Many associations face the challenge of recruiting young members. It’s a problem across the board. The way we engage and convert prospective members changes year to year – especially with the digitally native millennials. Millennial recruitment poses the most challenging task for admins and quite possibly, the most important task as well.
I recently read an article from Associations Now by Tim Ebner, a senior editor at AN, about millennial engagement in associations. His post focused on the lessons he learned from the MCON 2017 conference, (a “… [gathering of] leaders, activists and social entrepreneurs from all over the country to better understand today’s social movements and how to turn interested into action,” (MCON)).
So how do we create a community that activates millennial membership? Here are a few of his takeaways that we could apply to millennial recruitment:
Giving Back
Millennials say they’re increasing and intensifying their cause-oriented engagement in 2017…according to The Millennial Impact Report.
This stat is very encouraging for membership managers. Millennials want to be apart of something that’s working for the greater good. Most associations core values revolve around helping others. The presentation of that mission, however, is maybe where we miss the mark.
Millenials are more willing to join your group if they know you’re working toward a greater cause so be sure to highlight your involvement in the community or the unique volunteering opportunities you offer. Show millennials that you have a stake in giving back.
Small Actions
“We have to walk through their membership experience, which means starting out with small actions that will lead them to do more… many associations try to get young members way too involved. They ask them to do something hard, like join a young professionals group, which requires a lot of time and responsibility.” – Derek Feldman, creating of The Millennial Impact Report
Instead of overwhelming new members with all the ways they can get involved, provide small steps for them to take. In your welcome email, encourage them to check out a recent blog post, sign up for a discussion channel, follow you on social media or invite them to a community gathering to discuss social issues in the community. Mix it up and always provide options.
Incentivize with Prizes
Ebner also referenced Simon Moss, a speaker at MCON and founder of Global Citizen, on the gamification of good actions.
Global Citizen supporters who complete a series of small-step actions get a chance to win free tickets to music festivals and concerts held annually throughout the world. Last year’s Global Citizen Festival was in New York City and featured the likes of Rihanna, Usher, and Metallica. – Moss
Now, it’s likely you cannot support a concert of that size but think of what else you could offer to members for taking action?
Ask for volunteers at your next fundraiser in exchange for a chance to win tickets to a local sporting event. Or start a referral program so when a member refers their friend, they get a discount in the association’s online store. Gamification doesn’t mean copious amount of association money. Focus on small asks and small rewards and you’ll see an increase in engagement.
Engaging millennials is a challenging task for any group nowadays. When developing your strategy think about unique ways to engage that doesn’t require a lot of upfront effort. Ask for small actions and always reward new members for their efforts to get involved.
