How to Share the Benefits of Association Membership with Millennials

share the benefits of association membership with millennials

Adapting to the Generational Shift

Associations have existed in one form or another for hundreds of years. Generation after generation, associations have enjoyed a steady flow of memberships. In the past, there was no internet resource for professional development. At the time, associations were the main source for industry insights. Today’s generation has an unlimited source of information at their fingertips with access to industry articles, events, and networking opportunities. As a result, association membership has decreased over the years.

The key to increasing Millennial memberships is to find out what associations can provide them that they can’t do themselves. Previously, we’ve discussed who Millennials are, how to reach them, and how to build a community for young professionals. As a result, here are our six hacks to engage Millennials and increase association membership.

Build a Strong Social Media Presence

associations social media

We’ve said it before, and we’ll say it again. Most young professionals communicate via social media. A few of the ways Millennials use social media to create a professional community include:

  • Following industry-specific twitter accounts
  • Joining Facebook groups of young professionals in the area
  • Following Instagram accounts of other inspiring young professionals
  • Creating professional connections on LinkedIn

In addition to following people and joining groups, Millennials use social media to access information about upcoming networking events and industry updates. To these young professionals, social media is the most honest way to get information. It doesn’t make them feel as if they’re being pushed into a corner. Associations can use social media to increase awareness about associations and show them the benefits of association membership.

A few ways associations can improve their social media presence is by:

  • Posting consistent, relevant content
  • Investing in social ad campaigns that target a young demographic
  • Using social media influencers to build your social brand
  • Creating social media groups for young members

Find all of this overwhelming? Using an AI content curator, you can focus more on in-depth social campaigns and less on finding relevant content to post for the day. For instance, artificial intelligence collects social media content that is relevant to your target audience and streamlines the process of social media presence. Reach more young professionals with less time spent finding things to post!

Share Educational Content On Your Website

association blog content

In the past, websites were often used with the expectation of being sold something. Today, Millennials are looking for websites that provide more useful information and fewer ads. This is perfect for an association! The purpose of an association is to build a community of industry professionals, to share industry insights, and provide networking opportunities.

Likewise, this is exactly what Millennials are looking for (if they only knew it was available to them). Today, a lot of association content is only available to association members. Why not provide a few examples of what they’ll be paying for?

Here are a few ways to sample content:

  • Allow non-members to view blog content that is older than 6 months
  • Provide a streamlined newsfeed of third-party content
  • Give a short list of links to social media accounts of seasoned members

In other words, millennials are much less likely to pay for association membership if they can’t research what they’re getting beforehand. That is to say, this demographic responds well when given the opportunity to do their own research and weigh the pros and cons of joining a new professional community.

Are you interested in adding a newsfeed to your website, but not sure how much association time it will take up? We’re trying not to toot our own horn here “toot, toot”, but using an AI content curator is the quickest way to get it done. By using this automated technology, setting up a streamlined process for your association’s newsfeed is as easy as 1, 2, 3.

Send Valuable Monthly E-Newsletters

e-newsletter for millennials

However, contrary to popular belief, Millennials are still using email. This group uses email for everything from work to informational newsletters. They do so to establish professional contacts, for job opportunities, renting a home, utility bill accounts, online shopping, you name it! Most of this generation has the e-mail app on their phone, and check it daily.

The key to sending emails to Millennials is this: don’t make them click the unsubscribe button.

That is to say, send engaging emails to help increase association membership. For example, here are some quick tips for sending monthly newsletters that prospective young members will enjoy:

  • Send easy to scan information that provides value
  • Make emails membership oriented, compelling them to join without making them feel like they’re getting an advertisement
  • Apply curated content that intrigues and is visually appealing
  • Do not send more than once a month!

Collaborate with Local Colleges

associations in higher education

Lastly, these young professionals do exist beyond the internet ethos! Find them at the point where they need your help the most. By partnering with local colleges, your association can provide value at the most stressful part of a young professional’s career. It’s the beginning. Millennials have few professional contacts, a very small resume, and a hunger to be successful. By reaching out a supporting hand during this time, associations increase their chances of making lifetime members out of this new generation.

Most importantly, make these opportunities known. Make opportunities available to college career development offices. Give information out to advisors in departments relevant to your association’s industry. Meanwhile, create career building opportunities for students and alumni who may still be searching for a community. After that, join career development fairs and enjoy some networking of your own! Bring seasoned members to meet and greets with students and create opportunities for students and members to network.

show millennials why joining an association will be beneficial

As an Executive Director, you know the benefits of joining an association. Using these hacks, you can share these benefits with young professionals and guide them towards greater career development. To sum it all up, build your social media presence, share information with prospective members, send out new and exciting industry developments, and get involved in the Millennial communities.

