According to the Pew Research Center, millennials surpassed other generations in the labor force back in 2016. With more baby boomers retiring, millennials are looking for ways to accelerate their own career development.

Millennials became the largest generation in the labor force in 2016

We all know that professional associations are an effective way to network and learn. That said, why do so many associations struggle with recruiting and retaining young members?

If you’re continuing to market your association the same way you’ve done for the past couple of decades, it’s time for a refresh.

In many ways, millennials and baby boomers are similar. Both generations are very social beings but how this plays out is very different. Baby boomers tend to connect in real life while social platforms like Snapchat and Instagram tend to attract millennials. Technology and digital media have shaped the Millennial generation.

Social platforms like Snapchat and Instagram are especially popular among those ages 18 to 24

So, how does this affect your association? That’s easy.

Make Social Media Valuable

If you’re going to attract and retain younger members, you not only need a strong social media presence, but you need to provide content that millennials find valuable and engaging. This may include live streaming your events, creating advocacy alerts that allow your members to take action for a particular cause, or creating a closed LinkedIn group.

Sell collaboration and connection

Millennials may turn to social media to connect more than other generations, but like all of us, they crave meaningful relationships and friendships. Create opportunities for your members both young and not so young, to build lasting friendships and camaraderie.

Lead with Education and Certifications

It’s no surprise that the millennial generation values education. In fact, more young workers have college degrees than any other generation. Be sure your messaging touts what young members can learn, skills they can deepen, and certification.

If your group needs more than a new marketing plan, AMO offers a 30-day trial period so you can try it and see if it’s a good fit for your non-profit organization. Start your free trial or call us to learn more about what AMO can do for your non-profit.