At the 2024 ASAE Annual Conference, Annette Gregg, CEO of the Society for Incentive Travel Excellence (SITE), joined The A100 for an insightful conversation about how associations can attract and engage younger generations. As industries evolve, associations must rethink their traditional membership models and strategies to meet the expectations of Gen Z and millennials. Annette shared how SITE is navigating these challenges by focusing on authenticity, community, and leadership development to build a more inclusive and engaged membership base.
Challenging the Traditional Membership Model
One of the biggest challenges facing associations today is attracting the next generation of members. Annette noted that many associations were founded decades ago, with membership models that primarily appealed to baby boomers and Generation X. However, the motivations and preferences of younger generations, such as millennials and Gen Z, are markedly different. As Annette pointed out, “We really need to challenge ourselves to think differently about what membership means.”
For many younger professionals, the traditional reasons for joining an association—such as networking or career advancement—may not resonate as strongly. Instead, they are looking for authentic connections, opportunities to make a meaningful impact, and organizations that align with their values. Annette emphasized the importance of understanding these shifts and adapting accordingly.
To address this, SITE is moving away from the narrow focus of increasing membership numbers and is instead adopting a community-driven approach. “Are we serving just a membership, or are we serving a community?” Annette asked. By broadening the scope to engage not just official members but also the larger community of incentive travel professionals, SITE is creating an environment where young professionals can feel connected and supported, even before they officially join.
Building Authentic Connections
Authenticity is a key factor in attracting younger generations. As Annette explained, younger professionals want more than just a transactional relationship with the organizations they join—they are looking for deeper connections and a sense of purpose. “Authenticity is the biggest word that comes at us when we think about what the younger generation values,” she said.
To meet these expectations, SITE is focusing on creating authentic, value-driven experiences for its members and the broader community. Annette shared how SITE uses storytelling and transparent communication to build trust and demonstrate the organization’s commitment to its members. By aligning its mission with the values that resonate with younger professionals—such as inclusivity, sustainability, and ethical leadership—SITE is positioning itself as a forward-thinking association that genuinely cares about its members.
This approach is also reflected in SITE’s emphasis on corporate social responsibility (CSR) initiatives. Younger professionals, particularly Gen Z, place a high value on organizations that stand for something beyond just profits. By integrating CSR into its events and programs, SITE is demonstrating that it not only supports the incentive travel industry but also the broader societal and environmental issues that matter to its members.
Empowering the Next Generation of Leaders
Another key component of SITE’s strategy for engaging younger members is its commitment to leadership development. Since 2006, SITE has run a Young Leaders Initiative, which includes a dedicated board seat for a young professional. This initiative ensures that younger voices are represented at the highest levels of the organization and gives emerging leaders a platform to make a meaningful impact on the direction of SITE.
Annette highlighted how this initiative has been a cornerstone of SITE’s success in attracting and retaining younger members. “We have a seat on our global board for a young leader, and it’s been really great. SITE was ahead of the curve in recognizing the importance of giving younger members a voice,” she said.
In addition to the global board seat, SITE has extended this approach to its local chapters, ensuring that young professionals have opportunities to take on leadership roles and engage with their peers. Each chapter has a designated young leader board seat, and there is also a young leaders community that operates on a global level. This community runs its own annual conference, curriculum, and even a mentorship program, giving younger members a dedicated space to connect, learn, and grow.
Creating Safe Spaces for Younger Members
Annette also touched on the importance of creating environments where younger members feel comfortable and welcomed. “You want to walk into a room where you feel like you belong,” she explained. This is especially important for young professionals who may feel out of place in a room full of more experienced members.
SITE addresses this by hosting young leader-specific events, both at the local and global levels. These events allow younger members to build connections with their peers in a space where they can feel safe and supported. By fostering these connections, SITE is not only attracting younger members but also encouraging them to remain engaged and involved in the long term.
Navigating Remote Work and Building Virtual Communities
In today’s increasingly remote work environment, fostering a sense of community can be challenging. Annette shared how SITE, a fully virtual organization, is navigating this challenge by embracing flexible work arrangements and asynchronous communication. Younger employees, in particular, value flexibility and the ability to balance work with their personal lives.
To maintain team cohesion, SITE holds regular team meetings, virtual check-ins, and peer-to-peer recognition. The organization also hosts an annual team retreat to bring staff together in person, fostering deeper connections and collaboration. For Annette, it’s about managing productivity and outcomes while creating an environment that supports flexibility and individual preferences.
Takeaways
Annette Gregg’s approach to engaging younger professionals offers valuable insights for any association looking to stay relevant in today’s rapidly evolving landscape. By challenging traditional membership models, fostering authenticity, empowering young leaders, and creating inclusive spaces, SITE is setting a strong example for how associations can attract and retain the next generation of members.
As associations across all industries face similar challenges, the strategies shared by Annette provide actionable takeaways that can help drive growth, foster engagement, and ensure long-term success.
