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
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.