While the world around associations continues to evolve, the essential stages
of the membership lifecycle remain unchanged. Members must be compelled to join, take advantage of the programs, events and benefits offered and internalize the value delivered to remain onboard.

Millennials will make up half of the global workforce by 2020 and older members of Generation Z, generally defined as those born between 1997 and 2012, are coming into adulthood and are expected to constitute 20% of the US workforce by 2021.1 How will your organization continue to attract, engage and retain this new era of members?

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