Elana Ludman never set out to work at a nonprofit. It wasn’t exactly on her career radar. Yet, that’s exactly where she sits today — happily so — as the director of development and communications at Santropol Roulant, an organization that runs an innovative youth-driven meals-on-wheels program. A business graduate, Ludman’s job search included a few must-haves: she wanted to make an impact, have an opportunity for leadership and one more thing. “I was consciously looking to use my business degree in a way that wasn’t working for a multinational company.”

Ludman’s not alone in her unconscious stumble into the sector. Young people commonly search for jobs elsewhere, says Ludman. It’s a reality the HR Council explored during a recent one-year research project. After delving into the state of the sector, its makeup and demographics, the Council released two reports summarizing their findings, particularly the challenge of attracting and retaining youth. As an advisor on the study, Ludman was given a unique opportunity to analyze the behaviour of fellow youth and to provide a first-hand perspective, having “been there, done that.”

Failure to communicate

So what exactly accounts for the sector’s underrepresented youth? For one thing, the study found that young people in school seldom have a chance to learn about the nonprofit sector. And even for those who do, only a small percentage view it as an option for employment, with those who volunteer the main exception. What’s more, many lacked career information from which they could learn about the sector’s diverse offerings. “That was my experience,” affirms Ludman. “I had to go searching to find jobs.”

There are few information hubs related to the sector, she continues. And when it comes to the game of attraction, we all know, awareness is key. As far as Ludman sees it, it’s the responsibility of a number of players — from career counselors to nonprofit veterans and even organizations like CharityVillage® who, she says, can be great leaders attracting young people. And the steps need to happen now because it’s a matter of survival, she emphasizes. After all, young people bring creativity and new ideas. “I think that’s how the sector will stay innovative,” says Ludman.

Another way to attract youth is by promoting volunteerism at a young age. As the study demonstrated, the more engaged they were when they were younger, the greater the chance they would look to the nonprofit sector as a viable place to find work. “There’s a definite importance in building volunteerism into young people’s experience whether through families or through schools,” says Ludman.

How loud does money talk?

Of course the comparatively low wages offered by the sector doesn’t exactly help either. “Salary is a major deterrent for a generation that is more in debt after leaving university than any of their predecessors,” says sector veteran, Janet Gadeski. “And it’s something that has to change over time,” adds Ludman, explaining it starts by modifying funders’ understanding of the issues. Salaries will probably remain low until funders are willing to put money behind salary, she says. “Salaries are the hardest to fundraise for in an organization.”

According to program director Lynda Gerty of Vantage Point, formerly Volunteer Vancouver, when it comes to compensation issues, nonprofits can offer all kinds of flexibility in their workplace as alternative forces of attraction. “Opportunities such as flexible schedules are incredibly valuable to this group, and as a sector,” she says. “We have not yet examined or offered these options to the extent that we could.” Organizations can also provide work opportunities that affect people, rather than widgets, she adds. “So we could begin to offer truly meaningful and engaging roles that can feed the soul, if not the body.”

Vantage Point addressed the issue themselves by adopting a model of strategic people engagement, hiring talented and skilled volunteers in all their operations — including research and development, program delivery, and project management. “This has allowed us to create a smaller and different kind of paid workforce, who we can then compensate more appropriately.”

From a human resources perspective, Kathline Holmes, of Gailforce Resources, doesn’t deny inadequate compensation is significant but she’s quick to point out it’s not a standalone factor for recruitment and retention issues. “All of our HR systems need to support the overall employment lifecycle of the employees we are targeting,” she says. Organizations would be best served by designing compensation packages that are aligned with outcomes of work rather than “time served” in the workplace, adds Holmes. “Our youth know that they contribute to those outcomes and expect to be respected, recognized and valued for their contributions, not by “time served”.

Organizations should also ensure they walk the talk, Holmes adds. “Youth expect follow-through on promises and action taken on commitments.” Without it, trust and respect is lost. And younger generations will walk when the talk is inconsistent with an organization’s actions, or when it doesn’t live up to its values.

Structurally unattractive

Another issue is the way positions in the sector are typically structured. “Jobs are still organized as independent, office-based positions,” says Gadeski, “whereas Generation Y are used to working in groups, from home, from cafés, sometimes in the middle of the night.” Holmes agrees. Promoting flexible hours, flexible work styles (such as working from home, via the web) can make a huge difference. “Not only can this flexibility support a healthier and more engaged workforce, it can also be designed to better meet the needs of customers.”

Flexible work style is one thing, but some organizations may also benefit from a flexible mindset. Youth offer the sector new ideas, perspectives and bring to their positions high levels of energy, passion and engagement. But the sector may not have the capacity to appreciate those offerings, says Gerty. “Unfortunately, many nonprofit organizations continue to deliver their missions in quite traditional ways, and within structures that offer little appeal to the younger generation,” she explains. “Young people perceive the nonprofit sector as offering limited opportunities to contribute and develop their unique vision and skill-set and, in many cases, that perception is accurate.”

Is there hope?

Perhaps there is little the nonprofit sector can do. For, contrary to what some may think, it’s not a lack of passion for a cause that is driving youth elsewhere, says Gadeski. Whether they’re used to being catered to more than previous generations, or their technological skills lead them to approach human need in a different way than traditional charities do, youth are looking beyond the nonprofit sector to make a difference.

In fact, she continues, they’re bypassing institutions and infrastructure altogether, delivering their message straight to people who care about it. “It’s a kind of social involvement that fits well with employment in for-profit companies or social enterprises that are progressive enough to focus on tasks accomplished rather than face time at the office.” Gadeski’s prediction? “Some of these young advocates won’t have to actually work for a charity in order to have a significant impact on a cause.”

Where to now?

So where does that leave the sector? Well, for those still hoping to catch the attention of the Gen Ys of the world, Ludman suggests offering a more diverse workplace — in terms of gender and ethnicity — and allowing employees to explore positions aside from their own. Santropol is a proponent of that, she says, adopting the view that current jobs are stepping stones to others.

It would also behoove the sector to offer professional development opportunities and for veterans to make conscious efforts at accommodating the younger people in their midst, allowing them to take on leadership roles and greater responsibilities. “They’re going to make mistakes but that’s how they’ll learn,” offers Ludman. “It takes a while to realize what we bring to the table is valuable,” she adds. As for Santropol, now that it’s turned 15, people are finally coming around, says Ludman. “They’re starting to take us seriously and recognize that young people have something to offer.”

Elisa Birnbaum is a freelance journalist, producer and communications consultant living in Toronto. She is also president of Elle Communications and can be reached at: info@ellecommunications.ca.