Attracting the Next Generation: The Imperative for Associations
Christine Shaw
CEO @ Naylor | MIT Executive | Private Equity | Board Member | Speaker | Association Management | B2B Media
Earlier this month, I wrote about what associations need to focus on in 2024 and attracting the Next Generation was one of the key points.? Today, I will take a deeper dive into this topic.?And, while I am writing about this specific to associations, this advice applies to all business in my opinion.
In an era of rapid change and technological advancement, associations across various fields face a crucial challenge: attracting and retaining the next generation of members. As baby boomers retire and millennials along with Generation Z become the dominant demographic in the workforce, associations must adapt and evolve. Let’s explore the importance of attracting younger members and outline strategies for associations to remain relevant and vibrant in the 21st century.
The Importance of Engaging Younger Members
Changing Demographics
The demographic shift in the workforce cannot be overstated. By 2025, millennials will comprise 75% of the global workforce, according to a Deloitte study. This generational transition brings different expectations, attitudes, and technological fluency. Associations that fail to engage these younger members risk becoming obsolete. Deloitte Global 2023 Gen Z and Millennial Study
Fresh Perspectives and Innovation
Young professionals bring new ideas, perspectives, and ways of thinking. Their familiarity with digital technology, social media, and current trends can inject vitality and innovation into an association’s activities. This is crucial for staying relevant in a rapidly evolving world.
Long-Term Sustainability
Attracting younger members is vital for the long-term sustainability of any association. Young professionals are the future leaders who will eventually take the reins and shape the direction of the association. Ensuring a continuous influx of young members guarantees a pipeline for leadership and the ongoing relevance of the association.
Strategies for Attracting Younger Members
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Embrace Technology and Social Media
To appeal to digital natives, associations must have a strong online presence. This includes an updated, mobile-friendly website, active social media accounts, and the use of digital tools for networking and collaboration. Virtual events and webinars can also cater to the preferences of younger members who value flexibility and online engagement.
Provide Value and Relevant Opportunities
Young professionals are particularly focused on career development and networking opportunities. Associations should offer mentoring programs, career resources, job boards, and professional development courses. Tailoring these offerings to the specific needs and interests of younger members can make the association an invaluable resource in their professional journey.
Engage in Meaningful Causes
Millennials and Gen Z are known for their commitment to social and environmental causes. Associations that actively engage in meaningful projects or advocate for important issues can resonate with younger members who want to make a difference in the world.
Foster a Culture of Inclusivity
Creating a welcoming and inclusive environment is key to attracting younger members. This includes recognizing and celebrating diversity in all forms and ensuring that young members have a voice in the association's activities and decision-making processes.
Innovative Membership Models
Traditional membership models may not appeal to the younger generation. Associations should consider flexible membership options, discounted rates for young professionals, and tiered membership levels that cater to different stages of a professional career.
Conclusion
The need for associations to attract younger members is not just about numbers; it’s about rejuvenating their identity, staying ahead in a changing world, and ensuring their long-term relevance and impact. By embracing change, leveraging technology, and understanding the values and needs of younger professionals, associations can build a vibrant, dynamic community that thrives across generations. The future of associations depends on their ability to evolve and resonate with the next generation, making this an imperative task for their continued success.? For more information on how we empower associations to be successful, visit us Naylor Association Solutions (Naylor, LLC) or Naylor #associations #associationmanagement
Senior Marketing Executive
1 年Great post, Christine! I hope this has been on Association's radar before now in terms of growth initiatives - it's a different value proposition for younger members than it was for their boomer colleagues, and some new benefits and new offerings need to be hatched in order to attract them and provide value that keeps them as members. Kudos for bring this to the top of the pile again.