MCLEAN, Va. — The International Association of Fire Chiefs is launching a national recruitment campaign aimed at attracting the next generation of volunteer firefighters to serve communities across the country.
The effort comes as volunteer staffing remains critical to fire and EMS response nationwide. More than 60% of U.S. fire and EMS departments are staffed by volunteers, and in some states that figure tops 80%, according to an IAFC press release.
Fire departments are facing growing challenges in maintaining minimum staffing levels, the association said, warning that continued declines in volunteer ranks could worsen response times and create broader public safety concerns as call volumes continue to rise.
The campaign, titled “A Hustle Worth Having,” is aimed at Gen Z and younger millennials who may not have previously considered serving as volunteer firefighters.
According to the IAFC, the national effort uses photos, video public service announcements and an interactive website to frame volunteer firefighting as both community service and a meaningful “side hustle.” The campaign is designed to encourage younger audiences to see the role as a way to contribute to something larger than themselves.
“With the growing demand for emergency response, and a decline in those stepping up and serving, this unified, national recruitment campaign comes at a critical moment for the fire service,” IAFC Volunteer & Combination Officers Section Board Member and Laramie County Fire Authority Fire Chief Jason Caughey said. “Many people in our communities who are served by these volunteers do not realize when they call for help, a volunteer is the person who is answering their call. We hope this campaign educates our communities on volunteer firefighters and the vital role they play in maintaining public safety in communities across the nation.”
The national recruitment campaign is funded through a FEMA Staffing for Adequate Fire and Emergency Response (SAFER) grant and was developed over several months using data and research gathered from firefighters and emergency responders across the country.
“Like many volunteer departments, we recognize the vital role our team plays in keeping our communities safe, which is why firefighters in our region were eager to lend our voices in support of this campaign,” Cranberry Township Volunteer Fire Chief Scott Garing said. “Our volunteers come from a variety of backgrounds and find a strong sense of connection and community when they serve together. They are committed to spreading the message that this is a job that pays in fulfillment to serve others.”
Departments with high numbers of volunteer responders will help carry the campaign locally through media outreach, PSAs, digital ads and customizable toolkits. The IAFC said the effort is meant to give departments tools to strengthen recruitment and support long-term public safety.
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