Many organizations have prioritized diversifying their membership and growing the percentage of young members in particular and with good reason. Millennials will make up half of the global workforce by 2020 and older members of Generation Z are expected to constitute a fifth of the US workforce by 2021.

Personify’s research shows that young members recognize the importance of membership and are eager to join, with 87% of our survey respondents reporting that it is important to be part of an association and more than half reporting being part of an association is becoming more important than it used to be. But how are they finding out about organizations? What tools do they use to learn more about you? What benefits compel them to finally make the decision to join?