Millennials are less likely to join membership organizations than older generations. While they cite the same top reasons for joining as older members, such as networking and quality content, the importance of these reasons is weaker for Millennials. Millennials renew memberships when they feel a sense of community connection. Non-members do not join due to never being invited. Millennials are less engaged with organizations than older members by attending fewer events and reading publications less frequently. All generations highly value peer-reviewed journals, but non-member Millennials prefer continuing education resources more. Younger generations want greater engagement from organizations and have lower satisfaction levels the newer the generation.

1. HOST SPONSORS
#ACIE15 ORGANISED BY
Strategic Market Analysis Manager
Developing relevant programmes for young
professionals
TRINA CODY
The Physiological Society
© Associations Network 2015

2. What do young
members want?Trina Cody
Wiley
@tcody84

3. Wiley has
1200Publishing Partners
80%
Associations

4. 450
27
97
227

5. MEMBERSHIP
SURVEY 2014

6. Why we undertook this project
Understand what
members value
from societies and
associations
Help our society
partners develop
their strategies for
information and
education products
and services

7. Goals And Methods
Methodology Question
Format
Limitations

8. 170+ Countries
Highly Educated
Place of work
75 Research
disciplines
10+ years work
experience
4 Generations
13,929
Responses
About the Respondents

9. Generation XBaby Boomers
Born 1965 - 1980
Represent 35%
of total respondents
Millennials
Born 1980 – 2000
Represent 31%
of total respondents
Silent Generation
Born 1900 - 1945
Represent 3%
of total respondents
Born 1945 - 1965
Represent 31%
of total respondents
The Four Generations

10. 43%of Millennials do not
join membership
organizations
?

11. 43%of Millennials do not
join membership
organizations

12. 82% 83%
73%
48%
16% 15%
23%
43%
8%
Silent Generation Baby Boomers Generation X Millennials
Members
Nonmembers
Unsure

13. Millennials join for the same
reasons as older generations…

14. Prestige of the organization 3
Networking Opportunities 4
Value of Membership Benefits to Me 5
Quality of research-based content 1
Required to attend conference 2
Ranked Reasons for Joining

15. …but the strength of those reasons is weakening.
2.05
2.55 2.57 2.6
2.83
2.94 2.99 3.03 3.03
3.55 3.61
Quality of research-
based content
Required to attend
conference/ annual
meeting
Prestige of
organization in you
field
Networking
opportunities
Value of
membership
benefits to me
Required
certification for
career
Recommendation
from a colleague or
mentor
Great Reputation Required to submit
paper to publication
Representation
within my region
Number of
membership
benefits
Silent Generation Baby Boomers Generation X Millennials

16. Millennials renew
because they feel
connected to the
community…

17. …and do not join because they have never been invited.
5%
2%
3%
16%
8%
8%
10%
21%
10%
11%
12%
26%
14%
15%
21%
23%
It never occurred to me to join one
I don't know what is available in my field
I've never been invited to join
The cost is too high
Millennials Generation X Baby Boomers Silent Generation
“The cost is too high”
“I’ve never been invited”
“I don’t know what’s available”
“It never occurred to me”

18. Millennials
actively read their
organization’s
publications…

19. …but less so than older generations.
65%
53%
45%
40% 31%
30%
25% 25%
Actively read
association's
publication(s)
Attended annual
meeting/trade
show
Attended
regional or
sectional
event(s)
Visited
members-only
section of
website
Participated in
association's
public social
media network(s)
Voted in
association's
elections
Attended
webinar(s)
Participated in
Young
Professional
program
Silent Generation Baby Boomers Generation X Millennials

20. Members from all
generations value the
peer-reviewed journal…Quality
Ease
Impact25%
30%
33%

21. 16%
38%
7% 5% 5%
8% 7%
5%
3%
2%
25% 25%
8% 7% 7%
5% 6%
6%
4%
Peer-reviewed
journal
Continuing
education
Magazine Standards and
reference
guides
In-person
event(s)
Expert advice Leadership
experience
Career
resources
Outreach
program
Online
presentations
Non-members Members
…but nonmember Millennials value continuing education more.

22. Millennials want more engagement…
5% 5% 6% 7%
18%
27% 30% 31%
Silent Generation Baby Boomers Generation X Millennials
Far too Little Engagement Too Little Engagement

23. 79% 78%
68% 66%
Silent Generation Baby Boomers Generation X Millennials
Satisfied
…and satisfaction is high, but declines with
each generation.

24. 1
2
3
4
5
6
43% of Millennials do not join membership organizations
Millennials join for the same reasons as the older generations but the
strength of those reasons is weakening.
Millennials renew because they feel connected to the community and do
not join because they have never been invited.
Millennials actively read their organization’s publications but less so than
older generations.
Members from all generations value the peer-reviewed journal but
nonmember Millennials value continuing education more.
Generation X and Millennials want more engagement and satisfaction is
high, but declines with each generation.

25. Coming Soon…
Thank you
Trina Cody
Manager, Strategic Market Analysis
Wiley
tcody@wiley.com
@tcody84

26. HOST SPONSORS
#ACIE15 ORGANISED BY
www.associationscongress.com
www.associationsnetwork.org