For most of the last century, civic and service organizations have been the lifeblood of communities like Chillicothe. At their core, service clubs are a way for residents to give back, but they also provide networking opportunities for business owners and social connections for people from all walks of life.

Like so many traditions, service organizations are changing. While the need for organizations like the Optimist Club, Rotary, and Lions (to name a few) is as great or greater than ever, membership in these groups is dwindling. As the leaders age they are finding it increasingly difficult to engage and retain the next generation.

The result: Unsustainable membership losses, fewer financial resources for schools, civic projects and events, and less civic engagement. The decline is so sharp that some groups have no option but to close their doors. Their communities are poorer for it.

Consider what is lost. Without the volunteerism of service organizations there would be fewer local resources to feed the hungry, shelter the homeless, and educate youth. Support for health issues like diabetes, vision and hearing impairment, and childhood cancer would shrink. Improvements to parks, schools, and public spaces might never become a reality. Festivals and events that build civic pride might not survive. 

In East Peoria, the Kiwanis Club of East Peoria dissolved in September 2025, after nearly five decades of fundraising, service, and community enrichment. The club cited “extremely low membership and declining interest” as the reason for its demise.

Research shows that membership in all types of organizations, including churches, has been declining for the past 40 years. The Iowa Small Towns Project (https://smalltowns.soc.iastate.edu/) found that membership in civic and fraternal organizations has fallen by more than two thirds in the last 30 years. In the 1990s, about 20 percent of residents in a typical small town were members of a fraternal organization. That has dropped to around 5 percent today.

Why the dramatic decline? One critical reason is the way people define community. Thirty years ago, they were more accepting of formal “membership” in a service club. There was more time for long lunch or dinner meetings, guest speakers, and social activities.

Today, two-income families have limited time and less flexibility in scheduling. With so many ways to connect digitally, in-person meetings are seen as unproductive. Busy parents would rather spend time with family. Studies show that younger people are willing and able to volunteer, they just don’t see the value of a formal, long-term commitment to any single organization. 

It often comes down to inertia. Volunteering and not volunteering can become a habit, and like any habit, it can be hard to break.

In “Why Our Service Organizations Are Dying,” (michaelbrand.org) Michael Brand says, in the past two decades, U. S. membership in Rotary International has fallen 20%, Jaycees is down 64%, and Masons is down 76%. In many cases, it is not that no one is joining. The problem is that new recruits are not fully engaged with the organization. When the group fails to meet their needs, they jump ship.

According to Brand, Rotary averages 44,000 new members per year and loses an average of 51,000. He says this level of attrition is unsustainable. So recruiting is only part of the problem. But Brand says the real issue is retention.

It’s not all bad news. U. S. Census Bureau data shows that the rate of formal volunteering among Americans is currently at 28.3 percent, the highest level since 2021. Although volunteerism is still lower than pre-pandemic levels, it appears that the urge to volunteer is returning after a period of isolation and withdrawal.

All of these scenarios have civic and service organization leaders scratching their heads and wondering how to stop the slide. It is easy to say that the younger generation “just doesn’t get it.” But that puts the burden of change on others rather than meeting them where they are.

Keeping in mind that home life, the workplace, technology, and society in general are not what they were 20 or 30 years ago, experts suggest several strategies to attract and retain members:

Volunteers today want to know that their efforts are having an impact. Organizations should regularly share statistics and success stories to show volunteers that their time and effort are making a difference. Communication should be regular and consistent and take full advantage of social media, texts, and email to keep members informed. Volunteers should be encouraged to provide feedback, but that feedback must be acknowledged so they know their voice is being heard.

Potential members often have hectic schedules and little free time. What free time they do have, they may choose to spend with family or on personal development. Going to regular meetings, events, and special gatherings is perceived as unproductive. Give volunteers a realistic picture of how much time will be required of them. Whenever possible, be flexible and offer a variety of options that involve short-term and long-term commitments. Potential members may be seeking opportunities to use their professional skills like graphic design, marketing, accounting, engineering, or business management. Take full advantage of their enthusiasm and use their expertise to hold their interest and benefit the organization.

Answers to some questions may help see what it will take to survive:

No one can deny that the world has changed in the past 30 or 40 years. By meeting change head-on, civic and social organizations can survive to benefit the next generation.