Daily Buzz: Attract Millennials and Gen Z to Meetings

Old-school event strategies will turn off younger attendees, but digital-focused, personalized meetings will capture their attention. Also: Get members more engaged in your education resources.

Legacy events need the support of new generations, but capturing their attention is challenging when traditional marketing methods and event agendas are no longer effective.

What millennials really want is more digital integration and to be included in all aspects of a meeting, says Jason Dorsey, president of The Center for Generational Kinetics, in an interview with BizBash.

“The best way to reach millennials is to create the foundation for a great event before the event happens,” he says. “This includes videos, behind-the-scenes collaborations, and building up the excitement for the event before it takes place … Millennials want the event to be tailored to them, when possible, and to give them options to find content and tracks that meet their specific needs.”

Gen Z, meanwhile, values “training on how to make the most of events, how to use technology to connect with people and resources at events, and interaction that drives new connections—as they likely know fewer people at the event than other generations,” Dorsey says.

What this means for meetings: Lecture-style conferences with unengaging speakers and PowerPoint presentations will turn off younger audiences, so find activities to keep them engaged and valued.

Education Engagement Strategies

Continuing education might not be a top priority in your members’ busy lives—but it’s important to remind them of your association’s offerings regardless. Amber Bovenmyer writes on the Higher Logic blog that a tactical marketing strategy—which includes automated email blasts and quarterly reminders—can help keep education top of mind.

Using education to foster a sense of community in your association can also be helpful. “Your continuing education technology can contribute to your organization’s community-building efforts by offering your members a way to learn and grow together,” Bovenmyer says. “Once your learners have completed their courses, it’s crucial to your office or association culture to ensure that they can continue to reach out and network beyond the online classroom.”

Other Links of Note

How big should your communications team be? Nonprofit Marketing Guide explains.

Amp up creativity at your next meeting with these brainstorming techniques from Smart Meetings.

Stop workplace burnout before it happens. Fast Company outlines three warning signs.

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Jeff Hsin

By Jeff Hsin


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