As Canada moves toward becoming a "super-aged" society—where one in five citizens will be over 65 by the early 2030s—the need for inclusive, age-friendly volunteer programs has never been more urgent. This demographic shift presents both challenges and opportunities for organizations that rely on volunteers. In this article, we draw on our research and the experience of recruiting older adults at the Aphasia Institute (AI) in Toronto to explore why and how organizations should actively recruit older adult volunteers.

Why engage older adults?

Engaging older adults —typically defined as individuals aged 55 and over— is a win-win-win for the organization, for the larger community and for the volunteers themselves. This demographic can offer a wealth of experience, commitment, and reliability that can greatly benefit organizations. For the older adult, volunteering supports healthy aging, promoting physical, mental, and social well-being. Research shows that older adults who volunteer experience lower mortality rates, reduced risk of dementia, and greater life satisfaction.

From an organizational perspective, there can be tremendous benefits to engaging older adults. According to the Canadian Knowledge Hub for Giving and Volunteering, they may not volunteer at the same rates as their younger cohorts, but when they do, they typically volunteer a greater number of hours. A study by the Minnesota Association for Volunteer Administration found that volunteers aged 65+ were easier to recruit and retain than their younger counterparts. These volunteers are more likely to stick to a regular schedule, work more hours, and demonstrate flexibility in fulfilling organizational needs.

Finally, another reason to engage older adult volunteers is financial. Again from the Canadian Knowledge Hub, we can see that as Canadians age, average annual donations also increase. Given that volunteers tend to give at higher rates than non-volunteers, investing in effective recruitment only makes sense.

On a societal level, as our population ages, volunteering becomes a powerful "aging in place" strategy—helping older adults stay connected, active, and independent. Promoting such engagement is essential to managing the broader impacts of aging on healthcare and our social support systems.

Barriers to participation

Despite the benefits, older adults face a range of barriers to volunteering. These fall into two broad categories: practical and personal.

Practical barriers include:

• Language and cultural differences
• Financial limitations (e.g., transportation costs, unpaid expenses)
• Accessibility challenges (both physical and digital)
• Limited or outdated information about volunteer opportunities
• Inflexible role requirements

Personal barriers involve:

• Health issues
• Caregiving responsibilities
• Fear of commitment
• Lack of recent volunteering experience
• Social isolation or diminished confidence

Addressing these barriers requires intentional planning and resource allocation. For example, organizations can budget for transit fares, simplify digital applications, and design shorter-term, more flexible roles. It might also be important to budget for print marketing materials and presentations at community fairs and events targeting older adults.

Planning for inclusion

Before launching recruitment efforts, it's crucial to understand and plan around these barriers. This involves reviewing organizational practices, ensuring physical and digital spaces are accessible, and offering roles that can accommodate varying levels of availability and commitment. Strategic planning and involving your older adult volunteers in the process ensures greater success in recruitment efforts.
General recruitment strategies

To reach older adults, organizations should adopt a multi-channel approach. This includes:

• Distributing posters and flyers in libraries, community centres, and local places of worship
• Consider offering referral incentives for current volunteers, since word-of-mouth is still a powerful way to engage volunteers
• Hosting info sessions or open houses where volunteers can share their experiences

Your volunteer webpage should act as a welcoming, easy-to-navigate hub. Include:

• Clear contact information, including a phone number where the volunteer coordinator can be reached
• Testimonials from older volunteers
• Images that reflect the diversity of your volunteer base
• Information on flexibility and the benefits of volunteering for healthy aging

Case Study: The Aphasia Institute

The Aphasia Institute engages 90-100 active volunteers who range in age from 20 to 90—with one-third being 65+. Volunteers are essential to delivering group-based programs supporting individuals with aphasia and their families. Programs are offered online and in-person and range from conversation groups, creative writing, book groups, painting classes, Toastmasters and karaoke—to name a few.

While AI’s volunteer program appeals to a wide age range, the number of new older adults being recruited is currently significantly lower than younger age demographics.

In April 2024, AI surveyed its volunteers to understand motivations, barriers, and potential improvements to recruitment. The findings revealed that many older volunteers are motivated by a desire to make a difference—particularly in helping clients gain confidence in communication. This was closely followed by the desire for social connection and to give back to their local community. Common recruitment pathways included word of mouth, professional associations, and the AI website.

The survey also highlighted potential challenges in recruiting. Caregiving, age-related physical health changes and perceived inflexible commitment are the top three reasons which may prevent older adults from applying. Some volunteers described “fear of the unknown” related to personal health and the inability to make a commitment. The takeaways? Flexibility is key and helping volunteers understand that some level of commitment will unlock the benefits of volunteering.

Turning insight into action

Our current older adult volunteers are passionate and want more like-minded individuals to work with. Based on the survey results, AI took several concrete steps:

• Created a new brochure distributed at local libraries
• Refreshed the volunteer webpage to highlight volunteer experiences and benefits
• Encouraged word-of-mouth recruitment, leading to new inquiries
• Maintained ongoing conversations with current volunteers about recruitment strategies

Connecting with local networks

For broader outreach, organizations are encouraged to connect with:

• Active Living Centres: These offer social and recreational programs for older adults and may host volunteer fairs or allow postings in activity calendars but be aware that some of these active living centres may be entirely volunteer-run and may not wish to promote outside opportunities.
• Social Clubs for retirees such as PROBUS Clubs: With members who are retired or semi-retired, these clubs are ideal venues for short presentations about volunteer opportunities.

Building relationships with these networks can extend an organization’s reach and visibility within the older adult community.

Conclusion

Recruiting older adult volunteers is not just a strategy—it’s a necessity in an aging society. By addressing barriers, emphasizing benefits, and using a targeted outreach, organizations can tap into a dedicated, impactful segment of the population. The case of the Aphasia Institute shows that when older adults feel welcomed, valued and supported, they can become some of the most committed and influential volunteers in any organization.

Note** This article is based on a conference presentation to PAVRO held May 2024. Click here to access the original slide deck, including the specific questions used in the survey.

Aleksandra Vasic, CVA is the Executive Director of Hand Up Toronto, a grassroots charitable organization. Prior to that she was the Director of Volunteerism at Volunteer Success. She is Past President of PAVRO and a Past President of Toronto Association of Volunteer Administrators (TAVA).

Shannon Hill, CVA is an active member of the Leadership Team and has enjoyed over 17 years leading the Volunteer Services program at the Aphasia Institute in Toronto. Shannon is a long-standing member of PAVRO and has held executive roles with TAVA.