Kindly Blog

Nonprofits are Increasingly Turning to Millennials & Generation Z Volunteers During the COVID-19 Pandemic

With ample time and a wealth of knowledge and resources, boomers have been the lynchpin for filling day-to-day volunteering needs in communities across the US. Now, months into the COVID-19 pandemic and the virus targeting the most vulnerable of our society, such as those with preexisting conditions and the elderly, millennials and Generation Z are expected to change the narrative. According to the 2019 fall U.S. Bureau of Labor Statistics report, even before this pandemic, millennials and Gen Z’ers were primed to volunteer, donate, and advocate more than their predecessors. Yet, there seems to be a disconnect of connecting potential volunteers to existing vacant roles left behind by boomers. Consequently, organizations are scrambling to find ways to remedy the disconnect so that they may continue their mission of serving communities who are increasingly becoming vulnerable as a result of the ongoing pandemic.

Millennials and Generation Z Are Eager to Make a Difference

Millennials, now well into their twenties and thirties, have ample passion and skills gained in the workforce that they’re eager to utilize towards a good cause. Generation Z, now in their late teens and early twenties, are keen to be active participants within their community’s wellbeing. Both generations have witnessed and experienced two financial crises, social unrest, and a pandemic, just to name a few life altering experiences. Wanting a better future for themselves and for others, they’re willing to go the extra mile to make a positive impact in the world.

Disconnect Between Prospect Volunteers and Nonprofits

There are millions of young people who are eager to serve and donate their time and resources, and an entire sector of nonprofits who are in desperate need of volunteers and donations. So, the question is, where’s the disconnect?


As nonprofits’ pivot their programing while trying to maintain their core mission during this pandemic, training and activating volunteers is proving to be a struggle. Many organizations depended on an aging population as their go-to volunteers, and relied primarily on non-virtual means of reaching future prospective volunteers. In short, many spaces haven’t adapted to where younger demographics frequent, such as social media and apps. While the needs for nonprofits and their work within vulnerable communities has not changed, clearly how we connects has. So, what’s the solution?

Kindly is committed to filling this communication and labor acquisition gap. Working with dozens of nonprofit partners, we’ve engineered our mobile-first solution to be convenient and seamless for both existing and prospective volunteers. As we designed Kindly for the volunteer sector, we knew that a real answer to the problem needs to not only be accessible, but also needs to be rich with features and curation. From in-app video briefings, to one-tap registration, to co-volunteering experiences, we’ve designed Kindly to be an industry resource to satisfy the current needs and adapt for what might be around the corner.

Part technology platform, part real-life community, Kindly embraces a familiar cycle in the start-up world: build, measure, learn. The cycle never ends and always has a goal in sight. Community needs change, as does the community itself. But by having goals for inclusivity and resiliency, and by building, measuring, and learning, we can overcome the very durable problems in the volunteer sector with modern (and exciting) products. We are refining our process in the Twin Cities, but expect to see us in your neighborhood soon.
Culture Volunteering Product