Attract And Engage Younger Members In Your Association


A step-by-step guide to connecting and engaging with the younger generation and ensuring your association stays relevant

Connecting with the younger generation brings fresh ideas, energy, and innovation, ensuring your association stays relevant. 

Having a diverse membership base that includes the younger generations will help you foster creativity, and strengthen your association’s voice in this changing world.

Let’s explore actionable strategies that will help your association thrive in this age of diversity and digital evolution to attract and engage younger members.

Understanding The Younger Generation In Your Association ( Target Audience)

When we talk about the younger generation, we’re generally referring to individuals between the ages of 18-35, however, depending on your industry, these age boundaries will likely differ.

Younger members often exhibit some distinct characteristics and preferences that are noteworthy, and it is essential to take note, as they are crucial for tailoring your strategies:

  • The Younger Generation tends to value authenticity
  • Digital Adaptation has led to a short attention span
  • Social Consciousness and diversity in value
  • Flexible and eager to learn 

The best way to understand your audience here is to conduct market research. You can easily do this with surveys and feedback to engage and gather insight from current members.

Social media also provides you a window into their interest so that you can align your content. By understanding your younger audience more deeply, you’ll be better equipped with strategies to attract and engage them meaningfully.

Build a Strong Online Presence

The younger generations are mostly online nowadays. Research shows that Individuals between the age of 18 – 35 spend an average of 18 hours per day online. 

You must build a strong online presence and actively be in their faces if you want to attract them. 

Here is how you can build a strong online presence for your association and attract younger members to your association:

  • Develop a Modern and Mobile-Friendly Website: Make sure your association’s website is not only visually appealing but also easy to navigate on mobile devices. This ensures that younger members can access information and engage with your association wherever they are.
  • Be Active on Social Media: Create and maintain a vibrant social media profile that resonates with the younger members. Do this by sharing valuable content and engaging them in conversations that interest them.
  • Implement a working content strategy: This should involve creating helpful blog content for younger members, fun and interactive videos, and simplifying complex stuff with cool pictures.
  • Use Emails: Emails still work. Send them useful newsletters,  event info, and special deals. Make sure to personalize your emails to make them feel special. 

Engage Younger Members Through Online Communities

Online communities provide a platform for young people to connect, share ideas, and collaborate with like-minded individuals. This helps to foster a sense of belonging and participation, where younger members feel valued, informed, and connected to the association’s mission and community.

Here’s how you can actively do this:

  • Join Relevant Groups: Find online groups related to your association’s interests. Join in, share insights, and connect with potential members to boost your association’s reputation.
  • Host Webinars and Virtual Events: Use webinars and virtual events that allow for interactive presentations, Q&A, and networking to show your commitment to valuable content and membership engagement.
  • Encourage Discussion Groups: At Member Lounge, we use discussion groups to get members talking. You can create similar spaces on your site or social media for sharing ideas and collaboration to attract and engage younger members of your association.
  • Polls and Quizzes: Use polls and quizzes to gather insights, spark conversation, and give valuable feedback, this would help you in keeping younger members engaged and informed.

Customizing Member Experiences For Younger Audiences

Your member journey for your younger audience may be different and customizing one for the younger members of your association would help you address their pain points, wants, and unique interests.

Customizing member experiences for younger members in your association would make them special and understood and definitely help you attract younger members who will be loyal to your association and increase member engagement

Here are simple steps to follow to customize an exceptional member experience for younger members in your association:

  • Personalize Your Communication: Treat each member as unique. Use their name and send content that matches their interests. This would make them feel important and see your association as valuable.
  • Tailored Recommendations: Use data and feedback to give personalized suggestions for events and resources that fit their goals. This would definitely skyrocket your member experience.
  • Give exclusive benefits: Offer discounts and perks to younger members on fees, events, and products. Younger members like saving money, and this can help increase their engagement.
  • Mentorship Programs: Create programs where experienced members help younger ones. It builds a community and helps with professional growth, showing your association’s commitment to members’ success.

Offer Leadership and Career Growth Opportunities

Providing avenues for younger members in your association to take on leadership roles and participate in a part of the decision-making process, is a win-win strategy for you.

You get to foster the personal and professional growth of members of your association, and also infuse fresh perspectives and energy into the association that would shape the organization’s future.

This would help you attract younger members who seek growth. Young people seeing their peers in leadership roles will signal to other young professionals that your association values young members.

Regularly Monitor Your Progress

Keep a close eye on what works and what does not. This ongoing check helps you see trends, successes, and where things can improve. Monitoring regularly keeps you updated on how well you are attracting new younger members

Key data to monitor includes:

  • Membership Growth: Keep an eye on your younger membership numbers over time. Are they increasing, decreasing, or staying steady?
  • Community Engagement Metrics: Monitor younger member community engagement through metrics like the young member discussion group visits, event attendance, and social media interactions.
  • Retention Rates: Track how many younger members renew their memberships. Are you retaining your existing members?
  • Content Performance: Analyze the performance of your content targeted to the younger members of your association such as blog posts, webinars, or newsletters. Which types of content resonate most with them?
  • Surveys and Feedback: Collect feedback through surveys and member input. What are their opinions, needs, and suggestions?

Use the insights from your data to make smart decisions. If a certain type of content works well, make more of it. If your discussion traffic is going up, think about how to make it even better. Using data to guide your actions means you’re always improving and meeting your goals and members’ needs.


In conclusion, attracting younger members to your association requires a proactive approach that acknowledges their unique preferences and aspirations. By embracing digital platforms such as Member Lounge, offering personalized experiences, and providing opportunities for growth and leadership, you can create an environment that resonates with younger generations.


Farhad Khan, CEO

A tech entrepreneur specialized in creating membership websites for professional associations to increase member engagement. My background is as an engineer for Nortel and Ericsson. I started my own tech company in 2009 to help associations and nonprofits solve their challenges with my digital technology skills.