2 Generations of Members: How To Engage Both

2 GENERATIONS OF MEMBERS: How To Engage Both Member-based organizations can tap two generous, cause-minded groups - Millennials and Baby Boomers – at the same time by knowing what makes each unique as well as what they have in common. Social CRM, a must-have component of successful association marketing programs, can help to identify what is important to members and create targeted conversations while using the same efficiency-boosting automation tools. What's Social CRM? A philosophy and a business strategy, supported both by technology and internal processes, designed to engage customers/ donors in a collaborative conversation to provide mutually beneficial value. SAME: Active & Vocal Both groups are active in causes and/or organizations they feel strongly about and use social media to share their passion. MILLENNIALS BABY BOOMERS like, re-tweet or share content on social media participate in a movement 75% 62% would join an organization with programs for young professionals share information about a cause online 72% 2 in5 follow 1 to 5 nonprofits on social media follow, like or +1 cause-related groups 49% 20% SAME: Worthwhile volunteer opportunities Both groups want to volunteer, but associations offering meaningful experiences will have an edge. MILLENNIALS BABY BOOMERS 69% 2nd volunteering: most popular form said their biggest pet peeves are not having much to do and having their time wasted Providing professional or management assistance SAME: Digging into their pockets Both groups donate money as well as their time. MILLENNIALS BABY BOOMERS 2$ 83% $47 billion •9• made a financial gift to a nonprofit in 2012 amount donated annually to nonprofits 75% 52% would use a monthly giving plan support same number of charities as they did in 2013 DIFFERENT: Listening & Talking To effectively communicate to both groups, associations will have to do everything right. MILLENNIALS BABY BOOMERS Both use mobility, social media and websites for listening and talking, but they use them differently. Top cause-related information sources Emails, Facebook, Newsletters Television, Websites, Newspapers Mobility 83% 49% 29% of Millennials regularly use smartphones of the general population regularly use smartphones 29% of Baby Boomers regularly use smartphones Websites Millennials first learn about an organization, and then use social following Baby Boomers are more likely to use for regular engagement and are more search-oriented Millennials are more likely to share photos Baby Boomers are more likely to share videos Social Media 75% 59% use a social networking site daily like, re-tweet or share content on social media 60% 55% like it when organizations share success stories follow a group or organization 51% 40% connect to websites post and watch videos through social media HOW CAN SOCIAL CRM HELP? 5 ways associations can use Social CRM to drive member interaction and relevance. Manage member • engagement Provide new 5. networking models 2. Increase participation via a dedicated community ull Monitor the conversations 4. taking place on social channels Automate and measure 5. member engagement abila. Avectra an abila.company INSPIRE POSSIBILITY Sources • 2013 Millennial Impact Report, produced by The Case Foundation • "Why So Few Baby Boomers Are Volunteering," Forbes.com, Richard Eisenberg, April 1, 2013 • The Next Generation Of American Giving, Edge Research and Sea Change Strategies, Edge Research, August 2013 • Reaching Today's Boomers & Seniors Online, Google Think Insights, May 2013