After almost eight decades on this planet, one might read the blog headline and assume this is about age. While age is certainly a component, it is not the sole focus of this discussion.
The concept of “getting younger” for associations isn’t just about attracting professionals in their 20s and 30s. It’s about embracing youthful energy and new perspectives and generating an environment where innovation and forward-thinking thrive. It’s about building bridges to the future while honoring the traditions and legacy that have sustained the association community for decades.
Why Getting Younger Matters
Recruitment and engagement of younger professionals and newer businesses are critical to associations’ long-term health and success. However, this requires more than just adding younger members to the roster. It involves creating intentional strategies that welcome, include, and empower these new voices.
Key elements in achieving this include:
- Innovation
Younger professionals bring fresh ideas and creative solutions. Associations must:- Embrace emerging technologies to improve member services and engagement.
- Create innovation hubs or committees to test new approaches.
- Recognize and reward innovative ideas from all members, regardless of tenure.
- Experimentation
Associations that get younger are not afraid to experiment:- Pilot programs targeting younger audiences, such as mentorship or reverse-mentoring initiatives.
- Introduce agile governance practices to adapt quickly to change.
- Host think tanks or hackathons focused on industry and discipline challenges.
- Meaningful Dialogue
Younger generations value authenticity and collaboration:- Establish regular forums for open dialogue between seasoned leaders and younger members.
- Use social media platforms as tools for real-time feedback and engagement.
- Encourage younger professionals to take leadership roles in these conversations.
- Outreach
Expanding the association’s reach is key:- Partner with universities, trade schools, community organizations, and outside stakeholder groups to engage students and recent graduates.
- Develop content and campaigns tailored to younger demographics, emphasizing the value of association membership.
- Attending events and conferences where younger professionals and startups gather. Not just your own.
- Future Thinking
Getting younger is about building tomorrow, today:- Incorporate foresight and scenario planning into strategic discussions.
- Offer leadership development programs that groom younger members for future executive roles.
- Cultivate a culture of curiosity that encourages exploration of new trends and ideas.
The Call to Action
As younger professionals and emerging businesses enter the workforce and industry spaces, associations must meet them with intentional engagement strategies. Youthfulness is not only about age but also about mindset. Associations that embrace innovation, experimentation, meaningful dialogue, outreach, and future thinking are better equipped to thrive in a rapidly changing world.
The future of associations depends on their ability to attract and retain younger, dynamic members while harnessing the wisdom and experience of their established community. Let’s get younger—together.