It can be tricky to show young professionals the value of their membership when they’re trying to navigate post-graduate life. For some, it may simply be justifying the cost of membership. For others, it could be ensuring that they are getting enough out of your association that will help them in their careers.
Whatever the case may be, we have a few thoughts on how to keep the conversation (and your association) relevant to young professionals:
1. Grow your conversations as they grow in their careers
Your youngest members are likely in entry-level positions - but they won’t be forever. Be sure to keep tabs on each member’s job level (perhaps by using a code in your association management system) and change the way you talk to them based on where they are in their career.
For example, eventually you’ll transition from helping them land a job to offering tips for negotiating a promotion, and later, providing guidance on to how to manage coworkers. They’ll appreciate you moving along with them as they grow in your industry or community, and be more loyal to your organization because of it!
2. What can your software tell you?
As long as you are tracking member activity from the start, you can easily use your database to understand just how each individual young professional engages with your organization. Pull reports regularly to identify areas where they might be missing out on benefits, and communicate that with them. Be sure to highlight the ones that could help them make positive moves in their career!
And when it gets close to renewal time, show them exactly what they’ve gotten out of the association in the past year and what you suggest they do over the next 6-12 months. Personalized recommendations are key - and nearly expected these days, especially by your YP members!
3. Take their opinions seriously
Young professionals may not have as much “real world” experience yet, but they still deserve to have a voice! You never know what their fresh perspective may bring to the table: Listen to their ideas and actively consider how they may benefit your organization. Show your YPs that their membership is valued by taking them seriously!
What’s more is, engaging your younger members also means growing them into leaders, too. Foster that participation and curiosity early on.
Before you can retain your young professional members, you have to recruit and engage them. And there are some tried and true tactics to accomplish these things, no matter what generational differences come along! For more, be sure to check out our free guide Recruiting Young Professionals for the Long-Haul: A Guide for Associations and Chambers.