EXECUTIVE SUMMARY
WHAT GENERATION GROUP DO YOURMEMBERS BELONG IN ? 218 INDIVIDUAL MEMBER ASSOCIATIONS SURVEYED Finally, some associations are thriving through innovative ways to attract and provide value to Millennials and Generation X members.
10
36
29
20
6
%
%
%
%
%
BORN 1965 – 1979 GENERATION X
BORN 1980 – 1995 MILLENNIAL
BORN 1996 OR LATER GENERATION Z
BABY BOOMERS
BORN 1945
BORN 1946 – 1964
AND EARLIER
Please see page 21 for more detailed information.
Our data demonstrate that associations with increases in one-year and five-year membership numbers are more likely to have higher percentages of Millennials and Generation X members (23% and 31%, respectively). One way these groups are achieving this is through growth in participation with their young professional programs. On the other hand, associations reporting no changes in their membership in the past year are significantly more likely to have a higher proportion of Baby Boomers as members. And associations reporting declines in membership totals are much more likely to report that their specific challenges in membership marketing are related to their struggle with attracting and/or maintaining younger members. As one survey responder shared under the “what kept them up at night” question: “Attracting and maintaining younger professionals and also engaging them to become part of leadership.” SOWHAT SHOULD ASSOCIATIONS take away from this year’s Membership Marketing Benchmarking Report? In an era of rapid changes in technology, culture, and demographics, our data show that many associations have been able to sustain a level of membership growth and continue to serve their markets. And the data certainly suggest that innovation and value creation are important drivers of this success. But a critical look at the trend data also shows that over the last decade the percentage of associations reporting membership growth is in gradual decline from 52% in 2012 to 45% today. And the remainder, in fact a majority of associations, is seeing either no growth or declines in membership. Our hope from this report is that associations will use it as a call to action to aggressively innovate with new strategies, technologies, and marketing approaches in order to thrive and grow in a changing world.
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