By Brandi McGrath Kong, Director of Communications & Conferences
For decades, service organizations have followed a familiar blueprint: they operate as membership-driven clubs, gathering regularly for meetings, hosting fundraisers, and undertaking the same volunteer initiatives. Often prioritizing stewardship over direct service, these groups devote significant time and energy to fundraising for donations rather than engaging in hands-on volunteerism. While both forms of philanthropy hold value, there is a noticeable shift occurring among younger generations in their preferences for how they contribute to charitable causes.
According to a 2021 article from Penn State University, younger donors today (Millennials and Gen Z) are less likely to exhibit transactional behavior than previous generations. Instead, they tend to be more invested in causes and driven by interpersonal connections.
“Younger donors expect to develop long term relationships with the nonprofits they support,” said research author Haskel Canagarajah. “They expect to feel part of a community when engaging with a nonprofit, and they increasingly seek volunteer opportunities.”
Some service organizations have found great success in launching non-traditional club models that focus purely on volunteer service. Since younger generations generally prefer hands-on involvement and transparency in charitable giving, these service-only clubs are well-positioned to attract and retain members who value these very principles.
Whether they are launched independently or as a “companion” club to another club, service-forward bodies spend their time together just completing volunteer projects. This provides them with more flexibility in the time they spend together, which is particularly crucial for younger members balancing career and family commitments. Gathering in the evenings or occasionally on weekends also allows them to include their significant others, children, and friends, making it a perfect opportunity for broader engagement.
It's important to note that just because these clubs forego many of the traditional aspects of membership, it does not mean that they miss out on the connections and friendships that make membership so worthwhile and enjoyable. Members of service-only clubs typically join with a clear commitment to making a difference through direct action. This shared purpose can foster a strong sense of camaraderie and motivation among members.
Another non-traditional club model that has found success is one that is online-only or hybrid. Sertoma has a prime example within its own clubs, the Honolulu Sertoma Club. This club is comprised of members and supporters from around the world, including Chicago resident and Sertoma International Treasurer Stuart Fujiyama. By offering their meetings virtually, the club can still engage with Sertomans dedicated to supporting its mission work but who live far away.
These virtual and hybrid service clubs do not just appeal to younger generations either. For seniors living with limited transportation options or those members with mobility issues, online and hybrid service clubs allow them to stay connected to the people and mission that they love.
What does the future of the service club look like? To be honest, we really don’t know, but we look forward to the potential innovations that could transform the way we do business and help keep Service to Mankind relevant for future generations of Sertomans for many years to come.