Ask a CSR Friend: Designing a Multigenerational Volunteer Strategy

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Whether you’re a novice or a seasoned pro, we know collaboration is key to creating vibrant workplaces where employees are equipped to contribute to the communities and causes they care about. So, when you need a trusted advisor to lean on, rely on Points of Light to be Your CSR Friend. Each month, our experts share their wisdom and wit to address a specific but often universal challenge related to your work as a corporate social impact practitioner.

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Dear CSR Friend,

We have five generations represented in our workforce from Gen Z to a handful of retired employees who are still involved. I’m finding it increasingly hard to design a volunteer initiative that resonates across the board. What excites and energizes younger employees seems to barely move the needle with more tenured, mature staff. Do you have advice on how to build a multigenerational employee volunteer strategy that meets the majority of needs and expectations?

Signed,
Juggling Generations in Jacksonville

Dear Juggling,

There’s a joke that goes, “Five generations showed up to a company volunteer project: one brought a clipboard, one brought snacks, one brought caffeine, one brought a gratitude journal and one brought a ring light. Guess who’s already gone viral?”

Sure, this AI-generated joke is groan-worthy, but it’s also representative of an existing workplace reality. For the first time in history, five generations are clocking in side by side, each with distinct values, communication styles and ideas about what it means to contribute to something bigger than themselves. However, according to The Authenticity Imperative, Changing Our World’s 2024 report, two-thirds of employees across all generations want companies to commit to long-term social impact using their unique skills and expertise to address community issues.

For corporate social impact leaders, the key isn’t to build five separate programs. It’s to design an adaptable, inclusive strategy that lets people connect with purpose in their own way. The real magic happens when we stop designing for assumed generational preferences and start co-creating with employees by listening to their lived experiences, motivations, barriers and the causes that matter most to them. How do you do that, you ask?

START HERE: LISTEN BEFORE YOU BUILD

Don’t rely solely on articles or studies (even this one!) to guess what each generation wants. Ask your people directly. Yes, trends can guide you, but people are people first. Generational labels only go so far. The best thing you can do is lead with curiosity, not assumptions. Just as in community development, effective solutions start with the voices of those they’re meant to support.

Before you design, ask:

• What inspires you to volunteer?
• What causes or experiences feel most meaningful?
• What would make volunteering more rewarding and more accessible?

Use pulse surveys, focus groups or even casual “coffee & conversation” chats. And invite retired employees, too. They often have the time, wisdom and desire to contribute, but rarely get asked. This isn’t just about inclusion; it’s about relevance. Even the most beautifully branded initiative will flop if it doesn’t reflect the real needs, real schedules and real values of the employees it was designed for.

A QUICK GENERATIONAL TOUR

Here’s what we do know about the generations and what they value:

Silent Generation (Born before 1946): The Legacy-Driven Volunteers

Many see service as a civic duty, not a workplace perk. They value:

• Long-term, high-impact commitments
• Clarity, formality and respect
• Opportunities to meaningfully share their expertise

Silent Generation Tip: Offer mentorship programs, board roles and strategic projects. And yes, handwritten thank-you notes go a long way.

Boomers (Born 1946–1964): The “I Show Up” Generation

Boomers often lead by example. Although slower to adopt tech solutions, they have a strong sense of civic responsibility and are often your most consistent volunteers. They’re ready to roll up their sleeves and make a visible difference. They value:

• Hands-on projects with tangible outcomes
• Team-based service
• Recognition for their efforts

Boomer Tip: Offer in-person events like packing meals or sorting donations. Consider inviting retirees to serve as “volunteer mentors” for younger employees.

Gen X (Born 1965–1980): Your Pragmatic Problem-Solvers

Independent and often managing work, kids and aging parents, Gen X values efficiency. They won’t waste time, but they will show up for what matters. They value:

• Skills-based, longer-term but flexible opportunities
• Independence and impact
• Family-friendly options

Gen X Tip: Think pro bono consulting, project-based volunteering or virtual options that respect their packed calendars. Give them tools and the opportunity to include their families; they love a teachable moment.

Millennials (Born 1981–1996): The Purpose-Driven Planners

Millennials want alignment. They want to see your company walk the talk, and they want a seat at the table while it happens. They value:

• Mission-driven opportunities that lead to personal development
• Leadership and co-creation
• Transparency and results

Millennial Tip: Invite them to co-lead programs, build partnerships and drive innovation. Share outcomes openly. They want to see the “why” and the “what happened.” Many are also juggling familial responsibilities, so microvolunteering efforts appeal to them.

Gen Z (Born 1997–2012): The Activist Newcomers

Values-led and bold, Gen Z isn’t interested in performative gestures. They want action and impact, and they want it fast. They value:

• Authenticity
• Digital-first, creative approaches
• A voice in shaping efforts

Gen Z Tip: Support advocacy-focused volunteering, employee-led campaigns and social-friendly storytelling. Gen Z doesn’t just want to serve; they want to mobilize. Give them the mic and then get out of the way.

A CHECKLIST FOR MULTIGENERATIONAL ENGAGEMENT

Building an employee volunteer strategy that spans generations doesn’t mean pleasing everyone; it means making space for everyone. Here’s how:

1. Ask before you assume. Don’t build for Gen Z based on a LinkedIn post; ask a Gen Zer.
2. Offer multiple entry points. Include virtual, in-person, one-time, long-term, traditional, skills-based, on-and off-site and family-friendly options.
3. Center co-creation. Form mentor matches, intergenerational councils or annual planning teams. Your best ideas might come from the people least like you.
4. Celebrate all styles of service. Whether someone logs 100 hours on a nonprofit board or delivers one powerful workshop for nonprofit HR leaders, highlight their impact equally.
5. Communicate impact in many ways. Some want charts in email form. Some want a good story during an all-staff meeting. Use both.
6. Include retirees. Keep the door open for those who have left the building, but not the mission.
7. Stay curious. Gen Alpha isn’t here yet, but they’re coming. Keep listening and adapting, because the future of your workforce is already taking shape.

FINAL THOUGHTS: BUILD WITH, NOT FOR

When people of all ages feel seen, heard and invited to lead with purpose, something powerful happens: generational gaps shrink and workplace culture deepens. You don’t need a PhD in generational theory to get this right. You need meaningful questions, genuine curiosity and a willingness to build with—not just for—your employees.

Let your strategy be rooted in long-term vision and flexible enough to reflect how each generation defines impact. Your people will meet you there.

Until next time,
Your CSR Friend

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