Two articles … two views on membership. One is it’s up. The other is it’s down. Which one is correct? Both. Yes, member engagement has struggled in the past few years, but 2024 is looking better and better, especially for those who embrace the new age of engagement.
Not convinced? Let’s take a look…
“Are professional nonprofit associations a viable model in a multigenerational workforce?” It’s a question Matthew Wheeler asks – and seeks answers to – in his ASAE August 12th article. Using data from 2022, Wheeler notes that non-profit associations have struggled with member engagement as the workplace shifts from a predominately baby-boomer workforce to one dominated by millennials and Generation Z. This is especially important when considering how technological advancements have changed the way we communicate and network with each other. What was once considered the gold standard of engagement – the in-person event experience – has been replaced by online learning and social media interactions. And while in-person opportunities are still desired, accessibility and value have become more important than ever before.
Throw in data that states 80% of millennials seek a better work-life balance than previous generations (Forbes), the struggle to attract and keep their attention is real.
Of course, all is not lost. Wheeler also notes that associations’ ability to pivot was especially admirable during the pandemic and its aftermath, and they can take those lessons on flexibility and perseverance into the next stage. The key, he says, is “accepting that the needs and preferences of today’s professional workforce are different is the first step in growing a purposeful organization.”
We agree.
This brings us to the next article by Mark Athitakis where he takes a look at the latest research from Marketing General Incorporated’s 2024 Membership Marketing Benchmarking Report. Athitakis shares good news detailed in the report which found that “…half of associations report increases in new member acquisition over the past year (51%, on par with 50% reported in 2023 and up from 43% reported in 2022).” Much of that success, according to the report, comes from an increase in digital communications and advertising which has been an effective method for membership recruitment and retention, especially among young professionals and new members.
Now, while chapters aren’t mentioned here particularly, the report does suggest that member components can be/are a key driver towards success as the top reason members join an association is to network with others in their chosen profession (continuing education and accessing specialized/current information are 2nd & 3rd respectively). What’s more intriguing is that engagement is being bolstered by participation in young professional programs as well as in public social media platforms – (p.s. there’s that digital communications!).
Understanding these generational shifts and supporting innovative strategies to engage younger generations are vital for associations to continue to thrive in the future.
So let’s ask ourselves … if newer members are gravitating to young professional programs and participating in our social networks, how can we build both? And how do we help chapters, and all our components, step up to the opportunity?
Our final advice? Read both articles and ask yourself one final question: Are we fully leveraging the potential of innovative engagement and communication models to drive membership growth? Or are we business as usual?
Some additional resources to explore: