MILLENNIALSBUILDING ENGAGEMENT WITH ASSOCIATIONS

WHY MILLENNIALS?A CLOSER LOOK AT THE OPPORTUNITY

• Millennials are one of the largest generations in history and by 2025 will make up three-quarters of the work force.

• Moving into their prime earning and spending years, Millennials represent a major economic opportunity for associations.

• This research aims to inform how professional associations can capitalise on trends and opportunities and the best practice to engage with Millennials in the future.

METHODOLOGYOUR STRATEGIC APPROACH

PHASE I: QUALITATIVE FOCUS GROUP

• Participants aged between 18-35 years in Melbourne metro.

• All were eligible for membership with a professional association within the industry they currently work.

• Included current members, lapsed members and non-members.

• Discussion focussed on Millennial perceptions, attitudes and behaviours towards professional associations.

PHASE II: QUANTITATIVE PANEL SURVEY

• Designed to amplify findings of the qualitative focus group.

• Nationally representative sample size of 434 participants.

• Participants aged between 18-35 years.

• All were eligible for membership with a professional association within the industry or profession they currently work.

• The survey covered Millennial perceptions, attitudes and behaviours towards professional associations, and the impact of social change drivers on the association space.

DATE

WHO ARE MILLENNIALS?A snapshot of their overall profile

and attitudes towards associations

Born between

1983 and 2000

29%

of the Australian population

3 in 4 live in major cities

40%

are young families

31%

hold a Bachelors degree

Demographics Attitudes & Behaviours

50% not working full time at age 25

84% think it is important to upskill

Education, Work & Income

1 in 2are white collar professionals

45% have trust and confidence in business

91% of 23 year old's use the internet daily

$71Kaverage personal income

MILLENNIALSA PROFILE OF WHO THEY ARE

Neilson, 2017

47%

ARE TRUSTED ORGANISATIONS

48%

PROVIDE LEADERSHIP/PROTECT INDUSTRY REPUTATION

48%

ENHANCE CREDIBILITY/REPUTATION OF MEMBERS

MILLENNIALS BELIEVE THAT ASSOCIATIONS…

% of respondents who agree/strongly agree

MILLENNIAL ATTITUDES TOWARDS ASSOCIATIONS

Only 36% of Millennials feel an obligation to belong to an association that represents their professional interests.

-6

-4

-2

0

2

4

6

8

10

12

14

16

2014/2015 2016/2017

Under 30 Years Over 30 Years

+14

-4

THE IMPACT OF ATTITUDES ON BEHAVIOURMILLENNIALS ARE LESS LIKELY TO RECOMMEND THEIR ASSOCIATION TO OTHERS

Net Promoter Score (NPS) from 2014-2017

SO WHY DO MILLENNIALS JOIN?ACCESS TO PROFESSIONAL DEVELOPMENT IS A KEY FACTOR

10%

17%

18%

21%

22%

27%

28%

29%

40%

41%

Support advocacy and policy development

Demonstrates professional commitment

Improves career prospects

Credibility / recognition of belonging

Networking opportunities

Keep up to date with information and developments

Career information and employment opportunities

Professional advice and support

Accreditation / recognition of qualifications

CPD programs and resources

15%24%

33%

46%

Professional Association

Online University Course

University Course

Employer

Where Millennials obtain most of their Professional Development

Of Millennials think that automation will increase their need for professional development in the future

WHAT DOES THIS MEAN FOR ASSOCIATIONS?AN ONGOING ROLE IN PROFESSIONAL DEVELOPMENT

64%

Of Millennials agree there is an ongoing role for associations to offer professional training & development

47%

Of Millennials agree that associations have a role to play in helping them adapt to the impact of technology and automation

44%

DATE

THE CHALLENGEExamining the impact of

awareness and cost

39%36%

28%

23%

19%17%

It never occurred to me I have never been invited tojoin

I don’t know enough about what the association does

I don’t know who the association is in my

profession

I think it’s too expensive There is not enough value tojustify the membership fee

Awareness Cost/Value

REASONS THEY DON’T JOINAMONGST NON-MEMBER RESPONDENTS

Lack of awareness… Is the main reason Millennials don’t join associations.

