volunteering - the new alchemy - avm conference 2014
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Volunteering - the new alchemyTRANSCRIPT
Volunteering: the new alchemy
Joe Saxton
October 2014
The changing world
3
Society ages as boomer generation reaches 60s...
UK population in 2012 and 2022, by age | Thousands
0-15+1,358,000
16-26-698,000
27-38+1,553,000
39-49-1,131,000
50-64+1,508,000
65-89+1,973,000
0
200
400
600
800
1,000
1,200
2012 2022
The Future Demographic Landscape
90++327,000
The explosion of choice & importance of brands
If you went to Starbucks and got a different drink every weekday, how long before you would have to have the same drink for a second time?
6
7
The rise in the importance of brands
Brands matter because:• They make choice easier• They appeal to specific audiences• They differentiate in a chaotic world• They stop people simply choosing on price
• And brand (or image or reputation) matters especially for charities because there are fewer other ways (e.g. price) to choose between them
8
The omnipotence of digital
• Digital has transformed our lives as individuals both through kit and services:o We have smartphones, iPads, laptops, flat screen TVs,
music players, and the likeo We can order anything online, we have Facebook,
Twitter, Skype, Amazon, eBay and the like.
• Digital has transformed the corporate world – many of the world’s biggest/most powerful companies are now digital: Google, Apple, Facebook, etc and digital is now a key component of most companies’ offering
• Yet the not for profit sector has not (yet) been similarly transformed, particularly in the services arena
The demographics and trends in volunteering
19%
16%
22%
19%
0.23
0.26
0.21
0.26
Volunteered (telephone)
Proportion of people who have volunteered in the last three months 2003-2014
“Have you given time as a volunteer in the last three months, to a charity or other organisation, or in your local community?” Yes (Telephone and online surveys)
Base: 1,000 adults 16+, BritainSource: Charity Awareness Monitor, 2003-2014, nfpSynergy
“Have you given time as a volunteer in the last three months, to a charity or other organisation, or in your local community?” Yes (Telephone and online surveys)
Base: 1,000 adults 16+, BritainSource: Charity Awareness Monitor, 2003-2014, nfpSynergy
17%
27%
21%20%
20%
26%
Males Linear (Males)
Females Linear (Females)
Volunteering over timeGender balance
“Have you given time as a volunteer in the last three months, to a charity or other organisation, or in your local community?” Yes (Telephone and online surveys)
Base: 1,000 adults 16+, BritainSource: Charity Awareness Monitor, 2003-2014, nfpSynergy
Volunteering over timeBy age
Oct
04
Jan
05
Apr
il 05
July 0
5
Oct
05
Jan
06
May
06
Oct
06
Feb
07
Jun
07
Oct
07
Feb
08
Jun
08
Oct
08
Feb
09
Jun
09
Oct
09
Feb
10
Jun
10
Jan-
11
May
-11
Sep
-11
Jan-
12
May
12
Sep
12
Jan
13
May
13
Jul 1
4
15% 18%
24%
33%
16-24 year olds
Linear (16-24 year olds)
“Have you given time as a volunteer in the last three months, to a charity or other organisation, or in your local community?” Yes
Total Male Fe-male
AB C1 C2 DE 16-24
25-34
35-44
45-54
55-64
65+ Given
last 3
mths
Not given
0.23 0.210.24
0.3
0.210.19
0.21
0.31
0.210.18 0.18
0.21
0.280.26
0.15
Base: All respondents from 7 waves @ 1,000 adults 16+ each, BritainSource: Charity Awareness Monitor, Sep 2011 - Jul 2014, nfpSynergy
Proportion who have given time as a volunteer in the last three months, 2011-2014By age, social grade age and charity donor
“Have you given time as a volunteer in the last three months, to a charity or other organisation, or in your local community?” Yes
Base: All respondents from 7 waves @ 1,000 adults 16+ each, BritainSource: Charity Awareness Monitor, Sep 2011 - Jul 2014, nfpSynergy
Proportion who have given time as a volunteer in the last three months, 2011-2014By region, marriage status, newspaper reader and worshipper
To-tal
NW NE/York &
Humb
Mids East Lond
SE SW/ Wales
Scot Mrrd/
Civil/
Liv-ing as
mrrd
Sngl/
Wid/Div/Sep
Tab Dail
y
Mid Mrkt Dail
y
Broad-
sheet
Daily
Lo-cal/Free
Mid Mrkt Daily
On-line
Broad-
sheet
Daily
On-line
Lo-cal/Free On-line
Reg Wrs
p
Not Reg Wrs
p
0.220.198750.20125
0.233750.2250.251250.240.236250.22750.21375
0.25
0.2050.2225
0.31875
0.260.26125
0.308750.2975
0.4075
0.19
The Olympic legacy?
