Beyond Generations: Targeting Association Member Needs Through Personalized Engagement

Beyond Generations: Targeting Association Member Needs Through Personalized Engagement

The concept of generational groupings, originating in the U.S. with terms like the “Lost Generation,” is widely accepted but arbitrary and potentially harmful. According to an article by Association Analytics, age-based categorization oversimplifies member needs, especially for associations where a nuanced understanding of members’ needs is crucial. 

The article suggests associations should move beyond grouping by age and instead focus on factors like professional experience, education, company size, and specific interests to understand and serve their members truly.

Targeting association member needs based on member behaviors, preferences, and specific milestones in their career or organizational journey yields deeper insights. Data segmentation allows associations to offer personalized support, whether tailoring resources for new members, avoiding sponsor messaging for recent joiners, or shaping mentor-protégé programs based on career goals rather than just career stage. This approach resonates better with members and enhances engagement, as associations can provide relevant courses, events, and content at the right time.

Understanding members’ actions—whether by tracking event attendance or analyzing engagement patterns—offers more accurate insights than broad generational assumptions.

Associations must refine their messaging to address individual needs and interests, fostering a more connected and responsive membership experience. This approach respects individual differences and strengthens member satisfaction, making associations valuable to a diverse, dynamic member base.