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Generation Y

The State Of Advocacy For Associations: What Are The Challenges?

Here at XYZ University, we recently conducted a study of more than 125 association executives to gather insight on the state of advocacy in associations. In our survey, we asked you what the major challenges were relating to providing advocacy as a service to members, here’s what you had to say.

This is the third in a series of blog posts around the topic of “Advocacy and Associations” that XYZ University will publish during the month of November.

Here at XYZ University, we recently conducted a study of more than 125 association executives to gather insight on the state of advocacy in associations. In our survey, we asked you what the major challenges were relating to providing advocacy as a service to members, here’s what you had to say.

Motivating members to get involved (83.6%):

If members aren’t motivated to get involved, this does create a major challenge because most associations rely on member volunteers to carry out advocacy efforts.

Democracy requires participation to be effective. Involvement from your members is essential.

Measuring or providing the outcomes of advocacy (73.6%):

Showing value in advocacy is difficult when most association members don’t even understand how the process works. Looking at an overview of the legislative process itself can be intimidating.

Showing benefits of advocacy can be very difficult when the process is slow and results can take years. It’s no wonder that the instant gratification-seeking Gen Ys don’t see value in advocacy. Millennials and Gen Xers expect things to happen quickly.

The results of your advocacy efforts take years to demonstrate and a lot of patience—something the under 40 crowd is not too keen on.

Explaining that advocacy is a member benefit (57.4%):

Well, is it? Do you have to be a member to benefit from the work your association is doing in advocacy?

Our survey found that 74.6% of associations get feedback from members that advocacy holds only minimal value for them. If your members don’t value it,  you won’t be able to convince them it’s a benefit. It’s not.

Engaging the younger generation in the process (40.9%):

Associations are working to reach out to Gen X and Gen Y where they are, using social media to communicate information about the advocacy efforts. Associations post updates and information about advocacy on Facebook, Twitter, LinkedIn, on blogs and even YouTube, places Gen X and Y look for information.

Most associations are using social media, yet still not connecting with Gen X and Y in a meaningful way. It’s not enough to just make a post on Facebook; are you engaging your members?

Reaching the younger generation is not the problem, the problem is making it meaningful to them, getting them to care enough to act, to actually jump in and get involved.

The challenge, as we see it is that advocacy is still being promoted as a member benefit the same way it was 20 years ago. The expectation is that members value advocacy like they once did, and that just isn’t  happening. One thing is clear, efforts today aren’t working. These challenges need to be recognized and overcome if advocacy is going to be an effective way for associations to spend time and resources.

A special thank you to Shannon Neeser, contributing researcher and Melissa Harrison, design, for their work on the 2012 Advocacy in Associations Survey report.

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.

Sarah Sladek

Concerned about declining engagement in our nation’s membership associations, non-profits, and workplaces, Sarah Sladek founded XYZ University, the nation’s first and only generations-focused training and engagement strategy company, in 2002.

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