As millennials and Gen Zs become a larger part of our workforce. It is important to understand how to engage them in your association and fundraising plans. Without understanding and targeting them, your association will age out!
To put a number on it, did you know that millennials are approximately 35% of the workforce now? That makes them the largest generation in the U.S. labor force. This fact might have snuck up on some associations but it is not too late to pivot and update your association to better fit this generation. In order to do so, you need to be open to change. Things cannot remain the same forever and keeping the next generation in mind is a great place to start. Millennials are focused on their legacy. They want to be known for philanthropy and building this into their legacy. Find volunteer opportunities for this group. Make sure your association is not just a non-profit in the fact that they don’t profit off members but in that they are also giving back to the community in some way. These opportunities should be a regular part of the association moving forward and not just a one-time attempt to gain millennial members.
When it comes to Generation Z, the same strategies cannot all just be carried over. Gen Zs are considered job switchers. They have in many cases had entrepreneurial experience already whether that comes from an Instagram business or Etsy shop. This group is also environmentally focused, interested in non-profits that evolve quickly, and wants to see the impact non-profits are having on the community. Impact reports are a key factor in whether a Gen Z will join an organization. Put together an infographic or video for your website that explains what your association has done for the community over the past few years! This is an easy way to draw members of Gen Z into the group and allows other potential members to have insight into philanthropy opportunities.
Although drawing in new members from these generations is not a one-stop-shop, there are a few similarities they share when it comes to engagement. They both are more engaged when it comes to peer-to-peer interaction whether it be a mentor or simply conversational groups within the association. Set up happy hours, special interest groups, or invite them to join a committee in order to build those connections early.
As you could have guessed, social media is also a tool that can and should be used to draw these members in. Keep up with the latest trends and understand each platform so that you can not only be where your potential members are but are there in a way that makes sense and is effective.
When it comes to engaging new generations, it is important to put in some research, listen, and evolve. You cannot make assumptions about what groups of people want. Conduct case studies, do some online research, survey your members, and then listen and react accordingly.