2017 Millennials and Memberships

MILLENNIALS AND MEMBERSHIP

Prepared by: QNA Group May, 2017

EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY Generational Differences GenX/Boomers are more likely to focus their memberships around less organizations, with nearly half (47%) belonging to just 1-2 organizations, groups or clubs. While very few individuals belong to more than 10 organizations (5%), Millennials are more engaged in the idea of memberships, as they are significantly more likely to belong to 6-10 (16% vs. 9%). When it comes to paid memberships, Millennials are significantly more likely to have a paid membership in all membership categories. They are also more likely to state they have an unpaid membership to every membership category except financial (credit unions, investment groups). A possible explanation for these differences in behavior is that GenX/Boomers have already tried memberships at a larger number of organizations than they currently belong to, and have only kept their association with the organizations that are the most meaningful. Most Meaningful Membership The most meaningful memberships for both groups are most often found in professional or business group organizations or health and fitness organizations. For Millennials especially, their most meaningful membership requires a dues or a donation (80% vs. 72%). When GenX/Boomers do pay for membership, they are more likely to be contributing less. 61% give $500 or less annually compared to 52% of Millennials. Not surprisingly, GenX/Boomers tend to be members of the organization they find most valuable longer than Millennials. In fact, 55% of GenX/Boomers have been a member for 6 or more years, compared to just over a quarter (26%) of Millennials. 3

EXECUTIVE SUMMARY Reasons for Joining or Maintaining Membership The differences in relative importance of the factors that influenced their decision to join the organization they feel is most personally meaningful are striking between Millennials and GenX/Boomers. For example, Millennials consider the discounts, savings or financial benefits much more than GenX/Boomers. In fact, 55% of Millennials found discounts to be very or extremely important, compared to just 40% of GenX/Boomers. Even more striking is the need for the organization to provide opportunities for professional improvement, as 64% of Millennials find this to be important vs. just 44% of GenX/Boomers. Supporting the organization’s mission or activities is the one area where Millennials and GenX/Boomers are the most closely aligned, with 70% of Millennials viewing this as important vs. 65% of GenX/Boomers. For both groups of respondents, the attachment to their most valued organization is high, as nearly three-quarters (74%) of respondents consider it very or extremely important to continue to be a member of that organization in the future.

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EXECUTIVE SUMMARY Communication with Preferred Organization All respondents are in communication with their most valued organization fairly regularly. In fact, 86% of respondents state they are in contact at least monthly. Interaction varies greatly however. While both Millennials and GenX/Boomers most often interact with their preferred organization via email (62% and 57% respectively), GenX/Boomers also rely on events or meetings (44%). Not surprisingly, significantly more Millennials (38%) say they most often interact with their preferred organization through social media as opposed to 28% of GenX/Boomers. Additionally, Millennials state they have more frequent engagement with the organization they most value, as 29% report they interact with other members of the organization daily compared to 19% for GenX/Boomers. Creating a Personalized Experience While appreciated, only a few respondents (12%) believe providing a highly personalized experience is essential. It is important to note, however, that Millennials are more likely to state that their most valued membership provides personalized experiences like one-to-one attention (39%), individuals offers (29%) and personalized communications based on their interests or profiles (45%).

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EXECUTIVE SUMMARY The ability to provide a personalized experience is predicated on the availability of personalized data, and the willingness to do so varies greatly. Nearly half (47%) of Millennials state they are willing to share a moderate or quite a bit of personal information in exchange for a more customized experience, compared to just 35% of GenX/Boomers. This is reflected in the types of information each respondent group provides to its preferred organization. GenX/Boomers are willing to share more traditional, and basic contact information such as phone, email and address (69%), date of birth (41%) or family information (30%). However, outside of those areas, GenX/Boomers are less likely than Millennials to share any information. The disparity in willingness to share personal information is seen especially with Facebook profiles (26% vs. 46%), health information (21% vs. 31%) and GPS tracking (14% vs. 20%). Factors that Influence Membership Decisions In general, Millennials find all factors to be more important for a membership organization to provide. Least important for any membership organization to provide is savings, rewards or other financial benefits, however that lack of importance is felt more strongly with GenX/Boomers. Millennials are looking for a membership organization to provide personal development/growth and fun or enjoyment most of all. GenX/Boomers, in contrast, find it most important for a membership organization to support a cause or mission they believe in.

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EXECUTIVE SUMMARY Not surprisingly, the importance of certain factors varies depending on the type of membership being considered. 40% of respondents who are members of a financial organization state that savings, rewards or financial benefits is the most important factor in considering a financial membership in general. For cultural memberships, respondents look both to savings or rewards and support for a cause or mission they believe in. Those with a membership in an education or professional business organization both say its most important to consider professional development, while those with a health and fitness membership value personal development/growth.

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EXECUTIVE SUMMARY A Closer Look at Millennials While Millennials in general tend to have more memberships than GenX/Boomers, it is older Millennials especially who have more memberships. Only a third of older Millennials (32%) belong to just 1-2 organizations, compared to 46% of younger Millennials. Older Millennials are also more likely to pay to belong to all different types of organizations, but only slightly more likely for health and fitness as well as hobby groups. Differences to note are religious/spiritual (33% vs. 20%), political/advocacy groups (29% vs. 18%) and cultural organizations (39% vs. 26%). Most Meaningful Membership

Millennials find their most meaningful membership is within the health and fitness area (30%), followed by professional/business groups (26%). Millennials who make $75,000 or more especially find their professional/business membership to be most valuable (32%) compared to those making less than $75,000 (17%). Interestingly, 27% of those making less than $75,000 also do not pay for their most meaningful membership, compared to 14% of their counterparts. For those who do pay for their preferred membership, younger Millennials are significantly more likely (26% vs. 14%) to pay less than $100 annually to belong. Not surprising, over a third (35%) of younger Millennials have been a member two years or less compared to 23% of older Millennials. Older Millennials also find all reasons for joining or maintaining their association with their preferred organization to be more important than younger Millennials, especially opportunities for professional improvement (72% vs. 55%).

