8 Essential Tactics for Attracting Younger Association Members

1. Meet Them Where They Are With the Tools They Need

Deliver expanded online options (because younger people expect it)
Create mobile-optimized content offerings so young members can engage on their smartphone
Develop online as well as print publications
Engage in relevant social media activity
Provide online communities and networking tools and apps

2. Ask Their Opinion

Understand what younger members truly want from an association membership
Generate surveys, both among current members and prospective members
Create focus groups of younger potential members
Audit what other associations are doing
Give younger members real opportunities to get involved, making them feel valued while you gain insightful new perspectives
Talk to experts who work with a wide range of associations

3. Develop a Member Lifecycle

Brainstorm your different member types and place them in categories (four can be an ideal number, being sure to include one category for younger members)
Determine what members are looking for at different stages of their career and offer those benefits
Consider tiering your pricing so younger members can afford it (and grow with you over time)

4. Actively Invite Them In

Show young people how membership will benefit them with a targeted marketing campaign
Create a referral program
Let younger members know they are needed
Offer young people a free opportunity to attend a virtual conference or other event, or offer a free trial period
Connect with colleges and institutions that have relevant programs

5. Have Current Members Share Their Stories

Create powerful testimonials from members for marketing pieces
Post videos to social media of members speaking about how membership benefited them early in their career
Have members explain how membership in your association differs from competing associations

6. Offer Mentorship Programs

7. Create Relevant Events and Content

8. Once You Get Them, Keep Them

Develop a great onboarding experience for new, young members
Offer a meaningful welcome package, including custom-branded apparel that young people would want to wear
Create a membership card to establish a tangible sense of belonging to a community
Provide an automated renewal process to make remaining a member easier
Use modern membership management software to understand how your members are engaging and evolve your tactics based on your findings

Connect with YGS to discuss how we can help you create a bigger pipeline of members.

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