Abstract

For many in the baby boomer generation, retirement is seen as a second or new phase of life; these boomers are likely to change careers, explore new hobbies, and volunteer! This effective practice, submitted by Temple University in 2008, offers tips on how to get them to volunteer with your program.

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Issue

The stereotypes of older volunteers who stuff envelopes or embroider napkins are no longer meaningful. Images need to be revamped, as does the very idea of service and social engagement.

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Action

Online and Print Marketing

Tip #1: Develop a memorable, compelling message as the basis for all of your marketing communications (print, visual, verbal, and online).

Tip #2: Make sure the message reflects your organization's values.

Tip #3: Use compelling photos that show people in action, having fun.

Tip #4: Include quotations that convey excitement and appreciation.

Tip #5: The quality of the layout can help convey your organization's stature — in both positive and negative ways — so be sure to maintain a high standard of professional quality.

Tip #6: Make it easy to read. Increase the size of the font!

Tip #7: You want your message to cut through clutter, not add to it. Be concise. Most baby boomers live very complex, hectic lives. Many are sandwiched between their parents (Veterans cohort) and children (Generation X). They are inundated with information every day in every way imaginable. Your message has to break through the information clutter and capture their interest and imagination.

Tip #8 Keep your message and opportunities focused on boomer engagement.

Tip #9: Define expectations and benefits that are mutually rewarding, flexible, and allow creative structuring of civic engagement opportunities.

Tip #10: Consider your community needs and when appropriate translate your boomer outreach into languages other than English. Broaden your message to include the social, economic and cultural diversity within the boomer cohort and make sure your message is heard, seen, and talked about in a variety of places and languages.

Tip #11: Make sure any online materials can be accessed using assistive technology (speech recognition and/or visual enhancement software) for boomers who may have a physical disability but want to contribute.

Face-to Face Techniques

Tip #12: Don't be shy. Ask a group of baby boomers what they think of your organization, and how you can best present yourself to future volunteers.

Tip #13: Ask and ye shall receive. Boomers relate to being on teams, and asking them to serve as a team member with your organization is one of the best approaches.

Tip #14: Leave a good impression. Make sure your written materials are clear, concise and offer opportunities that are rewarding for boomers who choose to support you. (See Tip #7))

Tip #15: Market your flexibility and be willing to listen. When possible, allow boomers to enter your organization where they feel most comfortable.

Tip #16: Recognize the boomer cohort is extraordinarily large (25-30 percent of the
American population) and has a broad range of quality of life issues that influence when and how they will connect and contribute. They may not stay forever, but can have significant impact on tasks and projects when given an assignment.

Remember: It does not have to cost a ton of money to market. Message trumps budget every time!

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Context

Although an eclectic group, baby boomers share some common characteristics when it comes to considering volunteering and engaging in national service. To connect with boomers one must deliver an appealing mission, present a recognized social need to be addressed, and "convince" them that the service they provide might also be in their own "interest." Encourage the idea that they are giving back to the community, based on the premise that everyone in the community has needs and has something to offer.

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Citation

Tip Sheets #1 & #2, Temple University Center for Intergenerational Learning, 2007

Reinventing Aging, Baby Boomers and Civic Engagement, Harvard School of Public Health-MetLife Foundation Initiative on Retirement and Civic Engagement, 2004.
http://www.hsph.harvard.edu/chc/reinventingaging/Report.pdf

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Related Practices

• Choosing appropriate outreach techniques for different generations
• Finding innovative volunteer opportunities for baby boomers
• Marketing volunteer opportunities to baby boomers

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