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Disney Volunteering Effort Draws Praise and Criticism

March 15, 2010, 12:37 pm

Is Disney’s effort to promote volunteerism an innovative way to get people to donate time or is it tantamount to bribery?

Since the start of this year, the Disney company has offered free admission to anyone who volunteered with organizations connected with the HandsOn Network, a national coalition of volunteer centers and charities. The effort was bolstered by television ads featuring the Muppets.

The Give a Day, Get a Disney Day program produced a surge in participants, and in less than three months the company reached its goal of spurring 1 million people to volunteer.

Charity leaders and others applaud the effort.

“The innovative nature of this program has exponentially increased our capacity to both invite and excite people about volunteerism,” says Michelle Nunn, co-founder of HandsOn Network, in a press statement. She says many of the participants were first-time volunteers.

Joanne Fritz, a former fund raiser, writes on her About.com blog about nonprofit work that the Disney idea is “a smashing success by anyone’s standards.”

But others are less sure.

“I find it wrong-headed to bribe people into ‘volunteering’ by offering them a ticket to Disney if they do,” writes Sharon Schneider on Twitter. Ms. Schneider is the philanthropic director at Foundation Source, a company that helps donors with their giving and managing their assets.

Rachelle Friberg, who writes the Conservative Girl with a Voice blog, called the Disney program a “handout for service.”

What do you think? Was the Disney idea a good one? Click on the comment button below to share your views.

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15 Responses to Disney Volunteering Effort Draws Praise and Criticism

kschomaker - March 15, 2010 at 2:35 pm

At first I was excited to see this because it is great publicity and support for volunteerism. Then I thought it was a little awkward to be offering a reward/ incentive to volunteer- doesn’t that take away from the idea of being a volunteer if you are essentially paying them for the service with a ticket? However, I have had a few friends go through the program to get their ticket and they had the best reflection on the service- they were exposed to something different and new. They LOVED volunteering and made plans to return, and this time without the incentive. By the end of the day they felt a little guilty to be receiving the incentive, and were encouraged to continue serving sans incentive in the future. And isn’t that what this is truly about? Exposing the opportunities to people who may not otherwise consider it. Sure, there are people who will serve their alloted hours, take their ticket, and never return; however, the additional volunteers gained from this is still worth the overall program.

laura344 - March 15, 2010 at 2:35 pm

Call it bribery or incentive, it doesn’t matter. The goal is to get people off the couch and connecting with their community. Hopefully once they do it, the act itself will the reward. Most people just need a push to get started.

ryanscott - March 15, 2010 at 2:48 pm

Maybe Rachelle and Sharon would rather Disney did not do this? You would rather if a million volunteers did not volunteer out of some sense that humans are depraved and therefore unworthy of being rewarded for good works?Why are we only allowed to reward people when they do things that do NOT benefit society as a whole? That’s not right, in fact its just plain stupid. That model is dead.It must have been difficult to find someone who hates such an obvious win-win. I’m not sure Sharon was worth quoting. Here is what she said:I find it wrong-headed to bribe people into “volunteering” by offering them a ticket to Disney if they do: http://bit.ly/cj2Zr6Talk about breadth and depth of insight.Ian Wilhelm – this is not Fox News. We do not need to search far and wide to find people who disagree with something just to be ‘fair and balanced’. Your article makes it seem that there’s a controversy here. There isn’t. There’s 1 tweet and 1 rant by a conservative from way back in October of 2009 who seems to have a problem with people doing good for any reason other than self-sacrifice. I’m here to tell you that self-sacrifice has gotten us exactly where we are today – many problems not solved. In fact not even getting close to being solved. Guilt-based sacrificing may work fine for the religious right, but it doesn’t seem to motivate a significant number of the rest of the population.On the other hand there are 1 million people who volunteered, were turned on to volunteering and who knows, maybe will continue, AND who got to go to Disney. Sounds like a big win to me. I notice you didn’t seek out any of those volunteers to see what they had to say.There is no controversy here. We don’t need to go out of our way to create one.

jfritz - March 15, 2010 at 3:08 pm

Thanks, Ian, for linking to my post about Disney. Any controversy comes as a surprise to me, although I often take the skeptical side when it comes to cause marketing. I just really love the family orientation of this program. I think families are looking for “good” things to do together. Fun, good, plus Disney looks like a pretty happy thing to me.

lesliechristine - March 15, 2010 at 3:33 pm

doesn’t everyone volunteer for some reason?…youth are asked to volunteer to prepare for college or receive honors…some are required to complete a certain number of hours. The important tranformative piece of volunteering lies in the reflection on the meaning of the experience and how the experience may impact one’s life. Often times, volunteering actually benefits the one doing “the service” more than those receiving a few hours of their time… As people are introduced through internal or external incentives to “volunteer” they may begin to develop a habit of giving of themselves to build upon the collective efforts for change.

heidimassey - March 15, 2010 at 3:36 pm

The real answer as to why this is ok, is that volunteerism is not really altruistic. Folks volunteer for very selfish reasons and that is a good thing. (Check out the blog http://realizedworth.blogspot.com/2009/09/3-reasons-why-youre-finding-it-hard-to.html that goes into more details)Get people in the door to volunteer. Over time, with great volunteer management professionals, they will become committed to the organization. Getting them in the door with an incentive hurts no one and seems to be helping a lot of organizations and previously unconnected volunteers.

