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Engaging the Next Generation of Association Members

Engaging the Next Generation of Association Members. Arthur C. Brooks, PhD The Maxwell School of Citizenship and Public Affairs Syracuse University. What everybody knows Associations face a generational crisis. The truth about Gen-X Which associations will prosper? Action steps.

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Engaging the Next Generation of Association Members

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  1. Engaging the Next Generation of Association Members Arthur C. Brooks, PhD The Maxwell School of Citizenship and Public Affairs Syracuse University

  2. What everybody knows Associations face a generational crisis

  3. The truth about Gen-X • Which associations will prosper? • Action steps

  4. GI Elders (born before 1925) • Silent Generation (1925-1945) • Retired • Still working • Baby Boomers (1946-1964) • Gen-X (1965-1975) • Gen-Y (1976- )

  5. Live Births per 1,000 Population in the U.S. Source: U.S. Bureau of the Census

  6. Slackers? • A generation of non-joiners • Younger workers don’t care about their jobs

  7. Trade and Professional Association Membership Levels Source: 2004 Maxwell School Poll of Civil Society Source: 2004 Maxwell School Poll of Civil Society

  8. Age ≠ generation • There’s nothing wrong with Gen-X—they were just young • The common intuition was wrong

  9. Association Membership of Baby Boomers and Generation X, by Age Source: General Social Survey data, various years

  10. Projected Numbers of Association Members Source: 2000 Social Capital Community Benchmark Survey, U.S. Census populations projections

  11. Things look bright…. …but obviously, not every association is going to prosper

  12. The truth about Gen-X • Which associations will prosper? • Action steps

  13. How to win • Be lucky Associations in growing industries have an advantage 2. Be good Associations that provide the right benefits to members will prosper

  14. Industry Job Growth (millions) Employment services 1.58 Local government schools, colleges, and other educational services 0.78 Local government, excluding education and hospitals 0.76 Offices of physicians 0.76 Full-service restaurants 0.70 General medical and surgical hospitals, private 0.65 Limited-service eating places 0.59 Home healthcare services 0.54 Colleges, universities, and professional schools, private 0.47 Management, scientific, and technical consulting services 0.47 Computer systems design and related services 0.45 State government schools, colleges, and other educational services 0.44 Community care facilities for the elderly 0.32 Child daycare services 0.30 Accounting, tax preparation, bookkeeping, and payroll services 0.28 Hotel (except casino), motels, and all other traveler accommodation 0.24 Offices of dentists 0.24 Elementary and secondary schools, private 0.22 Religious organizations 0.20 Janitorial and other building services, except landscaping & pest control 0.19 2004-2014 Source: Bureau of Labor Statistics

  15. Higher education Financial Services IT High-End Idea Professions are Ascendant……and so are the Associations in these Professions • Consulting • Design services • Medicine

  16. Prized characteristics in idea professions • Entrepreneurship • Creativity • Individuality • Success means developing these characteristics • It can also mean job-hopping and career-changing

  17. Happy Gen-Xers still have needs, though • Associations that provide the right benefits will prosper

  18. Key Benefits Associations Can Provide • Career networks and advantages • Ideas and education • Portable fringe benefits • Community • Opportunities to serve

  19. Association members are most satisfied with their jobs Percent who are very satisfied with their job Source: GSS 2004

  20. Association members earn the most Source: GSS 2004

  21. Associations are where the happiest, most productive professionals meet Identify themselves Learn from one another Form communities of winners Through association involvement, upwardly-mobile professionals…

  22. Associations are good for employers, too Source: GSS 2004

  23. Association Members A third less likely to have plans to quit

  24. Gen-X and Gen-Y Members 42% less likely to quit than same-aged non-members

  25. Associations Are where the happy winners meet in the modern economy Understanding and communicating this will lead to growing association involvement

  26. The truth about Gen-X • Which associations will prosper? • Action steps

  27. Sell Association Benefits • Associations are good for Gen-X workers in specific ways • Associations are good for companies who want happy, effective employees • We should be working with members and their companies

  28. Lessons • Generation X looks promising • The associations that understand the value sought by younger professionals – and deliver it – will prosper • This means thinking about association benefits in a new way

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