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EXECUTIVE SUMMARY Engagement with Member Organizations Older Millennials are more engaged with their preferred organization. 79% (vs. 71% of younger Millennials) say it is at least very important that they continue to be a member. They also have more frequent interactions with this organization. Nearly a third (30%) say they interact daily, while less than a quarter of the younger Millennials (21%) do. Additionally, older Millennials are more likely to interact with the organization that is most meaningful to them through all available communication channels. This is especially true with respect to events or meetings (42% vs. 36%) and telephone (35% vs. 29%). The Importance (or Lack Thereof) of Personalized Communications The way in which they are communicated to matters as well. Older Millennials value personalized communications, while younger Millennials don’t really find them to be necessary. For example, 59% of older Millennials find highly personalized experiences very necessary or essential, and 50% say the organization they value the most provides personalized communications based on their interests. Conversely, only 39% of younger Millennials find highly personalized experiences very necessary or essential, and 39% also say the organization they value the most provides personalized communications. Therefore it is not surprising to find that Older Millennials say they want a more customized experience, and they are willing to share personal information for it. Over half (52%) of older Millennials are willing to provide a moderate or quite a bit of personal information in exchange for a more customized membership compared to 41% of younger Millennials. 9

EXECUTIVE SUMMARY How Organizations, Groups and Clubs Provide Value Younger and older Millennials alike (78%) find personal development/growth to be important in terms of what any membership organization provides for its members. Additionally, it is older Millennials who feel significantly more strongly that it is important for any organization to provide all of the features to its members. This is especially so with social/group interactions) and professional development/growth where 78% of Older Millennials view both respectively as very or extremely important compared to 63% of younger Millennials. Of note, Millennial members of cultural organizations are not as likely to say their preferred organization provides opportunities to interact with others (40% vs. 45% avg. Millennial), yet 78% they say it is important for any membership organization to provide those opportunities. Gender Differences among Millennials There are also some striking differences in how Millennial men and women feel about belonging to an organization as well. Interestingly, Millennial males are significantly more likely to have a membership in all organization categories. Furthermore, 86% pay dues or make a donation to their preferred organization as compared to 73% of females. The amount Millennial males pay or donate annually to their preferred organization is also greater, as 52% contribute $500 or more annually compared to 40% of females. Millennial males have also had a longer relationship with their preferred organization as 30% have been a member of their preferred organization for 6 or more years compared to 21% of females. 10

RESPONDENT PROFILE

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RESPONDENT PROFILE A total of 1050 valid and complete surveys were collected, 66% of which were Millennials.

Audience Millennials (Net)

701

Born between 1989 and 2000

328

Born between 1982 and 1988

373

GenX/Boomers (Net)

TOTAL

Completed Surveys

349

GenXers born between 1965 and 1981

216

Boomers born between 1946 and 1964

133 1050

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RESPONDENT PROFILE Respondents represent broad racial and ethnic backgrounds.

Racial/Ethnic Background of Millennials

Racial/Ethnic Background of GenX/Boomers

Native American or Asian or Alaska Native, Pacific 8% Islander, 5%

Asian or Pacific Islander, 6% Hispanic/Lati no, 9%

Hispanic/Latin o, 19%

Black, 9%

Native American or Alaska Native, 4% More than one race, 9%

More than one race, 14%

Black , 13% White, 62% White , 42%

Q43 In which state is your primary employment? (Base: employed early career veterinarians n=471) *Region=US Census region definitions Q47 How would you describe the area that your veterinary practice(s) primarily serve? (Base: employed early career veterinarians n=471)

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MEMBERSHIPS OVERVIEW

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MEMBERSHIPS The vast majority of respondents are members of 5 or less organizations. GenX/Boomers are significantly more likely to have a membership in in only one or two organizations at 47% vs. 39% for Millennials. While a smaller percentage, nearly twice as many Millennials are members of 6-10 organizations as GenX/Boomers.

Memberships in Organizations, Groups or Clubs (paid and unpaid) Millennials

100%

GenX/Boomers 80%

60% 47%

40%

39%

39% 37%

16%

20%

9%

3%

3%

2%

1%

1%

3%

0% 1-2

3-5

6-10

11-15

More than 15

Don't Know

Q3. Approximately how many organizations, groups, or clubs are you currently a member of? Please include both paid and unpaid memberships. (Base: Millennials n=701; GenX/Boomers n=349.) Circled percentages indicate statistical significance at the 95% level.

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MEMBERSHIPS Not surprising, given that younger Millennials are more likely to be students or working part-time, with less annual household income than older Millennials, younger Millennials are significantly more likely to belong to one or two organizations, groups or clubs, while older Millennials are more likely to belong to more than two.

Millennial Memberships in Organizations, Groups or Clubs (paid and unpaid) 100%

Younger Millennials

80%

Older Millennials

60% 46%

40%

42%* 32%

35%

15% 17%

20%

2%

5%

2%

3%

1%

1%

0% 1-2

3-5

6-10

11-15

More than 15

Don't Know

Q3. Approximately how many organizations, groups, or clubs are you currently a member of? Please include both paid and unpaid memberships. (Base: 701 Millennials, Younger Millennials n=328; Older Millennials n=373) Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

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MEMBERSHIPS Millennials who have a Health and Fitness membership are significantly more likely to state they are members of only one or two organizations. Comparatively, Millennials who have cultural membership are significantly more likely to have memberships in six or more organizations, groups or clubs. Millennial Memberships in Organizations, Groups or Clubs (paid and unpaid) 100%

80%

60% 42%

40%

41% 36%

32%

26%

20%

18%

4% 3%

44%

41%

4%

2% 1%

32%

29% 23%

20%

17%

1%

42%

5%

3%

5%

19%

0%

2% 1%

Cultueral Membership

Financial Membership

4% 3%

0%

0% Professional or Business Membership

1-2

Health and Fitness Membership

3-5

6-10

11-15

More than 15

Educational Membership

Don't Know

Q3. Approximately how many organizations, groups, or clubs are you currently a member of? Please include both paid and unpaid memberships. (Base: 701 Millennials, Professional or Business Membership n=557; Health and Fitness Membership n=582; Cultural Membership n=409; Financial Membership n=458; Educational Membership n=463)

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MEMBERSHIP CATEGORIES Membership in organizations, groups or clubs varies greatly based on whether or not dues or donations are required. Health and fitness based memberships are the most common overall, however, individuals involved in professional or business and finance groups are much more likely to pay some fee, while those involved in religious/spiritual or community organizations do not. Memberships in Organizations, Groups or Clubs (paid vs. unpaid) 53%

Health and fitness Professional or business groups

25%

24%

Cultural Hobby groups

22%

Community organizations

22%

Political/advocacy groups

21% 11%

Paid

37% 34%

30% 29%

Religious/spiritual

0%

Unpaid

28%

Educational

None

57%

26%

Financial

60%

34% 43% 41%

29%

19%

20%

40%

60%

80%

100%

Q4. Please select all categories in which you currently have some type of membership. Please select “paid membership” for any categories where dues or donations are required to join (even if someone else actually makes the payment). (Base: n=1050)

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MEMBERSHIP CATEGORIES Within paid memberships, Millennials are significantly more likely to be a member of every organization, group or club category.

