A New Generation of Volunteers

LEADERSHIP - KATHLEEN PROVOST

BY KATHLEEN A. PROVOST, CFRE, MAdEd

As a professional fundraiser, I sometimes wonder — if change is good, why is it so difficult? In my article entitled The Great Awakening (Jan/Feb 2022 issue), I talked about the learning coming after weathering this COVID storm, this new post pandemic era. At times, I think “change” implies what we used to do was not good, or not good enough. But keep in mind that change may also provide us with the opportunity to question our purpose and allow us to ask “how can we improve something” in a manner that reflects current realities, or priorities.

Every year, at the end of April, we celebrate “National Volunteer Week”. I believe this year was not like any other. In 2022, our awareness for a need to explore new options and new visions was heightened by an extended global pandemic that reminded us how interconnected we all are.

Volunteer Canada was established in 1977 to provide national leadership and expertise on volunteer engagement and to increase the participation, quality, and diversity of volunteer experiences. This year’s theme was “Volunteering is Empathy in Action”, and according to Volunteer Canada, this theme was chosen because it affirms the strong connection between volunteerism and empathy. Given that empathy is a quality that can help people relate to others and build awareness around different experiences, empathy can also connect people in ideas and actions which helps create bonds forged in common goals and aspirations.

Reflecting on this theme, I wanted to further explore what volunteering means today, at a time when human connections continue to be at the heart of communities and a bright young woman named Whitney MacLean came to mind. Let me tell you why.

I believe we have all met a “Whitney” in our lives. A genuine individual who wants to make a difference in the world and give back for what she has received. Whitney MacLean, CFRE is the current Manager of Philanthropy and Engagement at the Nova Scotia Community College (NSCC) Foundation, and a true inspiration.

Originally from Cape Breton, Nova Scotia, Whitney completed her Bachelor of Business Administration (Cape Breton University) and an Advanced Diploma in Public Relations (at NSCC). She then decided to follow her passion for community work and in 2017 started her career as a Campaign Officer at NSCC as part of the Make Way Campaign- their first province-wide fundraising Campaign.

In 2021, she was recognized by her peers at the Association of Fundraising Professionals (AFP) Nova Scotia Chapter with their Rising Star Award. Whitney’s volunteer positions include incoming Chair of the Board of Directors for AFP Nova Scotia as well as being a committee member for the scholarship program of the AFP Canada Foundation Board. In a recent conversation, Whitney told me that she wanted to “give back” for what she has received from the non-profit sector. I found her so inspiring that I wanted to better understand her deep commitment to volunteerism. Here is what she had to say.

Whitney shared with me that her mother was a volunteer with the Red Cross. So as a child, Whitney would follow her mother, door-to-door in her neighbourhood. In Whitney’s words, “it was just the thing to do” in a rural community. When she was in high school, Whitney said she was involved with the Rotary Interact Club and while she attended NSCC, she was a student representative on the AFP Board of Nova Scotia.

According to Whitney, what really inspired her are the opportunities that others have given her. For example, receiving bursaries to attend conferences enabled her to meet a number of individuals who she connected with and is proud today to be able to call them “mentors.” She also reflects on the importance of ethical fundraising practices, knowledge she acquired when she prepared for her accreditation to become a Certified Fundraising Executive (CFRE). All of these have solidified her passion for community work and involvement.

Whitney said it was because of all this learning that she wants to “give back” and ensure others can also have these opportunities.

Whitney and I both agreed that engaging volunteers is no longer about large meetings, long mandates and descriptive volunteer “positions”. We talked about “micro volunteering” which happens when there is a short time commitment for quick projects to be accomplished on one’s own time. We also talked about virtual volunteering done exclusively online, as a flexible way to engage volunteers to complete a task or project around their own schedule and is not limited by geography, physical ability or work arrangement.

Whitney aspires to push and remove existing barriers such as time and skill sets to enable more individuals to experience volunteering in the charitable sector. So, she shared with me, her experiences with her volunteers.

Whitney told me that the most important thing is to get to know your volunteer. She said she starts the relationship by asking: Why do you want to be involved? What do you need? How can I help you be a greater advocate or a better fundraiser? In Whitney’s words “It is not one size fits all.” Whitney said we need to be creative in building relationships with volunteers, so together using our creativity, we developed a “3S” volunteer model to engaged volunteers in a meaningful way. “3S” stands for Short mandate — Small groups — and Specialists in their task. As a result, we may need to expand on this “3S” volunteer model and pilot it to further engage volunteers within our charitable sector.

I had the pleasure of hearing Whitney talk about the biggest impact this global pandemic has had in her professional life, and to quote her own words: “we had to throw out the rule book”. What is most inspiring from Whitney’s experiences is that she embraces the need for “a new rule book” and by doing so, she embraces change in a positive way.

We talked about the effect a global pandemic may have on volunteering in the charitable sector. I agree with Whitney’s opinion when she said that over the last number of years volunteers have become more selective in their involvement with the charitable sector. We both think that a global halt for some 24 months may have acted as a catalyst in bringing to light our true values and even change the reasons why volunteers engage with charities.

Volunteers are always challenged by time limitations and an increased number of non-profit organizations looking for help. On this topic, Whitney reminded me that organizations have the opportunity and perhaps the responsibility to adapt to the time limitations of volunteers, for example by redefining how we recruit people, train volunteers, and when we need to hold meetings.

Whitney and I both agreed that volunteers today look for impact, to have the greatest impact on the greatest need. Hence, unless we are willing to throw out the “rule book” and re-write “the rules” success may be limited.

For a successful relationship to occur between an organization and a volunteer, consideration must be given to the types of skills and talents the volunteer wants to share and match with the needs of a non-profit organization. Volunteer Canada states there has been a trend in volunteerism over the last ten years that has given rise to micro volunteerism and virtual volunteering. I believe, in the last two years, this innovative trend has been heightened to address community needs.

Today, each of us must define what volunteerism really means. I found an interesting tool, “Value of Volunteering Wheel” available on Volunteer Canada’s website. It is one way to examine the social and economic value to organizations, neighbourhoods, businesses, society-atlarge when considering volunteerism. As we journey and attempt to affirm our own purposes with regards to volunteerism, a different perspective, or even a new perspective, may help us to self-identify skill sets and prioritize relevant projects for us--because as Whitney put it, “one size does not fit all.”

Though the pandemic isolated many of us, it has also made us more aware of the inequalities and diversities that make up our communities. This pandemic may have enabled some of us to get involved and volunteer for an organization in our local community, across the country, or across the globe, all without needing to leave our homes.

The “rule book” has now changed. We are witnessing the creation of a new generation of volunteers in our communities and in the charitable sector. Let’s welcome change and play an active role in re-writing the new “rule book.”

KATHLEEN A. PROVOST, CFRE is currently the Director,Campaign Initiatives at St. Francis Xavier University, inAntigonish, NS. She brings over 25 years of fundraisingexperience within the charitable sector. She has been aCertified Fundraising Executive (CFRE) since 2007, and along-time member and volunteer for the Association ofFundraising Professionals (AFP). As a recognized leader,Kathleen has tailored presentations and workshops forFrench and English audiences at various events includingAFP-Nova Scotia, AFP-Ottawa, AFP-National Congress,Coady International Institute and the Canadian Councilfor the Advancement of Education. Kathleen is a McGillUniversity graduate and holds a Master, Adult Educationfrom St. Francis Xavier University. She has received numerousrecognitions during her career, including the QueenElizabeth II Diamond Jubilee Medal for her contributions tothe charitable sector. She writes this column exclusively foreach issue of Foundation Magazine.