The document discusses differences between "today's member" and "tomorrow's member" of associations. It contrasts Ralph, a 58-year-old who has been heavily involved in leadership roles over 27 years, with Josh, a 28-year-old who has been encouraged by his boss to join. While Ralph relies on phone calls and monthly dinners, Josh prefers digital communication and social media. The document outlines expectations of tomorrow's members, such as seamless online services and mobile access to content, and provides recommendations for associations to engage younger members through digital tools, cross-generational involvement, and emphasizing their value proposition.

1. with
Robert W. Wendover
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2. Today’s Member and Tomorrow’s Member
Ralph Josh
58 years old 28 years old
Been with the association for 27 years Josh’s boss has suggested he join the
association what seems like 27 times
Has served as membership chair, program Serves as a big brother, volunteers with
chair, treasurer, secretary, vice president Green Peace, guides weekend hikes for a
and president . . . twice. mountain club, tweeted for Obama in 2008
Counts his association friends among Has 3245 Facebook friends
his closest.
Calls the association exec when he’s Texts his 3245 Facebook friends
looking for resources or connections
Has always enjoyed the monthly steak Is a vegetarian
dinners and stories
Remembers the good old days Is sick of hearing about the good old days
Wonders about the association’s future Hasn’t crossed his mind
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3. Digital Digital
Immigrant Native
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4. Tomorrow’s Member Expectations
• Seamless online communication
• Meeting registration
• Dues
• Scheduling
• PAC donations
• Purchases
• Accessible content with the touch of a screen
• Research
• Directories
• Conference recordings
• Webinars
• Expert forums
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5. Tomorrow’s Member Expectations
• Virtual meetings
• Digital connection to other members
• Negotiation
• Legislative advocacy
• Industry promotion
• Recruitment coordination and promotion
• Digital connection to suppliers
• Regular updates about association accomplishments
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6. Connecting with Tomorrow’s Member
• On-line portal
• Opportunities for mentoring/coaching
• Recruiting effort with colleges and trade schools
• Peer-to-peer forums
• Access to industry leaders
• “Tight” but informative meetings
• Board member blog
• “Execu-tweets”
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7. Competing for Share of Mind
• Shorter communications
• Increased frequency
• Less text – more visuals
• Lots of useful links
• Invite participation and discussion
• Turn it over to them
• Lighten up
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8. Fostering Cross-Gen Relations
• Hire a specialist
• Foster young member board participation
• Mentoring match-ups
• Put everybody in a room
• Foster cross-gen committee participation
• Create digital interviews on critical issues
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9. Engaging Tomorrow’s Volunteer
• Maintain a digital orientation
• Be mindful of time
• Sell the outcome of participation
• Remind them of the benefits
• Provide recognition that they value
• Get age-peers to corroborate the value
• Let them volunteer their way
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10. Selling Association Value
To Tomorrow’s Member
• On-line recruitment page
• Impact of industry
• Link to MCAA
• Association accomplishments
• List of resources included with membership
• List of members (with links to their sites)
• Schedule of upcoming events
• Bulleted WIIFMs
• Video testimonials from age peers
• Video endorsements from employers
• Video message from the executive
• Links to the association’s social media presences
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11. Your Challenges Going Forward
• How will your business model change?
• How must your on-line presence change?
• How can you foster volunteer participation?
• How can you better sell the value of membership to
tomorrow’s members?
• How must your meetings change?
• What is the one best thing you can do to connect
with tomorrow’s members?
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12. www.generationaldiversity.com

13. www.generationaldiversity.com