Marketing for Millennial Association Membership: Form the Perfect Campaign through Social Media

association giving

form the perfect campaign through social media when marketing association membership

Member Engagement Strategies for Connecting, Recruiting, and Marketing Association Membership

Before we get into marketing association membership for millennials, it’s important to know who millennials are. Millennials are the people who were born between the years 1977 and 2000. They make up 25% of the U.S. population, and now they’re old enough to become the driving force behind many markets. They’re tech-savvy adults who want to feel a peace of mind about where their hard-earned money is going.

Millennials receive a lot of bad press. They’re called entitled, lazy, and selfish. But oftentimes, so-called “millennials” are mislabeled and miscategorized.

While millennials often receive a bad rap, in reality, millennials are discerning, adaptive, and strive to become successful adults. They are changing, and yet, at their core, want the same things any other generation wants. So how can you market association membership to this fluid demographic while still staying true to the needs and values your association already has?

create the best strategy for marketing association membership to millennials

The key to coming up with a marketing association membership strategy geared towards millennials is to understand who they are and what they want from an association. And most importantly, it is to understand what your association can offer millennials that they can’t get somewhere else.

Think about how to reach this demographic on their own terms. More than any previous generation, millennials are highly in tune with the world of social media.

So here’s the million-dollar question: how can associations utilize social media to recruit this next generation of potential members to join your association?

Understanding Millennials Will Help Market Association Membership

marketing association membership to millennials means staying aware of their need to save money

Millennials Want to Save Money

Millennials make up a huge portion of the working population, yet studies show that they are making 20% less money than their parents did at the same age. Consequently, they also own less property and are much more likely to be renting apartments or homes.

One way to make a millennial an engaged member of your association is to speak to them on terms that are important to them. How can your association help them save or invest money? How can you help them plan for their long term future?

The greatest benefit of using social media as a way to garner the attention of younger members is that it is essentially “free”. While millennials are already paying for internet service and data plans for their mobile devices, it doesn’t necessarily cost them more to see and use Facebook, or YouTube, or access their email.

Marketing association membership using social media as an engagement point for interaction can be key because you’re meeting millennials where they already are.

millennials want to get recommendations when marketing association membership

Millennials Want Recommendations

Very closely associated with the idea of saving money, millennials want to know where their money is being spent. That’s why unboxing videos are so incredibly popular. Millennials are reading reviews, and getting recommendations from friends and family. They’re making less money, so they want to be sure that when they spend it, they’re getting what they want.

When using social media to reach your target audience, instead of using a call to action like “buy now” to link to your blog post or website, invite them to “learn more”. Millennials want to trust that their money is going to something they believe in, and something they actually desire, so make sure to speak to that need when marketing association membership.

when marketing association membership to millennials, consider their desire for incentives

Millennials Like Incentives

Another way to bolster your engagement with would-be millennial members is to incentivize them to recruit more assciation members for you. Give them a chance to win a prize, or just give them a prize, for referrals to new members. Everyone wants to be part of a community, no matter what age.

Motivate them to help create this community and simultaneously give prospective members something to believe in, like the judgment of their peers. A huge amount of millennials (84%!) say that user-generated content, rather than advertising, influences how they spend their money. Use this knowledge to your advantage when marketing association membership!

millennials want to be engaged with, not advertised to when creating a strategy for marketing association membership

Millennials Want to be Engaged With, Not Advertised To

Millennials are a very savvy group. They have a great sense of when they are being marketed to, and they’re not fans of it. They are 247% more likely to be persuaded by blogs or social-networking sites than baby boomers are. This is because they view these online communities as trustworthy. And, in a sense, they are right to believe this. In this day and age, social media is the democratic voice of the people; it’s 2019, which is reason enough for associations to strengthen their social media presence.

What they don’t respond to is traditional advertising in newspapers, commercials, etc. Millennials would much rather recommend their friends to read an informative blog post than show them a newspaper advertisement.

This goes back to their desire to save money. Millennials don’t want to feel like they are being sold something, rather they want to feel like they are becoming part of something. If emails are still a large part of your marketing association membership strategy, tailor it to the millennial mindset.

“Click-bait” subject lines are likely going to get your emails forwarded straight to the spam folder. Send an email that invites both your prospects and your new members to partake. Invite them to share, and become part of the front-running team. Use an email campaign that doesn’t make your members feel like customers, but makes them feel like they’re part of a community that cares about them and their individual beliefs.

An Engagement Plan for the Next Generation

form the perfect plan for marketing association membership through a strong social media presence targeting millennials

Membership Organization for Millennials

We can’t expect to continue with the same marketing association membership strategies forever if we wish to grow our membership base with the coming generations. Millennials want to make money, they want to be engaged, and they want to invest in the things that matter to them. This might sound like every generation, but the ways in which they try to achieve these goals are substantially different than Gen Xer’s or Baby Boomers.

Social media is where the younger generation lives, so use this new medium to speak to your new audience. Millennials are diverse, and fluid. It can be hard to market your association to target them because they are truly such a diverse crowd. But the first trick to catching a fish is knowing where to find it, so get your waders on and hop into the river.