Have the Olympic games inspired volunteering?
Do you think the London Olympic and Paralympic games last year have inspired you to volunteer your time to a charity or community group. Please chose the statement which best applies to you
70%
17%
10%
2%
36%
44%
14%
6%
No – I don't really want tostart or do any more
volunteering
Yes – I haven't done anythingyet but I would like to find
out more
Yes – I was alreadyvolunteering and now give
more time
Yes – I started volunteeringfor the first time soon after
the games
Adults 18+
11-16 year olds
16Base : 2031 adults 18+, 496 11-16 year-oldsSource: YEM Feb 2013, nfpSynergy, Britain
Who are volunteers, their motivations and activities?
Motivation of volunteers by age
“In your opinion, what are the motivations of volunteers in your organisation? ”
18Base: 516 RespondentsSource: Managing Volunteers Survey 2013, nfpSynergy
Teenagers
In their 20s
In their 30s
In their 40s
In their 50s
In their 60s
In their 70s
29% 26%20%
15%10%
7% 5%
15% 20%
21%
18%
13%
8%6%
14% 9%
7%
8%
8%
9%8%
13%15%
18%
21%
24%
25%26%
8% 8%10%
14%
19%23%
25%
2% 2% 2% 3% 3% 4% 4%
19% 19% 21% 22% 23% 24% 25%
Belief in the cause
Religious beliefs
For the friendship and company
Giving something back
Their friends and family already do it
Developing existing skills
Developing new skills
Increasing motivations to volunteer
“Do you think any of these have become more important to volunteers over the last five years? Please select all that apply”
19
Improving their CVs
Developing new skills
Developing existing skills
Giving something back
Belief in the cause
The friendship and company
Other
Their friends and family already do it
I don't know
Religious beliefs
81%
72%
53%
33%
27%
23%
6%
5%
5%
2%
Base: 516 RespondentsSource: Managing Volunteers Survey 2013, nfpSynergy
What do volunteers do?
Areas of work for volunteering
“How many volunteers does your organisation have in the following fields? If there is another field where you have volunteers, please use the box at the bottom for 'other'.”
21
Service delivery
Fundraising and events
Retail
Campaigning
Human Resources/Administration
Technology/IT/Online
Marketing and PR
Policy and Research
63%
29%
21%
9%
5%
17%
23%
7%
18%
18%
16%
12%
14%
10%
29%
8%
28%
45%
43%
41%
36%
7%
15%
59%
37%
25%
30%
36%
39%
5%
8%
7%
8%
8%
10%
A lot Some A few None Not sure
Base: 516 RespondentsSource: Managing Volunteers Survey 2013, nfpSynergy
Impact of recession to volunteer organisations
“What, if any, impact has the recession had on volunteering in your organisation? Please select all that apply”
22
Increased numbers of volunteers
Decreased numbers of volunteers
More younger volunteers
More older volunteers
More difficult to retain volunteers
Easier to retain volunteers
People giving more time
People giving less timeVolunteers more demanding with their
tasksRaised the profile of volunteering
Other
47%
11%
40%
11%
33%
5%
17%
16%
18%
35%
13%
Base: 516 RespondentsSource: Managing Volunteers Survey 2013, nfpSynergy
Volunteers within organisations
“Volunteers are more demanding than they used to be: To what extent do you agree with the following statements on volunteers in your organisation?”
23
I enjoy working with our volunteers
I am really impressed by the commitment of our vo-lunteers
Legislation on the difference between volunteering and internships needs to be clearer
Volunteers are more aware of what they want to get out of their volunteering experience
84%
68%
37%
28%
15%
27%
27%
52%
5%
17%
15%
4% 9%
Agree completely Somewhat agree Neither agree nor disagree Somewhat disagree
Disagree completely Dont know Not relevant to me
Base: 501 - 509 RespondentsSource: Managing Volunteers Survey 2013, nfpSynergy
Volunteers within organisations
“Volunteers are more demanding than they used to be: To what extent do you agree with the following statements on volunteers in your organisation?”
