Creating a Generational Approach to Volunteer Communications

Communication is critical to the success of any volunteer program—especially when it comes to keeping your volunteer base engaged. Engagement can lead to retention, which can increase the amount of value for your organization. Your volunteer base is made up of an array of people from different backgrounds, and effective communication must take those variances into account.

One important factor for volunteer managers to consider is generational differences in communication. Our childhood years are deeply formative. The culture we experience during that time shapes the way we view and interact with the world. Therefore, a person’s generation affects their communication preferences, and being sensitive to these generational differences is key to effectively communicating with volunteers.

How Different Generations Communicate

A generation, which roughly encompasses 15 years, refers to a group of people who experienced the same historical events together at similar ages. For most nonprofit organizations, your current volunteer base will be made up of four distinct generations: Baby Boomers, Generation X, Millennials, and Generation Z.

Baby Boomers (1946-1964)

Baby Boomers grew up amidst the economic boom that followed World War II in the United States—as well as under the existential threats of the Cold War. Many Boomers came of age during the counterculture movements of the 1960s and 1970s, and they had a front row seat to major scientific and technological advances like the Moon Landing.

Baby Boomers are known for their can-do attitude, influenced by the optimism, pride, and fascination with the future that marked the post-war era. Boomers have a strong work ethic and are typically willing to go the extra mile in the name of progress. They also enjoy a more organized working environment, reflecting the structures that governed American life in their formative years.

Because they reached full adulthood before the digital age, Baby Boomers generally prefer more personal and direct forms of communication. They respond best to phone calls, in-person conversations, meetings, and traditional memos. Many Boomers, especially middle and late Boomers, are comfortable with email; however, they often check email less than their younger counterparts, so emails may prompt a slower response time than other forms of communication. According to MarTech, 84% of boomers own a cell phone (the remainder own a landline), but only 43% own a computer.

For Baby Boomers who own cell phones, texts can be seen as an annoyance—particularly texts from someone other than friends or family. While Boomers are also adopting social media more and more, especially Facebook and YouTube, which garner 71% and 67% of Boomers respectively, they typically don’t use social media as a messaging system. For Boomers, social media is primarily a tool for their personal lives, not a way to network or interact with organizations.

Whereas a younger volunteer may feel more respected by a less reserved approach that displays trust and connection, Baby Boomers feel most respected when they are approached with formality and a commitment to courtesy. Structured exchanges and extra details like thank-you notes go a long way.

Generation X (1965-1980)

Generation X grew up during a period of upheaval: the brisk development of new technology, the fall of the USSR, a rise in environmental consciousness, and periods of crippling inflation. Notably, they are the final generation to experience a full childhood and adolescence without the omnipresence of the Internet. However, many Gen Xers were young adults when the digital age dawned, so they were among the earliest adopters of the Internet, personal computers, and email.

Having come of age alongside such rapid shifts, Generation X is marked by independence and adaptability. They bridge the gap between old and new, making them flexible with multiple communication styles and ideal candidates to connect younger and older volunteers. Above all, Gen X values quick, concise communication; they don’t appreciate buzzwords, jargon, or lengthy diatribes. Gen X strives to cultivate a healthy work-life balance, so the most efficient approaches resonate best with them. In general, Gen X appreciates the convenience of email the most; however, they are always looking to maximize time. If a Gen Xer is already in a meeting with you, they would rather you initiate a conversation then and there instead of following up with an email later.

While Generation X is dialed into the web, they still remember the days of dial-up Internet. Therefore, they interact with digital technology in different ways than their younger counterparts. MarTech found that 92% of Gen X own a cellphone, 69% still own a desktop computer, and 61% own a laptop. In general, Gen Xers are more likely to visit a website than download an app.

Generation X uses social media fairly frequently, but they trend closer to Baby Boomers, with a preference for Facebook. They are likely to engage with a volunteer Facebook group or page. While Gen Xers are comfortable across most forms of communication and do not require the structured approach that Boomers love, they typically don’t respond well to casual abbreviations, such as “btw” or “brb,” that Millennials or Zoomers will not mind.

Millennials (1981-1996)

As a generation, millennials reckoned with radical historical events that destroyed preconceived notions of what success is supposed to be, such as 9/11, the 2008 housing crisis, climate change, and the global adoption of social media. They are the first generation to include a significant population of digital natives (children who grew up with the Internet), although elder millennials didn’t see widespread Internet adoption until their teen years.

Because they witnessed so much upheaval, Millennials are global citizens who value authenticity. They are generally tech-savvy; because they grew up alongside the development of technologies like smartphones and tablets, they intuitively understand how to navigate most platforms and devices.

Millennials were the earliest adopters of social media (Facebook founder Mark Zuckerberg is himself a Millennial), and through it, they feel connected with a global society. Millennials will often receive a lot of their information from social media platforms, which makes social media a great way to recruit and engage with Millennial volunteers. While they started on MySpace and Facebook, Millennials are most prevalent on Instagram and X. Many still have a Facebook but use its attached messaging app, Messenger, more than the platform itself, and some (but not all) are finding a home on TikTok, which is Gen Z’s number one choice for social media.

