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Membership

Recruiting New Members? How's Your Pitch?

When you’re interacting with prospective new members, you need to have a convincing pitch. I’m sure you’ve all heard some bad ones. I know I have. The last association I didn’t join didn’t have a pitch; I’m not even sure they had a purpose. If they did, they weren’t communicating it to me, and I certainly wasn’t buying.

When you’re interacting with prospective new members, you need to have a convincing pitch. I’m sure you’ve all heard some bad ones. I know I have. The last association I didn’t join didn’t have a pitch; I’m not even sure they had a purpose. If they did, they weren’t communicating it to me, and I certainly wasn’t buying.

Naturally, a good pitch includes a strategy for delivering it, how and when.

LISTEN TO THEM

What am I looking for in an organization? What’s missing from my professional life that I’d be willing to pay money for? You don’t know, do you? You know what your organization can offer, but you don’t’ know the best way to sell it to me. One good way to find out, talk to me. Better yet, listen to me. Until you know what I’m looking for, how can you be sure you are selling the right aspects of your organization? Take time to listen to what I need  and what I’m looking for in an association. If it’s something you can offer, I’d love to hear about it.

This might mean a number of personal conversations. In a room full of prospective members, each might be looking for something completely different that you can provide. Find out why they join.  Especially when it comes to recruiting Gen Y, they will be impressed if you take the time to show some personal interest in their needs before trying to push membership.

MAKE THEM FEEL SPECIAL

Your association needs members to survive, but do you want just any members? Maybe, but you should also be recruiting for the talent you need. When conversing with a potential member, find out what their skills are and what skills they’re interested in pursuing. If it’s a need your organization has, let them know you have a role for them, specifically.

People are more likely to get involved if they know they will play a specific role. Recruiting for talent you need is a way to make prospective members feel valued before they even join and strengthen your association.

Millennials are looking for ways to gain experience and job skills to give them an advantage in the tough job market. When it comes to associations, they are looking for a way to engage in a meaningful way.  Let them know that your organization can offer them a value worth joining for.

ASK THEM TO JOIN

I hate to point out the obvious, but at some point, you’re going to need to ask a prospective member to join. Even if they understand the value you can bring to them, the gaps that your association can fill, asking someone to join is an important step. Even if their answer is “no,” it will give you a good sense of where they are at and if you need to answer more questions. If they aren’t interested in membership at the time, make sure you find out the best way to follow up with them in the future. Then, do it.

If you want to keep adding members to your ranks, you need a good pitch. And keep in mind, no matter how good your pitch is, if you want to keep that member, you’ll need to deliver on everything it promises.

Zs came of age in an era of disruption

In many ways, it’s symbolic that Generation Z is named after the last letter in the alphabet because their arrival marks the end of clearly defined roles, traditions, and experiences. After all, Gen Z is coming of age on the heels of what has been referred to as the most disruptive decade of the last century. America has become an increasingly changing and complex place.

For example:

  • ‍Zs were born into a “modern family era” in which highly involved dads help out at home, and the nuclear family model (two parents, married, with children) represent only 46% of American households.
  • ‍Zs are the first generation to be born into a world where everything physical, from people to places to pennies, has a digital equivalent.
  • From the time they were infants, Zs had access to mobile technology. As a result, their brains have been trained to absorb large amounts of information, and Zs are especially adept at shifting between skills and subject matter.
  • Zs tend to have crystal-clear memories of sitting up for the first time at six months old because they can easily and quickly reference the photos and videos their parents shared on social media or saved in the “cloud”. 

Members of this generation have undoubtedly been shaped by crisis and disruption. This generation will largely be responsible for confronting the aftermath of the Great Recession, high youth unemployment, the effects of climate change, terrorism, energy sustainability, and more. These dark events have undoubtedly made this generation more cautious and pragmatic, but they have also provided this generation with the inspiration to change the world – and their grit will likely allow them to do it.

Coming of age during disruption means that most Zs will be comfortable being the disruptors. While Millennials tend to be collaborative and innovative, this generation tends to be sincere, reflective, thick-skinned, and self-directed, and will likely approach work in much the same way.

Zs were raised to be competitive

In the era following World War II, Boomers (1946-1964) were born and eventually became the wealthiest, most prosperous generation in history. Raised to aspire for the American Dream, this very large generation moved into positions of power and influence, and served as the workforce majority for 34 years.

With the American Dream alive and well, Boomers had no reason to teach their children, mostly Millennials, about competition. Instead, they taught them to focus on academic achievement and to be team players because if everyone works hard, everyone can win.

Enter Generation X (1965-1981). In contrast Boomers, Xers came of age during a time when change and economic and political uncertainty began to take root. They have lived through four recessions, struggled with debt and economic decline most of their lives, and watched the best educated and accomplished generation of all time (Millennials) graduate during the Great Recession and become the most debt-ridden generation in history.

Gen Xers can be defined by their independence and anti-status quo approach to life, and they have taught their Gen Z children to be competitive, believing only the best can win. They have encouraged their children to be realists, finding something they are good at and aggressively pursuing it.

Xers have raised their Zs with an intense focus on competitiveness -- in academics, sports, and other activities. This approach to parenting has many implications, but one stands out in terms of business: Gen Z is likely to lead.

Millennials in the workplace created and aggressively advocated for collaborative work environments. In fact, their aversion to leadership has been so strong, some Millennials sought out companies that boasted boss-free or team-managed workplaces.

In contrast, Zs have been raised with an individualistic, realistic, and competitive nature. They have been taught the skills to successfully defy the norm. This means we’re going to see the pendulum shift away from collaborative workplaces towards a widespread demand for, and pursuit of, leadership development.

Zs are career-focused.

While Millennials have been criticized for their “delayed adulthood”, Gen Z is showing signs of “early adulthood”. Educators and parents often describe this generation as being more serious and contemplative about the world. Zs are thinking about their career paths and exposing themselves to career training at an earlier age than Millennials. It’s probable that some of this early onset of adulthood is caused by parents, who are pressuring their children to be competitive and successful and to avoid the debt that plagued both the Gen Xers and Millennials.

The numbers from our global research found 46% of Gen Z said they know what career to pursue and 51% have taken a class at school focused on their career interests. Forty percent joined an extracurricular program (team, club) based on their career interests.

Zs are seeking financial security. 

Zs have been shaped by the aftermath of the Great Recession. They watched Millennials become debt-ridden and are concerned about falling into the same trap. XYZ University’s survey results show 66% of Zs said financial stability is more important than doing work they enjoy, which is the exact opposite of Millennial survey results.  Also, 71% of survey-takers have a paying job.

Zs value leaders who are positive and trustworthy.

When presented a list of leadership traits, Zs ranked positive and trustworthy the highest. While Millennials and Gen Zs both value trust in a leader, Millennials usually cite collaboration and vision as most important. In other words, Millennials focus on the outcomes leaders inspire, whereas Zs are more likely to consider leaders’ attitudes and personalities. To Z, what leaders encourage others to do isn’t as valuable as how they make them feel.

 

Zs want to be challenged.

Both Millennials and Gen Zs place a very high value on feeling challenged and appreciated in the workplace. However, according to our survey results Millennials rank appreciation slightly higher than challenge, whereas Zs rank feeling challenged slightly higher than appreciation.

Time will tell how Zs go down in history, but we know this generation’s influence on history will be unlike any other.

 

Does your organization have what it takes to engage the next generation? Take this quiz to find out.

 

Sarah Sladek is CEO of XYZ University. Our generational intelligence can assist you with engaging and retaining young talent and members.

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