Designing to Increase Millennials Motivation to Engage in Volunteer Work : Utilizing User Experience Principles on a Recruitment Website

Sammanfattning: Volunteers are an essential component in maintaining nonprofit organizations. To efficiently maintain nonprofit organizations, the recruitment of volunteers should cover all generations. Hence, to recruit from several generations, different means of communication have to be considered. This study investigates if redesigning an existing recruitment website with user experience principles in order to motivate Millennials, people born between 1980 and 2000, to work as volunteers. Through a survey, user tests and interviews, findings have shown that this generation is an attractive group to recruit based on their willingness to do good in the world. However, this generation treats their time carefully and believes it is important that their time given creates value. This study has found that transparency is essential to present when recruiting a Millennial. They believe it is important to know which values are created before committing long term as a volunteer. Based on these findings and a heuristic evaluation of the existing recruitment website, a redesign has been made with the purpose to motivate Millennials to work as a volunteer. The conclusion of these findings proves that creating a useful and motivating recruitment website will encourage Millennials to work as a volunteer. However, the redesign has to be implemented in order to prove an increase of volunteer applications by Millennials.