Motivation and Retention Strategies for Reaching Volunteers across Generations


Social Work

Date of Paper/Work


Degree Name

Master of Social Work (M.S.W.)

Type of Paper/Work

Clinical research paper


David Roseborough


While volunteer recruiters seek to better understand motivation and retention strategies throughout nonprofit settings, business literature provides an understanding of generationally significant motivation strategies. Along with traditional motivational theorists, this study focused on what methods best motivate and retain volunteers across an intergenerational perspective in nonprofit settings. By conducting interviews and using sensitizing concepts from business and traditional motivational theories, this research examined how best to motivate and retain volunteers from the Y, X, Boomer, and Senior generations. Study findings suggest the importance of attunement to generational motivation factors for initial recruitment and the importance of traditional motivational theories for retention of volunteers.


volunteer, generation, motivation, retention non-profit

Creative Commons License

Creative Commons Attribution 3.0 License
This work is licensed under a Creative Commons Attribution 3.0 License.