Charities must place higher value and priority upon volunteers if they are to prosper as society changes, according to a think tank.

A new report from nfpSynergy warns that as baby boomers reach retirement over the next few years charities will have to compete with a whole range of activities to attract volunteers, who may prioritise hobbies over giving time to charity.

Part seven of The New Alchemy argues that even if charities can secure these new volunteers, they are more likely than previous generations to want to use their skills in more demanding voluntary roles.

As a result, nfpSynergy urges charities to look at a range of measures including providing more skills-based roles, treating volunteers in the same way as staff, and ensuring support for volunteering is a priority for organisations from senior management down.

Joe Saxton, driver of ideas at nfpSynergy, said volunteering is at the heart of the sector and is what separates it from corporations.

“With baby boomers reaching retirement and younger people volunteering in ever greater numbers, charities need to adapt to the needs of these new volunteers who are expecting something in return,” Saxton said. “The most successful volunteer managers will see their volunteer numbers and their satisfaction grow. Those who just leave their volunteering to muddle its way through will see their voluntary support stagnate or melt away.”

Access the report here: http://nfpsynergy.net/na7

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