In our August issue, we reported on a new study published by ASAE & The Center for Association Leadership titled “The Decision to Volunteer: Why People Give Their Time and How You Can Engage Them.” Authored by Monica Dignam, ASAE’s vice-president of industry and market research, and Beth Gazley, Ph.D., of Indiana University, the study’s findings are based on responses from 26,305 members of 23 co-sponsoring associations.

Last month, we considered the study’s findings that association members volunteer more than most but spend most of their volunteer time working for community organizations. The study also found that members’ values drive their choices, reaffirmed the importance of making direct requests to members to volunteer and revealed that providing meaningful experiences is the best way to retain quality volunteers. This month, we present the remaining major findings of the study:

• The importance of involving the younger generations. According to the ASAE study, Gen-X and Millennial Generation association members are slightly less engaged than older association members and are likely to volunteer differently, but they actually believe more strongly in the importance of volunteering. The challenge for associations then will be in finding meaningful and substantive ways to involve these less experienced but very eager young professionals.

• The professional benefits of volunteerism. Two thirds of the survey respondents said they look for opportunities to connect volunteering to their professional work. In fact, many regard volunteering as a benefit of membership; they see the association volunteer work they have done as something that has made them better professionals. This is a powerful message that associations can use in both member—and volunteer—recruitment strategies.

• Recognizing the “ad hoc” volunteer. While the first people who might come to mind when you think about volunteers are those who fill board and committee seats, the study suggests that most volunteers are performing lower-profile services such as mentoring, membership recruitment or activities that might be even further off the radar screen for association staff. The risk is in assuming that these “ad hoc” volunteers require less attention. Instead, the study suggests finding ways to identify, support and acknowledge all volunteer contributions.

• Organizational strategies can support or discourage volunteering. The study finds that family, work and geography can all limit volunteer participation. But survey respondents also indicated that many of the reasons they did not volunteer for their professional association are within the association’s power to address. In fact, the number one reason they did not volunteer was a lack of information about the opportunities. Other addressable issues revealed in the study include poor communication and follow-through with volunteers, forgetting to thank them, lack of support or training, and unclear or ill-defined roles.

For more information or to order “The Decision To Volunteer,” visit www.asaecenter.org or call (888) 950-2723.

Tim Schneider
Schneider Publishing Company

An in-depth study of why association members volunteer their time will be released
later this month by ASAE & The Center for Association Leadership at their annual meeting in San Diego.

“The Decision to Volunteer: Why People Give Their Time and How You Can Engage Them” was written by Monica Dignam, ASAE’s vice-president of industry and market research, and Beth Gazley, Ph.D., of Indiana University. The findings, which consider both association and community volunteering, are based on responses from 26,305 members of 23 co-sponsoring associations. This month and next, we’ll present the findings of the study, which should help your group do a better job of recruiting and retaining volunteers. The study found that:

• Association members are highly engaged people. On average, the individuals who participated in the ASAE study volunteer more than the national average, and for more organizations. But they reserve most of their volunteer hours for community organizations, not for associations. In fact, the study finds that turnover among association volunteers is high. Association members are busy people so associations have to work hard to get their attention.

• Values drive volunteer choices. In studies of volunteerism, the most commonly cited reason for serving has been a desire to help others and create a better society. The new ASAE study finds that the same holds true for professional volunteering. While association members still expect career benefits from their professional volunteering, they are also interested in volunteering for reasons bigger than themselves, especially to build a stronger profession.

• The direct ask is the most powerful. The top methods by which members were recruited into volunteer activities were through participation in chapters or annual meetings, and through a request by staff or other volunteers. Passive recruitment techniques such as Web site postings were not nearly as effective. Like donors, volunteers respond most when approached directly with meaningful tasks.

• A meaningful experience keeps them coming back. Once an association recruits a new volunteer, the focus then must turn to ways to retain them as a volunteer. The new study indicates that as busy professionals, association volunteers are no different from most community volunteers in expecting a chance to work with like-minded people, network, keep skills sharp or learn a new skill, pass on their knowledge, and contribute to a cause they believe in. Above all, people who volunteer for associations expect to be involved effectively. Volunteer expectations also vary according to where association members are in their careers. One size will not fit all, and associations must design flexible volunteer activities for their members.

Next month, we’ll look at the study’s findings regarding the importance of involving younger members. “The Decision to Volunteer” will be available for purchase at the ASAE Annual Meeting, August 16–19, in San Diego. The authors of the study will also be on hand to discuss their findings. For further information, please visit www.asaecenter.org or call (888) 950-2723.

Tim Schneider
Schneider Publishing Company