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May 7, 2015

How Associations Can Attract Millennial Members

The question of how to attract younger event attendees – the so-called millennial generation, generally accepted as those born between the late 1970s and the late 1990s – is one of the great challenges facing international associations. 

The demographic is vital to all businesses; eschewing them risks obsolescence. What makes them challenging is that the generation brought up communicating via social media with people on the other side of the planet  is increasingly turning its back on traditional membership communities, seeing less value in what the associations have to offer as the years pass.  

Helen Burgess, Membership and Marketing Manager, The Physiological Society from International Meetings Review on Vimeo.

So how do international associations recruit young people? One way, according to Helen Burgess, marketing and membership manager at The Physiological Society, is to tear down any obvious barriers to entry – even if that includes the membership fee. 

Burgess shared her insights with AMI editor James Lancaster at the International and European Associations Congress in Lausanne.

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