{"id":6570,"date":"2016-09-22T11:55:40","date_gmt":"2016-09-22T15:55:40","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=6570"},"modified":"2019-02-12T16:04:35","modified_gmt":"2019-02-12T16:04:35","slug":"attracting-millennials-think-age-appropriately","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/attracting-millennials-think-age-appropriately\/","title":{"rendered":"Attracting Millennials: Are You Thinking Age-Appropriately?"},"content":{"rendered":"

By Tara Ericson and Kelly Clark<\/em><\/p>\n

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Attracting millennials to your association requires thinking about the different life stages they are living through \u2014 and marketing to them appropriately.<\/em><\/p>\n

A lot of articles<\/a> out there dispense quick advice about how to attract millennials to your association\u2019s membership: reach them on social media! Give them leadership positions right away! Make your meetings more social!<\/p>\n

While some of that advice might gain younger members for your association, let\u2019s pause to think about a basic millennial truth: some millennials are full-on grown-ups with jobs, spouses and kids, while some are still in high school.<\/p>\n

Which leads to a couple questions your board should be asking itself when thinking about attracting millennial members: when it comes to marketing membership in our association to millennials, are we thinking age appropriately?<\/p>\n

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Millennials range in age from 16 to 35. One-size-fits-all membership marketing doesn’t work.\u00a0\"LilTweetablesSmall\"<\/a><\/p>\n

Targeting older millennials for membership? Focus on leadership opportunities, job skills, & power to make social change.\u00a0\"LilTweetablesSmall\"<\/a><\/p>\n

Targeting younger millennials for future membership?\u00a0Attend career fairs\/teach-ins, educate about your industry, offer internships.\u00a0\"LilTweetablesSmall\"<\/a><\/p>\n

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Younger vs. older millennials<\/h2>\n

Most articles about millennials lump them into one big generation and project the same traits, goals and habits on them all. But consider this: most definitions of the millennial generation include people born between 1981 and 2000. This means we\u2019re talking about people who are 16- to 35-years-old.<\/p>\n

Think about a 16-year-old you know: they\u2019re in high school. They might have their first job lifeguarding or serving food, which earns them spending money for weekends and dates. Their current goals likely involve passing chemistry, getting a driver\u2019s license and a car and scoring a date to the homecoming dance. Life past high school is two years away, but they don\u2019t need to think about that now. They are just as likely to have an ambitious vocational goal in mind as they are to have no idea what they want to do with their lives after\u00a0graduation day.<\/p>\n

Now think about a 35-year-old you know: hopefully, they\u2019re gainfully employed and have been for several years. This enables them to pay their rent or mortgage. They might be married with kids to support. Their current goals likely involve paying off loans, whether it\u2019s for their dwelling, their car or student loans \u2014 or maybe a hospital bill incurred when their kid broke their arm last month \u2014 and advancing their professional knowledge so they can get a promotion, earn additional money for their family and achieve a sense of self-actualization. They\u2019re looking forward to their Caribbean vacation next month, but they\u2019re also diligently saving money to their 401K account for retirement decades from now.<\/p>\n

Quite a different set of priorities than the 16-year-old, yes?<\/p>\n

So why would your association apply a one-size-fits all membership marketing strategy \u00a0to try and appeal to both ends of the millennial age spectrum?<\/p>\n

You will be much more likely to successfully attract millennials to your association if you customize an age appropriate campaign. If your association creates a few membership marketing strategies that account for the different phases of life members of this generation are living through, you\u2019ll be much more likely to position your association as a must-belong organization for a wider professional demographic.<\/p>\n

Older millennials are ready to jump in now<\/strong><\/h2>\n

Right now, older millennials are roughly ages 26 to 35. The vast majority have graduated from college, post-graduate school or vocational training. They\u2019re well past their first job; or, if they still work at their first job, they are well-established in their position. If they have stuck with their intended career path, they are probably looking to keep their skills current while working their way into higher leadership positions. If they are new to the profession \u2014 they\u2019ve had a change of heart about what they want to do for the next 40+ years after getting a taste of working life, or they’ve realized that\u00a0sociology degree didn\u2019t earn them the salary they dreamed of \u2014 they\u2019re looking for solid footing and friends who can help them navigate their new field.<\/p>\n

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Marketing association membership<\/strong> to older millennials<\/strong><\/h2>\n

Associations compete with social media, with 24\/7 news and with other tech-based distractions that they didn\u2019t have to compete with in the past when trying to get the attention of potential members. Plus, they\u2019re still competing with other industry groups or associations for potential members\u2019 funds and interest.<\/p>\n

Joe Rominiecki has penned a succinct, three-part list of tips for attracting millennials<\/a><\/strong><\/span>: showcase your diversity, focus on job skills and empower them to create social change:<\/p>\n

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  1. Show that you\u2019re not a monolithic group. The millennial generation is just 61 percent white, and women earned 60 percent of all college degrees awarded in 2010. The more people see that your association reflects their demographic, the more likely they will feel comfortable enough to join.<\/li>\n
  2. Focus on job skills. Associations must be a source for lifelong learning and skills training, because between financial and familial responsibilities, going back to college is often not an option. Skills such as work-life balance, negotiating salaries and how to become a visionary (for yourself or for others) are especially in demand with millennials because they\u2019re not often taught in a classroom. Research by Deloitte confirms that millennials want leaders focused on \u201csoft\u201d concerns<\/a><\/strong><\/span> such as well-being and employee development. Respondents\u2019 top traits of \u201ctrue leaders\u201d were the ability to inspire, vision, decisiveness and passion.<\/li>\n
  3. Empower social change.\u00a0Millennials seek to improve the world around them through direct action. “How do you show young people that you are into the community, living a purposeful brand?” Martin says.<\/li>\n<\/ol>\n

    Possible tactics for attracting older millennials to your association<\/h2>\n