpful
Sympathetic
Trust...
Conclusions
19
Think about who you want to target and how
Volunteers - discrete events most
popular
Want to volunteer:
depending on the a...
Define roles, choice and flexibility
• Lifestyle and life stage are even more important than age: develop products and
mes...
Encourage selfish volunteering – but without
making people feel they are being selfish
• Emphasise both intrinsic and extr...
Show people they can volunteer, then ASK
them
• After time pressure, not being sure they are volunteer material is a commo...
For more information…
http://nfpsynergy.net/about-nfpsynergy/nfpsynergy-monitors
twitter.com/nfpSynergy
Patrick.Brennan@nf...
2-6 Tenter Ground
Spitalfields
London E1 7NH
020 7426 8888
insight@nfpsynergy.net
www.twitter.com/nfpsynergy
www.linkedin....
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Attitudes and Action: How do young people understand and engage with volunteering

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  • Younger supporters
    Opportunities: The gap year search for authenticity, the potential for Youth Activism
    Challenges: The iPod generation (Insecure, Pressured, Over-taxed and Debt –ridden)?
    Highly polarised work-life balance
  • London : 175 vs 418
  • If we look at some data on this, too we find that the willing to meddle is quite widespread.
    Recently we conducted some research into what parents would be willing to do to help their children over 21..
    It was quite clear that the majority of parents have shown considerable support in different ways.
    63% let them live with them while they looked for a job – and 58% let them live with them when they had a full time job.
    Near two thirds give them financial advice and near 3 in 10 have helped their children to get onto the property ladder.
    Today the bonds between parents and their young adult children are clearly strong. Significant Parental support is extending into adult years.
  • Cc shardayyy
    Cc thatedeguy
    TFR: Number of children that would be born to a woman if current patterns of fertility persisted throughout her childbearing life | Data for 2011 is based on Q1, Q2 and Q3 only
  • % who select the following options among their top 5 financial priorities
  • according to the company’s website. Subscribers donate a minimum of $10 a month to one or several of the causes and charities supported by the site (at time of writing, there were nine causes to choose from). In return for their donations, subscribers then receive “perks” from partnering businesses and brands - such as discounts, priority bookings or VIP services. Partnering brands include Brooklyn Brewery and Butter Lane Cupcakes
    Fieldwork was completed in December 2012.
    Additional data are included with this chart. Right click and select “Edit Data” to find demographic breakdowns.
    The following definitions are used:
    Mums: Women who have a child under 18
    Parents: Individuals who have a child of ANY age
    Grandparents: Individuals aged 35+ who have grandchildren
    Mass affluent: Individual with an annual household income of £75k and/or Savings/Investments of £100k+
    Baby boomers: Born in 1945-1960
    Generation X: Born in 1961-1981
    Generation Y: Born after 1981
  • “Which, if any, of the following have you done to try to improve your overall happiness and which do you intend to do in the future? Volunteered for charitable work” | % who have done or intend to | 2012
    Source: nVision Research/First Direct | Base: 1,000 online respondents aged 16+, GB, Dec 2012
  • *(Citizenship survey 07/08)
  • Attitudes and Action: How do young people understand and engage with volunteering

    1. 1. Attitudes and Action: How do young people understand and engage with volunteering Amina Ali, Researcher Patrick Brennan, Deputy Managing Director
    2. 2. It’s a sign of ageing when…
    3. 3. But volunteers really are getting younger… 0% 10% 20% 30% 40% 50% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Linear (16-24) Linear (25-34) Linear (35-44) Linear (45-54) Linear (55-64) Linear (65+ ) Source: The Charity Awareness Monitor, nfpSynergy Base: 3,000 respondents 2008 Have you given time as a volunteer in the last three months, to a charity or other organisation, or in your local community? Yes
    4. 4. While overall levels of volunteering have been static for 15 years 22% 21% 15% 22% 24% 0% 10% 20% 30% 40% 50% Apr-00 Apr-02 Apr-04 Apr-06 Apr-08 Apr-10 Apr-12 Apr-14 Source: The Charity Awareness Monitor, nfpSynergy Base: 1,000 adults 16+ Britain Have you given time as a volunteer in the last three months, to a charity or other organisation, or in your local community? Yes”
    5. 5. 5Base: All volunteers (212) among 1,000 adults 16+, Britain Source: Charity Awareness Monitor, May 2013, nfpSynergy “Was this ...” 26% 5% 7% 63% 0% 20% 40% 60% 80% 100% Once every three months Once a month Once every two weeks Once or twice a week 16-24 25-34 35-44 45-54 55-64 65+ Young people give the most time
    6. 6. Using research to help you engage with potential young volunteers nfpSynergy’s Charity Awareness Monitor and Youth Engagement Monitor allow senior leaders to: 1) Understand current patterns of engagement this audience has with your sector and brand as well as wider social and economic influences, to identify new opportunities and markets 2) Explore the motivations and barriers for this audience to inform effective communication and engagement with children and young people about volunteering 6
    7. 7. Key social and economic drivers
    8. 8. Youth economics Youth unemployment 2000: 11% | 2013: 19% Cost of HE education 2000: £1k | 2014: £9k House prices to earnings 2000: 6.2 | 2013: 9.4 Waitrose rose regional youth unemployment schemes and nationally take part in “Feeding Britain’s Future - Skills for Work Month”, a campaign run by the IGD and Jobcentre Plus that allowed young unemployed people aged between 16-24 to attend job-related workshops at their local branch.
    9. 9. Mean that parents meddle Source: Friends Life, Future Foundation/nVision | Base: 283 online respondents with a child over 21 aged 37-65, GB, 2011 28% help them get on the property ladder 58% of parents let all children to continue living at home even when they have secured a job 64% of parents give their children aged 21+ advice or information regarding their finances 84% of people would arrange their child a job
    10. 10. And that key life stages are coming later than in previous generations Age at first marriage 2000 Women : 28.2 | Men : 30.5 2020 (f) Women : 30.5 | Men : 32.7 Mean age of UK mother at birth of a child 1981 : 27.1 2011 : 29.7 Marriage Source: ONS/nVision | Base: England and Wales,, May 2013 nVision forecast using data published in 2012 Source: Population Trends, National Statistics/nVision, UK, 2011
    11. 11. “Paying the bills” . Young Singles 62% Young, in a relationship 76% Priorities differ accordingly Source: nVision Research | Base: 159 young singles, 345 young in a relationship, online respondents aged 16+, GB, 2012 Young singles 57% Young, in a relationship 37% “Volunteering” Young singles : 29% Young, in a relationship : 19% “Living for the day and enjoying myself” Eenmaal is a pop-up restaurant for single diners only, which was opened in Amsterdam’s Bos en Lommer district for two days in June 2013. It was part of a wider project aiming to make public spaces enjoyable for singletons, as well as people in groups.
    12. 12. Motivations
    13. 13. Selfish motives are important Source: nVision Research | Base: 1,000-5,000 online respondents aged 16+, GB, Dec 2012 “I would be more likely to volunteer for a charity that gave me something back in return (e.g. free tickets, money off vouchers etc)” | % who agree or agree strongly | 2012 30% 52% 48% 31% 23% 19% 12% Total 16-24 25-34 35-44 45-54 55-64 65+ The Mutual, founded in 2012, is a “Groupon for Good”.
    14. 14. 14 15% 13% 7% 25% 18% 19% 20% 22% 10% 12% 21% 20% Skills based volunteering Virtual or micro volunteering Employer or Student volunteering Community volunteering 11-16 17-25 Adults What type of volunteering would you personally prefer to get involved in? Please pick one of the following options Extrinsically… Base: All respondents – 1,020 11-25 year-olds Source: YEM May 2012, nfpSynergy Volunteered for charitable work to try to improve your overall happiness 43% 16-25s 36% all …and intrinsically
    15. 15. But young people also want to save the world Thinking of the charity or charities that you have volunteered for during the past year, please tell us what it was that made you want to volunteer with them. Base: 266 respondents who have volunteered for a charity in the last year, 11-25 year-olds Source YEM May 2011, nfpSynergy
    16. 16. Barriers
    17. 17. 11% 14% 25% 25% 26% 8% 13% 17% 18% 28% Me and my friends are not the kind of people who get involved with this kind of thing I've got enough to worry about already to do this I don't know what this involves I'm not confident enough to do this Don't have the time for this Volunteering Campaigning Time, knowledge and confidence Base: All respondents – 1,008 11-25 year-olds Source YEM May 2011, nfpSynergy Please say what are your views on the following statements by ticking to all that apply to you 17
    18. 18. So is using the right language and tone Inspiring Approachable Caring / Compassionate Passionate Helpful Sympathetic Trustworthy Honest Reputable Effective / Cost-effective Accountable 18-24 25-34 35-44 45-54 55-64 65+ “Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…” Base: 3,000 adults 18+, Britain Source: Brand Attributes, Nov 13, nfpSynergy 18
    19. 19. Conclusions 19
    20. 20. Think about who you want to target and how Volunteers - discrete events most popular Want to volunteer: depending on the activity suggested Interested in your cause and want to volunteer Volunteers interested in your cause Not interested in volunteering Interest in your cause
    21. 21. Define roles, choice and flexibility • Lifestyle and life stage are even more important than age: develop products and messages that suit these circumstances and attitudes. o E.g. parental influence o E.g. singletons • Coming up with clear messages and job descriptions will be important, but giving choices, not just for roles, but for also levels of commitment is also likely to be key • A starting point to engaging young people may be projects with a specific end date, rather than on going position • Consider for example creating teams/ jobs shares – to share both the burden and the fear
    22. 22. Encourage selfish volunteering – but without making people feel they are being selfish • Emphasise both intrinsic and extrinsic benefits: CV may be the reason for volunteering, helping pandas/old people/homeless people/sick people may be the reason they volunteer for you - be passionate and inspiring in making your case o E.g. connect people to your cause o E.g. communicating return on time, in the same way as fundraising: o “x hours” (rather than £x) achieves “y results”
    23. 23. Show people they can volunteer, then ASK them • After time pressure, not being sure they are volunteer material is a common barrier for young people. Help show them that they have the right skills and opportunities and that you need them. • You cannot be blatant enough in doing this! Half of volunteers say that they would be more likely to increase their involvement if someone asked them directly* • Warning: people will always find a reason not to volunteer if they don’t want to. We often hear all manner of post rationalisations from respondents, e.g. not being able to do enough to do it justice and so not doing it at all. (In fundraising this would be the equivalent saying “I can’t give £100 so it must be better to give £0 rather than £50”)
    24. 24. For more information… http://nfpsynergy.net/about-nfpsynergy/nfpsynergy-monitors twitter.com/nfpSynergy Patrick.Brennan@nfpSynergy.net Amina.Ali@nfpSynergy.net 02074268871 24
    25. 25. 2-6 Tenter Ground Spitalfields London E1 7NH 020 7426 8888 insight@nfpsynergy.net www.twitter.com/nfpsynergy www.linkedin.com/company/nfpsynergy www.nfpsynergy.net Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH. Registered in England No. 04387900. VAT Registration 839 8186 72

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