Motivating generational cohorts to civic engagement

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Abstract

Each population of potential volunteers is unique in its approach to volunteering. Program alignment activities and outreach ideas for Millennials, Generation X, baby boomers, and Veterans should all differ to create maximum effectiveness. Temple University shared this effective practice in April 2008, which examines values, characteristics, and motivation for volunteering across the generations.

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Issue

Volunteer managers must be able to understand the overarching trends and issues affecting society in order to effectively deal with the different populations.

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Action

According to Temple University, the different generations, and their respective values and motivations, are as follows:

  1. Generational Cohort: Veterans Generations (1915-1945)

    Values & Characteristics:

    • Hard work and thrift
    • Respect for authority
    • Delayed gratification
    • Duty and honor
    • Patriotism
    • Conformity

     

    Motivation for Civic Engagement: "Your experience is valued."

    • Use a personal touch
    • Offer traditional recognition
    • Provide supervision by a respected leader
    • Convey respect in all communication
    • Emphasize tradition in the organization

     

  2. II Generational Cohort: Boomers: Leading Edge (1946-1958)

    Values & Characteristics:

    • Service-oriented
    • Driven to succeed
    • Will go "the extra mile"
    • Good at relationships
    • Want to please
    • Team players
    • Problem solvers
    • Process oriented

     

    Motivation for Civic Engagement: "You will get credit and respect for accomplishments."

    • Boomers value relationships and personalized treatment
    • Boomers want participation in decisions
    • Boomers respond to feedback and participative management
    • Boomers respond to public recognition
    • Boomers see themselves as learners
    • Work = self-fulfillment

     

  3. III Generational Cohort: Boomers: Trailing Edge (1958-1964)

    Values & Characteristics:

    • Service-oriented
    • Driven to succeed
    • Will go "the extra mile"
    • Good at relationships
    • Want to please
    • Team players
    • Problem solvers
    • Process oriented

     

    Motivation for Civic Engagement: "You can really make a difference here. This organization is a warm, humane place to work."

    • Focus on challenges
    • Focus on the future
    • Stress reciprocal nature of the learning environment
    • Describe organizational structure and climate

     

  4. IV Generational Cohort: Generation Xers (1964-1981)

    Values & Characteristics:

    • Adaptable, flexible
    • Techno-literate
    • Independent
    • Not intimidated by authority
    • Creative
    • Task-oriented

     

    Motivation for Civic Engagement: "How do you plan to go about solving this? You'll be working with other bright, creative people."

    • Provide opportunity to pursue interests and have fun at work
    • Give control over work
    • Offer mentoring/coaching — to help them take responsibility for their work
    • Allow for "hands off" supervision
    • Promote training and professional development to get ahead
    • Provide training in a variety of media, especially computer based
  5. V Generational Cohort: Millennials (1982-2001)
    • Collective action
    • Optimism
    • Tenacity
    • Heroic spirit
    • Multi-tasking capabilities
    • Techno-savvy
    • Emerging people skills
    • Need to see immediate outcomes
    • Need help in adjusting expectations
    • Engage in collaborative problem-solving
    • Process information selectively

    6. Values & Characteristics:

    Motivation for Civic Engagement: "Ideas are evaluated on merit, not by years of experience. You and your co-workers can help turn this organization around."

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Context

In summary, baby boomers want adventure, pleasure, discovery, and a purposeful relationship in their volunteer roles; they want to feel connected to people through a common goal. Managers and supervisors would do well to remember this as they create volunteer opportunities in their programs for this population.

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Citation

"Exploring Employment Trends for Volunteer Insights," Merrill Associates, February 2004.

Temple University Center for Intergenerational Learning, 2007.

The Resource Center's "Ask the Expert," Andrea S. Taylor, Ph.D., of Temple University's Center for Intergenerational Learning, in Philadelphia.

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Outcome

Program managers that understand the motivations and world view of the different generations can utilize this information by applying it to their volunteer management system.

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Posted On

April 11, 2008

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For More Information

Training Division
Temple University, Center for Intergenerational Learning
1601 North Broad Street USB 206
Philadelphia, PA 19122
Phone: (215) 204-6970

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