4 Minute Read – Word Count 525
The association community has long struggled to adapt to changing external forces. The resistance to change comes from its governance structure and an abiding belief in traditions over new realities. Thus, digital transformation and adaption is an area that requires more than a website, social media, or learning platform presence.
As baby boomers continue to retire and newer generations take the helm of associations, considerable effort is necessary to alter how, when, and why we communicate with members and extended stakeholders. A recent article in AMI Magazine outlined the increased expectations of digital natives. “Digital natives want to be connected online, be involved in, and have quick access to information.” Millennials, the article argues, have grown up in a world where the Internet, cell phones, social media, and online shopping are an everyday occurrence. Millennials, they say, “bring their digital skills to leadership roles, and new members expect associations to promote engagement in ways that align with their digital experiences, which often conflict with traditional methods of communication.”
While there are degrees of difference in traditional communication methods, phone calls, written letters, formal emails, broadcast media, the monthly newsletter, and some face-to-face meetings no longer fit in the environment of the 21st Century. These methods are not simply going away, rather digital methods must be leveraged.
Newer members are more likely to be engaged by the following:
- Leveraged Social Media: Digital natives are highly active on social media platforms. Associations should maintain a strong presence on platforms like Instagram, Twitter (X), LinkedIn, and TikTok to engage with their audience.
- Use Visual Content: Digital natives prefer visual content over text-heavy messages. Incorporate videos, infographics, and images to make your communications more engaging.
- Be Mobile-Friendly: Ensure all communications, including websites and emails, are optimized for mobile devices. Digital natives often access information on their smartphones.
- Interactive Content: Engage digital natives with interactive content such as polls, quizzes, and live streams. This not only captures their attention but also encourages participation.
- Personalization: Tailor your messages to the interests and preferences of your audience. Target subsets of members and outside partners. Use data analytics to understand their behavior and customize your communications accordingly.
- Transparency and Authenticity: Digital natives value transparency and authenticity. Be honest and open in your communications and ensure your messaging aligns with your organization’s values.
- Quick and Responsive: Digital natives expect fast responses. Use chatbots and social media to provide instant support and feedback.
I purposely left out Artificial Intelligence (AI). We will need to understand AI technology better and carefully consider the ethical and intellectual property issues associated with AIAS we become more digital.
Technology is not always the answer, even in the digital age. Technology fixes do have limits, and human interaction is still vitally important. While we live in a digital age, with volumes of information and data circulating, not all information and data are of equal quality. Associations should experiment with digital options. Listen to each of your internal and external cohorts to establish what works best,
There is no turning back; learn, unlearn, and relearn what works—happy digital travels.