Memberships in Organizations, Groups or Clubs (paid) 53%

Health and fitness Professional or business groups

50% 28%

Financial

25%

Cultural 21%

Hobby groups

Community organizations

18%

Political/advocacy groups

0%

GenX/Boomers Millennials

40% 33% 33%

24% 27%

Religious/spiritual

None

60%

42%

24%

Educational

63%

15%

9%

24% 24%

14%

20%

40%

60%

80%

Q4. Please select all categories in which you currently have some type of membership. Please select “paid membership” for any categories where dues or donations are required to join (even if someone else actually makes the payment). (Base: Millennials n=1050; GenX/Boomers n=349). Circled percentages indicate statistical significance at the 95% level.

100%

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MEMBERSHIP CATEGORIES For unpaid memberships, Millennials also continue to be more likely to be a member for all categories except financial organizations.

Memberships in Organizations, Groups or Clubs (Unpaid) Community organizations

40% 42% 30%

Hobby groups Political/advocacy groups

24%

Professional or business groups 21%

32%

* 26% 27% 25%

Financial

0%

Millenials

25% 26%

Cultural

None

GenX

26% 28%

Educational

Health and fitness

36% *

15%

22%

21% 18%

20%

40%

60%

80%

100%

Q4. Please select all categories in which you currently have some type of membership. Please select “paid membership” for any categories where dues or donations are required to join (even if someone else actually makes the payment). (Base: Millennials n=1050; GenX/Boomers n=349). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

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MEMBERSHIP CATEGORIES For memberships where a donation or dues are paid, Older Millennials are more likely to state there a member of almost every type of organization, except health and fitness and hobby groups.

Paid Memberships in Organizations, Groups or Clubs

63% 64%

Health and fitness Professional or business groups

55% 38%

Financial

35%

Educational 26%

Cultural

43%

Paid Older Millennials

39%

20%

Religious/spiritual Community organizations

18%

Political/advocacy groups

18%

0%

Paid Younger Millennials

45%*

31% 34%

Hobby groups

None

65%

8%

33% 28% 29%

11%

20%

40%

60%

80%

Q4. Please select all categories in which you currently have some type of membership. Please select “paid membership” for any categories where dues or donations are required to join (even if someone else actually makes the payment). (Base: 701 Millennials, Younger Millennials n=328; Older Millennials n=373) Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

100%

21

MEMBERSHIP CATEGORIES For memberships where a no donation or dues are paid, the difference in membership between Younger and Older Millennials is much smaller, and in areas such as religion, cultural, educational and professional groups, younger Millennials are more likely to state they have a membership or belong to a group. Unpaid Memberships in Organizations, Groups or Clubs

19%

Health and fitness Professional or business groups

24% 27% 24%

Unpaid Younger Millennials

25% 25%

Financial

30% 27%

Educational Cultural

24%

Unpaid Older Millennials

28% 34%

Hobby groups

38% 45% 42%

Religious/spiritual Community organizations

42% 42%

Political/advocacy groups None

0%

32% 32% 15%

20%

20%

40%

60%

80%

Q4. Please select all categories in which you currently have some type of membership. Please select “paid membership” for any categories where dues or donations are required to join (even if someone else actually makes the payment). (Base: 701 Millennials, Younger Millennials n=328; Older Millennials n=373)

100%

22

MEMBERSHIP CATEGORIES Millennial men are significantly more likely to have a paid membership in every category of organization, group or club except for health and fitness. Males are more than twice as likely to have a paid membership to a religious or spiritual organization or a political/advocacy group.

Millennials Paid Memberships in Organizations, Groups or Clubs (Males vs. Females) 64% 63%

Health and fitness Professional or business groups Financial

47%

31%

Cultural

Paid Males

38%

27%

Paid Female

29% 26%

Hobby groups Religious/spiritual

36%

16%

Community organizations

18%

Political/advocacy groups

0%

50%

33%

Educational

None

68%

52%

14% 6%

29% 33%

12%

20%

40%

60%

80%

Q4. Please select all categories in which you currently have some type of membership. Please select “paid membership” for any categories where dues or donations are required to join (even if someone else actually makes the payment). (Base: 701 Millennials, Males n=366; Females n=335) Circled percentages indicate statistical significance at the 95% level.

100%

23

MOST VALUED MEMBERSHIP OVERVIEW

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MOST VALUABLE MEMBERSHIP Health and fitness organizations and professional or business group organizations are most commonly listed as the most valuable to all respondents. Most Valuable Membership (By Age) 100%

Total 80%

Millennials GenX/Boomers

60%

40% 29% 27% 23%

25%26%24%

20%

15% 13%12% 8% 7% 8%

8% 8% 7%

7% 7% 8%

6% 7%

3%

2% 2%

4%

2% 2% 3%

3% 2%

5%

0% Health & fitness Professiona/ business

Religious/ spiritual

Community

Educational

Financial

Hobby

Cultural

Political/activitst

Other

Q5. Now please think about one specific organization that you consider to be most personally meaningful or valuable. What category does this organization fall into? (Base: Millennials n=701; GenX/Boomers n=349.) Circled percentages indicate statistical significance at the 95% level.)

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MOST VALUABLE MEMBERSHIP Among Millennials, 80% either pay dues or there is a required donation to their most valued organization compared to 72% of GenX/Boomers. Payment of Dues for Most Valuable Membership 100%

Millennials 80%

GenX/Boomers

72% 65%

60%

40% 26%

20%

20% 7%

6%

1%

2%

0% Yes, I pay dues or make a donation

Yes, someone else pays on my behalf

No

Don't Know

Q7. Do you pay dues or is there a required donation to belong to this organization? (Base: Millennials n=701; GenX/Boomers n=349). Circled percentages represent statistical significance at the 95% level. Circled percentages indicate statistical significance at the 95% level.

26

MOST VALUABLE MEMBERSHIP The majority (61%) of GenX/Boomers pay $500 or less for their most valuable membership, while Millennials are willing to spend a little more with 58% paying $100-$999. Additionally, nearly a quarter (24%) of Millennials pay more than $1,000 compared to 19% of GenX/Boomers. Dues Fees for Most Valuable Membership (when a payment or donation is required) 100%

6%

6%

16%

13%

80% 20%

25% *

60% 29%

40%

33%

20%

32% 19%

0%

Don't Know

1%

1%

Millennials

GenX/Boomers

Less than $100

$100 - $500

$500 - $999

$1000 - $2000

More than $2000

Q8. How much do you pay or contribute annually to belong? (Include payments made on your behalf.) (Base: Millennials n=558; GenX/Boomers n=250). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

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MOST VALUABLE MEMBERSHIP While 72% of Millennials have been a member of the organization most valuable to them for 5 years or less, GenX/Boomers are more evenly split in terms of length of membership. 44% of GenX/Boomers have been a member of their most valued organization for 5 years or less, while 30% have been a member for more than 11 years. Length of Membership in Most Valuable Membership (By Age) 100%

