It's not so difficult to get young people to give back to their communities, re-ports the Ad Council. The tough part, it seems, is maintaining such efforts.
To help nonprofits attract and keep young-adult volunteers, the council and MTV: Music Television have released a new manual, Engaging the Next Generation: How Nonprofits Can Reach Young Adults.
The guide covers topics such as understanding the target audience, what makes young people volunteer, how to attract and retain volunteers, and developing a communications plan.
According to a recent study cited by the council, 46 percent of 18- to 24-year-olds volunteered at least once within the past year. But to some, that may have been enough. "Usually, young people who did it once and then stopped had a bad experience," said council representative Susan Jacobsen.
Advisers to the project included staffers from Arnold Communications, BBDO, Griffin Bacal, McCann-Erickson and DDB Worldwide.
The free manual, which also offers "do's and don'ts that apply equally well in the for-profit sector," said Jacobsen, can be downloaded from the council's Web site, www.adcouncil.org.