The power of people: Part I.(Forum focus: local associations)

The United States is a nation of givers. Americans donate their time and money to a multitude of causes and charities. The average individual donates 4.2 hours per week and gives because they feel they owe something to their communities. Robert K. Goodwin, president and CEO of Points of Light Foundation, said, "Volunteering isn't simply something nice to do, it's necessary for the health of our democracy. America runs on the spirit of volunteering."

Yet, in spite of our history of service, volunteerism is a growing issue for organizations such as MTNA. The majority of Americans find themselves living in insecure financial times that require two incomes. As mothers have joined the workforce, the traditional volunteer base has declined. In addition to economic changes, we are experiencing generational changes. The Pre-Boomer Generation is disappearing fast--the generation that believed in service and self-sacrificing for a higher cause, and supporting the institutions they believed in. The upcoming generations put a dollar value to their time and ask, "What is in this for me?" And they don't jump behind a cause unless it directly benefits themselves or their children. They are working for balance, setting priorities and making time to have a life outside of work. So, while most Americans are willing to volunteer, and are volunteering for specific causes, they have much less time and want to place it where they see the greatest benefits.

This profile can be discouraging to an organization in need of many willing hands, but once we understand why our old methods may not work in today's world, we will be able to devise new solutions that will allow our organization to continue to flourish. Let's take a look at yesterday's model compared to today's paradigm.

Old Model

* People had time to serve.

* ...