Marketing Volunteer Opportunities to Baby Boomers: Is Your Nonprofit Ready?

By on Wednesday, May 2, 2012
Baby boomer volunteers have a lot to share.
Thanks for the photo.

A recent article by the Associated Press noted that many nonprofits are hoping to inspire baby boomers to volunteer. These plus 50 adults are highly sought after nonprofit workers because they are well-educated, healthier, and have tremendous experience.

These boomers want to contribute in a meaningful way but they’re also busy people with a lot on their plates. Some are caregivers for other relatives and many will continue to work full or part-time. It’s important that volunteer opportunities being marketed to baby boomers be be skill-based, allow them to use their expertise and experience, and offer flexible hours or work arrangements.

Examine your volunteer brochures, web pages and materials. Are all of the images only younger people? Consider making a change so older adults can envision themselves as part of your nonprofit’s mission and vision. Make sure your staff understand the value of baby boomer volunteers and the energy they can bring to your organization.

For more helpful tips, see Keeping Baby Boomers Volunteering: A Research Brief on Volunteer Retention and Turnover from the Corporation for National Service, or the Resource Center.

Ami Neiberger-Miller is a public relations strategist and writer. She is the founder of Steppingstone LLC, a virtual and independent public relations practice near Washington, D.C. that provides public relations counsel, social media advice, writing services, and creative design work for publications and websites (portfolio). Ami blogs frequently about media relations, social media, public relations and other issues. She also reviews books on her blog about public relations, nonprofit life, work-family balance and social media practice. Follow her on Twitter @AmazingPRMaven.

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