Hartford Is Top-50 City for Volunteers, Survey Finds

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A survey of the level of volunteering in 75 American cities  places Hartford in the top 50, finishing in a tie for 47th, with 26 percent of adults having participated in volunteer work, volunteering programs or volunteering organizations in the past 12 months.  That’s just slightly below the national average of 27 percent.  Hartford, which tied with Albany, Memphis, Oklahoma City, Greensboro and Sacramento, was the only Connecticut city on the list, developed by Scarborough Research. The top local markets were Salt Lake City, UT (42%); Minneapolis, MN (34%); Des Moines, IA (volunteers34%); Portland, OR (34%) and Grand Rapids, MI (33%).

The generational breakdown of volunteers, according to the survey: Millennials (20% of adults participated in volunteer work in the past 12 months), Generation X (27%), Baby Boomers (34%) and the Silent Generation (18%).

The survey also revealed additional demographic information about volunteers. Adults who are self-employed or small business owners are 12 percent more likely than all U.S. adults to be volunteers. While 43 percent of volunteers are employed full-time, they are 16 percent more likely to hold white collar employment and 34 percent more likely to have a college degree or higher.

Volunteers are not only generous with their time; they are financially charitable as well. They are:

  • 84 percent more likely than all U.S. adults to have contributed to an arts/cultural organization in the past 12 months,
  • 61 percent more likely to donate to an environmental organization and
  • 60 percent more likely to contribute to a political or social care/welfare organization in the same time period.

Fifty-seven percent of volunteers contributed to a religious organization in the past year.

For nonprofit organizations seeking to communicate with and reach out to potential volunteers, the survey suggests where and how to do so.  The survey reported that 56 percent of volunteers read the local news section of their newspaper and 38 percent read the international/national sections.

Regarding television and radio habits, the survey found that volunteers are 17 percent more likely than all U.S. adults to tune in to HGTV, 16 percent more likely to watch PBS and 13 percent more likely to watch TLC. The top radio formats for volunteers are Adult Contemporary (26% of volunteers listen), Pop Contemporary (26%) and Country (25%).

The survey was conducted in November 2012, covering the previous 12 months.  Scarborough Research, based in New York City, is a joint venture between Arbitron Inc. and The Nielsen Company.