Contrary to commonly held assumptions, the study, Generations and the Future of Association Participation, concludes that Generation X and Y workers (adults born after 1965), show every indication of join-ing associations at even higher rates than Baby Boomers (born between 1946 and 1964).  The study dispels a widely accepted premise regarding association participation and the younger generations, articulated in the national bestseller Bowl-ing Alone: The Collapse and Revival of American Community. Author Robert Putnam's central theme was that Americans were less and less apt to join voluntary organizations.

But the study found just the opposite may be true: The number of association members can be expected to rise over the next 10 years, from about 51 million members at present to about 55 million members by the year 2015. Over the same period, the percentage of all workers belonging to associations can be expected to increase slightly, from about 28.3 percent at present to 28.9 percent.

The data for the study was derived from population projections from the U.S. Census as well as two nationwide random samplings of Americans. The first was done in 2000 by the Roper Center for Public Opinion Research in which 30,000 Americans from 40 communities were polled. The second was undertaken in 2004 in which 800 Americans were polled by the Maxwell School of Citizenship and Public Affairs at Syracuse University. Arthur Brooks, Ph.D., associate professor of public administration and director of the Nonprofit Studies Program at the Maxwell School and research director for the William E. Smith Institute for Association Research, used this polling information to perform data analysis.

The study was commissioned by the William E. Smith Institute, which was established by association management firm SmithBucklin, to fund new practice-based research that is delivered to the association community free of charge.

Gen X + Y = ROI The most meaningful difference between Generation X and Y workers and Baby Boomers is not in their propensity to join associations, but in their expectations and what membership means and the returns such membership should provide.

"While delivering very positive news, the study also provides important insights that will help associations build and sustain growth for their organizations", said Dr. Brooks. "These generational issues have been looming like a dark cloud on the horizon, but there has not been any hard data until now," he explained. "There were many association executives who felt these generational issues looked bad. They felt Generation X and Generation Yers were not joiners. I listened to these theories but remained agnostatic. After undertaking the research I have come to learn that things look great, not bad at all."

According to Henry Givray, president and CEO of SmithBucklin, some interesting discoveries were derived from this research that can be used to help association leaders address the issue of membership growth and retention. "The underlying reasons why people join trade and professional associations haven't changed. It's more about social behavior than it is about generation. It's about professional growth, enlightened self-interest, furthering their career, or protecting their company. It's about networking, [creating] potential future business," explained Givray.

The key to attracting younger workers is to provide the benefits they desire: a more tangible return on their investment, time, energy, and money. According to the study this includes:

• Services --Associations can provide services such as outplacement assistance and group health and dental plans to younger members who might be attracted by offerings that are of immediate tangible use.
•  Accountability-- Younger members may seek greater evidence that their associations are being held accountable to both members and the professions they represent. Career advantages Younger members need more career-enhancing benefits from associations than members from previous generations. For example, associations can consider how they can act as conduits between sen-ior executives and ambitious younger members.
• Community--Younger members of certain professions may seek benefits offered by the communities the association can provide. This is particularly true in jobs that require frequent moves. According to Givray, a technological community is important as well. Technology can help enhance or extend that ability of networking. So a younger worker who is very used to applying technology every day may have the same level of expectation that the technology is going to be again part of the organization they join ... such as the concept of 24/7 customer solutions. Beyond the meeting, blogs or forums can be helpful, he explained.
• Opportunities to serve --Just as charitable nonprofits have learned that younger donors want to know how they are helping others with their gifts, associations could broker many different types of charitable activities, from time to monetary gifts, in ways that are appropriate to member interests. Younger donors also require more of a "return on their charitable investments. They want specific knowledge on the impact their donations are making and demand evidence that their donations are making a difference.

Givray recommends that associations not turn their backs on older members. Baby Boomers are retiring later and still want to be invited in. We need to proactively reach out to these older members. The first Baby Boomers will turn 60 in 2006, and this generation has an obsessive desire to stay young. According to Arnold Brown, co-author of FutureThink, a large proportion of baby boomers will not retire in their 60s.

The final research report is available without charge to all members of the association community and can be found at www.smithinstitute.org.

Andrea Doyle is Convene's senior writer, and Peggy Swisher is Convene's managing editor