Attitudes and Action: How do young people understand and engage with volunteering

Amina Ali, ResearcherPatrick Brennan, Deputy Managing Director

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

2011Linear (16-24) Linear (25-34) Linear (35-44) Linear (45-54) Linear (55-64) Linear (65+ )

Source: The Charity Awareness Monitor, nfpSynergyBase: 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

While overall levels of volunteering have been static for 15 years

22%21%

15%

22%24%

0%

10%

20%

30%

40%

50%Ap

r-00

Apr-

02

Apr-

04

Apr-

06

Apr-

08

Apr-

10

Apr-

12

Apr-

14

Source: The Charity Awareness Monitor, nfpSynergyBase: 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”

5Base: All volunteers (212) among 1,000 adults 16+, BritainSource: 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

16-2425-3435-4445-5455-6465+

Young people give the most t ime

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

Key social and economic drivers

Youth economics

Youth unemployment2000: 11% | 2013: 19%

Cost of HE education2000: £1k | 2014: £9k

House prices to earnings2000: 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.

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

And that key l ife stages are coming later than in previous generations

Age at f irst marriage2000

Women : 28.2 | Men : 30.52020 (f)

Women : 30.5 | Men : 32.7

Mean age of UK mother at birth of a chi ld

1981 : 27.1

2011 : 29.7

Marriage Source: ONS/nVision | Base: England and Wales,, May 2013 nVision forecast using data published in 2012Source: Population Trends, National Statistics/nVision, UK, 2011

“Paying the bills”

.Young Singles

62%Young, in a relationship

76%

Priorit ies 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.

Motivations

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

15%

13%

7%

25%

18%

19%

20%

22%

10%

12%

21%

20%

Skills basedvolunteering

Virtual or microvolunteering

Employer or Studentvolunteering

Communityvolunteering

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-oldsSource: YEM May 2012, nfpSynergy

Volunteered for charitable work to try to improve your

overall happiness

43% 16-25s36% all

…and intrinsically

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-oldsSource YEM May 2011, nfpSynergy

Barriers

11%

14%

25%

25%

26%

8%

13%

17%

18%

28%

Me and my friends are notthe kind of people who getinvolved with this kind of

thing

I 've got enough to worryabout already to do this

I don't know what thisinvolves

I 'm not confident enoughto do this

Don't have the time forthis

Volunteering

Campaigning

Time, knowledge and confidence

Base: All respondents – 1,008 11-25 year-oldsSource YEM May 2011, nfpSynergy

Please say what are your views on the following statements by ticking to all that apply to you

17

So is using the right language and tone

Inspiring

Approachable

Caring / Compassionate

Passionate

Helpful

Sympathetic

Trustworthy

Honest

Reputable

Effective / Cost-effective

Accountable

18-2425-3435-4445-5455-6465+

“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+, BritainSource: Brand Attributes, Nov 13, nfpSynergy 18

Conclusions

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Think about who you want to target and howVolunteers - 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

Define roles, choice and flexibil i ty

• Lifestyle and life stage are even more important than age: develop products and messages that suit these circumstances and attitudes.o E.g. parental influenceo 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

Encourage self ish volunteering – but without making people feel they are being self ish

• 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 causeo E.g. communicating return on time, in the same way as fundraising:o “x hours” (rather than £x) achieves “y results”

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”)

For more information…

http://nfpsynergy.net/about-nfpsynergy/nfpsynergy-monitors

twitter.com/nfpSynergy

Patrick.Brennan@nfpSynergy.net

Amina.Ali@nfpSynergy.net

02074268871

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