Dear Gen Cubed,
We’re seeing declining numbers in our civic organization. We do great work in the community and can provide a lot of opportunities for young people. But we can’t seem to tempt younger members into joining, and we’re not alone. Is the future of organizations like ours doomed? Do we have to be completely virtual and sit around at meetings text message one another on Facebook or what? What can we do to attract young members?
Many organizations are facing a unique dilemma and are asking themselves the question, “what does the future of our organization’s memberships look like?” They have a point, young professionals aren’t exactly scrambling to join organizations such as the Elks, Shriners, Rotary, Lions and Kiwanas. Trade and professional based recruitment numbers are also down. However, online social networks are booming and leaving the brick and mortar organizations such as chambers of commerce, community centers and church organizations empty.
“Aren’t kids today just disengaged in general?”
Not at all. Considered from a generational perspective, this trend goes against Generation X and Y’s inherent tribal characteristic. This generation loves collaboration. They thrive on community, friendship and real connections. They are inherently more civically-minded than their predecessors, they seek to make a difference in the world and love seeing firsthand the effects of their contributions. They are the most diverse generation yet and very globally minded. Considering the above profile, shouldn’t these demographics be lining up around the block to join organizations?
In the well-known book, Bowling Alone: America’s Declining Social Capital Robert Putnam acknowledges that participation in organizations has declined since the 1950’s, he attributes this to a lack of trust that he attributes to “the long litany of political tragedies and scandals since the 1960s.” Putnam is not alone in his belief that technological “individualizing” of our time has caused us to wear “virtual reality helmets,” he refers to the growing evolution of technology as the imminent reality of the eventual demise of American social capital.
What Putnam didn’t forsee…
Web 3.0, cloud computing, smartphones… Electronic devices are becoming smaller and are integrating more easily into our lives than ever before.
We used to subscribe to various newspapers and magazines that we paid a premium for and read on their publication schedules, we spoke on the telephone while at home or in the office, we took 35mm film for developing (it was expensive and took days) and we shared our lives through pictures with large heavy photo albums. Remember missing an episode of your favorite TV show and it was gone forever? Remember receiving letters in the mailbox that we actually had to read? Technology has changed the way that we operate in unrecognizable ways, and it’s not slowing down any time soon. Today devices such as the iPad allow us to access all our publications and favorite books at the touch of a screen. We can access the internet from anywhere, we can share huge volumes of photos with anybody, and view them on a whim. We can continue casual rapport relationships with people around the world. All on a device that is smaller and more lightweight than many books. As a result, we’re taking our virtual realities out into the world with us. Our virtual realities now live life with us, not the other way around.
The new generation is connected while they sip lattes in a café, engage in weekend wine tasting trips, skateboard in the park, snowboard on the mountain, or take their children to the zoo. The new generation is not disengaging from organizations because they prefer to connect in virtual realities exclusively, they are disengaged because organizations aren’t readily available to integrate seamlessly into their lives. In most cases, engaging with an organization can’t happen on the fly. They have to be somewhere at a certain time and in a certain matter to engage. Although the new generation identifies with the foundations and visions of these organizations, they don’t see how they live fitting into what organizations require of them. And besides personal satisfaction for service, they don’t see a personal benefit to joining. Work-life balance and the quality of life is more important to the largest majority of Gen X and Y.
“Ok, so we don’t connect with the new generation the way they want to connect, is that really the only reason?”
Of course not, that would make this problem a simple one to solve! The new generation knows these organizations do good works, but the activities of the clubs don’t appear to co-exist alongside the 
lives the new generation leads. The new generation doesn’t see the good work these organizations do in their community and the world because they don’t tell anybody about it! Another major obstacle that separates the new generation is money, and I don’t mean dues. The new generation is not interested in joining an organization where it seems like all they do is write checks. Not all organizations are this way, but many think they are.
“Short of going out and knocking on doors or something, how do we change this perception?”
Robert Putnam was right that the new generation is disenchanted. They’re seasoned to look at things that compete for their time and resources through a lens of suspicion. They crave a real authentic message and a captivating story. They also need to hear about the amazing work these organizations do and how they can get involved. And they need to hear about it in a space they actually hang out in and understand. Telling your story at a expensive gala benefit dinner is probably not going to serve this purpose. If they hear about an inspiring new service project through a peer, or through an inspiring or funny video on Facebook or Twitter, they’re likely to pay some attention. The more authentic messages they hear, the more attention they’re paying. This happens within these organizations every single day, but they stay within the organization’s walls. If they want to cultivate the next generation of membership, they need to start telling these stories to the rest of the world, in a big way.
This video about Kiwanas has only been received 3500 views (that’s like 10 views in YouTube time). It has a tone and a message that would appeal to a young generation. Why did I have to go looking for it?
Here’s a neat little video from Rotary about social media. It doesn’t actually say they’re doing anything about using it though. But they have a point.
RI Social Media Presentation from Rotary International on Vimeo.
To learn more about engaging the new generation of organizational membership or employees, contact us or call 503-512-5402 to book a speaking engagement or introductory assessment meeting. Click Here to subscribe to our monthly newsletter, Cube Think. Gen Cubed specializes in creating innovative solutions for the multidimensional workforce.