Total 80%

Millennials GenX/Boomers

60% 44% 38%

40% 25%

20%

28%

25% 19%

22%

25%* 20% 15% 7%

4%

14% 6% 2%

2% 2% 2%

More than 20 years

Don't Know

0% Two years or less

3-5 years

6-10 years

11-20 years

Q9. How long have you been a member of this organization? (Base: Millennials n=701; GenX/Boomers n=349.).Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

28

REASONS FOR MAINTAINING MEMBERHSIP While respondents maintain their association with their most valued membership, Millennials do so for the fun or enjoyment and opportunities for personal improvement significantly more than their counterparts. Least important to both groups, but especially so for GenX/Boomers are discounts, savings or other financial benefits. Importance of Services by Generation 3.9 4.0

Fun or enjoyment

3.6 3.9 4.0

Opportunities for personal improvement

3.6 3.9 3.9 3.8

Desire to support its mission or activities

3.8 3.9

Social interactions or friendships

3.6 3.6 3.7

Sense of obligation or responsibility

3.5 3.5

Total

3.7

Opportunities for professional improvement 3.0

Millennials 3.2

GenX/Boomers

3.4

Discounts, savings or other financial benefits

2.8

0.0

1.0

2.0

3.0

4.0

Q10. People join organizations for a variety of reasons. Please indicate how important the following reasons are in your decision to join or maintain your association with this organization. (Base: Millennials n=701; GenX/Boomers n=349.).Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

5.0

29

REASONS FOR MAINTAINING MEMBERHSIP Older Millennials find fun or enjoyment, opportunities for personal improvement and social interactions to be equally important. They are significantly more likely than Younger Millennials to state that opportunities for professional improvement are important. Importance of Services – Millennials Only 3.9

Fun or enjoyment

4.1 *

3.9

Opportunities for personal improvement

4.1

3.7

Desire to support its mission or activities

4.0

3.7

Social interactions or friendships

4.1

3.6

Sense of obligation or responsibility

3.8

3.4

Opportunities for professional improvement

3.9

Older Millennials

3.2

Discounts, savings or other financial benefits

3.5

0.0

1.0

2.0

3.0

Younger Millennials

4.0

Q10. People join organizations for a variety of reasons. Please indicate how important the following reasons are in your decision to join or maintain your association with this organization. (Base: Millennials n=701;Younger Millennials n=328, Older Millennials n=373).Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

5.0

30

IMPORTANCE IN CONTINUINING MEMBERSHIP Nearly ¾ of all Millennials and GenX/Boomers alike say it is at least “very important” for them to continue to be a member of the organization they value the most in the future. Almost no one (2%) says it is “not very important”. Importance in Continuing Membership (By Age) 100%

Total 80%

Millennials GenX/Boomers

60% 43%

40% 31% 31%

45%* 39%

33%

*

20%

15% 14%

18% 9%

9%

9% 2%

2%

1%

0% Extremely important

Very important

Moderately important

Slightly important

Not very important

Q11. How important is it for you to continue to be a member of this organization in the future?(Base: Millennials n=701; GenX/Boomers n=349.). Percentages with an asterisk indicate statistical significance at the 90% level.

31

IMPORTANCE IN CONTINUINING MEMBERSHIP Nearly ¾ of all Millennials and GenX/Boomers alike say it is at least “very important” for them to continue to be a member of the organization they value the most in the future. Almost no one (2%) says it is “not very important”. Importance in Continuing Membership (By Age) 100%

Total 80%

Millennials GenX/Boomers

60% 43%

40% 31% 31%

45%* 39%

33%

*

20%

15% 14%

18% 9%

9%

9% 2%

2%

1%

0% Extremely important

Very important

Moderately important

Slightly important

Not very important

Q11. How important is it for you to continue to be a member of this organization in the future?(Base: Millennials n=701; GenX/Boomers n=349.). Percentages with an asterisk indicate statistical significance at the 90% level.

32

MOST VALUED MEMBERSHIP: INTERACTIONS

33

FREQUENCY OF CONTACT The vast majority of respondents are in contact with their preferred organization on at least a monthly basis, with two-thirds having contact weekly or daily. Over a quarter of Millennials have daily contact, which represents a significant increase over GenX/Boomers. Frequency of Contact with Most Valuable Membership 100% 26%

18%

Daily

80%

Weekly Monthly

60%

44% 43%

Several times a year Yearly Less than Yearly Don't Know

40%

24%

20%

21%

0%

7% 2% 1% 1%

Millennials

9% 2% 2% 1%

GenX/Boomers

Q12. How often are you in contact with this organization? Please include receiving email, postal mail, visiting the website, reading social media posts, attending events or activities, speaking with representatives, and other types of contact. (Base: Millennials n=701; GenX/Boomers n=349). Circled percentages indicate statistical significance at the 95% level.

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FREQUENCY OF CONTACT Within the Millennials, older Millennials state they have more frequent interactions with their most valuable membership. In fact, 3 in 10 have contact with that organization on a daily basis. Frequency of Contact with Most Valuable Membership 100% 21% 30%

80%

Daily 60%

Weekly

46% 40%

Monthly Several times a year

40%

Yearly Less than Yearly

20%

20%

9%

0%

21%

2% 1% 1%

6% 1% 1%

Younger Millennials

Older Millennials

Don't Know

1%

Q12. How often are you in contact with this organization? Please include receiving email, postal mail, visiting the website, reading social media posts, attending events or activities, speaking with representatives, and other types of contact. (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373). Circled percentages indicate statistical significance at the 95% level.

35

INTERACTION WITH MOST VALUED ORGANIZATION Overall, interaction with most preferred memberships is overwhelmingly through email. Millennials are more likely to note interactions through social media, telephone, mail and texting, while GenX/Boomers are more likely to note interactions with events or meetings and publications. Most Often Types of Interaction with Preferred Organization (Up to Three) 100%

Total 80%

Millennials GenX/Boomers

60%

40%

62% 60% 57%

44% 41%39%

38% 35% 28%

32% 30% 24%

20%

21% 20% 19%

17% 15% 12%

14% 12% 9%

14%* 11% 10% 3%3%3%

5% 2%1%

0%

Q14. How do you most often interact with this organization? [SELECT UP TO THREE] (Base: Millennials n=701; GenX/Boomers n=349.). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

36

INTERACTION WITH MOST VALUED ORGANIZATION Older Millennials state they have more interactions with their preferred organization, no matter the interaction, than Younger Millennials.

Most Often Types of Interaction with Preferred Organization (Up to Three) 100%

Younger Millennials

80%

60%

Older Millennials 64% 59%

42%*

40%

36%

40% 37%

35%* 29%

20%

19%20%

19% 15%

14%15%

12% 8% 3% 3%

2%

0%

0%

Q14. How do you most often interact with this organization? [SELECT UP TO THREE] (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373.). Percentages with an asterisk indicate statistical significance at the 90% level.

