Stell: Generational Trends in Association Growth

 In Sarah Sladek’s book, The End of Membership as We Know It, she says, “Technology has been a game-changer, giving people access to networks and information without the assistance of associations. Yet, the hurdle that technology poses pales in comparison to the generational shift that’s about to occur in the 21st century.”

“From now until 2030, every eight seconds someone will turn 65. This shift in human capital – the largest shift in our country’s history – poses the greatest threat to associations because most associations remain entirely governed and supported by the Baby Boomer generation, and few have or are developing strategies to cushion themselves from this massive exodus of board members, committee chairs, and dedicated volunteers. According to BoardSource’s Nonprofit Governance Index, only 2 percent of board members are under 30 years old.”

“Coupled with social changes that have emerged in the last 20 years, such as work-life balance and a societal movement away from conformity towards individuality, we now have generations with dramatically different needs, values, wants, and expectations.”

“Like it or not, joining an association doesn’t necessarily top the next generation’s list of things to do.”

While Sarah’s book was published in 2011, her words still ring true. And she would have had no way of knowing the impact that a world-wide pandemic would have on every aspect of life, including associations, just a decade away.

Generational Differences

Much has been written about generational differences and Sarah’s book examines those differences in association life. Baby Boomers are driven by sacrifice, loyalty, and the opportunity to serve. Boomers were seemingly made for giving of themselves to volunteer associations. And that worked well as most associations were managed by a small staff of paid employees and relied heavily on the volunteer member model.

Younger generations want to connect themselves with a cause that inspires them and have a meaningful, engaging experience. As Sarah noted, not only are we not reliant on associations to provide us with introductions, learning opportunities, and information specific to our industry, we can easily access this information and with technology enhancements since 2011, we have additionally learned to build community virtually.

However, creating associations that speak to Boomers and Millennials are not mutually exclusive options. Building an inclusive and welcoming culture within associations is key to fostering member engagement, ensuring long-term sustainability, and promoting the overall success of the organization. An inclusive culture not only attracts diverse members but also retains them by creating an environment where all individuals feel valued, respected, and connected.

Building a Sense of Community

Associations are, at their core, communities of individuals with shared interests or goals. Fostering a sense of community is essential for member engagement. Engaged members perceive the association as a place where they belong, share common values, and can collaborate with others who understand and appreciate their perspectives. This community is a place to meet people, find solutions to their problems or to create solutions for problems outside of the association, of which there are many when viewed through the lens of those needing legal services. Community gives meaning to the association.

Value Proposition

Members engage when they see a clear value proposition. This involves offering relevant services, resources, and opportunities that address their needs and contribute to their personal or professional development.

Associations need to continually assess and adapt their offerings to align with the evolving needs and expectations of their diverse membership base. For example, at Lawyers Mutual, we spend a great deal of time talking about “value add” for our insureds. We realize that the purchase of an insurance policy is a rather dry (and expensive!) transaction. However, once our insureds meet our people, they tend to become loyal for the life of their law practice.

For us, added value means preventative advice from claims attorneys, free consults in the areas of practice management and succession / retirement planning, as well as the opportunity to develop relationships with our employees who can be personal resources for buyers as they go about the business of buying a malpractice insurance policy, health insurance policy or title insurance policy. 

Two-Way Communication

Effective communication is a cornerstone of member engagement and therefore member growth. Associations should establish channels for open and transparent communication, making sure members are informed, they feel heard, and they are involved in decision-making processes.

Regular feedback mechanisms such as surveys, forums for discussion, and one-on-one intentional encounters with members by staff and leadership can enhance communication and help associations understand the evolving needs of their members.

Building an Inclusive and Welcoming Culture

An inclusive and welcoming culture is crucial for attracting and retaining a diverse membership. It involves intentional efforts to create an environment where every member feels respected, heard, and valued. Here are key elements to consider:

Diversity and Representation

Actively promote diversity within the association’s membership, leadership, committees, and decision-making bodies. Diverse representation at all levels sends a powerful message about the organization’s commitment to inclusivity.

Celebrate and highlight the diverse backgrounds, experiences, and perspectives of your members through telling members’ stories through channels such as member profiles in newsletters, at in-person events, and via social media.

Ensure that resources, events, and information are accessible to all members, regardless of their background or abilities. This may involve providing materials in multiple languages, offering accommodations for individuals with disabilities, and considering various learning preferences.

Provide training sessions and educational resources that promote awareness and understanding of diversity, equity, and inclusion (DEI) issues. This helps members develop cultural competence and fosters a more inclusive environment.

Review and revise association policies to ensure they are inclusive and do not inadvertently create barriers for any members. This includes membership criteria, event participation requirements, and any other rules that may impact inclusivity.

Implement inclusive practices in all aspects of association operations, from recruitment and onboarding to event planning and communication strategies.

Strategies for Cultivating a Welcoming Atmosphere

Creating a welcoming atmosphere involves intentional efforts and ongoing initiatives. Here are a few strategies to cultivate a sense of belonging and inclusivity.

Onboarding and Orientation

We often think of onboarding and orientation as exercises for new employees rather than new association members. However, developing an onboarding process that introduces new members to the association’s culture, values, and available resources can make a difference in member engagement and retention.

Assign mentors or buddy systems to help newcomers navigate the association and establish connections with existing members. Create a “new member” section on the website. Focus on a member benefits in each issue of the newsletter. 

Networking Opportunities

Networking isn’t just a benefit of association membership; it is the primary reason members join associations. Facilitate networking events and platforms that encourage members to connect with one another. This could include virtual or in-person events, online forums, or special interest groups based on shared characteristics or goals.

Actively promote inclusivity during networking events by implementing icebreakers, ensuring diverse representation in panel discussions, and creating an atmosphere that is open and welcoming to all.

Collaborative Decision-making 

Involve members in decision-making processes, seeking their input on important matters affecting the association. Establish diverse committees and working groups to tackle specific issues, ensuring that a variety of perspectives are considered in the decision-making process.

Continuous Feedback

Implement regular feedback mechanisms to gauge member satisfaction and identify areas for improvement. This could involve surveys, focus groups, or town hall meetings.

Act upon the feedback received, demonstrating the association’s commitment to responsiveness and member-driven initiatives.

Educational Programing

Offer educational programs that address relevant topics, providing members with the knowledge and tools to contribute to a more inclusive culture, in addition to the normal course of continued educational opportunities concerning legal skills.

Clear Communication

Ensure that communication is clear, consistent, and accessible to all members. Use inclusive language and imagery in promotional materials, newsletters, and other communication channels.

Establish guidelines for respectful and inclusive communication, emphasizing the importance of creating a positive and supportive environment.

Conclusion

Member engagement and the creation of an inclusive and welcoming culture are intertwined aspects that contribute to the success and vibrancy of associations. By prioritizing diversity, equity, and inclusion, and implementing strategies to actively engage members, associations can build a sense of community where individuals feel valued, connected, and inspired to contribute to the collective goals of the organization. Through continuous efforts and a commitment to fostering an inclusive culture, associations can create a lasting impact that resonates with current and future members, ensuring the sustained growth and relevance of the association in the years to come.

Camille Stell is the President of Lawyers Mutual Consulting & Services and the co-author of “RESPECT – An Insight to Attorney Compensation Plans” published in December 2022. Continue this conversation by contacting Camille at camille@lawyersmutualconsulting.com or 919.677.8900