Embracing Generational Change for Enhanced Member Engagement

Embracing Generational Change for Enhanced Member Engagement

With the fast-paced business landscape, enhanced member engagement strategies are needed to pivot from association-centric to member-centric approaches. An article by Spark Consulting highlights the importance of inclusivity and understanding the generational dynamics within our memberships.

A notable observation was the “missing middle” demographic—those in their 50s—resulting in an imbalance that often sees older members hesitant to entrust younger members with significant responsibilities. As digital natives, Millennials and Gen Z members bring unique problem-solving skills, yet there can be friction with older generations who may not fully grasp their methodologies. The solution? Provide clear outcomes and empower younger members to innovate—sometimes, stepping back allows them to thrive.

Understanding why members lapse is critical. It’s vital to discern the root causes rather than jumping to conclusions. Are members forgetting to renew due to busy schedules, or is there a genuine disconnect between what the association offers and what members perceive as valuable? 

Misdiagnosing these issues can lead to wasted resources and ineffective strategies. For example, if lapsed members are simply overwhelmed, implementing an auto-renewal feature might be the straightforward fix needed.

The article suggests that associations must actively engage with their members, both current and lapsed, to foster an environment where every member feels valued. This enhanced member engagement requires creating spaces for dialogue, understanding member needs, and tailoring offerings that resonate across generational lines.