Engaging the 5 Generations of Association Membership

6/14/2017

It’s a never-ending balancing act. Associations must attract new members, retain current ones, all while keeping them happy and engaged. This situation is exacerbated as Association leaders find themselves managing a variety of members than span five different generations. Don’t fight with generations. Embrace their characteristics and distinct differences.

Your membership is special because its comprised of a healthy mix of these 5 generations. With the variety of multigenerational members in today’s associations, organizations can no longer abide by traditional rules of leadership and engagement. Organizations can achieve real strategic advantage by embracing the diversity among generations to create a flexible collaboration environment that values all people and keeps them engaged, regardless of age.

Each group has its own distinct characteristics, values, and attitudes toward work, based on its generation’s life experiences. To successfully integrate these diverse generations into the Association, organizations will need to embrace radical changes in recruitment, benefits, and creating a culture that actively demonstrates respect and inclusion for its multigenerational membership.

Look At Each Generation Individually

Silents. Silents are considered among the most loyal members. They are highly dedicated and the most risk averse. Silents possess a strong commitment to teamwork and collaboration and have high regard for developing interpersonal communication skills.
Baby Boomers. Boomers are the first generation to actively declare a higher priority for work over personal life. They generally distrust authority and large systems. They are more optimistic and open to change than the prior generation, but they are also responsible for the “Me Generation,” with its pursuit of personal gratification, which often shows up as a sense of entitlement.
Generation Xers. Generation Xers are often considered the “slacker” generation. They naturally question authority figures and are responsible for creating the work/life balance concept. Gen Xers are willing to develop their skill sets and take on challenges and are perceived as very adaptive to job instability in the post-downsizing environment.
Millennials or Generation Ys. They are among the most resilient in navigating change while deepening their appreciation for diversity and inclusion. With significant gains in technology and an increase in educational programming during the 1990s, the Millennials are also the most educated generation of members today. Additionally, they represent the most team-centric generation since the Silents.
Generation Z. While Generation Z are still largely in the education system and only just beginning to emerge into the membership base, within a decade they will comprise almost 1 in 5 members. In addition to being the most technologically-centered generation, Gen Z will also be the most empowered.

Strategies For Cross-Generational Engagement

Unfortunately, most associations rely too heavily on one strategy for member communication. By making the same message available in multiple formats (thus increasing the number of times you communicate a message), you’ll ensure that you reach all members. Take for example the fact that Silents and Baby Boomers may appreciate verbal communication about changes in policy or procedures, while Generation Xers and Millennials may prefer the use of e-mail, instant messages, or video broadcasts.

Communication With Each Generation

Silents prefers print media for information. They read newspapers, magazines, and ads more thoroughly than other generations. It is very effective to use action to attract attention while keeping the word count low and reducing extraneous stimuli.

Baby Boomers want quick fixes that require little change and instant improvement. In terms of communication, Baby Boomers like information presented in terms of categories and options, i.e., simple facts with which to make a decision. Personal gratification and public recognition are important to this generation, that is, they respond to statements such as “You’re important to our success”, “Your contribution is unique and important to us”, and “We need you.” It is effective to use word-of-mouth communications from trusted advisors and friends to engage this generation.

Generation X is not always easy to reach. Keep them in the loop by asking for their feedback and sharing information with them regularly. It is effective to approach them more as a consultant. They like to be kept abreast of the bigger picture. But, use short sound bites to keep their attention. Emphasize communication methods such as the Internet, e-mail, multi-media, word-of-mouth, social events, and peer gatherings.

Millennials find honesty, humor, uniqueness, and information important. Encourage them to explore new paths or options, they crave challenges. They value and are looking for the same information that resonates with their peers. Generation Y is tremendously image driven. Take full advantage of technology and its allure for Gen Y.

Generation Z is accustomed to high-tech and multiple information sources, with messages bombarding them from all sides. They have never lived without the Internet. Generation Z values authenticity and “realness.” The next generation of social and virtual networking sites makes it possible to build online communities that are more like someone’s closest group of friends. They value social media and thrive on instant gratification.

Author

Calli Dretke
President & CEO

Calli stands at the forefront of one of the fastest moving Association Software industry trends: member engagement. Described by her peers as a “unicorn”, Calli exhibits passion, intellect, creativity and detailed execution in everything she does.

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