37

FREQUENCY OF CONTACT 84% of all respondents interact with other members of their most valued organization at least monthly. Millennials are significantly more likely to interact with other members daily (29%), while GenX/Boomers are significantly more likely to interact with others less frequently at several times a year (10%) or never (6%). Frequency of Contact with Other Members of Most Valuable Membership 100% 19% 29%

80%

60%

44% 40%

40% 14% 18%

20%

10% 2% 4%

6% 2% 2% 2% 1%

6% 1%

Millennials

GenX/Boomers

0%

Don't Know

Never

Less than Yearly

Yearly

Several times a year

Monthly

Weekly

Q13. How often do you interact with other members of this organization, either in person or by phone or online? (Base: Millennials n=701; GenX/Boomers n=349). Circled percentages indicate statistical significance at the 95% level.

Daily

38

MISSION OR ACTIVITIES An overwhelmingly majority, 89% of respondents say they feel their preferred organization’s mission or activities at least moderately reflects their own personal values and attitudes. Nearly 2/3 believe it does so very much. Alignment with Mission or Activities 100%

Total 80%

Millennials 63%

63%

GenX/Boomers

64%

60%

40% 24%

24%

25%

20% 10%

10%

9% 1%

2%

0%

0% Very Much

Moderately

Slightly

Not at all

Q15. How well does this organization’s mission or activities reflect your own personal values and attitudes? (Base: Millennials n=701; GenX/Boomers n=349.). Percentages with an asterisk indicate statistical significance at the 90% level.

39

MISSION OR ACTIVITIES Older Millennials feel a stronger connection between their preferred organization and their own values. Over two-thirds of older Millennials especially feel their most valued organization’s mission or activities very much reflects their own personal values and attitudes, compared to 58% of younger Millennials. Alignment with Mission or Activities 100%

Younger Millennials

80%

Older Millennials

68%

60%

58%

40% 27%* 21%

20% 11%

10% 3%

1%

0% Very Much

Moderately

Slightly

Not at all

Q15. How well does this organization’s mission or activities reflect your own personal values and attitudes? (Base: Millennials n=701; GenX/Boomers n=349.). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

40

MOST VALUED MEMBERSHIP: PERSONALIZATION

41

MEMBERSHIP PERSONALIZATION While only 12% feel a highly personalized experience is "essential", over a third of both Millennials and GenX/Boomers do feel it is "very necessary". Significantly more Millennials find personalization to be “very” or “moderately” necessary than GenX/Boomers.

Importance of Personalized Experiences with Most Valued Organization

Millennials

Baby Boomers

Not Necessary, Essential, 6% 12%

Not Necessary, 9% *

Slightly Necessary, 14%

Moderately Necessary, 29%

Essential, 12%

Slightly Necessary, 14%

Very Necessary, * 39%

Very Necessary, 34% Moderately Necessary, 31%

Q16 To what extent do you expect that organizations that you belong to will provide a highly personalized experience for you as a member? (For example, communications or products that are customized for your interests or demographic group.) Is this type of personalization… (Base: Millennials n=701; GenX/Boomers n=349.). Percentages with an asterisk indicate statistical significance at the 90% level.

42

FREQUENCY OF CONTACT Personalized communications are expected much more with older Millennials. 59% of older Millennials state personalized communications are at least very necessary, compared to 41% of younger Millennials. Conversely, 24% of younger Millennials find it slightly or not necessary at all, compared to just 14% of older Millennials. Importance of Personalized Experiences with Most Valued Organization 100% 9%

14%

80% 32% 45%

60%

Essential Very Necessary

40%

Moderately Necessary

33%

Slightly Necessary 26%

20%

Not Necessary

18% 10% 8%

0%

Younger Millennials

4%

Older Millennials

Q16 To what extent do you expect that organizations that you belong to will provide a highly personalized experience for you as a member? (For example, communications or products that are customized for your interests or demographic group.) Is this type of personalization… (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

43

INDIVIDUALIZED EXPERIENCES

Individualized Experiences offered by Preferred Organization 100%

Total

80%

Millennials GenX/Boomers 60%

40%

52% 48% 45%

45% 40% 31%

39% 37% 32%

41% 35% 23%

29% 27% 22%

28% 26%25%

20% 7% 3%

0%

Opportunities to Personalized connect with other communications members that have based on your similar interests interests or profile

One-to-one attention (counseling, training, etc )

Opportunities to earn rewards or points based on activities

Individualized offers/targeted marketing

Customized member benefits, products, or services

1% Other

Q17. Which, if any, of the following individualized experiences does [insert name of organization] provide for you? Select all that apply. (Base: Millennials n=701; GenX/Boomers n=349.). Circled percentages indicate statistical significance at the 95% level.

44

INDIVIDUALIZED EXPERIENCES While younger Millennials are more drawn to an organization that provides opportunities to connect with other members, older Millennials enjoy more an organization that is more focused on them as an individual. This is especially true with respect to personalized communications, opportunities to earn rewards, and one-to-one attention. Individualized Experiences offered by Preferred Organization 100%

Younger Millennials

80%

Older Millennials 60% 50% 44%

40%

45%*

46% 39%

38%

42% 35% 28%

30%

27%

24%

20%

1%

0%

Opportunities to Personalized connect with other communications members that have based on your similar interests interests or profile

Opportunities to earn rewards or points based on activities

One-to-one attention (counseling, training, etc )

Individualized offers/targeted marketing

Customized member benefits, products, or services

1%

Other

Q17. Which, if any, of the following individualized experiences does [insert name of organization] provide for you? Select all that apply. (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

45

INDIVIDUALIZED EXPERIENCES Millennials who are members of Cultural or Financial organizations are more likely to state that their preferred organization provides individualized experiences, compared to those who have a health and fitness a professional/business membership.

Individualized Experiences offered by Preferred Organization 100%

Cultural Membership 80%

60%

Financial Membership F. P, H

54%

P, H

51%

P, F*, H

48%

48%

50%

H 48%

45%

43% 36%

40%

P, H,

34%

P, H

31%

30%

20%

0%

Personalized communications based on your Opportunities to earn rewards or points based interests or profile on activities

Individualized offers/targeted marketing

Q17. Which, if any, of the following individualized experiences does [insert name of organization] provide for you? Select all that apply. (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

46

INDIVIDUALIZED EXPERIENCES Millennials who are members of Cultural or Financial organizations are more likely to state that their preferred organization provides individualized experiences, compared to those who have a health and fitness a professional/business membership. Conversely, opportunities to connect with other members with similar interests is a service that is more likely to be provided by individuals with memberships in professional/business or health and fitness organizations. Individualized Experiences offered by Preferred Organization 100%

