Monday, December 17, 2007
Association execs running out of excuses, time
I’m just returning from a trip to Florida where I was a presenter at the American Society of Association Executive’s Great Ideas Conference. The idea lab I hosted was specific to marketing to Generations X and Y, but the generation topic was dominant throughout much of the conference. The sessions I attended, the speakers I heard, the people I met--everyone was talking about how to reach the next generation of members!
Yet, five years after I started researching associations for my book, The New Recruit (2007), I am still hearing phrases like: “The younger generations just aren’t joiners” and “They just don’t get it.”
These association executives have adopted a ‘we versus them’ attitude and use the generational issue as an excuse to blame younger generations for declining membership, a lack of member involvement, and a whole host of other challenges facing their organizations.
I was especially shocked to hear someone in the audience say the generation shift is being blown out of proportion and Generations X and Y really aren’t that different from the Boomers. (Not surprising, this was a statement being made by a Boomer.)
The excuses being made by association executives are both alarming and dangerous. Yes, it's easy to make excuses or to ignore or downplay what is happening. But the easiest option isn’t always the best option.
Everything about the younger generations is new and different, from our values and expectations to the way we communicate and spend our time. What worked in the past for membership associations simply won’t work for the younger generations.
The fact is, younger generations are joiners when an association has something of value to offer them. The associations that survive the test of time will make an effort to tailor their products, services, and benefits to them, but most associations aren’t willing to go this extra mile.
Yes, the Baby Boomer generation has sustained membership associations for quite some time. But that era is nearing an end. It’s time to quit making excuses and start thinking about the next generation of association executives, board members, and volunteers.
Clearly, this is a topic that concerns and threatens the vitality of membership associations. I would encourage ASAE to host a special generations conference to prepare association executives for the change that is taking place and provide them the tools they need to survive, sustain, and succeed. Because the Boomer-centric associations aren't only running out of excuses--they're also running out of time.
Yet, five years after I started researching associations for my book, The New Recruit (2007), I am still hearing phrases like: “The younger generations just aren’t joiners” and “They just don’t get it.”
These association executives have adopted a ‘we versus them’ attitude and use the generational issue as an excuse to blame younger generations for declining membership, a lack of member involvement, and a whole host of other challenges facing their organizations.
I was especially shocked to hear someone in the audience say the generation shift is being blown out of proportion and Generations X and Y really aren’t that different from the Boomers. (Not surprising, this was a statement being made by a Boomer.)
The excuses being made by association executives are both alarming and dangerous. Yes, it's easy to make excuses or to ignore or downplay what is happening. But the easiest option isn’t always the best option.
Everything about the younger generations is new and different, from our values and expectations to the way we communicate and spend our time. What worked in the past for membership associations simply won’t work for the younger generations.
The fact is, younger generations are joiners when an association has something of value to offer them. The associations that survive the test of time will make an effort to tailor their products, services, and benefits to them, but most associations aren’t willing to go this extra mile.
Yes, the Baby Boomer generation has sustained membership associations for quite some time. But that era is nearing an end. It’s time to quit making excuses and start thinking about the next generation of association executives, board members, and volunteers.
Clearly, this is a topic that concerns and threatens the vitality of membership associations. I would encourage ASAE to host a special generations conference to prepare association executives for the change that is taking place and provide them the tools they need to survive, sustain, and succeed. Because the Boomer-centric associations aren't only running out of excuses--they're also running out of time.
Labels: ASAE, Baby Boomers, Generations X and Y, membership associations, The New Recruit
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