How to Engage a New Generation of Members
The year 2015 was a landmark year for North American demographics. For the first time since they first boomed, the Baby Boomers were no longer the largest living generation. The title was passed to Millennials, the group typically categorized as those born between 1980 and the early 2000s. Not only are Millennials the largest demographic with the most purchasing power, they are the most diverse, most educated and most technological capable demographic as well.
When it comes to joining associations, Millennials are also said to be the most apprehensive. According to Naylor’s Association Communications Benchmarking Survey, more than half (56%) of associations find engaging with Millennials to be a constant challenge. The misconception is that Millennials are flippant and noncommittal, but that couldn’t be further from the truth. The good news is, there are ways of attracting this new generation to your association, you just have to know what they’re looking for.
1) Know Your Cause
Unlike prior generations, Millennials tend to support causes over institutions. As a socially aware and socially responsible demographic, Millennials seek out associations that have the same values as they have. According to the “Cone Millennial Cause” study, 68% of Millennials said an organization’s social commitment is an extremely important influence on their purchasing decisions. Ensuring that your association’s cause and social influence is understood and expressed effectively is a necessary step. Millennials want their contributions and commitments to have tangible results. They want to know who they’re helping, how and why. If possible, offer a range of membership options because Millennials also like to have choice and flexibility in how they contribute and participate. The bottom line is, if your association represents something Millennials can get behind, they are a very involved and loyal group.
2) Personalized Experience
Millennials may be grouped together into one common demographic, but the truth is they’re as different as they come. They are racially, physically and religiously diverse. They are non-traditional in almost every way and they want to see that reflected in the associations they join. The challenge for associations is finding a way to craft a personalized experience for Millennials, while also displaying the inclusivity that they crave. This is accomplished in a number of ways, including adopting an “Amazon experience” or “consumer experience,” whereby the online experience is simplified and intuitive for the user. Essentially, the Millennial just wants the experience to be about the member and the membership, so avoid talking about you and start talking about them.
3) Adopt Emerging Technology Trends
It’s well known how large a role technology plays in a Millennial’s life. We are at a point where incorporated technology, especially mobile technology, is an expectation for every organization. It doesn’t stop there. Millennials want every online experience to be fluid, intuitive and streamlined. Online checkouts and forms should be easy-to-use and mobile compatible, information should be easy to access and new technologies should be adopted or at least made compatible as soon as possible. While the notion that Millennials would rather use self-service than human service is true, the ability to connect with a human being when needed is essential.
4) Connect Through Social Media
It’s no secret that social media is important when connecting with Millennials, but the trick is doing it effectively. Many people believe that Millennials engage on social media only to share and be seen, but they also seek out connections. The most social media-savvy associations are addressing this, bolstering their online presence, personally connecting with the public and making themselves available and contactable. According to the “Elite Daily Millennial Consumer Study 2015,” 62% of Millennials said that, if a brand connected with them personally on social media, they were more willing to become a loyal customer. Additionally, Millennials make decisions more collaboratively, so having a presence within their social network is far more effective than any form of traditional advertising.
If your association is marketing through social media channels, make your posts actionable. Start up conversations with mission-focused messages that encourage people to interact with the posts. Some associations leverage member-generated content, which infiltrates friend networks and a broader audience without being intrusive. Also keep in mind how visual Millennials are when creating marketing content. On social media, visuals cut through and say much more in the short window marketers have than text. Long articles still have a place but only after the Millennial’s attention is caught.
5) Be Transparent
Call it distrust or wariness, but Millennials are far more willing to engage with an association that is transparent. The information age has made it so that Millennials have access to everything they could possibly want to know when they want to know it. On the one hand, if there are obstacles in front of the information or the information provided is vague, this younger generation will consider another option or find another means to get what they need. On the other hand, 73% of Millennial consumers said they would pay for a product that promises complete transparency according to the “2016 Label Insight Transparency ROI Study.” That means associations should be clear and concise in what their cause is, what the membership is and what the association is all about.
