Student volunteers: why hospitals must invest in their futures

As the current volunteer work force ages, hospitals are faced with the challenge of evolving their student volunteers into active adult volunteers. Engaged student volunteers may be nurtured by the hospital to become future employees, links to the community or potential donors. Currently, retention rates among student volunteers indicate that once the majority of students begin post secondary education, they discontinue their association with the hospital. Using a scientific marketing research approach, this paper addresses three questions aimed at producing a model to increase long‐term retention among student volunteers. Why do seemingly committed volunteers discontinue their association with the hospital? How does the hospital develop a system that allows and encourages students to maintain contact with the hospital? How can a hospital integrate a virtual volunteering model into its traditional volunteering model? The conclusions lead the reader to reassess the way they view student volunteers and strongly encourage the reader to view the students not just as volunteers, but also as long‐term potential active members of the hospital community.