Age diversity is an essential part of every association’s long-term success.
A wide representation of generations in a membership organization gives voice to a range of valuable life experiences, perspectives, and backgrounds. Plus, adding young professionals to the membership mix ensures that your association will continue to flourish as more experienced members retire and move on. Now that Millennials comprise nearly 70% of the nation’s workforce and Generation Z isn’t far behind, it’s even more important to encourage them to engage with your association. But what’s the best way to appeal to young potential members? Start by learning what makes them tick, including what they care most about and what they’re seeking in an association membership.
Read on for some helpful tips to consider for your membership recruitment process and overall marketing strategies.
1. Put your technology know-how on display.
Today’s younger generations were raised on mobile devices and surfing the Internet. As such, they’ve been tech-savvy from their earliest days. They’re comfortable learning and adapting to new technologies, and they rely on them in both their personal and professional lives. To engage the younger techie set, start by being active on social media channels. Social media is one of the first places they’ll look to evaluate if your association is right for them. While you’re at it, upgrade your overall digital presence. Make sure your website looks appealing, is always updated with current information, and is optimized for mobile. And be sure to welcome suggestions regarding new types of technology your association should explore.
2. Create more opportunities to connect.
Collaborative team settings are important to young workers. They place high value in relationships with friends and colleagues both in-person and online. According to research conducted by PGI, more than 70% of millennials say they seek a fun, close-knit work environment in which their co-workers are like a second family. Social media groups and online forums are clever ways to tap into this generation’s tech skills while offering the opportunity for members to connect outside of in-person meetings. Those connections shouldn’t be limited to people from the same generation. Foster positive intergenerational relationships by adopting mentorship programs. It’s a great way to integrate young members with older generations and nurture learning across the board.
3. Re-think your recruiting and onboarding processes.
Given young professionals’ desire to participate and collaborate with others, it’s a good idea to give your recruitment and onboarding efforts some special attention. Opportunities for advocacy, online community, and volunteering, for example, are likely to be appealing to this demographic. Be sure to emphasize them on your website, in your recruitment campaigns, and throughout your welcome materials. Encourage new members to get involved early on and make an effort to ensure that their contributions are appreciated and recognized.
4. Your future members, donors, and supporters are undeniably important.
Young professionals will always want to grow their networks and seek to gain industry experience. It’s up to you to show them how your membership organization answers the call.
Creating rich experiences that appeal to young professionals is a smart long-term investment. For nearly 20 years, IBC has been helping associations grow their membership through state-of-the-art strategies and innovative iMIS software solutions. Please contact our experts to see how we can help you too.
About IBC: At IBC, we have a deep understanding of the critical business needs and processes specific to associations, non-profits, and unions. We ‘get’ your culture, your goals, and what drives you, too. Focused exclusively on and dedicated to delivering the most effective AMS, LMS, and Virtual Event Solutions for our clients, we’re well-versed in identifying and applying the integration techniques that will save you time and money. Since 2001, our cutting-edge products, unparalleled responsiveness, and award-winning services have helped organizations like yours increase their operational and financial performance by leveraging best practices and proven solutions. For more information about IBC, please visit the website at www.ibconcepts.com or call 443.603.0215.
