In almost any setting we can think of in 21st Century America, it is not unusual to have representatives from four different generations living and working side-by-side. This fact, and a declining rural population, is forcing Extension agents everywhere to struggle to find and engage new volunteers in county programming. Extension professionals are searching for new ways to recruit and retain volunteers from all generations. The research reported here considered both motivational and hygienic motivational factors associated with volunteerism across a number of generational cohorts during an 18-month leadership development project.
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Vettern, R., Hall, T., & Schmidt, M. (2009). Understanding What Rocks Their World: Motivational Factors of Rural Volunteers. The Journal of Extension, 47(6), Article 3. https://tigerprints.clemson.edu/joe/vol47/iss6/3