Give a Day. Get a Disney Day-- Great idea?

Disney's soon to be launched "Give a Day. Get a Disney Day." program has been garnering a lot of public interest with its fun publicity campaign that is designed to attract the attention of the young, and the young at heart. For those of you who have not heard, starting January 1st, 2010 individuals can volunteer for one day at a participating organization and receive a free one-day admission to a Walt Disney or Disneyland theme park. The program has been launched to celebrate and inspire volunteerism and to recognize participating individuals for their contribution.

Immensely popular, Disney’s name carries a lot of power and is close to the hearts of many. It has the resources and the capability to influence public interest and gain attention. Disney's ability to reach the masses allows Give a Day to promote volunteer service and generate public interest towards volunteerism. It can potentially reach those individuals who have not previously been interested in volunteer service. Based on Disney's timing, I assume that this program is a response to President Obama's recent encouragement for community involvement. If so, these efforts come across as altruistic, noble, and beneficial for the volunteer sector.

This may very well be the case, however, I question Disney's motives and start to wonder who truly profits from this program?

Volunteering for one day to obtain a free pass is doable for many people. However, getting to a Disney theme park poses more of a challenge. This initiative does not cover travel, room & board, entertainment or spending money. Therefore, Give a Day works best for those volunteers who are able to afford this experience or, live close to a theme park. And what better way to stimulate the economy by giving people incentive to travel.

What about the impact on community organizations? Yes, it will bring publicity to the volunteer sector and increase community involvement. But only for one day and the industry currently struggles with volunteer retention. Participating organizations will gain the benefits of added people power, increased interest and visibility for their cause. But, will these organizations have the time and staff resources to train the influx of one-time volunteers? In addition, will those organizations who don’t participate see a decline in volunteer recruitment?

In effect, this program may take away from the true meaning of volunteering. It encourages individuals to look for volunteer positions where they stand to gain rewards instead of getting involved for the benefit of others, their communities, and for themselves.

I think everyone wants to reward volunteer effort. However, elaborate recognition for service is not always possible and not always desired by the volunteers. Organizations have limited resources and rely on these individuals to be successful. Disney's good intentions may renew interest in the volunteer sector, but by offering an extravagant reward, focus has been shifted away from the individuals and communities that need help. Furthermore, to offer such a reward for one day of volunteer service seems unfair to those individuals who volunteer on an ongoing basis.

Overall, it is difficult to predict if Give a Day will have positive or negative affects on long term volunteering. It may turn out to be a balance of both. Only time will tell.