As students prepare to graduate and enter the workforce, associations are presented with an opportunity and a challenge: how to keep these future professionals engaged as long-term members.
But what’s the best way to support student members through this transition and into professional roles? Read on for some key insights and actionable strategies to help. (ICYMI: we also hosted a webinar with UST Education on this topic—you can check it out here.)
Understanding the Challenge: Engaging the Next Generation
Student members are in a unique place—they have different motivations, attention spans, and overall needs compared to other association members, and associations should be engaging with them differently. Students are still in the learning phase - they’re learning about the field they’re about to jump into, what they need to succeed, and whether they are going to stick with this career path or not. The key to engaging this group is to create experiences that speak to where they are in their life and career journey. And the best way to figure out where they are?
Ask questions.
The Key to Engagement: Start by Asking, Not Telling
One of the most effective approaches to engaging student members is PropFuel’s "Ask, Capture, Act" methodology.
For example, when a new student joins your association, rather than overwhelming them with a long list of benefits, associations should start by asking simple, targeted questions to better understand their needs and interests.
For example:
- "What are you most excited to get out of your membership?"
- "What’s your preferred method of learning—webinars, podcasts, or articles?"
By asking questions, you can capture valuable insights about student members and then act on those insights by providing personalized content and experiences that directly align with their interests. This approach makes engagement feel more relevant and builds a deeper connection between the student and your association.
It also trains them to pay attention to your messages, because your messages provide them with information relevant to what they need.
Actionable Tactics to Boost Engagement and Retention
If you’re looking to make some changes to how you engage with students, here are a few steps you can take today to support those changes:
Relevant Onboarding
Onboarding is a crucial first step in retaining student members. Instead of bombarding them with a long email full of alllll of your association’s benefits, use a phased approach that asks key questions to better understand their preferences. For example, you can ask, "What member benefit are you most excited to use?" This single question gives you the insight you need to send follow-ups that are relevant and valuable to the member.
Tailored Engagement Campaigns
Create campaigns that allow you to learn about your member so you can better tailor your communications. Associations like the Washington Society of CPAs have successfully segmented their student membership based on current status (e.g., enrolled students, CPA exam passers) to tailor communication and offerings. This allows them to provide specific content that is more relevant, whether it's exam prep resources for students or career opportunities for recent graduates.
Highlighting Career Development Opportunities
Entering the workforce can be daunting for most students. Associations play a key role in helping students feel more comfortable with this transition by offering career development resources like internships, job fairs, and mentorship programs. Ask your student members what they are interested in and relay them information from there. For example, the Missouri Society of CPAs has leveraged PropFuel to learn what opportunities students are interested in, and then they connect them with things like internship opportunities, career fairs, and more based on their response - rather than sending all students the same thing.
Collecting and Updating Key Data
One of the most effective ways to retain student members as they graduate is by having accurate contact information. Before graduation, ask students when they plan to finish their studies and gather secondary email addresses. The Ohio Society of CPAs, for instance, reaches out months before graduation, asking students to confirm their upcoming graduation date and provide an updated personal email. This ensures the association can maintain communication as the student transitions out of their .edu account and into the workforce.
Showcasing Long-Term Value
Once students graduate, demonstrating the long-term value of membership is crucial to converting them into full professional members. Whether it's offering complimentary continuing education credits, industry networking opportunities, or specialized career resources, it’s important to highlight the practical benefits that will make a difference in their professional lives. Associations can ask students what they find most valuable and then customize the journey based on their responses.
Encouraging Volunteerism
Providing volunteer opportunities at events or within the organization itself can be another great way to keep students engaged post-graduation. The Wisconsin School Counselors Association, for example, used PropFuel to invite students to volunteer at their annual conference. This not only helped the association but also gave the students a deeper sense of connection and value through involvement.
Success Stories: Real-World Applications
Several associations have successfully implemented these strategies:
- New Jersey CPA Society asked their student members whether they should create content on TikTok to promote the accounting profession. This question empowered members to voice their opinions and created a sense of involvement in shaping the association’s future strategy.
- American Society for Nutrition collected data on students' post-graduation plans, which allowed them to tailor follow-up communications based on whether the student was entering the workforce or pursuing further studies.
Building Loyalty That Lasts
By leveraging a strategic, question-first approach to engagement, associations can create more personalized and relevant experiences for student members. This not only strengthens the relationship between the student and the organization, but also makes the transition into professional membership smoother. Associations that invest in understanding their student members' needs and guiding them through this transition are more likely to retain them as loyal, long-term members.
As associations continue to adapt to the changing expectations of younger members, the key takeaway is clear: engagement starts from day one, and it begins with listening.
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