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The World of Volunteering Today: Engaging Youth, Family, Boomers and Workplace Volunteers Being Conducted at Carleton University, Ottawa, Ontario

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The World of Volunteering Today: Engaging Youth, Family, Boomers and Workplace Volunteers Being Conducted at Carleton University, Ottawa, Ontario 2 ACKNOWLEDGEMENTS First and foremost, we want to recognize the tremendous contributions of volunteers and voluntary organizations in building communities, as Canadians and as global citizens. This research is aimed at promoting, supporting and enhancing volunteer engagement and in no way suggests that we do not already enjoy the benefits of the time, talents, skills, energies, passions, and generosity contributed by so many in every corner of our country. We are especially appreciative to all those who lent their voices, through telephone interviews, on-line surveys, and focus groups, during the warm summer months of our research. We wish to acknowledge the leadership of Volunteer Canada for recognizing this critical moment in history – the importance of gaining a better understanding of what Canadians are seeking in volunteering and how organizations can better engage volunteers. In particular, we want to recognize Wendy Mitchell, Director of Corporate Citizenship and Fund Development, and Ruth MacKenzie, President and CEO of Volunteer Canada, for their foresight and drive to initiate this landmark research study. At the same time, we thank Manulife Financial for being our incredible leading corporate supporter on this project as part of Manulife’s extensive commitment to supporting volunteerism in Canada. In June 2010, Manulife announced its new signature cause program surrounding volunteerism with plans to support a host of initiatives promoting volunteer opportunities that capitalize on people’s unique skills, talents, and interests. We thank all Manulife employees and financial advisors who represent the corporation for their longstanding community work, and, specifically, Nicole Boivin, Senior Vice-President, HR and Communications, Manulife Financial, and Martha Terdik, AVP, HR & Communications, Manulife Financial for their exceptional ongoing contributions and support. Sincere appreciation is expressed to the members of our Research Reference Group who contributed their expertise and experience, in all phases of this project, offering their insights and feedback around implications for volunteer engagement strategies. We thank co-chairs Nicole Boivin and Wendy Mitchell; Caroline Andrew, Christopher Stoney, Robin Wisener, Shawn Menard, and Jacqueline Nyiramukwende. We are enormously grateful to the six host organizations whose efforts ensured that we captured the voices of people of all ages around the country. Many thanks to the staff and volunteers of Joe’s Place, Moose Jaw; Vantage Point, Vancouver; Service bénévole de l'Est de Montréal, Montreal; The Centre for Northern Families, Yellowknife; Lunenburg Queens Volunteer Centre, Chester; Centretown Citizens Community Association, Ottawa, who enthusiastically organized focus groups in their communities within a very tight time frame, with participation that exceeded our expectations. Our research team approached their areas of inquiry with acute focus, curiosity and resourcefulness and we are enormously appreciative of their talent and dedication to this study. The collaboration with Harris-Decima provided a valuable dimension to this research and we want to acknowledge Megan Tam and Doug Anderson for their involvement in the surveys. We feel fortunate to have Ella Murphy-Zommerschoe as research assistant for this project; her extraordinary enthusiasm and commitment cannot be overstated. Melanie Hientz, carried out her position of Research Co-ordinator with grace, dedication and absolute brilliance, looking after every detail at every step of the way, with no fear of the distance and speed with which we needed to travel to complete this research on time. This report has been made possible as a result of the dedicated leadership of Paula Speevak Sladowski, who has continuously offered her invaluable wisdom and support. Her tireless vision, perseverance and kindness set an inspiring example. Centre for Voluntary Sector Research and Development i HHIIGGHHLLIIGGHHTTSS What Volunteers are saying: Volunteer Satisfaction Although satisfaction levels are high, the majority (62%) of volunteers cite having a negative experience volunteering. Organizational issues are cited as the primary cause for their negative experience. Tell me why you are asking Volunteer satisfaction increases when volunteers are given the opportunity to use their personal and/or me to do something- what professional skills, abilities or talents. is the purpose and how will it help people… Finding Volunteer Opportunities 68% of current volunteers said it is easy to find … follow-up by letting me volunteer opportunities. know