9 Strategies for Marketing Membership to Gen Z
Gen Z has never known a world without the internet. That’s one way they’re different from my generation and maybe yours. Born between 1997 and 2012, they’re the largest generation in the U.S. right now. They’re also the biggest hope for—and threat to—the future of your association.
They become a threat if you don’t do what it takes to attract their interest, deliver value, and become their professional home. That might mean a slight remodel to your value proposition or a complete renovation project. Many associations were built by and for older generations. Now, you must demonstrate the value of membership in ways that resonate with Gen Z and emphasize the opportunities that membership brings.
But will Gen Z take to membership like the generations before them? There’s no reason they wouldn’t if you can identify and deliver what they value, want, and need better than any competitor.
Research Gen Z by talking with Gen Z
Don’t assume all Gen Zers are like the ones who have already joined your association. The joiners might be outliers.
Get to know the Gen Zers in your industry and the Gen Zers who might enter your industry. You can only do that by talking with them and watching what they do so you can understand their values, habits, preferences, challenges, interests, and aspirations.
How to get Gen Z to pay attention to your association
Getting the attention of your target Gen Z audience is the first challenge.
#1: Offer a solid, relevant membership value proposition
Marketing goes nowhere if you’re not offering what Gen Z wants and needs at a price they can afford. Market research will tell you what benefits they value—and they may differ from the benefits other generations value.
Don’t underestimate the powerful allure of connections for Gen Z, especially for those who work remotely. They’re looking for their tribe. They’d love guidance from older professionals and want people in their lives to watch and emulate.
Early-career people need help figuring out what direction to go in. They don’t always know what skills they need. They want help finding and keeping jobs, and getting raises and promotions.
Whatever benefits your research tells you Gen Z prioritizes, you must provide proof they’ll get them from membership. The best proof? Success stories from young members like them.
#2: Deliver punchy personalization
Gen Z has grown up in a world personalized for their interests and needs. Once they give you data either directly (interest inventory) or indirectly (clicks, views, downloads), they expect you to know who they are and what they like. They want to be treated like an individual, not a blast email recipient.
Behavioral data helps you understand the preferences and behaviors of Gen Z prospects. Segment your lists and tailor marketing emails and retargeting ads. Learn how to write punchy subject lines and headlines and design easy-to-skim and attractive copy.
#3: Provide a competitive digital experience
A member of Gen Z spends 12 hours a day interacting with online content. They have high expectations for the digital experience and will compare yours with all the others.
Make sure yours is as polished and satisfying as the other competitors for their eyeballs. Map out the membership prospect journey for Gen Z, starting with how they might find you via search on Google and YouTube.
Then, what’s it like for them to learn about membership on your website? What’s the joining process like? Is your membership application a barrier? What happens after they join? Do they get an automated, impersonal email or a real human welcome?
Most likely, they’re going through this journey on their phone, not a desktop. You must have a mobile-friendly website and provide a smooth, mobile journey through processes, forms, and emails.
#4: Get Gen Z’s attention with short-form content
Gen Z’s content consumption abilities are far beyond any other generation’s. They can scroll through and digest content in seconds. Social media is designed to encourage this dopamine-enhanced attention, which is why your marketing strategy should focus there.
Participate and post regularly on social media platforms to get their attention and demonstrate the value of membership. Establish an active presence where they hang out: 86% of Gen Z adults use YouTube, 74% use TikTok, and 70% use Instagram.
Don’t ignore LinkedIn. Believe it or not, Gen Z’s LinkedIn participation is over two times higher than it was in early 2020.
In another study, 95% of Gen Z said they use YouTube and 50% said they can’t live without it. 66% of them scroll through YouTube in search of how-to information—that’s your short-form content competitor.
Speak directly to Gen Z on these platforms. Attract and hold onto their attention by solving the problems and answering the questions that drive them to LinkedIn and other social platforms.
- What should they read, watch, or do next, and why?
- How can they find a new or better job?
- What’s it really like to work as a (position)?
- What should they do to make a good impression at work?
Your association’s social presence should include members, staff, and industry influencers whom young people might know. Share short, entertaining, and informative videos featuring a person, not an institution. Don’t waste your time on videos that need the approval of two committees and three department heads.
Instead, share relatable and aspirational videos from young members talking about their association experience and career achievements. Ask members to create videos about job and career hacks, LinkedIn advice, or “what I wish I had known.” Feature members five to ten years into their career—that’s more interesting than someone reciting the benefits of membership.
How to nurture your relationship with Gen Z leads
If you want to relate and connect to Gen Z, understand their values.
#5: Provide a place to belong
Gen Z values community. Belonging is more important than status, which they see as a Millennial value.
This generation is more open about mental health issues. They’ve had their share of stressors already. Community and peer support are alluring benefits. Promote opportunities where members can spend time with members on activities that mean something to them personally or professionally.
#6: Demonstrate socially responsible values
Create a sense of belonging and community by unifying people around a common purpose, goal, or vision. Gen Z wants to make a difference. They’re a socially, environmentally, and politically conscious generation. They’re well-practiced at spotting inauthenticity in organizations that “talk the talk, but don’t walk the walk.”
Highlight your mission and the good work you do. Explain how you move your mission forward in a way that’s aligned with their values. Share stories about member grassroots advocacy wins.
#7: Emphasize learning opportunities
Gen Z watched older friends and family graduate from college with loan debt but not the skills needed to find desirable jobs. As a result, many Gen Zers are choosing to find more relevant and affordable learning elsewhere. Show them your association is an ideal destination.
Prove your association understands how drastically things are changing and will continue to change. 65% of today’s students will have jobs that don’t exist yet! You can teach them skills for today and the future. Promote your practical skills-based credential programs that award digital badges, microcredentials, and certificates. Offer online cohort programs where Gen Z can learn and earn credentials alongside their peers.
#8: Practice transparency and clarity
Gen Z wants to support organizations that align with their values. Transparency is high on that list.
Explain what an association does and how it differs from for-profits—don’t assume they know. Share stories about how you’ve helped young people like them.
On your website, describe in clear language:
- Why your association exists—your purpose/mission and goals
- How the association is governed and operated
- How funds (dues) are used
- How members participate in governance
- How decisions are made
- How young members can get involved
#9: Support a generation not afraid to go their own way
This generation has witnessed the horrible work/life balance of their parents and elders. No thank you, they say, life is tough enough.
They already see many paths to success and many definitions of success. Be careful your association doesn’t project an old-fashioned image. Gen Zers might associate your culture with climbing the ladder and paying unreasonable “dues.” The way your board members succeeded may not appeal to Gen Z.
What new vision can you offer Gen Z? How can they help you advance your industry and fix its problems? How can they help your association thrive?
Your journey with Gen Z begins with research—and that means data. Learn how MemberSuite can help you track Gen Z data and provide the insight that allows you to treat each one like a person who’s meant for membership.