across all age groups who work in rural settings
are more likely to engage through digital mediums using their smart phone or tablet.
Members’ Stage in life?
For many associations, there are unique challenges depending on where their members are in
American Nurses Association is the potential
home for a potential 3. 6 million nurses, so they
do not have the luxury of only serving the needs
of a small group. To move from a one size fits all
approach, they created new lifestyle segmentation within the organization—new RNs, nurses
who are 5 to 14 years in their career and those
members who are more experienced leaders.
For the AVMA, newer professionals face a very
unique set of challenges, which include securing a position that fulfills their early career and
professional development needs as well as the
ability to pay their student loans.
“Those professionals who are coming out of
veterinary school or recently entered into the
workforce need information, support and resources around topics like career development and
financial literacy,” said Dr. Donlin. “The AVMA
created a new position, Assistant Director for Recent Graduate Initiatives, dedicated to outreach
and programming for early career veterinarians,”
For older professionals—boomers, specifically—the AVMA sees a group with completely
different concerns. They may face the challenges
that come with owning or running a practice.
But there are challenges that veterinarians of
every generation face on a daily basis. “We have
seen an industry spike in compassion fatigue,
depression and stress from financial issues. To
Give Them What They Need
help, we are working on educational materials
and resources to support veterinarians overall
well being and help them cope with the emo-
tional demands unique within the veterinarian
profession,” said Dr. Donlin.
Marketing General Incorporated sees a number
of trends related to association success. The
number of associations using digital marketing
has increased, specifically online advertising and
content marketing. “Younger people have a ten-
dency to use social media more. You can build a
relationship with them and really target a demo-
graphic through social media,” Rossell added.
ANA created an active Facebook direct ad-
vertising program about 4 years ago. “We looked
at people who were joining online in response to
Facebook ads and found it was weighted much
more heavily toward younger people than our
membership as a whole. Our membership used to
skew older; now we are starting to skew younger
based on Facebook metrics,” said Cohen.
Successful associations were also found to
offer young professionals membership at a lower
price point—discounts to entice professionals to
ANA embarked on a new member acquisition
campaign offering 50 percent off the first-year
dues for people who were new to the profession.
Additionally, they developed an online community for new RNs moderated by a more experienced professional. They are also revamping the
The AVMA’s Early Career Online Community has proven of great value to engaging young
professionals. The closed Facebook group is a
community exclusively for recent graduates to
connect with others facing the same transition
from veterinary student to working veterinarian.
The AVMA also hosts an online chat on a different topic (such as veterinary economics, wellness, leadership, and more) almost every month.
“Younger members may be more inclined to engage with them through digital
communications, but that goes beyond Millennials. The AVMA professionals
across all age groups who work in rural settings are more likely to engage
through digital mediums using their smart phone or tablet.”