Millennials’ broad access to the Internet informs their approach to communication. When communicating with Millennials, keep authenticity and responsiveness in mind. They prefer to conduct their most important business over email, which allows them the time to carefully choose their words and refine their approaches, instead of on the phone or in person. According to a study conducted by HighSpeedInternet.com, over half (52%) of Millennials find phone calls anxiety-inducing, and even those who are comfortable talking on the phone have a strong preference for text-based communication (88%).

While emails are great for conveying important and more complicated information to Millennials, if you are dealing with something time-sensitive or a short update, opt for text. Millennials value the opportunity to reply to a message at their own pace. However, that pace is often much faster than their older colleagues, so you will get the quickest response from a text or other digital messaging apps, like Messenger or Slack. Since Millennials will often reply within a few hours at most (and sometimes within a few seconds!), they expect similarly quick response times.

Generation Z (1997-2012)

Generation Z is a generation of digital natives. They came of age after all of the startling realizations of the Millennial era had become reality, and with the looming dangers of climate change and social unrest, Gen Z is ready to take a radical approach to the future. They have no ties to traditional notions of “how things should be,” so Gen Z is focused on how things could be.

Generation Z embraces transformation with a take-charge attitude (that could even resonate with Baby Boomers’ can-do approach). Because they are so socially conscious, Zoomers are always looking for ways to have an impact. When communicating with Gen Z volunteers, be sure to respect their personal identities and clearly outline how they are making a difference.

Gen Z shares Millennials’ affinity for text-based communication; they’ve never known a world without it. MarTech found that for 57% of Zoomers, messaging apps make up the bulk of their smartphone usage. Gen Z does not mind using social media as a formal communication channel, having grown up in an age when influencers had already monetized Instagram and YouTube followings into legitimate income streams. A study by Sprout Social showed that 80% of Gen Z will use social media like TikTok and Instagram to reach out directly to brands and organizations, and similar to Millennials, they expect rapid responses. These habits make social media a prime method of Gen Z volunteer recruitment; however, Gen Z is notably absent and disengaged on Facebook, a platform that is favored by Baby Boomers and Generation X.

Gen Z prefers one-on-one communication, whether in-person or online, to mass communication like memos or email campaigns. Having grown up with businesses spamming their inboxes, Zoomers are likely to ignore a non-personalized email. Because of this individualized approach, Gen Z is comfortable with less formal modes of communication; they will not be put off by the use of slang, emojis, or GIFs, especially in texts or direct messages.

Tips for Communicating with Volunteers of All Generations

There are a few best practices for communicating with volunteers, no matter their age:

• Communicate regularly. Keep everyone in the loop about organizational news, event procedures, and scheduling.
• Be clear and concise. Effectively communicate the information you need. Superfluous details and purple prose make it harder for volunteers to understand what you’re trying to say. Prioritizing style over substance can cause unnecessary confusion and disengagement.
• Be respectful. Every volunteer is valuable, so treat all volunteers with respect. Acknowledge their unique outlooks and skill sets.
• Learn from each other. The most exciting thing about working in groups is gaining insights from others’ backgrounds and perspectives. Be willing to learn.
• Personalize as much as possible. Consider your volunteer base and focus on addressing their needs. Use their preferred communication methods and styles whenever possible, and convey information in a way that makes it relevant to volunteers as individuals. Avoid a one-size-fits-all approach.
• Don’t make assumptions. While generational guidelines can improve your ability to communicate with your volunteer base, everyone is different, and you may find outliers among your volunteers. Most Zoomers preferring text-based communication doesn’t preclude a specific Gen Z volunteer from responding best to in-person guidance.
• Create channels for questions and feedback. Communication is a two-way street. Make sure that your volunteers feel comfortable reaching out to you, and provide clear channels for them to do so. This approach cultivates a culture of honesty and constructive criticism that allows the entire organization to improve.
• Define group goals. Nothing brings people together like a shared purpose! Give your volunteers clear goals for each event that you all collectively work toward.
• Celebrate everyone’s contributions. Regardless of their generation, every volunteer wants to feel valued. Regularly show your appreciation, from casual shout-outs to formal awards.

Make Communicating with Volunteers Simple with VolunteerHub

VolunteerHub is an industry-leading volunteer management software that streamlines your approach to all elements of volunteer management, including volunteer communication. Our volunteer communication features include:

• Automated emails  and texts
• Integration with social media channels
• Avenues for awards and recognition, including points-based reward programs, volunteer leaderboards, and reward balance reports

VolunteerHub’s comprehensive platform also provides resources for volunteer scheduling, volunteer hour tracking, fundraising, and reporting, combining your volunteer management needs into one, intuitive software solution. With the time you save through VolunteerHub, your organization will be able to maximize time, energy, and ultimately, impact.