Motivations for volunteering: Exploring the rise in volunteering at Reach

With generous pro bono support from communications consultancy Stand, we launched a survey in May to help us understand why people volunteer and, ultimately, to help us inspire more people to do the same. Here, we’re delighted to share some of the headline findings from our survey.

Our headline findings

In a world facing complex challenges, the hopeful news from our survey is that people want to help. There is widespread concern about the state of the world today, but this is combined with a belief that skills-based volunteering could be part of the solution. Regardless of whether they are regular, occasional or non-volunteers, our survey showed a shared belief in the power of collective action, combined with a desire to step forward and help create a better society. 

The people we surveyed are motivated to volunteer their skills primarily by purpose. They want to know they are making a difference, and they enjoy the feeling of fulfilment and belonging that it gives them. They view this as far more important than furthering their careers or strengthening professional networks. 

Where people don’t volunteer or only step forward occasionally, the good news is that apathy is not the reason. Although our non-volunteer group was fairly small, their responses were clear that when offered a flexible opportunity and the reassurance that their skills will have impact, they’re happy to volunteer. 

It is encouraging that the belief they can make a difference to society by volunteering their skills is already well established in our respondents. There are clear indications that we can grow the number of people volunteering their skills even further. If we provide the right volunteering opportunities with a clear understanding of the difference it will make and offering a good match with their skills, they are likely to step forward to help.  

Who we spoke to

The survey was completed by 729 people, mostly, but not exclusively, people known to Reach. We had a fairly even spread of ages ranging from 18 to 65+. Perhaps not surprisingly, 93% of respondents have volunteered at least once with nearly two-thirds identifying as regular volunteers. 

The survey also showed that regular volunteering increases with age. 

Areas of concern

What causes do people care about?

When asked to select their top three areas of concern, our respondents placed young people, climate change, and mental health at the top of the list showing concern for the future and wellbeing. Human rights and poverty relief also ranked highly. 

How do they see volunteering and the world at large?

Across all groups, concern at the state of the world today is evident. 

Regular volunteers described today’s world as ‘uncertain’, ‘challenging’, and even ‘depressing’, but when talking about volunteering, it was clear they viewed this as being deeply rooted in values like community, contribution, and connection. Words like 'rewarding', 'support', and 'giving back' surfaced most frequently.

Occasional and non-volunteers also expressed concern about instability and injustice in the world today. In addition, the words they use to describe volunteering like helping, giving back, support, community, and useful also demonstrate a good understanding of the purpose and value of skills-based volunteering.

These word clouds show the words that came out most strongly across all volunteer groups. 

We also asked all groups how hopeful they were that things can improve in the world today. This produced some widely varying answers, with some very hopeful and some doubtful. However, this doesn’t seem to correlate with how much people volunteer. People are still motivated to make what difference they can as seen in their answers to other survey questions. 

Volunteer motivations

How do volunteers choose a charity?

The top two motivators for choosing a charity/charities to support were the same for both regular and occasional volunteers. 

Choices show that practical considerations involving skills alignment and locality were important, but that the desire to make a difference to a cause important to them was a primary driver. Over three-quarters said they chose their charity because they believed their skills could make a difference, while 74% were motivated by a personal commitment to the cause.

Why do they volunteer?

When asked the reasons why they volunteer their skills, the same pattern emerges. While younger people were more likely to rank furthering their career or strengthening their professional networks as a motivator, these considerations were much less important than making a difference. 

Both regular and occasional volunteers are motivated to use their professional skills as a way to create change. Whether it’s contributing to a fairer society or tackling a cause they care deeply about, purpose comes before personal gain. There’s a strong sense of agency among regular volunteers. They believe that collective action and skilled volunteering can drive meaningful societal change.

What do they get in return?

For both regular and occasional volunteers, the emotional return is real. Knowing or feeling hopeful that they’ve made a positive difference feature highest with two thirds of regular volunteers (68%) and nearly three quarters of occasional volunteers (73%) giving this as their top answer. Fulfilment also ranks high alongside a sense of belonging to a collective effort for good. 

We saw some difference in ages with this question with older people more likely to give ‘knowing their skills make a difference’ as a top answer, while younger people, especially those aged 25-34, are more likely to rank ‘being part of a community of volunteers working towards a better society’ and ‘fulfilment’ at the top. This is likely to be reflective of an increase in confidence in your skills and the difference they make as you gain experience. 

What would make them get involved in the future?

We asked occasional volunteers and non-volunteers what would make them volunteer in the future. 

Again, it was striking how motivations were similar. The top answer for occasional volunteers was ‘a volunteering opportunity that needs my skills’ (78%), with convenience, realistic time expectations and hearing about the difference they would make also featuring highly. 

For non-volunteers, knowing they’d be putting their skills to good use (76%) and that it would make a difference to society (74%) were ranked highest. 

A third of both groups would be motivated by hearing from charities about the difference their volunteering would make, suggesting that making this clear when recruiting volunteers would be beneficial. 

Overall views on skills-based volunteering

Volunteering is not just about doing good — it’s about feeling useful, hopeful, and connected.

There’s a strong sense of agency among regular volunteers. They believe that collective action and skilled volunteering can drive meaningful societal change. But only one in four feel they’re making the most of their skills – highlighting room for deeper engagement.

The vast majority of occasional volunteers believe their skills matter — and they want to use them for good. Over 90% say they want to do their bit, and a similar proportion believe they can play a part in creating a better society. The intent is there — the challenge is unlocking it.

Non-volunteers want clarity and purpose: they’re looking for evidence that their time and skills will really matter. Impact and alignment with their values are far more persuasive than career benefits or peer influence. It’s not about personal gain — it's about meaningful contribution.

Conclusion 

Regular volunteers are values-driven, optimistic, and deeply motivated by impact - but many still seek ways to contribute more fully. This insight can shape how organisations engage, retain, and empower them.

For those who volunteer occasionally, the language of contribution and connection is front and centre. Volunteering is rewarding, purposeful, and anchored in values like sharing, helping, and making a difference.

Non-volunteers aren’t unwilling - they’re uncertain. Eight in ten want to help create a better society. They just need a clear route in - one that aligns with their values, suits their time, and shows them where they can make a difference. 

These survey results indicate that charities can embrace these purpose-driven volunteers successfully by: 

• Relating volunteering opportunities clearly to skills, purpose and impact
• Inviting volunteers to help shape their roles so they can contribute fully
• Offering flexibility to fit around jobs and other life-commitments
• Providing volunteers with regular evidence of the impact they are having as a key pillar of retention.