NEWS

Charity Volunteers Face Forward With A New Look

Tom Reynolds

The conventional image of a charity volunteer used to be the neighborhood mom going door to door with collection box in hand, or the retiree stuffing envelopes for mass mailings. In the past two decades, cancer charities, like other nonprofits, have changed with the times.

Today's volunteers can raise money to defeat cancer not only by running, walking, or cycling, but by racing a sailboat, taking a sporty new BMW out for a spin, or even turning discarded clothes into haute couture (see box).

Executives at leading cancer charities said the new breed of volunteers are often busy people who are committed to helping others, but who guard their time carefully. Far more than previous generations, they insist their time spent in charity work be worthwhile and meaningful in their own minds, not just what the charity wants.

Linelle Blais, Ph.D., acting national vice president for voluntarism at the American Cancer Society in Atlanta, recently addressed a meeting of ACS staffers on the changing face of volunteerism.



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Dr. Linelle Blais

 
"The role of the volunteer has changed from one of a low-skilled activity to one often requiring high-level expertise," she said. "Volunteers now expect more from the organization and the volunteer experience. They can pick and choose among agencies to volunteer or from among an increased number of competing leisure activities." Because many are juggling [both] job and family responsibilities, she told them, "You better believe that volunteer opportunities need to be flexible."

Blais urged ACS staffers to use self-directed learning strategies with volunteers and to make their meetings and training sessions as short as possible, reviewing only the essentials for completing the job. In addition, she suggested they consider assigning work that volunteers can do from a distance or at home, to create positions that can be shared among volunteers, to consider family volunteer options, and to hold meetings in "family friendly" locations, such as Orlando, Fla., with its proximity to Disney World and other attractions.

Many people now prefer short-term, episodic volunteering, Blais said in an interview. "They ask, `If I'm going to give my time, tell me what I'm expected to do, what skills I need, how long it's going to last, and how it's going to help people in my community.' Baby boomers and the younger generations are very savvy about that," taking the same informed-consumer orientation to volunteerism that they do to health care and other interactions.

"Many of the volunteers we see nowadays are more project-oriented" than in the past, said Greg Elfers, vice president for campaign development at the Leukemia Society of America in New York. "Instead of being told, `here's your collection envelope, go out and collect money,' these are people who want to get involved in the development and execution of our events.

"People don't have the kind of time they used to," he added. "Volunteers expect — and deserve — that their time is treated fairly reverently."

Targeting Recruitment

One way to make volunteer work more rewarding for both parties is targeted recruitment. Instead of simply assigning routine tasks, the organizations seek to match people with their talents and interests. Some people choose to do volunteer work that utilizes skills from their paid work. On the other hand, charity leaders said, many people come to volunteering seeking fulfillment they don't get from their daily jobs: the camaraderie, the satisfaction of helping others, and the opportunity to learn new skills.

"If someone works as an accountant, sometimes the last thing they want to do is come in and oversee the bookkeeping operations," said Elfers. "A lot of people will volunteer in areas that are different from their professional expertise."

The charities also benefit from having talented and motivated volunteers, especially in key positions. "Not only are the volunteers getting picky and choosy, but the organizations are also looking for volunteers with particular skills to do particular tasks," Blais said. These might include computer and other technical skills as well as personal traits such as leadership, communication, or alliance-building ability. Demographic research helps locate the residential, corporate, or other groupings of people likely to make good volunteers. And for ACS, the Internet is a valuable tool in targeted recruitment: Volunteer positions are posted on the Web site so that people can find the jobs that suit them best.

Surprisingly, executives said, the most productive volunteers are usually the people who have the busiest lives. "They have a higher level of energy and enthusiasm," Blais said. "They seem to have no time, but they find it anyhow."

Sports Ties

Events involving athletics are a mainstay for cancer charities. Races, relays, and walks are popular because they meet the needs of today's volunteers. They allow families to participate together; they contribute to health and fitness; they are enjoyable, community-based occasions; and they raise lots of money in a short, predetermined time.

Among the first of these was the Susan G. Komen Foundation's Race for the Cure, which has grown exponentially since its inception in 1982. This year about 700,000 runners and walkers are expected to join 98 races nationwide.

Linda Kay Peterson, chairman of the Komen Foundation's board, said the group doesn't need to actively recruit. The high prevalence, emotional impact, and public awareness of breast cancer has produced a bumper crop of eager volunteers to organize and participate in Komen's events.

To organize the Dallas race, with more than 10,000 runners and walkers, Peterson said, "It takes a tremendous amount of volunteer effort, and more often than not, we have had more volunteers than we could use." A major draw of Race for the Cure, she said, is the opportunity for breast cancer survivors and families and friends of those affected to show their support and concern publicly.

Charities have discovered that the workplace is often a good setting to organize participatory events. In the ACS's 24-hour Relay for Life, many of the thousands of teams of walkers and runners are sponsored by employers. Teams collect their money up front and the relay itself "is more of a celebration," Blais said.

The Leukemia Society bills its Team in Training program as "the largest endurance sports training program in the United States." Participants work with volunteer trainers to get in shape to run a marathon (26 miles) or bicycle 100 miles. During the 4- to 6-month training period, they solicit pledges, which average around $2700 per athlete. Elfers said the society is increasingly cultivating Team in Training participants as long-term volunteers, often as recruiters and mentors for other athletes. The high level of commitment demanded by the program means they have usually developed a deeper understanding of and loyalty to the society by the time they complete their event.

Fast Track

For those seeking a charity ride that's a bit faster, the Komen Foundation offers "The Ultimate Drive," sponsored by BMW North America. Drivers get a chance to tool around in various Beemers, while the automaker pays Komen a dollar for every mile driven — last year amounting to $1 million.

As the U.S. population becomes more ethnically and culturally diverse, charities need to recruit volunteers who reflect this diversity.

"To remain socially relevant, nonprofits will have to be more representative of their community," Blais said. "If you do not, you will be recruiting from a smaller and smaller pool of people, and your programs and services will not be targeted at the needs of the people you are intending to serve."



             
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