Understanding Generation Z

Associations have been focused over the last few years on growing their millennial membership. It has been much more difficult to bring millennials into associations than previous generations. Although it is important to keep understanding and pursuing millennials, there’s a new kid in town that your focus should also include. The older group of Generation Z is now reaching the age of college graduates and young professionals. In order to relate to them and capture their attention, it is important that you understand them.

Generation Z includes people born between the mid to late 1990s and 2015. Generation Z is unique in several ways. They are known for having an optimistic outlook on things despite having grown up in a post-9/11 world and living through a recession. Gen Z’s have also never known a world without advanced technology. They are quick to learn and figure things out. These traits can be incredibly useful to your association bringing different perspectives to leadership.

Gen Z’s also have a tendency to be researchers. They take information from multiple sources, fact check, and form their own opinions on things. This leads to a lot of time spent on Google which might not be a bad place to find them! They often do quite a bit of research on a company or brand before committing to it. This means your website and social media should be up to date, informative, and relevant.

When it comes to their work life, Gen Z’s are always seeking opportunities and ways to gain experience. This makes them a great fit for associations! Pairing them with mentors and providing educational content will allow them to get what they want out of joining.

Another thing to keep in mind when considering ways to recruit and involve this group, is that they are accustomed to instant gratification. If they do not get this, they can often get frustrated or assume something is wrong. Keep this in mind when setting up the application system for membership, registration for events, and any other interactions where they might expect a complimentary email or gratification.

Generation Z makes for the perfect association member. The obstacle is recruiting and retaining them. Continue to learn about this age group and find ways to make your benefits match what they need.

A Personal Touch Goes a Long Way: An Engagement Success Story

We all know what it is like to open our email each morning to find it flooded with things we have subscribed to in years past. Among that sea of emails, important emails often get lost such as association emails. One of our clients wanted to reach their members to alert them of a call for nominations for their annual awards gala but was unable to get the response they needed via email.

Impact’s Executive Administrator, Ann, stepped in and made phone calls to all non-members and members reminding them of the submissions and encouraging their participation. Many conversations were had and the members were able to get to know the people behind the screens. It also allowed the notice to be brought to their attention in a way that stood out and felt personal.

This effort proved to be a huge success! Between their last awards gala and most recent, there was a 30% increase in entries. It is important to try new things. If you are not getting the response you want, don’t continue to reach members in the same way. Something is not working. This is not to say that several touch points won’t help, but it is important to be strategic and think of how your members respond best.

AMCI Engagement Lounge: Mastering Virtual Engagement During COVID-19

Our staff has been on top of all the latest developments when it comes to association engagement during COVID-19. It is something our team is embracing and consistently educating ourselves on. We recently sat in on a webinar put on by the AMC Institute covering virtual engagement during COVID-19. We learned quite a bit and look forward to putting these tools to good use.

Colleague Engagement. Your board might be busier than ever now with the state of the world. It is important that you do not lose their involvement with the association during this time. Be creative and offer unique experiences such as happy hours, Tik Tok video contests, and more. Remind them of the fun involved with being on the board, but don’t forget to also keep them learning. Challenge your board to learn 3-5 new things during quarantine. This could be any topic or skill that would bring value to the organization. Give them an opportunity to share what they have learned and provide plans for utilizing it in the upcoming year.

Communication. Now that everyone is at home, schedules are likely different and the separation from kids and other distractions is not as clear. Make sure the board feels open to talking about any obstacles they are facing. This will make the rest of the board more accepting and willing to step up where they are needed.

Mental Health. Although the main focus right now is on our physical health, mental health is just as important. Make sure that board members do not feel extra stress from the association. They have enough on their plates and can pass things off to their AMC or other volunteers. Offer resources to your board and members when it comes to dealing with the psychological effects of quarantine. You obviously don’t want to overstep your boundaries but you also don’t want to leave members high and dry. Be forgiving of each other and understand that everyone might not be operating the way they once were.

Technology. Not everyone has the same expertise level in technology. It is important to keep this in mind when planning virtual events and calls. Have someone available to help members out that might be struggling. This will allow them to stay connected and feel less frustrated by the changes.