Cultural Membership Financial Membership

80%

Professional or Business Membership Health and Fitness Membership 60%

F. P, H

50%

P, F*, H

P, H

48%

45%

43%

50% 48% P, H 45%

C, F

43% 36%

40%

P, H

34%

40% 41%

44% 45%

31% 30%

20%

0%

Personalized communications based on your interests or profile

Opportunities to earn rewards

Individualized offers/targeted marketing

Opportunities to connect with other members members that have similar interests

Q17. Which, if any, of the following individualized experiences does [insert name of organization] provide for you? Select all that apply. (Base: Millennials n=701). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

47

SHARING PERSONAL INFORMATION The sharing of personal information varies between generations. Respondents who are GenX/Boomers are significantly more likely to share more traditional contact information such as phone, email and address, while Millennials are significantly more likely to share their digital profile such as their Facebook profile and GPS tracking.. Sharing of Personal Information with Preferred Organization 100%

Total

80%

Millennials

69% 64% 61%

GenX/Boomers

60% 46% 44% 41%

40%

46% 39% 30% 26%

31% 27% 21%

20%

28% 26% 25%

*22% 20% 17%

20% 18% 14%

14% 13% 11%

11% 10% 9%

6% 4%3%

0%

Contact information (phone, email, Date Family address) of birthFacebook informationprofile (e g spouse, children, Professional Health information agesinformation of children) Income (work or other history, Location financial title, etc information/GPS information ) Shopping tracking or Web purchase browsing history data or search Nonehistory of these

Q18. What types of personal information do you share with this organization? [SELECT ALL THAT APPLY] (Base: Millennials n=701; GenX/Boomers n=349.). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

48

SHARING PERSONAL INFORMATION The three most common types of information shared are consistent between younger and older Millennials (contact information, date of birth and Facebook profile). However, outside of contact information, older Millennials are more willing to share personal information with their preferred organization. Sharing of Personal Information with Preferred Organization 100%

Younger Millennials

80%

*65% 60%

Older Millennials

58% 48% 44%

40%

20%

*49% 42%

*32%

33% 28%

26% 24%

24% 18%

23% 17%

15%14% 9%

12% 2% 3%

0%

Contact information (phone, email, Date Family address) of birthFacebook informationprofile (e g spouse, children, Professional Health information agesinformation of children) Income (work or other history, Location financial title, etc information/GPS information ) Shopping tracking or Web purchase browsing history data or search Nonehistory of these

Q18. What types of personal information do you share with this organization? [SELECT ALL THAT APPLY] (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

49

WILLINGNESS TO PROVIDE PERSONAL INFORMATION Nearly half (47%) of Millennials are willing to provide a “moderate” or “quite a bit” of personal information in exchange for a more customized membership experience or financial benefits compared to just 37% of GenX/Boomers. Additionally, GenX/Boomers are significantly more likely to not be willing to provide any personal information. Willingness to Provide Personal Information in Exchange for a More Customized Membership Experience or Financial Benefits 100%

Total 80%

Millennials GenX/Boomers

60% 44%* 40%

40%

38% 28%

21%

20%

16%

14%

30% 22% 16%

17%

13%

0% I am not willing to provide any personal information

I am willing to provide only a little I am willing to provide a moderate I am willing to provide quite a bit of personal information amount of personal information personal information

Q19. Please select the statement below that best reflects your opinion when it comes to sharing personal information with membership organizations in general. (Base: Millennials n=701; GenX/Boomers n=349.). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

50

WILLINGNESS TO PROVIDE PERSONAL INFORMATION Younger Millennials are less willing to provide personal information in exchange for a more customized experience, with 58% stating they would not be willing to provide any personal information or only a little. Older Millennials, on the other hand, are significantly more likely to provide quite a bit of personal information in exchange for a more customized membership. Willingness to Provide Personal Information in Exchange for a More Customized Membership Experience or Financial Benefits 100%

Younger Millennials

80%

Olde Millennials

60% 43%

40%

33%

31%

30% 23%

20%

15%

14%

11%

0% I am not willing to provide any personal information

I am willing to provide only a little I am willing to provide a moderate I am willing to provide quite a bit of personal information amount of personal information personal information

Q19. Please select the statement below that best reflects your opinion when it comes to sharing personal information with membership organizations in general. (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373). Circled percentages indicate statistical significance at the 95% level.

51

IMPORTANCE OF MEMBERSHIP OFFERINGS Millennials find all membership offerings to be significantly more important than GenX/Boomers, especially professional development/growth and savings, rewards, or other financial benefits.

Importance of Membership Offerings 4.0 4.1

Personal development/growth 3.7

3.9 4.0 3.8

Support for a cause or mission you believe in

Total Millennials GenX/Boo mers

3.9 4.0

Fun or enjoyment 3.6 3.8

3.9

Social/group interactions 3.5 3.7

3.9

Professional development/growth 3.3 3.5 3.7

Savings, rewards, or other financial benefits 3.1

0.0

1.0

2.0

3.0

Q20. Generally speaking, how important are the following for any membership organization to provide for you? (Base: Millennials n=701; GenX/Boomers n=349.).Circled percentages indicate statistical significance at the 95% level.

4.0

5.0

52

IMPORTANCE OF MEMBERSHIP OFFERINGS Older Millennials find all membership offerings to be significantly more important than younger Millennials, especially social/group interactions and professional development/growth.

Importance of Membership Offerings 4.0

Personal development/growth

4.2

3.9

Support for a cause or mission you believe in

4.1

Younger Millennials Older Millenials

3.9

Fun or enjoyment

4.1

3.7

Social/group interactions

4.1

3.8

Professional development/growth

4.1

3.6

Savings, rewards, or other financial benefits

3.8

0.0

1.0

2.0

3.0

4.0

Q20. Generally speaking, how important are the following for any membership organization to provide for you? (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373).Circled percentages indicate statistical significance at the 95% level.

5.0

53

IMPORTANCE OF MEMBERSHIP OFFERINGS Millennial males find all membership offerings to be significantly more important than females, especially professional development/growth and savings, rewards, or other financial benefits.

Importance of Membership Offerings 4.0

Personal development/growth

4.2

4.0

Fun or enjoyment

Females

4.1

Males 3.9

Support for a cause or mission you believe in

4.1

3.8

Professional development/growth

4.1

3.8

Social/group interactions

4.0

3.6

Savings, rewards, or other financial benefits

3.9

0.0

1.0

2.0

3.0

4.0

Q20. Generally speaking, how important are the following for any membership organization to provide for you? (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373).Circled percentages indicate statistical significance at the 95% level.

5.0

54

IMPORTANCE OF MEMBERSHIP OFFERINGS Millennials who have a cultural membership find all the below to be more important than Millennials who are members of other types of organizations.

