The Evolution of Volunteerism

by Alex Manriquez, Senior Associate

Posted on October 1, 2024

Volunteerism is the act of completing volunteer work in community service and has been a pivotal aspect of our ever-growing and evolving society. Traditionally, volunteering has taken many forms, such as a student volunteering their time to fulfill class requirements or companies volunteering to assist nonprofits and other charitable organizations. On a larger scale, volunteering has also been present following emergency relief efforts. Volunteerism, and those organizations and charities that seek volunteers, have seen their fair share of struggles though. What was once a staple in communities and families now finds itself in a steady decline over the last few decades. As a result, the way these organizations recruit volunteers will need to continue to adapt not only to the services required but to the targeted demographic as well.  

With the targeted audience for many nonprofits and charities being younger generations, and with the booming presence and importance of technology, organizations have to take advantage of social media to garner interest in volunteering. According to Carl Nassib in an article from Philanthropy.com, he says, “I do feel that some of the most well-known nonprofits in the country have kind of been asleep at the wheel. They have very little brand recognition among younger generations. They have never really met them where they are.” Marketing won’t instantly increase the number of volunteers though. With our younger generations, there is also a demand from them to see a product output; to see their efforts or donations actually servicing their communities. In that same article, Sustainable Ocean Alliance mentions that the traditional top-down management approach doesn’t work. They are working with a bottom-up approach and allowing those in the communities to put voice and action into what their community needs.

Outside of new marketing strategies to create more interest in volunteering, these organizations are finding ways to adapt and provide new ways for people to volunteer. One such form of volunteering allows individuals to offer their services virtually. Organizations such as Points of Light, have begun to offer opportunities to complete both short and long-term tasks from the comfort of their own home or preferred internet-accessible location. Examples of opportunities range from archival tasks for the Smithsonian to providing mentoring and tutoring services, and even performing advocacy services for organizations like the American Red Cross. The individuals who have engaged in this type of volunteering have come away with practical experience with organizations and opportunities to network both locally and worldwide, from the comfort of their own home.

The accessibility that these new types of marketing efforts and volunteering opportunities create further assists in expanding and attracting individuals to perform acts of service.