How to Capture the Attention of the Next Generation

November 16, 2023
Did you know 70% of students were interested in joining an association, but only 38% knew how to find one relevant to their field of study? For association leaders, this should be alarming considering attracting younger members is one of the top challenges for associations reported in 2022. So how do associations close this gap? By taking a new approach to membership growth. Here are 4 strategies you can start implementing to attract the next generation.
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. Associations should already have an active social media presence, but to reach the younger audience make sure to:
No matter how you use social media to target the younger audience, you’ll need to regularly analyze social media analytics to gain insights into the performance of your content and campaigns. From there, your team can adjust your strategies based on the data, focusing on what works best to engage younger audiences.
Podcasts
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 wanted, but to do so consider the following:
With the right content, influencers, and marketing, you can connect with younger audiences and drive interest to your association.
Colleges and Universities
Another strategy is to build relationships with colleges and universities. Offering free or discounted student memberships is a great way to get students in the door. Associations can effectively engage younger audiences through colleges and universities, creating a strong foundation for long-term support and advocacy by utilizing these strategies:
Once students experience the value of your association firsthand with these strategies, they are more likely to continue their membership after graduating.
Mentorship Programs
Finally, consider developing mentorship programs that pair young members with more experienced professionals. This gives students guidance to help launch their careers, while also fostering intergenerational connections that benefit both mentors and mentees. Mentorship programs are highly appealing to younger members and show your commitment to supporting new professionals, so when building your program, make sure to:
By adding these points to your mentorship program, associations can effectively reach and engage younger audiences, fostering meaningful connections and creating a positive impact.
Conclusion
To attract the next generation of members, associations need to meet younger audiences where they are - on social media and college campuses. By focusing on students and new professionals through special offers, networking, education, and mentorship, your association can capture their interest and shape them into lifelong members. The future of your association depends on the members of the future.
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