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Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism

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Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism Implications for Volunteer Recruitment and Engagement April 2014 USE OF INTERNET, SOCIAL NETWORKING SITES, AND MOBILE TECHNOLOGY FOR VOLUNTEERISM Implications for Volunteer Recruitment and Engagement Report Prepared by Sarah Conroy and Alicia Williams Copyright© 2014 AARP 601 E Street NW Washington, DC 20049 http://www.aarp.org/research https://doi.org/10.26419/res.00082.001 AARP is a nonprofit, nonpartisan organization, with a membership of nearly 38 million, that helps people turn their goals and dreams into real possibilities, strengthens communities and fights for the issues that matter most to families such as healthcare, employment and income security, retirement planning, affordable utilities and protection from financial abuse. We advocate for individuals in the marketplace by selecting products and services of high quality and value to carry the AARP name as well as help our members obtain discounts on a wide range of products, travel, and services. A trusted source for lifestyle tips, news and educational information, AARP produces AARP The Magazine, the world's largest circulation magazine; AARP Bulletin; www.aarp.org; AARP TV & Radio; AARP Books; and AARP en Español, a Spanish-language website addressing the interests and needs of Hispanics. AARP does not endorse candidates for public office or make contributions to political campaigns or candidates. The AARP Foundation is an affiliated charity that provides security, protection, and empowerment to older persons in need with support from thousands of volunteers, donors, and sponsors. AARP has staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands. Learn more at www.aarp.org. Acknowledgments This study was conducted on behalf of the AARP Office of Volunteerism and Service. The authors would like to thank Daniel Sunshine, Linda Barrett, Laura Skufca, Veral Hylton, Ashley Marion, Jen Martin, Sara Langhinrichs, Dorothy Howe, Lindsay Sena, Angela Foreshaw, Jenn Baier, Valerie DiSalvio and Kristin Walus for providing instrumental input and support throughout the development of this project. The authors would also like to specially recognize the American Red Cross, the Alzheimer’s Association, Feeding America, the National Council of La Raza and the United Way of Central Iowa for sharing their experiences with respect to using the Internet, social media and mobile technology for civic engagement and volunteering. Their knowledge and experience provided invaluable insight to this project. For additional information, please contact the authors at [email protected] or [email protected]. TABLE OF CONTENTS EXECUTIVE SUMMARY ................................................................................................................................. 5 Best Practice Recommendations for Use of the Internet, Social Media, and Mobile Technology for Volunteering Purposes .................................................................................................................................. 6 Key Survey Findings ....................................................................................................................................... 8 LITERATURE REVIEW .................................................................................................................................. 11 Trends in Volunteering ................................................................................................................................ 11 Demographic Trends in Device Ownership, Internet Use, Social Networking, and Mobile Technology ... 14 Trends in Internet Use and Social Media Related to Volunteerism ........................................................... 19 Challenges in Using Social Media with Respect to Volunteerism ............................................................... 22 Trends in Mobile Technology Related to Volunteerism ............................................................................. 23 Virtual Volunteering Overview.................................................................................................................... 24 Trends in Virtual Volunteering .................................................................................................................... 25 Benefits of a Virtual Volunteer Program ..................................................................................................... 27 Challenges Related to Virtual Volunteerism ............................................................................................... 28 Conclusion ................................................................................................................................................... 28 DETAILED SURVEY FINDINGS ..................................................................................................................... 30 Summary ..................................................................................................................................................... 42 APPENDIX .................................................................................................................................................... 43 Survey Methodology ................................................................................................................................... 43 Respondent Counts ..................................................................................................................................... 43 Annotated Questionnaire ........................................................................................................................... 44 Bibliography ................................................................................................................................................ 49 Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism iv LIST OF FIGURES Figure 1: Reported Internet Use, by Age ................................................................................................... 30 Figure 2: Reported Use of Social Networking Sites, by Age ...................................................................... 31 Figure 3: Reported Volunteering in Past Year, by Age ............................................................................... 32 Figure 4: Number of Activities that Respondents were Willing to Perform .............................................. 34 Figure 5: Willingness to Use the Internet, Social Networking Sites, and Mobile Technology for Volunteering Purposes, by Type of Activity ............................................................................... 35 Figure 6: Willingness to Perform Specific Activities, by Social Networking Site Use and Reported Volunteering ............................................................................................................................... 39 Figure 7: Percentage of Respondents with and without Concerns about Using the Internet, Social Networking Sites, and Mobile Technology for Volunteering Purposes ..................................... 41 Figure 8: Ranking of Concerns Regarding Use of the Internet, Social Networking Sites and Mobile Technology for Volunteering Purposes ...................................................................................... 42 LIST OF TABLES Table 1: Percentage of Respondents Who Use the Internet, Social Networking Sites, and Who Have Volunteered in the Past Year ....................................................................................................... 33 Table 2: Willingness to Perform the Specific Activities, by Selected Demographics Characteristics ........ 37 Table 3: Predictors of Willingness to Perform the Activities, by Selected Demographic Characteristics . 40 Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism iv EXECUTIVE SUMMARY This report was undertaken in order to provide insight and guidance to AARP about the effective use of the Internet, social media and mobile tools for increasing and strengthening volunteer recruitment and engagement; and thereby maximize community impact. This report involved a three-step research approach: A literature review to gain insight on overarching trends in the use of Internet, social media and mobile technology among U.S. adults, with added attention paid to the use of these technologies for volunteering purposes; A survey of adults age 40 and older, to assess the general willingness among this group to use the Internet, social networking sites and mobile technologies for volunteering purposes; and, Internal conversations with staff of AARP volunteer programs and conversations with external organizations about their experiences using these technologies in their volunteer efforts, with the goal of identifying best practices and recommendations for the use of these technologies for volunteering purposes. Notably, the following external organizations were selected based on their innovative and impactful work in this area: o The American Red Cross – The American Red Cross has virtual volunteers (i.e., Disaster Digital Volunteers) who scan and respond to conversations on social media in times of disaster. The organization also developed the Team Red Cross app, a mobile application in which users can familiarize themselves with what it is like to volunteer with the Red Cross through videos and quizzes, are notified of volunteer opportunities in their area,
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