Importance of Membership Offerings (mean) 3.9

Support for a cause or mission you believe in 4.1

3.9

Social/group interactions 4.1

Financial*

3.7

Savings, rewards, or other financial benefits 4.0

0.0

1.0

Millennial Total

2.0

3.0

Financial*

4.0

5.0

Cultural Member

Q20. Generally speaking, how important are the following for any membership organization to provide for you? (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373).Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

55

IMPORTANCE OF FINANCIAL MEMBERSHIP OFFERINGS Savings, rewards or other financial benefits are the most important criteria for all respondents in considering a financial membership. Millennials are significantly more likely to say professional development/growth or support for a cause for a mission that they believe in is also important. Important Membership Offerings for Financial Memberships (Have paid membership in financial organization) 100%

Millennials - Most Imoprtant

80%

GenX/Boomers - Most Important Millennials - Next Most Important 60%

40%

20%

GenX/Boomers - Next Most Important 43% 39%

20% 15%14%

22% 17%

15%

19%18%

18%18%17% 11%

11%

19% 13%14%

8%

7% 7%

9% 9% 4% 4%

4% 2% 3%

0% Savings, rewards, or Professional Support for a cause or Personal other financial development/growth mission you believe in development/growth benefits

Fun or enjoyment

Social/group interactions

None of these

Q21. You indicated that you have a membership with a financial organization, such as a credit union or investment group. Please indicate how important each of the following criteria are in your consideration of financial memberships in general. (Base: Have paid membership in financial organization. Millennials n=458; GenX/Boomers n=184.).Circled percentages indicate statistical significance at the 95% level.

56

IMPORTANCE OF FINANCIAL MEMBERSHIP OFFERINGS Within Millennials, more (52% vs. 46%) younger Millennials state that offers of savings, rewards or other financial benefits are important in considering a financial membership. Significantly more older Millennials (39% vs. 27%) find support a cause or mission they believe in to be important. Important Membership Offerings for Financial Memberships (Have paid membership in financial organization) 100%

Younger Millennials

80%

Oler Millennials

60%

52% 46%

40%

40% 41%

39% 31%

28%

27% 19% 20%

20%

13% 13% 2%

0%

0% Savings, rewards, or Professional Personal Support for a cause or other financial development/growth development/growth mission you believe in benefits

Fun or enjoyment

Social/group interactions

None of these

Q21. You indicated that you have a membership with a financial organization, such as a credit union or investment group. Please indicate how important each of the following criteria are in your consideration of financial memberships in general. (Base: Have paid membership in financial organization. Millennials n=458; Younger Millennials n=202, Older Millennials n=256).Circled percentages indicate statistical significance at the 95% level.

57

IMPORTANCE OF CULTURAL MEMBERSHIP OFFERINGS Millennials look the most to the potential savings or rewards they can receive as well as supporting a cause of mission they believe in for cultural memberships. GenX/Boomers are significantly more likely (43% vs. 28% to join a cultural organization for the fun or enjoyment. Most important Membership Offerings for Cultural Memberships (Have membership in cultural organization) 100%

80%

Millennials - Most Imoprtant GenX/Boomers - Most Important

60%

Millennials - Next Most Important GenX/Boomers - Next Most Important 40% 25%

20%

17% 14% 11%

22% 23% 17%16%

*

19%*

19%18%18%

16% 13% 9%

12%

25% 18%* 16% 12%

16%16% 8%

5%

2%

5%

7% 2%

0% Savings, rewards, or Support for a cause or Professional Personal other financial mission you believe in development/growth development/growth benefits

Fun or enjoyment

Social/group interactions

None of these

Q22. You indicated that you have a membership with a cultural organization, such as a museum, zoo, symphony, theater, etc. Please indicate how important each of the following criteria are in your consideration of cultural memberships in general. (Base: Millennials n=409; GenX/Boomers n=152.).Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

58

IMPORTANCE OF CULTURAL MEMBERSHIP OFFERINGS Young Millennials find fun or enjoyment and social/group interactions to be more important than their older Millennial counterparts when considering a cultural membership. Interestingly, savings or rewards, professional development and personal development are more important for older Millennials. Important Membership Offerings for Cultural Memberships (Have membership in cultural organization)

100%

Younger Millennials

80%

Odler Millennials

60%

40%

37% 37%

34%*

36% 25%

30%

27% 20%

35%

33%

30% 24%

20% 2%

1%

0% Support for a cause or mission you believe in

Fun or enjoyment

Social/group interactions

Professional Personal Savings, rewards, or other financial development/growth development/growth benefits

None of these

Q22. You indicated that you have a membership with a cultural organization, such as a museum, zoo, symphony, theater, etc. Please indicate how important each of the following criteria are in your consideration of cultural memberships in general. (Base: Millennials n=409; Younger Millennials n=176, Older Millennials n=223.).Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

59

IMPORTANCE OF EDUCATION MEMBERSHIP OFFERINGS The most important criteria for both groups of respondents in considering an education membership are supporting a cause and professional development/growth. Savings continue to be important to Millennials as well, as they are significantly more likely to list it as one of their top two criteria (32% vs. 22%). Both groups are less likely to say they join for the social interactions or fun than cultural organizations. Most important Membership Offerings for Education Memberships (Have membership in education organization) 100%

Millennials - Most Imoprtant GenX/Boomers - Most Important

80%

Millennials - Next Most Important GenX/Boomers - Next Most Important 60%

40% 26%27%

20%

25%

18% 11%

22% 20%21%

23% 12%

20%

19% 17%17%

18% 9%

16%16%

15%

12%

11% 6% 5%

7% 0% 1% 1%

4%

0% Savings, rewards, or Support for a cause or Professional Personal other financial mission you believe in development/growth development/growth benefits

Fun or enjoyment

Social/group interactions

None of these

Q23. You indicated that you have a membership with an educational organization, such as an alumni association, parent-teacher association, etc. Please indicate how important each of the following criteria are in your consideration of educational memberships in general. (Base: Have membership in education organization. Millennials n=345; GenX/Boomers n=113.).Circled percentages indicate statistical significance at the 95% level.

60

IMPORTANCE OF EDUCATION MEMBERSHIP OFFERINGS Nearly half (48%) of Young Millennials look at professional development/growth when considering an education membership, significantly more than older Millennials (39%).

Important Membership Offerings for Education Memberships (Have membership in education organization)

100%

Younger Millennials

80%

Odler Millennials 60% 48%* 40%

39%

43%

42% 35% 28%

31% 25%

24%

21%

21%

21%

20%

0% Professional development/growth

Support for a cause or mission you believe in

Savings, rewards, or other financial benefits

Personal development/growth

Social/group interactions

Fun or enjoyment

Q23. You indicated that you have a membership with an educational organization, such as an alumni association, parent-teacher association, etc. Please indicate how important each of the following criteria are in your consideration of educational memberships in general. (Base: Have membership in education organization. Millennials n=345; Younger Millennials n=145, Older Millennials n=200). Percentages with an asterisk indicate statistical significance at the 90% level.

