In order to recruit and maintain a diverse group of volunteers, non-profits should consider attracting volunteers of all ages, including those who are now in their 30s-40s, aka “generation xers.”

Born between 1965 and 1981, generation x is dwarfed by the sheer size of the baby boomer and millennial generations; however, the 2013 Volunteering in America report describes gen xers as the most likely to volunteer, with a nearly 30 percent volunteer rate.

Marketing to Gen X

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What Non-Profits should know about Marketing to Gen Xers

Below are some more things to keep in mind when recruiting and retaining gen x volunteers:

Most Gen Xers are parents of school-aged children

Being in their 30s and 40s, many gen xers have children, and are therefore very interested in education. In fact, about 40 percent of the volunteer work this generation takes part in involves education.

What agencies can do: Make sure your organization has plenty of family-friendly volunteer activities available, and consider reaching out to local schools and youth groups.

Gen Xers often volunteer for religious reasons.

Known as the ‘latch key’ generation, generation x has the reputation for being independent and resistant to micromanagement. In addition, many gen xers have well-established careers, and are quickly climbing the corporate ladder as the baby boomers begin to retire.

What agencies can do: Have a variety of volunteer activities and positions available, and remember that gen xers may prefer to be left alone to complete their volunteer tasks. Also keep in mind that members of this generation would also make great leaders.