You've probably seen all the hoopla over the first baby boomers reaching the age of 62 on Jan. 1, 2008, and, for the first time, tapping into Social Security. This event spawned story after story about the demographic tsunami of "retiring" boomers. It was enough to drive us crazy. That's because we know the idea of a permanent "retirement" is insane to most boomers.

Our research among boomers suggests that half of us have no idea when we'll retire and half are apprehensive or anxious about our retirement years. In essence, boomers tell us they have much more to accomplish before they are done. They are psychologically wired to continue working, but maybe on a completely different mission.

For organizations that depend on volunteers, happy days are here again.

TODAY BOOMERS represent the biggest segment of volunteers and they are volunteering at a higher rate than the previous generation does now. According to the Corporation for National and Community Service (CNCS), boomers make up 33 percent of the adult population (over age 18), but they represent over 40 percent of the 65 million adults who volunteer in America. Plus, almost one out of three boomers volunteers, compared to one out of four traditional seniors (those 65 or older).

More surprisingly, boomers are volunteering at a higher rate than previous generations did when they were 45-65 years old. Why? We think it is because boomers at this age are much more likely than previous generations to be college educated, have white-collar jobs, and still have children under age 18 in the home -- all of which are suspected drivers of volunteering.

And it looks like this trend will continue. Over the next 10 years, boomers are projected to swell the ranks of volunteers across America by almost 50 percent. Looking out 20 years, about when the last boomer reaches age 65, the projections are that boomers will double the number of adult volunteers.

That's right, those self-absorbed "Me Generation" baby boomers from the 1970s are now the most important asset to volunteer organizations across America -- and will be for decades to come.

Any organization that relies on volunteers -- civic, political, community, religious, professional, cultural, social, environmental, youth, sports, arts, educational -- should be gearing up for an onslaught of new, eager boomer volunteers to fill their ranks.

How should organizations harvest this bonanza? It starts with understanding what really motivates boomers.

Our national research suggests that people over the age of 50 (which is where the majority of boomers are at present) have reached a point in life where they are less likely to focus on "becoming someone" and instead are focusing more on "being someone." While younger cohorts are driven more by interpersonal or external social values, boomers, especially boomers over 50, are more motivated by internal values such as self-fulfillment, self-respect, and sense of accomplishment.

MASTERING THE Dewey Decimal System so we can reshelve library books, or using our Garmin or Tom-Tom GPS devices so we can drive the elderly to doctor's appointments, have limited appeal to most boomers. We live for results and accomplishments, faithfully following The 7 Habits of Successful People mantra or the teachings of Peter Drucker.

At the very least, volunteer organizations should try to tie seemingly mundane tasks to goals and achievements. For volunteer drivers, perhaps equating each mile driven to some savings or overall benefit to the organization would enable boomers to track -- and value -- their contribution better.

Organizations need to think of their boomer volunteers as important assets, not just warm bodies. Organizations must take time to make sure boomer volunteers really understand the mission, have opportunities to make a significant contribution, and are recognized and appreciated for making a difference.

Marc Freedman, CEO of Civic Ventures, and author of Encore: Finding Work That Matters in the Second Half of Life, sums up the opportunity facing volunteer organizations, "Boomers at this stage of life can respond to JFK's challenge -- to ask not what the country can do for me but what I can do for the country. We as a society need to call them up to a higher purpose. We need to create the on-ramps to work that matters and embrace the talent."

The irony is that the "what's in it for me" generation wants to give back in more significant ways, benefiting others as well as themselves -- and changing forever what it means to volunteer in America.
John Martin is president & CEO of the Southeastern Institute of Research, home of the Boomer Project.