what the impact was Conversely, 10% of lapsed volunteers and 33% of those who have never volunteered said that it is not easy to of the time I contributed. find volunteer opportunities. Youth most commonly cite challenges in finding meaningful volunteer opportunities. Most current and lapsed volunteers are recruited into volunteering by friends or family, however a growing number describe a more pro-active and independent approach to getting involved. Improving the Volunteer Experience Tell me what you need and There is extensive value in getting to know who people when you need it-but not are, besides what they have to offer. how to do it and what time All volunteer cohorts agree that voluntary organizations need to be clear about volunteer roles, of day to do it. expectations and timeframes. Volunteers also want to have greater flexibility in their arrangements, including creating their own volunteer opportunity. Many volunteers are looking for group activities, but few organizations have the capacity to offer them this experience. I don’t necessarily want to Matching Skills to Organizations volunteer doing what I do While matching is of key importance, many volunteers want to volunteer outside of their skill set as a way to all day at work or at school learn and experience something new. ii HHIIGGHHLLIIGGHHTTSS Changes in the Volunteer Base What Organizations 46% of organizations reported experiencing changes in are saying: their volunteer base, of these; over half reported that their demographic base has become younger. Only 9 % of organizations reported greater ethno- diversity among their volunteer base Our Volunteer base is younger Volunteer Commitment Many organizations still want long-term commitment, but Many of our leadership many more volunteers are looking for shorter term opportunities. Organizations are catching on, with a volunteers are older quarter of them having reduced the minimum time commitment requirement in the past 5 years - average More new Canadians are now is 3-6 months seeking volunteer Recruitment and Retention opportunities Of the range of recruitment strategies listed, word of mouth is listed by 87% of organizations. Two thirds of organizations surveyed have a volunteer coordinator. About half of the organizations indicated they had well established formal practices relating to: volunteer recruitment, orientation and training. Building the capacity of When it comes to retaining volunteers, 80% of communities to effectively organizations indicated that creating a warm environment was the most important factor, followed by engage volunteers involves: investing in volunteer programs (64%). Engagement Strategies Helping organizations to create volunteer This study suggests that the most yielding opportunity to engage the volunteer base is amongst lapsed volunteers. opportunities that Data highlights that satisfaction levels are very high, and former volunteers cite a likelihood that they are at least appeal to today’s somewhat inclined to volunteer in the future. The majority of organizations (58%) still do not have volunteers and intentional strategies to engage employer-supported Greater promotion of volunteers. Capacity concerns, i.e. time and resources are the most volunteering to the frequently cited challenges by organizations in their ability to tap into the skills of volunteers. public iii RREECCOOMMMMEENNDDAATTIIOONNSS • Get to know your volunteers - encourage them, mentor them • Be flexible and accommodating YOUTH • Greater online engagement- more available websites with volunteer VOLUNTEERS listing and matching capacities • Promote volunteerism in the media and at youth centers and community centers • Be respectful about the tasks and roles that you assign to youth “Organizations need to get to know • Less age discrimination their volunteers personally, and learn about their skill set; this will improve • Communicate feedback to your volunteers long term engagement with us.” • Provide benefits and incentives that are different from what I do at my everyday job.- • Many people come with professional skills, but many professionals are EMPLOYER- looking for volunteer tasks that involve something different from their work life SUPPORTED • Build meaningful relationships with volunteers and recognize their efforts VOLUNTEERS • Companies and corporations need to be more supportive of their “I would be more likely to volunteer if I employees’ volunteer activities were recruited in, and supported by, my • Provide remote volunteering to increase accessibility for families and place of work. I would like to see the travelers results of my work, which would ideally • Don’t burn out your volunteers. There are often a few people who take consist of clearly defined tasks that are on a large load of volunteer responsibility- acknowledge that different from what I do at my everyday • Be sensitive to gender, culture, language and age job.” tasks that are
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