bobnors - March 15, 2010 at 3:37 pm

What a short sided view of philanthropy and the role of honoring volunteers for their acts of kindness. Are all of those who participated tainted in their motives? Is there not an opportunity cost lost to Disney in not making a sale. Are they not forgoing profit in offering their value in order to help a good cause? I wonder if the purists, Schneider and Frieberg have ever claimed their charitable giving at the end of the year for tax purposes? Are they prepared to forgo that benefit for their good service and return all gain they have had in avoiding tax laiblity for the sake of purifying their service. Purity of motives in giving is a heart matter for the giver and not for us to judge. Apologies should be made to Disney and to the volunteers for questioning their acts of service.

wegsman - March 15, 2010 at 4:38 pm

There is a saying in Hebrew that means, literally, “out of not for its own sake comes for its own sake.” In other words, if a person gets used to doing the right thing for the wrong reason, s/he will eventually do the right thing for the right reason.However, while I do applaud Disney and the volunteers for this initiative, I can see the potential for abuse if a major corporation is limiting the benefits to an organization that it selects. There must be oversight to ensure that there is no conflict of interest. There also need to be checks and balances so that good organizations that do not have an ally with such media power do not lose out as a result.

lisachong - March 15, 2010 at 6:25 pm

Hi, all,The Mt. SAC Foundation recruited many volunteers for the Disney Program. I got so many responses, but I did get some great people from this program who later became interns for long-term so THUMBS UP TO DISNEY FOR MAKING THIS HAPPEN!

sallynyc - March 16, 2010 at 12:34 am

I think it’s a well-timed initiative. Disney is one of those vacation destinations that families save and save for, and the idea that tickets might be more attainable in today’s economy is an extremely hopeful one. The effort is attracting new volunteers, young volunteers, volunteers who probably aren’t wealthy. Volunteers who may be retired, and may return regularly. Seems like a good plan to me.

bethsteinhorn - March 16, 2010 at 1:08 am

We believe that this is an unprecedented opportunity for organizations. While the Give a Day, Get a Day may bring thousands to your doors with a plan to simply give “a day” – organizations can view this as a gateway to deeper involvement. With just a few strategic actions, organizations can make this an invitation to get more deeply involved. Disney’s efforts — and those of so many other corporations that have jumped on this bandwagon as well — bring people into an organization’s world, increasing its circle of influence and its potential reach. By gathering information on those “one day” volunteers, assigning existing volunteer leaders to find out what else motivates these people to volunteer (in addition to a day at Disney, of course!), and intentionally inviting them into a continued relationship, organizations can easily turn many of those individuals into volunteers who give many days. For more ideas and strategies on how to cultivate volunteers for deeper engagement, see http://www.JFFixler.com/blog

giveback - March 16, 2010 at 5:16 pm

Can we please accept something as a gift of generosity withoutanalyzing it to death? Whatever good PR Disney gets from this isdeserved – it’s as much of a good deed if you are given a treatfor doing it as long as the attitude is right. If it introduces onenew person to volunteerism, it’s a win-win.And one can only hope that the ticket will only be given one time toany one person.THANK YOU DISNEY,GIVEBACK

joyful926 - March 18, 2010 at 2:54 pm

I am a member of two professional groups of Directors of Volunteers whose members work very diligently to support the concept of volunteerism with a “firm” commitment toward their organizations. My peers were very aware of the problems that the Disney campaign would create for those agencies that have a minimum hour volunteer requirement. The concept of a 1-day volunteer activity is difficult to support and so I attempted to be creative, join the site and list the “special events” that our organization would have during the year for the 1-day type community volunteer. I went as far as attempting to communicate with the Disney Day program to explain my concerns regarding the amount of response they would receive and to question what would be done when the maximum amount of nation-wide volunteers were confirmed. I wanted to know how they be addressing those volunteers who would be signing up for special events later in the year. I received a very insignificant response to my concern and now I have over 100 community volunteers who are waiting to participate in our events in May 2010 and who are no longer eligible for the Disney Day voucher. This has lead to frustration for the volunteers and I fear that a majority will no longer be interested in assisting with our upcoming events.Although I understand the need to “spark” volunteerism within our country, I find the organizations that chose to ignite volunteer interest without the benefit of consulting those professionals who have experience managing, recruiting, training and assigning volunteers in their organizations, undermine the quality of those efforts. Yes, we need to commend those volunteers who are coming forward for the first time and being generous with their efforts and hopefully they will continue to return to those organizations that they have been newly introduced to. I just feel that there are better methods of enhancing the idea of volunteerism in this country than a 1-day – 1-time approach.

closeke - March 18, 2010 at 4:39 pm

I have to say that it’s a brilliant way to get business! What person is going to make the trip to Disney (esp. if they’re not from the area) and only attend a park for one day?Brilliant business idea. And it makes the company look good!

paulakiger - March 31, 2010 at 9:38 am

I was a Give a Day Get a Disney Day Project specialist, meaning I recruited organizations that needed volunteers and were willing to follow specific guidelines as well as confirm volunteer service. As such, I saw several different aspects of this program. Overall, I think it did MUCH good. Every organization had at least a few volunteers who had not volunteered before, who planned to be return volunteers for the long term. I saw FAMILIES volunteering together, which was a specific goal of this program, and that was awesome to see, especially since it’s sometimes hard to find a family friendly opportunity with jobs for all age ranges.On the downside, I am sure it was necessary to have a database drive, computer/email dependent system to manage so many potential volunteers, but this made it difficult for some would-be volunteers and led to misunderstanding when the program reached the million vol mark and some people were caught “in limbo.” I had several parents say, “I don’t want my child to think you should get something in return for volunteering,” and I definitely understand where they are coming from. But on the whole I think volunteers deserve just a tiny bit of reward for their selfless hard work and I chose to view their Disney tickets as a sort of “karma payback” for the good they have done with no fanfare!