What The Next Generation of Members Want to Hear from Your Association

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Engage the Next Generation of Members

The data is clear: most associations have not yet figured out how to appeal to younger professionals in their industry. And that’s a big risk with millennials set to make up 75% of the global workforce by 2025. To attract the next generation of members, associations must prioritize authentic, two-way communication and collaboration. 

So, how do you actually do it? We invited Colby Horton, founder and CEO of Association Briefings, Frank Humada, Chief Business Development Officer at Association Briefings, to join Michael Hoffman, CEO and co-founder of Gather Voices, for a live, 1-hour conversation on connecting with younger professionals. They discussed:

  • What the data says about associations who have found ways to attract the next generation and those that have not
  • Communication preferences and expectations of millennials 
  • How a personalized and authentic approach to marketing will help associations reach these new potential members
  • How to collaborate with your community to co-create content that resonates in

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Featured Presenters

Michael Hoffman is the co-founder and CEO of Gather Voices, a technology company that automates the creation, management and publishing of video content. He is also the founder of See3 Communications, a digital marketing agency in Chicago and founder of the DoGooder Video Awards which honors the best social cause video on YouTube each year. Hoffman teaches marketing at the University of Chicago and is an internationally sought-after speaker and trainer who is a trusted advisor to association leaders on engagement strategy.

Colby Horton is a digital publishing veteran with 20 years of experience in the association space. He’s a journalist turned marketer and understands the importance of good, strategic content and its place within an association-centric marketing funnel. He founded Association Briefings in 2020 as the association community was forced to find new, cost-effective ways to market and communicate to members and the industries they served. Today, he guides the company’s overall strategic, editorial, and technical direction and brings freshness and clarity to an industry of products and services where commercialization has often outweighed quality and engagement.

Frank Humada is a leader in relationship management who has devoted 14 years of his professional career to understanding the association space and the challenges within the community. Focused on providing association publishing solutions and driving non-dues revenue, he’s formed deep relationships with hundreds of association executives and their teams. As a key member of the Association Briefings executive team, he is responsible for not only growing the company’s association partnerships through acquisition and ongoing nurturing, but also forming strategic partnerships with like-minded companies in the industry.