How To Get Millenials Engaged With Your Association
Engaging with millennials entering the workforce is the next big challenge for associations to remain relevant and grow in the new landscape. According to the 2019 Association Annual Survey by GrowthZone, one of the top trends identified by associations for the next year is increased pressure to recruit young professionals. This pressure will only increase as Baby Boomers continue retire – at a rate of as many as 10,000 per day!1
Technology and societal changes have dramatically impacted communications expectation of the millennial generation.
· Millennials are more connected through mobile devices and social media.
· Research and resources are available and accessible through the internet.
· Communications need to be relevant and not intrusive.
· The traditional value of associations and professional organizations is no longer meaningful.
Here are 3 steps that you can take to provide meaningful engagement with millennials.
Revisit your mission and value proposition
Look at your mission statement from the perspective of the current landscape. Identify how you can support your mission in a digitally connected environment. For a generation that has Google, Siri and Alexa at their fingertips (or sound of their voice), are your resources accessible in a digital, searchable format? How can you differentiate your services and benefits from what is perceived to be already available online? Start with your mission statement and develop a value proposition that is meaningful to the ways that young professionals, live, work and interact.
Start or enhance a Young Professionals group or program
Over half (57%) of associations do not have a young professionals group or program2. This is an opportunity to connect young professionals with peers, mentors, and industry leaders. Leverage the millennial spirit of social action by organizing activities that combine community outreach with your mission. Create an inclusive program that uses both online and in-person events for education, networking, and social interaction.
Review how you are using the available communications channels
It appears there is a new social channel every day and the demographics of each change constantly. Review the communications that you send to your members and prospective members and the channels that you use (i.e. mail, email, social, text messaging). 42% of growing associations regularly post to Instagram vs. only 36% of those reporting no growth regularly using it2. Develop an integrated communication strategy that creates a consistent message across channels, but where the substance and content is unique to the strength of each communication type.
Grow through meaningful interactions
Associations and professional organizations continue to provide a valuable service. What has changed is the way that their members and constituents want to engage.
Growing associations ranked “Member Engagement” as their #1 challenge whereas those with no growth report “Recruiting and Retaining Members” as their top challenge2.
Millennials and young professionals look for meaningful interactions. Harness that and you will create a long-lasting, loyal relationship.
2 2019 Association Annual Survey, GrowthZone