Associations exist primarily to serve their members. But serving is tougher today as key resources are shrinking and government has taken a diminished role in funding programs. In addition to these challenges, today's associations are made up of four diverse and outspoken generations of members. While Traditionalists and Baby Boomers have been loyal attendees for a long time, Generation Xers, and Millennials are proving tougher to attract and retain. Putting on a great conference or convention is no longer enough.
The key is figuring out the right scale and combination of services needed to satisfy each generation of members. How do the expectations of each generation differ around engagement--working relationships, time commitments, and returns they should expect from association membership? The ability to capitalize on each generation's energy, expertise, and leadership potential has never been more critical.