Marketing to Different Generations: 4 Tips for Associations

From police associations to professional networks, many organizations today need to connect with a range of generations. Each group has its own set of values, preferences, and ways of communicating, so hitting the mark with everyone can be tricky. But don’t worry—these four tips can help your association bridge the gap and market effectively to members of all ages.

Get to Know What Matters to Each Generation

Different generations have different priorities and ways they like to communicate. Older generations often value tradition and personal connections. They might prefer receiving information through direct mail, phone calls, or face-to-face meetings.

Younger generations, on the other hand, are all about speed, convenience, and digital engagement. They’re used to quick updates and prefer using social media, websites, and mobile apps to stay in touch. To catch their attention, you want to focus on delivering fast, engaging content that offers them real benefits.

Tailor Your Content to Each Group

Speaking of content, one size definitely doesn’t fit all. For older generations for example, it’s a good idea to highlight the association’s long-standing achievements, and success stories. Really, they’ll appreciate content that reassures them about the value of sticking with your association.

For younger generations, think short videos, infographics, and posts that touch on current trends or social issues. And showing real-life stories and behind-the-scenes looks can really resonate with them.

Make Technology Work for You

Using the right tech tools can help you connect with members of all ages. For older generations, your digital platforms have to be senior-friendly – easy online registration, large fonts, and simple guides can make a big difference.

Younger generations expect a seamless digital experience; think mobile-friendly websites, engaging social media, and interactive features. Using AI for personalized content or gamification elements can also make the experience more engaging for them.

Run Campaigns That Appeal to Everyone—With a Twist

Of course, there might be instances where a joint campaign could work. Maybe you’re highlighting a universal theme like community, teamwork, or shared achievements—something that clicks with everyone, no matter their age. In these cases, you can still pull off a joint campaign by tweaking how you deliver it.

Start with a core message that appeals to all generations, then customize the details to fit each group. For example, let’s say you’re running a campaign about volunteerism. You could create a heartfelt video featuring long-time members sharing their experiences, which would resonate with older generations. At the same time, you could cut that footage into shorter clips for social media, paired with upbeat music and quick graphics, to grab the attention of younger members.

In a nutshell, getting the marketing mix right means understanding and catering to the unique needs of each generation. By adjusting your communication, content, technology, and campaign strategies, you can keep all your members engaged and feeling valued!

Marketing to Different Generations: 4 Tips for Associations

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