Why Millennials Don't Join Associations

Millennials are the largest generation on the planet. They have taken over industries, companies and the workplace.

Despite the saturation of Millennials in nearly every aspect of society, this generation is surprisingly absent from industry associations and membership organizations.

As experts in Millennial engagement, we have been asked to study why this is and develop Millennial retention and recruitment campaigns for associations small and large. This article is a portion of a white paper published for member organizations and associations. For the full white paper, including the free assessment for organizations attracting Millennials, email [email protected]

5 Strategies For Associations To Attract Millennial Members

Millennials are your best members. Not only are they now the largest part of the workforce, they become highly engaged in their favorite causes and are projected to be the biggest donors in recent generations.

According to the Buzz Marketing Group survey, Millennial-focused groups resonate with young professionals because they are innovative, tech savvy and useful. The survey also discovered that:

• 92 percent believe that today’s professional groups provide great opportunities to network.
• 52 percent reported that they are more likely to join a group that is invite-only.
• 81 percent would join a group that offers a concierge to help them use member’s benefits, as opposed to an organization that is self-guided.
• 58 percent already belong to a professional organization.
• 77 percent of respondents who are not members of a professional organization intend to join one.

We have determined that every great association has these five things in common. These principles work whether they are applied to a 10-person group or a 10 million-member organization.

1. Mentor Like You Mean It…

Mentoring is the #1 strategy to retain Millennial members. It connects the personal passion of your members to the mission of your organization—while providing a very fulfilling and important benefit to new and old members. Most organizations that claim they mentor simply offer mentor matching and never effectively train either the mentor or mentee to get the most out of the relationship. To download our free guide on how to develop a mentoring program in your organization, visit mentor.millennialsolution.com.

2. Learn What Millennials Want…

You aren’t engaging Millennials because you aren’t engaging Millennials. This might be obvious, but organizations that take an intentional approach to including Millennials will enjoy higher levels of engagement. Focus groups are an effective way to engage your Millennial members to discover what they like most about membership and what they would change. Rather than guess your membership wants an app or more happy hour meetups, issue an online survey or in-person focus group facilitated by an expert to collect real world data about your Millennial members.

3. Get Millennials On Board…

How many people do you have on your board under the age of 40? If you are like most associations, the answer is 0. Placing a Millennial on the board allows the leadership to hear directly from young and new members. It not only shows Millennial members that their voice is important, it ensures access and transparency—the most necessary two things an organization must have for Millennial trust.

4. Give Millennials Decision Rights…

We have found this one thing to be true in organizations of every size: it is better to not involve Millennials than say you involve them and never let them lead. Like most generations of young people, Millennials are highly skeptical of those in leadership. That means they are looking for opportunities to be taken seriously. This includes giving them freedom to fly and freedom to fail.

5. Be Open To Feedback …

Your youngest members want to help make the organization better. Whether that is better technology, different events or more relevant resources, your Millennial members have opinions. Allowing real time feedback is essential to preserving your association for the future. It not only provides helpful input on how you can improve, it ensures your members that you are truly a member organization.

6. Get Techie …

It’s more than an app that Millennials are looking for. The next generation wants to use technology to solve problems, stay connected and learn about the world. Highly effective associations offer relevant resources online such as ecourses, webinars and blogs. They also empower members to learn from one another and hold virtual meetups.

7. Cross Train …

Training and development must escape traditional education to impress Millennials. Millennials want comprehensive resources to run their life and career better. This generation is leaving associations that do not offer ongoing training that put them on the top of their game. This also includes soft skill development such as time management, conflict resolution, networking and more.

8. Get Exclusive …

Millennials are more likely to join associations that offer exclusive benefits or a personalized experience. Associations that allow members to determine their end goal and design an experience around that goal will do well to reach and retain young members. This includes a concierge or coach that helps them make the most of their benefits and get more involved. Millennials are more likely to get and stay involved with groups that offer them levels of involvement based on their interests, time commitment and goals.

9. Give Back …

Millennials are mission driven. Most associations are not directly aligned with charitable causes but may still offer volunteering opportunities. Millennials are seeking opportunities to raise money and awareness for their favorite causes. Associations would do well to allow subcommittees or groups to focus on particular causes and empower members to work together to accomplish shared goals. 

ABOUT THE MILLENNIAL SOLUTION

The Millennial Solution is the leading expert in Millennials. We are the only organization specializing in Millennials that is led by Millennials. We have developed Millennial engagement strategies for presidential campaigns, top military generals and Fortune 500 companies. We specialize in online and live training on bridging the generation gap and providing executive leadership skills and data to recruit, retain and market to the next generation. To schedule your complimentary 30-minute session with one of our Millennial experts, email [email protected]