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For many associations, attracting and retaining younger members—particularly students—remains an ongoing challenge. But why is it so
difficult?
One common misstep is the way we label and generalize. Terms like Gen Z, Millennial, or Gen Alpha often create a “one-size-fits-all” approach, overlooking the fact that younger members are not a homogenous group. While technology and social media have shaped their world, their core motivations and aspirations are not so different from previous generations: building independence, forging meaningful careers, and ultimately, living a comfortable and fulfilling life.
Take for example a young tertiary student juggling study with a part-time job. The financial independence gained from working not only fuels lifestyle choices but also motivates greater commitment to career goals. For associations, this demonstrates a critical insight: young members are not looking for generic benefits—they’re seeking practical pathways that connect them with real opportunities.
Rethinking the Value Proposition
Associations need to move beyond simply offering student discounts or entry-level membership fees. Instead, they must design a tailored value proposition that directly meets the unique needs of younger members. Some effective strategies include:
1. Mentoring Programs That Work
Set up structured and fully funded mentoring opportunities that connect young professionals with experienced leaders. A genuine mentorship experience—one that goes beyond “coffee catchups”—can provide career direction, insider industry knowledge, and a sense of belonging.
2. Career-Connected Internships and Placements
Short-term, well-supported internships or work placements allow young members to apply theory in practice and gain visibility in their sector. Even small associations can partner with industry to create “micro-internships” that fit into study schedules.
3. Platforms for Their Voice
Give young members space to share ideas, research, or innovations. At conferences or events, introduce poster sessions, “young professional panels,” or innovation challenges where they can present fresh perspectives. These don’t need to be limited to university students—apprentices, TAFE students, and early-career workers should also be included.
4. Leverage Digital-First Engagement
Younger members live in digital spaces, so meet them where they are. Create short, engaging content on platforms like LinkedIn, Instagram, or even TikTok that showcases your association’s impact. Bite-sized professional development videos, behind-the-scenes industry insights, or member success stories resonate strongly.
5. Build Communities, Not Just Memberships
Young members crave connection. Establish peer-to-peer networks or “young professionals councils” within your association. These groups provide a platform for leadership development, networking, and collaboration—and they also give the association fresh ideas and energy.
6. Recognise and Celebrate Their Contribution
Recognition matters. Celebrate young members’ achievements through awards, spotlights in newsletters, or social media shout-outs. Even small acknowledgments go a long way toward making them feel valued and seen.
7. Make Learning Affordable and Flexible
Offer accessible pathways to professional development. This could mean discounted workshops, free webinars, or “on-demand” micro-courses that fit around their busy schedules.
The Bottom Line
To engage young members, associations must shift from treating them as a “future audience” to recognising them as a vital part of today’s community. When young professionals feel their aspirations are understood and supported—with opportunities to learn, contribute, and lead—they don’t just join an association. They become its most passionate advocates.
Most association leaders face a persistent challenge: growing and retaining members. It’s not uncommon to hear stories of
members who join for a year, drop off, and then rejoin two years later. While this cycle may seem harmless, it carries hidden costs—such
as staff time, marketing expenses, onboarding resources, and software overhead—that
can quietly drain your association’s budget.
Running an association or not-for-profit (NFP) is no small feat. Whether you're leading a professional body, a community group, or a
national peak organisation, one question always lingers:
“How do we know we’re doing well?”
It’s a fair question—and an important one.
How we help membership based, not-for-profit associations now and into the future.