14

I’ve never been invited to join

-- MILLENNIAL NON-MEMBER

Awareness

Personal

Content

MILLENNIALS AND SOCIAL MEDIALACK OF AWARENESS IS WHY THEY DON’T ENGAGE

50% of Millennials engage with Associations through social media. Respondents who don’t follow

their association claim it is because…

15%

18%

41%

23%

43%

The association doesn't post anything relevant to me

There's too many posts and I don't have time to read them all

I like to keep my social media activities separate from my work

I don't know if they have a presence on social media

It never occurred to me

23%

12%

18%

15%

16%

23%

22%

26%

11%

31%

37%

40%

41%

44%

50%

51%

None of these

Association industry conferences

Industry magazines/ newsletters or e-newsletters

Mentoring programs

Professional accreditation or certification

Webinars or on-line professional development

Networking events

Seminars / CPD / professional development courses

Awareness

Usage

16

MILLENNIALS AND PROFESSIONAL DEVELOPMENT ACTIVITIESTHE IMPACT OF LOW AWARENESS LEVELS ON PARTICIPATION IN THE LAST 12 MONTHS

But that’s not all.

The cost of membership and the perceived value also play a role in the challenge.

MILLENNIALS PAY THEIR OWN MEMBERSHIP FEESCOST IS A MAJOR REASON NOT TO JOIN AND A CAUSE FOR LAPSED MEMBERSHIPS

Pay their own membership fees

Pay their own professional development fees

64%

41%

Claim cost is the reason they allowed their membership to lapse39%

Of non-members claim they didn’t join because it was too expensive

19%

PERCEIVED VALUEMILLENNIALS BELIEVE VALUE COULD BE IMPROVED

Believe their membership is value for money

53%

Never joined because there is not enough value to justify the fees

17%

Allowed their membership to lapse because of lack of value

27%

DATE

THE SOLUTIONWhat can we do in the future?

1. Build awareness2. Rethink your value to Millennials 3. Examine your fee structure

1. Build Awareness

23

15%

22%

24%

32%

Direct email/e-news

Awareness/promotion

More/better use of social media

A personalised approach

49% of Millennials value the communications sent by associations

HOW DO WE BUILD AWARENESS?THERE’S MORE QUESTIONS THAN ANSWERS

24

“Post more often on different social media networks. I only found them

after hearing about them from a friend. They need to promote their

channels and socials better”

-- MILLENNIAL NON-MEMBER

4.ENGAGE WITH MILLENNIALS ON THEIR TURF: SOCIAL MEDIAA CLOSER LOOK INTO HOW CONNECTED THEY ARE AND WHAT CHANNELS THEY ARE USING

Younger Millennials have up to 11 connected devices in their home

85%

55% 52%47%

26%20%

11%

80%

48%

39%

21% 23%

9%

21%

Facebook YouTube Instagram Snapchat Twitter Tumblr LinkedIn

Younger Millennials (18-24 years) Older Millennials (25-34 years)

Neilson, 2017

It can improve.

Only 35% of Millennials think associations

use social media effectively.

2. Rethink your value

18%

20%

27%

33%

39%

44%

Provide analysis and information about the likelyimpacts of technology/ automation on the industry

Publish information about new technologies /approaches being adopted by others in the industry

Work with the profession to retrain professionalpositions at risk of technology/ automation

Work with organisations in the profession todevelop new opportunities / positions

Provide information about the skills that are likely tobe required in the industry in the future

Offer professional development / courses to helpmembers gain the skills most likely to be in demand

in the future

28

AN OPPORTUNITY TO ADD VALUE TO PROFESSIONAL DEVELOPMENTMILLENNIALS THINK ASSOCIATIONS CAN HELP THEM ADAPT TO THE RISE OF AUTOMATION

29

“The pace of technological change demands a stronger and

more continuous connection between education and

employment”

-- THE ECONOMIST 2018

3. Examine your fee structure

MAKE THE OPPORTUNITY AFFORDABLEREDUCED COSTS ARE NOT AS IMPORTANT AS FLEXIBILITY AND RECOGNITION OF LOYALTY

Preferred Membership Payment Model

25%

30%

46%

33%

20%

7%

19%

22%

33%

37%

40%

Happy with the current fee structure

Subscription model (Selecting services I want included)

Reward for contribution / volunteering

Reduced price for young members

Reward for loyalty

Same price, with flexible payment options

Members

Non-Members

32

“I wanted to pay my membership fee in two instalments, and they said no”

-- MILLENNIAL MEMBER

1. Who are you? Awareness is key2. Where’s the value? Upskilling and lifelong learning3. How can I pay? Flexible payments

DATE

AND FINALLY…Is it just a life stage issue that

prevents joining?

DATE

WANT TO KNOW MORE?

Brenda Mainland

Survey Matters

bmainland@surveymatters.com.au

T: 61 3 9452 0101

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https://www.surveymatters.com.au/millennial-research

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