Changing Face of Volunteerism of the Fire Service

If your department struggles to recruit and retain volunteers, you’re far from alone. Volunteerism today doesn’t look like it did even five years ago. Cultural, demographic, sociological and technological changes influence how people volunteer and what they expect out of volunteer opportunities. Departments must be curious, flexible and innovative.

Not right or wrong

Different generations have different lived experiences. Some grew up with no technology; others have been digital natives since birth. Generations have experienced different cultural events and shifting cultural norms that shape how they view, experience and behave.

These differences don’t make one generation right and another wrong; they just make them different. This means that what one generation might want or expect out of volunteering might look a little different than that of the next generation and the generation after that.

What are differences that can make your department more appealing to the younger generations?

Virtual volunteering

With changes in technology, more people are volunteering online rather than in person. Whether managing social media for a nonprofit, helping to fundraise or tutoring, numerous needs can be met online and don’t require a volunteer to physically be in any one location.

This isn’t necessarily bad news for the fire service. How many jobs exist in your department that can be done remotely? With today’s digital tools, it even is possible to pay bills and manage finances online, so even a treasurer position can be mostly virtual.

Not every volunteer must be operational. Nonoperational volunteers help shoulder the load of running a department and lighten the work of those who are training and responding to calls.

Desire for human connection

Typically, members of Generation Z want opportunities to network with colleagues and to feel less lonely. This is prime opportunity for fire departments to meet this need through volunteerism.

The younger generation is seeking balance. In addition to virtual work, these people want human connections and opportunities to increase their skills.

Further, many realize the downside of too much time spent on technology.

How are you communicating your volunteer needs? When you put out your call for volunteers, consider how you can tap into this need for balance by showcasing the personal connections, camaraderie and strong bonds that are unique to the fire service. Images, words and even inviting people into your station for a visit or ride-along can go a long way toward demonstrating how you can help them to meet this need.

Flexibility

Younger generations look for flexibility and to make the most of the only nonrenewable resource that they have: time. Unforgiving schedules and forced in-person learning can deter a generation that already is very skilled at learning through digital media and collaborating online.

How much of Firefighter I/Firefighter II and other core skills can be delivered online or via flexible, self-paced learning, with cohorts meeting periodically for focused review and hands-on training?

Unlike older generations that didn’t grow up with a digital world at their fingertips, younger generations are accustomed to researching topics, locations and brands before they even show up, and they’re coming in with some level of existing knowledge. (Go out to dinner with nearly any younger person and chances are they already examined the menu and know what they want.)

Further, starting and ending on time and providing flexibility in how/when training occurs shows respect for time, allows people to work around busy schedules and can go a long way in meeting evolving needs.

Purpose and collaboration

Younger generations show a strong desire for leadership and ownership, with an emphasis on purpose, collaboration, diversity and inclusivity. These people want to know how what they are doing has an effect, and they value teamwork, wanting to work with, rather than for, a manager/leader.

This doesn’t mean that there isn’t a place for clear roles and leadership, but departments that want to appeal more to younger generations can provide opportunities for growth and leadership now rather than in years to earn that privilege. For example, if your department will host an open house, put a younger member in charge of creating signage and social media content/promotional plans or of designing and implementing activities for young children. Provide a clear path for volunteers to follow to obtain that coveted officer level or to meet other personal goals to gain knowledge and skills.

When recruiting, communicate with existing members to identify and quantify how their service helps the community. Share this in recruitment messaging.

Cite the number of calls handled, publicize personal stories or calculate cost savings that volunteers bring to the community.

Although the fireground calls for a strict hierarchy and command infrastructure, seek opportunities outside of the fireground to emphasize mentorship and coaching. Create opportunities for teamwork and collaboration to balance out the more hierarchical nature of the fire service.

Recruitment practices

Older generations might have started to volunteer because they saw a sign outside of the station or a flyer or because of family connections to the service. These methods still can be part of a recruitment plan, but younger generations look online for volunteer opportunities. A digital presence will speak volumes to them about what a department can offer while streamlining onboarding and helping to target recruitment messages within your community.

Younger generations are accustomed to researching topics online, so make sure that your digital presence is welcoming and informative. Younger generations are used to online forms (rather than paper applications) and using social media to engage and learn. If your department isn’t up to speed in these areas, this is an opportune time to bring in a younger member who can take ownership over the project to see the immediate effect of their efforts.

Willingness to learn

It bears repeating: Different generations have different expectations and needs. What’s noted above are just a handful of ideas to help your department to appeal to a broader audience without losing the wisdom and expertise that you have on hand. The first step is a willingness to learn what these differences are. If you read this far, you have a head start. Get curious, be willing to evolve, and be willing to learn.

This is an incredible time to be part of the fire service. Seasoned veterans can pass their wisdom and skills to those who follow in their footsteps while gaining insight from a whole cohort of digital natives who know how to leverage technology to streamline processes, expand outreach and set up the fire service.