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Volunteer services have faced growing challenges in recent years, particularly when it comes to recruitment. In Australia alone, nearly two million volunteers have been lost compared to pre-pandemic levels. With the volunteer landscape undergoing significant changes, understanding these shifts is crucial to successfully recruiting, engaging, and retaining volunteers.

Navigating the Changing Volunteer Landscape

Traditionally, the majority of volunteers came from the 55+ age group. However, with an aging population and a shrinking volunteer pool, it’s time for volunteer services to adapt and plan for the future. The cost-of-living crisis further exacerbates this issue, making it increasingly difficult for organizations to attract and retain volunteers.

Why Gen Z is Key to Your Volunteer Program

Young people are more than just the future—they are a vital part of the present. By 2050, around one-quarter of Australians will be aged 65 and over. Now, more than ever, volunteer services need to shift their recruitment strategies toward engaging the next generation of volunteers: Gen Z.

Research shows that Gen Z is more environmentally and socially conscious than previous generations. They are eager to make a difference and actively seek opportunities to contribute to causes that resonate with them. How can palliative care services tap into this passion and incorporate it into their volunteer programs?

Engaging Gen Z: Key Focus Areas

To attract and engage Gen Z volunteers effectively, volunteer services should prioritize the following:

• Technology: Gen Z is tech-savvy. Look for ways to put their skills to good use.

• Flexibility: Unlike retirees, Gen Z often balances studies or full-time work alongside volunteering. Providing flexible opportunities—whether it’s occasional volunteering or short-term commitments—allows them to contribute on their terms.

• Impact: Gen Z wants to see the direct impact of their efforts. Clearly communicating how their time contributes to your organization’s mission—whether it’s supporting patients or assisting in palliative care services—is crucial for keeping them engaged.

• Diversity and Inclusion: Gen Z is selective about where they volunteer. They expect volunteer services to be inclusive and socially responsible, holding organizations accountable for their values and actions.

The Role of Engagement in Volunteer Retention

In a competitive landscape where multiple organizations vie for the same pool of volunteers, effective engagement can set your volunteer program apart. It’s important to remember that volunteers are offering their time freely, so recognizing and celebrating their contributions is essential to fostering loyalty.

Top 3 Strategies to Enhance Volunteer Engagement

1. Personalised Communication: Regular, meaningful communication is key to strong engagement. From birthday messages to celebrating milestones, personalisation helps reinforce the connection between volunteers and your organization.

2. Onboarding and Training: Comprehensive onboarding and training not only ensure compliance but also equip volunteers with the skills and knowledge needed to succeed. Integrating these processes into your volunteer management system can create a seamless experience.

3. Reward and Recognition: Recognizing the contributions of your volunteers should never be overlooked. Whether through certificates, personalised messages, or rewards for hours volunteered, showing appreciation—especially to Gen Z—can go a long way in fostering loyalty and long-term engagement.

As the volunteer landscape continues to evolve, so too must our strategies for recruitment, engagement, and retention. By focusing on the needs and preferences of the next generation, palliative care services can develop more robust and sustainable volunteer programs for the future.