Taking this into account, a pair of researchers at Deakin University and La Trobe University are troubled about the rates. They report that in the U.S., about 75% of seniors do not currently volunteer, and in Australia, where the researchers are based, volunteer rates, although higher than in America, have been declining.
Let’s view the situation as one of untapped potential. The researchers find that once volunteering begins, the increased sense of well-being within the seniors motivates continuation. Keep it easy to get started and the momentum will carry it on. Plus, from the start, base the appeal of volunteering on the gains achieved instead of the losses avoided for the beneficiaries of the contribution. This fits best with the positivity bias carried by seniors.
Let’s also attend to a likely reason for the low or declining rates: Seniors are staying in the workforce until higher ages than was true for the prior generation. It is at the time of retirement from regular employment that people are especially good candidates to segue into contributing their time.
Altruism is important to the elderly. Seniors like to give their business to retailers who are compassionate, and they like to view themselves as generous. Whenever you organize a charitable activity, offer a variety of ways for your older customers to pitch in to help. One dynamic behind this is seniors’ desire to leave behind a legacy of love. Maybe behind this, in turn, is a calculation of what will be required on the résumé submitted at the Pearly Gates.
However, contributions of money are considered differently than contributions of time. Researchers at University of Louisville and University of California-Riverside find that people with beliefs in karma—good actions produce good results at some point—will donate money more generously to charities when the appeal is the opportunity to help others. But the same sorts of people are less likely to contribute time to charitable activities when the appeal is to karma. Contributions of time are perceived as opportunities for social companionship. These strike many believers in karma as tawdry cheating, gains for oneself masquerading as selfless sacrifice. In these cases, use trigger motivations other than karma in requests for donations of time.
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