10 Ways to Capture the Attention of the Next Generation

April 25, 2024
As seasoned association members transition into retirement or reduced participation, engaging younger demographics becomes crucial for maintaining organizational vibrancy. Embracing the fresh perspectives, tech-savviness, and diverse skill sets of the next generation rejuvenates associations with new energy while ensuring long-term relevance. Here are 10 strategies associations can leverage to attract the next generation and build sustainable growth.
1. Build relationships with colleges
Associations can leverage colleges and universities to create a strong foundation for long-term support and advocacy. When deciding which schools to invest in, many are known for distinctive programs and will have a high volume of students enrolled for a specific area of study that may be related to your industry. The value of these relationships is that once students experience the value of your association firsthand, they are more likely to continue their membership after graduating. To increase the level of familiarity, you can start engaging with students as early as high school, building relationships with schools that often feed into local colleges you're considering tapping into. Consider these strategies when trying to grow your association's exposure amongst students:
2. Offer scholarships and internships
Creating scholarship and internship programs demonstrates an association's commitment to supporting the education and professional development of young adults. By offering financial assistance, associations attract top talent and cultivate future leaders in their field. According to a study by the National Association of Colleges and Employers (NACE), 57% of employers converted interns into full-time hires. Providing valuable internship experiences builds awareness and value among skilled professionals who are likely to continue their association involvement in the future.
3. Sponsor NIL programs
The recent rise in Name, Image, and Likeness (NIL) programs allows associations to tap into the interests of young athletes and sports enthusiasts. Associations can create an NIL program to sponsor, educate, and support student-athletes through leadership opportunities. Encourage NIL athletes to spread awareness of the association amongst their peers by posting on their social media and attending conferences and events where they can attract like-minded young professionals. Sponsoring these athletes sets them up for early career success while engaging the younger generation on your behalf.
See how Multiview engages in NIL: GAMECHANGER Program
4. Provide career mentoring
Consider developing mentorship programs that pair young members with more seasoned professionals. This offers valuable learning opportunities and hands-on experiences. Younger audiences are often motivated by programs that provide them with practical skills, knowledge, and opportunities to make a real impact. Focus on skill-building, problem-solving, and community engagement. Some strategies for involvement include:
5. Encourage leadership roles
Providing young professionals with opportunities to take on leadership positions within the association, like board seats and executive committees, empowers them and ensures their voices are heard. The younger generation should be valued for their fresh take on current issues and problem-solving. They also hold the most modern level of education within the industry and are more likely to be up-to-date on vocational knowledge. Associations can establish leadership development programs specifically for young adults, offering training, resources, and support needed to confidently take on leadership roles. By nurturing the leadership potential of young professionals, associations secure a pipeline of future leaders who are well-versed in the association's objectives and can actively contribute to its growth. This will also attract other young professionals who see that they'll be valued by your association, despite their lack of job experience.
6. Promote volunteer programs
Young professionals are often motivated to make a positive impact on society. Associations can engage the younger professional market by promoting volunteer and community service programs. In a survey by Cone Communications & Ebiquity, 89% of millennials believe companies should support social or environmental causes. Partnering with non-profit organizations or organizing community service initiatives encourages young professionals to contribute to causes aligned with their values. This engagement benefits society while strengthening the association's reputation as a socially responsible organization.
7. Host networking events
Networking is essential for young professionals to build connections and expand their circles within an industry. Associations can host networking events specifically targeted at young professionals to facilitate meaningful connections. According to a study by Deloitte, most millennials consider face-to-face interactions essential for building relationships. Associations should provide opportunities that appeal to young professionals to connect with peers, industry leaders, and potential mentors, such as:
8. Create interactive learning opportunities
Move beyond the usual learning at conferences. Young professionals are eager to grow and advance in their careers, and associations can capitalize on this by offering interactive learning opportunities. A study conducted by Eventbrite revealed that 87% of millennials are willing to attend professional development events. By providing valuable educational content, associations can position themselves as important resources for young professionals seeking career advancement. Interactive learning opportunities such as the following can foster connections and networking among participants:9. Podcasts & newsletters
Podcasts can be a powerful tool for nonprofits looking to reach a younger demographic. According to a study by Edison Research, 50% of Millennials say they listen to podcasts weekly, however only 30% of Gen Z and 23% of Gen Alpha listen weekly. The need for content tailored to those generational groups is valuable, but to do so, consider the following:
Get more ideas by listening to: The Association Corner
10. Engage on social media
One key strategy to reach younger audiences is through social media. Platforms like LinkedIn, Facebook, and Instagram are heavily used by Millennials and Gen Z, with over 90% of 18-29-year-olds using social media. When utilizing social media for outreach, associations should follow these general practices:
Conclusion
Engaging the youth market is pivotal for associations aiming for long-term growth and relevance. Understanding the preferences and interests of young adults enables associations to shape relevant initiatives and establish lasting connections with the future leaders of their respective industries. Targeting students and those early in their careers through special offers, networking, education, and mentorship captures their attention and shapes them into lifelong members.
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