According to a recent Association Adviser poll, 65 percent of respondents “believe that at least 10 percent of their members will not be using email as their primary online communications conduit in 2018.” In a recent article, the publication explains that associations are doing a better job of diversifying their communication with social and SMS and communicating with “young, disengaged professionals.”
In addition to assessing how they communicate with this younger demographic, associations need to ask themselves six critical questions to ensure that they are not only reaching this audience, but they’re communicating a message that resonates.
What do younger members need from our association?
Associations need to have a finger on the pulse of this demographic and remain in constant contact with them to determine their needs. Do these members need more networking? More access to director-level and C-suite members? Mentoring and relevant professional development?
How can the association meet these needs?
Once associations have opened the lines of communication with younger members and identified their needs, these organizations will have to figure out how to meet these needs—especially if it involves additional programs and manpower.
What can the association do to build relationships with younger members?
This question may be answered with the types of programming associations provide. They should take stock of their existing programming—whether it’s webinars or in-person meetings—and determine why it is or isn’t attracting younger members. Again, this question could be addressed by gauging these members’ needs either through surveys or focus groups.
Are younger members involved with the association at the headquarters or board levels? Are these members’ voices and ideas being heard?
It’s tough for an association to make the case that it wants to reach out to younger members when these members aren’t represented at headquarters or on the board—especially in decision-making roles. Younger members know what messages and programming will resonate with other people like them. Give them freedom to voice these ideas and bring them to fruition.
What should you do as an association to propel forward in such a rapidly changing climate?
Once an association has assessed the needs of younger members and determined how these needs should be addressed, it should then evaluate its membership retention/acquisition efforts and find out if they’re using the full potential of technology to meet these goals.
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