61

IMPORTANCE OF PROFESSIONAL MEMBERSHIP OFFERINGS Not surprising, half of respondents who have a professional membership rank “professional development/growth” as the most or next most important.

Most important Membership Offerings for Professional Memberships (Have membership in professional or business organization) 100%

Millennials - Most Imoprtant GenX/Boomers - Most Important

80%

Millennials - Next Most Important GenX/Boomers - Next Most Important 60%

40%

38%* 32% 24%

20%

18%17%

20% 12%12%

19% 16% 14% 15%

22% 19% 11%

9%

19%*

17%

13%

12% 5% 6%

6% 7%

*

7% 2% 3% 3%

0% Savings, rewards, or Support for a cause or Professional Personal other financial development/growth mission you believe in development/growth benefits

Fun or enjoyment

Social/group interactions

None of these

Q24. You indicated that you have a membership with a professional or business group, such as industry associations, networking groups, etc. Please indicate how important each of the following criteria are in your consideration of professional memberships in general. (Base: Have membership in professional or business organization. Millennials n=557; GenX/Boomers n=242.). Percentages with an asterisk indicate statistical significance at the 90% level.

62

IMPORTANCE OF PROFESSIONAL MEMBERSHIP OFFERINGS Younger Millennials find both professional and personal development/growth to be more important in considering a professional membership. Older Millennials, find support for a cause or mission they believe in to be significantly more important. Important Membership Offerings for Professional Memberships (Have membership in education organization)

100%

Younger Millennials

80%

Odler Millennials 60%

52% 46%

40%

34%

30%

31%

36%

33% 26%

20%

22%

20%

19%

18%

0% Professional development/growth

Personal development/growth

Savings, rewards, or other Support for a cause or financial benefits mission you believe in

Fun or enjoyment

Social/group interactions

Q24. You indicated that you have a membership with a professional or business group, such as industry associations, networking groups, etc. Please indicate how important each of the following criteria are in your consideration of professional memberships in general. (Base: Have membership in professional or business group. Millennials n=557; Younger Millennials n=130, Older Millennials n=308). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

63

IMPORTANCE OF PROFESSIONAL MEMBERSHIP OFFERINGS Women are significantly more likely (53% vs. 46%) to look at professional development/growth when considering a professional or business group. This is overwhelmingly the most important criteria for women, whereas men also look to savings or rewards as well as supporting a cause or mission they believe in. Important Membership Offerings for Professional Memberships (Have membership in professional organization)

100%

80%

Male

Female

*

60%

53% 46%

*

40%

35%

35%

28%

27%

31%

32% 22%

*

22%

21% 16%

20%

0% Professional development/growth

Savings, rewards, or other Support for a cause or financial benefits mission you believe in

Personal development/growth

Fun or enjoyment

Social/group interactions

Q24. You indicated that you have a membership with a professional or business group, such as industry associations, networking groups, etc. Please indicate how important each of the following criteria are in your consideration of professional memberships in general. (Base: Have membership in professional or business group. Millennials n=557; Males n=314, Females n=243). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

64

IMPORTANCE OF HEALTH & FITNESS MEMBERSHIP OFFERINGS GenX/Boomers view “personal development/growth” and “fun or enjoyment” as the most important criteria in considering a health and fitness membership at a significantly higher rater than Millennials. Conversely, Millennials are more likely to consider support for a cause they believe in, savings, and professional development as important. Most important Membership Offerings for Health and Fitness Memberships (Have membership in health and fitness organization) 100%

Millennials - Most Imoprtant GenX/Boomers - Most Important

80%

Millennials - Next Most Important GenX/Boomers - Next Most Important 60%

40%

37%

35%

28% 24%

20%

19% 16%

20%

18% 13% 10% 9%

14% 12%

15% 9%

12%*

10%

* 17%

18% 16%

12%

8%

6% 6% 2%

*

4% 3%

6%

0% Savings, rewards, or Support for a cause or Personal Professional other financial development/growth mission you believe in development/growth benefits

Fun or enjoyment

Social/group interactions

None of these

Q25. You indicated that you have a membership with a health or fitness organization, such a gym, yoga or sports club/league. Please indicate how important each of the following criteria are in your consideration of professional memberships in general. (Base: Have membership in a health and fitness organization. Millennials n=582; GenX/Boomers n=231.). Circled percentages indicate statistical significance at the 95% level. . Percentages with an asterisk indicate statistical significance at the 90% level.

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IMPORTANCE OF HEALTH AND FITNESS MEMBERSHIP OFFERINGS Over half (54%) of younger Millennials look at personal development/growth when considering a health and fitness membership, significantly more than older Millennials (39%). They also find fun or enjoyment to be a significantly more important consideration. Older Millennials, are significantly more likely to consider how it supports a cause of mission they believe in as well as social/group interactions. Important Membership Offerings for Health and Fitness Memberships (Have membership in health and fitness organization)

100%

Younger Millennials

80%

Odler Millennials 60%

40%

54% 39%

40%*

38% 32%

28%

25%

25%

28%

27% 20%

20%

20%

0% Personal development/growth

Fun or enjoyment

Professional development/growth

Savings, rewards, or other Support for a cause or financial benefits mission you believe in

Social/group interactions

Q25. You indicated that you have a membership with a health or fitness organization, such a gym, yoga or sports club/league. Please indicate how important each of the following criteria are in your consideration of professional memberships in general. (Base: Have membership in a health and fitness organization. Millennials n=582; GenX/Boomers n=231.). Circled percentages indicate statistical significance at the 95% level. . Percentages with an asterisk indicate statistical significance at the 90% level.

66

IMPORTANCE OF HEALTH AND FITNESS MEMBERSHIP OFFERINGS Personal development/growth is a top priority for Millennial women when considering a health and fitness membership, with 56% stating it is one of the top two considerations, compared to just 37% of men. Women are also significantly more likely to look for fun or enjoyment (41% vs. 31%), whereas Millennial men are significantly more likely to look at professional development/growth (33% vs. 19%) and supporting a cause or mission they believe in (34% vs. 24%). Important Membership Offerings for Health and Fitness Memberships (Have membership in health and fitness organization)

100%

80%

Males

56%

60%

40%

Females

37%

41% 34%

33%

31%

24%

29% 24%

19%

20%

24%

23%

0% Personal development/growth

Support for a cause or mission you believe in

Professional development/growth

Fun or enjoyment

Savings, rewards, or other financial benefits

Social/group interactions

Q25. You indicated that you have a membership with a health or fitness organization, such a gym, yoga or sports club/league. Please indicate how important each of the following criteria are in your consideration of professional memberships in general. (Base: Have membership in a health and fitness organization. Millennials n=582; GenX/Boomers n=231.). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

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