If there’s one thing to sum it all up, it is be patient. Understand that people are struggling right now and their priorities are shifting. Keep them engaged with the association by offering them the resources and space they are in need of during this time.

Focusing on Young Professionals

Now more than ever, recent college grads and young professionals will be looking for new ways to grow their careers. Your association can offer them something they cannot get anywhere else, connections! The problem for this age bracket has always been and will always remain money. They are coming out of college with debt and no job meaning they aren’t exactly looking to throw money into an association. Below you will find a few solutions to this obstacle and what you should be marketing to the young professional demographic.

Discounts. If money is an obstacle, provide discounts to students and young professionals. As they age and become more stable within their careers, they will be able to pay more and their membership price can increase. Discounts, however, will help get them in the door, which can often be the hardest part.

Job Boards. If the group you are targeting is fresh out of college, provide them the opportunity to find a job through your organization. Include a section for starter jobs or internships. If the job board proves successful for them, you can guarantee a long term member.

Networking Opportunities. You might be thinking now is not the time to network, but you are wrong! People need networking opportunities now more than ever. Set up meetings or even a speed networking opportunity online. Zoom can be your new best friend when it comes to bringing members together. This shift also makes members of national organizations more comfortable with the idea moving forward.

Professional Development. Professional development for young professionals should look different than professional development you are offering members of 10-15 years. Help young professionals to create an elevator speech, explain what the perfect resume looks like, provide inside tips on what companies are looking for when hiring. Older members can be the perfect mentors when it comes to those starting off their careers.

Leadership Roles. Get your younger members involved right off the bat. When they join, send them information about your young professionals’ committee or mention that there is a rotating spot on the board for a young professional. This is the perfect resume builder and could be a huge incentive to stay in the organization long term.

Young professionals might be the more difficult group to recruit, but the results will pay off. If you can make lifelong members out of them and set up their first few years for success, they will bring revenue and future members to the organization.

Meet our Newest Client, ASID California San Diego!

April 17 2020, Madison, Wisconsin –Impact Association Management (Impact) is excited to announce the signing of our fifth chapter of the American Society of Interior Designers, California San Diego as our newest client.   

“ASID San Diego is delighted to be working with Impact AMC.  Our goal is to support our dedicated volunteers by allowing their contribution of time and effort to be worthwhile by supporting them with an amazing administrative team. We look forward to leveraging their expertise in organizing and managing all aspects of chapter administrative tasks and help us transform our organization into an efficient, thriving chapter” states Bertha Hernandez, ASID California San Diego President. 

“Our team has been working with ASID chapters since 2016. We understand the needs of ASID and their membership and are excited to expand that knowledge to a new chapter. The on-boarding process with ASID California San Diego has been incredibly smooth and we can already tell this is a hard-working board that is open to our ideas. This combination will make for a very successful partnership.”, adds Jodi Fisher, CEO, Impact Association Management. 

About the American Society of Interior Designers California San Diego 

The California Peninsula Chapter of ASID covers the entire San Francisco Peninsula also known as Silicon Valley and includes 375 members from San Mateo, Santa Clara, Santa Cruz, and Monterey counties. These are cutting-edge professionals who maintain the highest level of design standards. They are experts at satisfying their clients’ diverse needs while effectively working under budgets and deadlines.  

Contact: 

Bertha Hernandez 

ASID California San Diego President 

www.casd.asid.org 

About Impact Association Management  

Impact Association Management was founded in 2006 by Jodi Fisher, and since then they have successfully supported many Associations in growing and increasing profits and memberships. Now expanded into a robust team, Impact consists of Social Media experts, Non-Profit Administrators and Executive Administrative Assistants with impressive backgrounds in Association support, small business operations and international corporations.  Their mission is to provide customized, efficient, and forward-thinking association management services to small and medium sized Associations with a highly skilled, dedicated team of Executive Administrators.  

Contact:  

Impact Association Management 

608.210.3120  

info@ImpactAMC.com  

www.ImpactAMC.com