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Marketing Membership to Millennials

millennials Millennials, also known as Generation Y (birthdates 1980s to early 2000s), are well on the way to being the most discussed, reported on, and speculated about generation of all time. Organizations in all spheres of human influence are trying to determine how best to capture their time, talent and money. The Pew Research Center has done extensive studies and hosts an online quiz you can take to determine how millennial you are. Amidst all the speculation about what they do and don’t like, what they will and will not do, the prevailing conclusion seems be that doing what you’ve always done to promote or market your product or services won’t work with this group. If they haven’t already, associations should start thinking about how millennial they are. At the end of 2013, Kelly Donovan, team leader for online marketing at Naylor LLC, identified seven shifts that she believes are particularly relevant to the younger generation of association professionals. By offering a “Millennial’s Perspective” on associations in 2013, she gives observations that will serve us all well as we work to provide the best experiences for this generation and all the generations to come. Here are the three shifts that stood out most for me: 1. Increased use of mobile apps at events 2. The need for more membership options 3. Pricing challenges Fortunately, Fonteva For Associations has the built-in capacity to help users address these shifts or trends. The solution completely is mobile for staff and members. In addition, our association clients have access to the Salesforce AppExchange where they can download additional apps to expand the functionality of Fonteva For Associations and Salesforce.  Further, the exchange provides a means for them to connect with other vendors besides Fonteva. It’s important to have access to as many tools as you need to be successful now and in the future. As Donovan points out, the need for more membership options is really driven by the demand for true customization of the membership experience. Fonteva For Associations’s member portal option is one way we’re helping our client associations address this trend. This need for customization may also be at the root of the pricing challenges some associations are experiencing. Not every product or service in your association’s repertoire will appeal to everyone. With Fonteva For Associations, users can monitor any type of engagement with any constituent. This makes it less difficult for them to determine which products and/or services are most frequently used or purchased by specific segments of their members and then bundle and price them accordingly. In light of these shifts and trends, I tend to agree with Donovan’s assertion that associations “need to move out of their comfort zone to join the rest of the world on most tech matters.” How millennial is your AMS solution?
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