Voice of the Member Survey: What Young Professionals Want, Need and Expect from Associations

In partnership with the University of Southern California, Multiview—a leading B2B digital marketing agency for associations and businesses—surveyed over 470 undergraduate and graduate students to understand their wants, needs and expectations as they enter the workforce.

The research reveals a significant awareness-value gap. While a remarkable 84% of young professionals are aware of associations, only 25% truly understand the benefits. We delve into students' social media habits and how they are discovering associations, the must-have benefits for membership, and barriers to joining. The report concludes with a simple six-point marketing framework to help association marketers effectively close the awareness-value gap. 

What's Inside:

• How young professionals actually discover associations (hint: it's not always where you think!)
• The "must-have" benefits that drive membership and keep young professionals engaged 
• A simple six-point marketing framework designed to help your association effectively bridge this awareness-value gap and attract tomorrow's leaders