24
My organisation has become more accomodating of volunteers
Volunteers require a more personalised experience than they used to
Volunteers are more demanding than they used to be
26%
26%
13%
35%
39%
28%
26%
24%
34%
7%
6%
12% 8%
Agree completely Somewhat agree Neither agree nor disagree Somewhat disagree
Disagree completely Dont know Not relevant to me
Base: 501 - 509 RespondentsSource: Managing Volunteers Survey 2013, nfpSynergy
Communications for recruiting and retaining volunteers
Recruiting volunteers: methods of communication
“Do you use the following methods of communication when recruiting new volunteers? ”
26Base: 516 RespondentsSource: Managing Volunteers Survey 2013, nfpSynergy
Your own webpage
Face to Face
Telephone
Letter (post)
A website / portal specifically for volun-teers
Online community
Don't know
80%
78%
74%
53%
53%
47%
38%
37%
22%
1%
Contacting volunteers: methods of communication
“Do you use the following methods of communication when communicating with current volunteers? ”
27Base: 516 RespondentsSource: Managing Volunteers Survey 2013, nfpSynergy
Telephone
Face to Face
Letter (post)
Your own webpage
A website / portal specifically for volun-teers
Online community
Don't know
93%
87%
86%
55%
40%
37%
28%
28%
18%
1%
Views on national levels of support
Levels of external support for volunteer managers
“To what extent do you agree with the following statements?”
29
Volunteer managers need a more powerful rep-resentative body
Volunteers now perform duties that were once per-formed by paid staff
Micro-volunteering is a good introduction to volun-teering for people
The current Government supports volunteering for younger people
The current Government supports volunteering for older people
37%
22%
15%
10%
4%
32%
38%
30%
32%
20%
20%
12%
28%
24%
33%
6%
11%
8%
13%
11%
10%
16%
17%
13%
9%
11%
Agree completely Somewhat agree Neither agree nor disagree
Somewhat disagree Disagree completely Dont know
Not relevant to me
Base: 506- 509 RespondentsSource: Managing Volunteers Survey 2013, nfpSynergy
Leadership from infrastructure bodies
“How adequate is current leadership from current infrastructure bodies in the following areas?”
30
Representing volunteering to Government
Providing platform for sharing best practice
Championing volunteering within the Third Sector
Driving innovation within the sector
37%
22%
10%
32%
38%
32%
20%
20%
12%
24%
33%
6%
8%
13%
11%
16%
17%
13%
9%
11%
Excellent Good Reasonable Not very good Very poor Don't know
Base: 499- 502 RespondentsSource: Managing Volunteers Survey 2013, nfpSynergy
Favoured support from infrastructure body
“What would you find most useful from an infrastructure body? Please select all that apply”
31Base: 516 RespondentsSource: Managing Volunteers Survey 2013, nfpSynergy
Sharing best practice
Training
Meeting other volunteer managers
Online materials
Printed materials
Audio-visual materials
Other
Nothing
84%
70%
67%
66%
26%
25%
6%
3%
How are your options in a volunteer strategy?
A model for strategic-decision making in volunteering development
Increase volunteer hours
Recruit more volunteer hours
Reduce volunteer hours lost
Objective 1: Increase Hours by increasing
no of volunteers
Objective 2: Increase Hours by increasing the
lifetime hours of each volunteer
Strategy 1: Increase no recruited by
finding more of the same
Strategy 2: Increase norecruited by finding
new volunteeraudiences
Objective 3: reduce lapsing volunteers
Strategy 6: Reduce volunteers
who leave
Strategy 3: Keep volunteers
for longer
Strategy 4: Get volunteers to do more each time
Strategy 5: Get volunteers to help more often
Strategy 7:Reduce volunteers
who do less
Product and brand-building activities
What does it all mean – tips for recruiting and retaining volunteers
• Take volunteers seriously! If nobody is responsible for volunteers don’t be surprised if you don’t have many
• Give managers time and money. A volunteer manager need to be paid and have dedicated time
• Its not all about the charity. Volunteers need to be looked after as if they were unpaid employees
• Understand your volunteers. A 25 year old and a 65 year old have very different needs and motivations
• Talk to your volunteers. Emails, briefings, posters, one2ones, and more should be part of the management
What does it all mean – tips for recruiting and retaining volunteers
• Create volunteering products. Volunteers need clear roles, and sometimes job descriptions.
• Would you do this? Volunteers only reward is the pleasure or experience of their roles. No money. So motivation is key.
• Recruit and retain with volunteering products. For example, If skills and experience are the prime motivation for young volunteers create roles which what they will get
• Recognise long term volunteers the same as major donors. Think about walls of fame, long service awards or books of thanks
• Volunteering is amazing. Its turn wasted time into changed lives. Treasure it. Nurture it. Promote it
Five things to take home
• Products• Age groups• Motivations• Strategic options• Alchemy
Volunteering: the new alchemy
Three alchemists
Lynn Brimmel
Manon Haf Lewis
Nigel Lewis-Baker
And all of you are the New Alchemists…….
Any questions?
Email at [email protected] if you would like a copy of the slides.
If you want to follow me on twitter its @saxtonjoe
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