life milestones are the new generations
TRANSCRIPT
Life Milestones are the New
GenerationsMonday, March 14, 2016
10:30 – 11:30 am
Trevor Mitchell, CAE
@trevm22
Introduction
• 10 Years in Association Management
• Strong involvement within industry
• Gen X or Y (depends on ranges)
• Participated in various events on
generations
When I Hear Someone Talk about Generations
Utilization of Generations has Value
• Benefits
– Easy to compare with:
• Competitors
• Populations
• Research
– Generally understood
• Challenges
– Wide ranges within a
Generation
– Creates broad based
stereotype
– Different definitions
– Many don’t relate
Does this really help your efforts in
connecting with your members?
Life Milestones
Generationsare
Life Milestone Considerations
Life Milestone Considerations
• What are the ways your members engage with the organization?
– Why do they join at various points?
– Why do they continue to renew?
– What is their evolutionary journey with you?
• Identify groups of people around a common effort
• Match benefits and value to those individuals
American Mensa Case Study
About American
Mensa
• Membership is
55,000+
– Age range from 4-
96 (+/-)
– Across the US
Current Demographic Breakdown
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Homeland (2001-2020)
Millennial (1982-2000)
Generation X (1961-1981)
Baby Boomer (1943-1960)
Silent Generation(1925-1942)
Depression/GI NA
Member Demo New Member Demo Officer Demo
How we are defining Life Milestones• What’s happening with our members?
• Collecting
– Description of Milestone Grouping
– What they want from Mensa
• When they join
• When they renew
• Continuous membership
• How
– Annual Member Satisfaction and Needs Surveys
– New Member Surveys
– Lapsed Member Surveys
– Demographic Data
Life Milestone Breakdown
Member Segment/Persona
Number of Members
% of Membership
Net Promotor Score
Retention Rate
Youth (6-12) 2,138 4.3% N/A 62.4%
Teen (13-17) 1,866 3.8% N/A 62.0%
College (18-22) 1,134 2.3% 50 51.9%
Single 8,758 17.6% 0
Single with kids @ home 268 2.5% 17
Married no Kids 1,223 2.5% 10
Married with Kids @ home 1,139 2.3% 8
Total (22-45) 11,388 22.9% 5 57.1%Mid-Life (46-65) 18,349 36.9% 22 66.6%
Retired (66+) 13,240 26.6% 25 74.2%
No Age Reported 1,642 3.3% 11 68.5%
Total Membership 49,757 100% 16 88.8%
As of 7/15/2015
Benefit Mapping
Realizations
• Why haven’t we done this before?
• Harder to track than generations but worth
it!
• Identified member value/benefit gaps
• Focused more on aligning work to member
needs
• Doesn’t capture everyone, that’s okay.
Example
• College (18-22) Target
• Lowest number of members
• What we provide socially they get
in College
• What makes us relevant?
– Connect them with industry
peers
– Bridge the gap of transition
How You Can Apply This Process
• Think about your members
• What are the stages they go through in your organization
– Professional growth
– Continued education
– Community of peers
• When they join/why do they join?
• What value do you have at each one?
• How can you help them move to the next milestone?
• When do they leave & why?
Final Thoughts
• This isn’t a new concept, it’s still target marketing
• Align more with their needs
• It takes time but worth it
• Approach may not work for everyone and that’s OK
Don’t be afraid to make a change. You may loose a
few things but you may gain something even better.
Contact Me
Trevor S. Mitchell, CAE
Director of Membership & Strategy
American Mensa
817.607.0060 ext 5521
@trevm22
www.trevormitchellcae.com