Attracting the Next Generation of Members: The Strategic Role of Recognition Awards

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Attracting the Next Generation of Members The Strategic Role of  Recognition Awards

In the digitally-driven world of today, membership based associations face a critical challenge: How to attract and retain younger members. This demographic, which includes young professionals under 30, represents the future of any association. Their engagement is not only vital for maintaining membership numbers but also for infusing new ideas, energy, and innovation into the association.

The recent webinar hosted by Reviewr, “Attracting the Next Generation of Members,” delved into this topic, highlighting the pivotal role member recognition awards play in engaging younger members. This blog will explore the key insights from the webinar, discuss best practices, and offer strategies for associations looking to create effective recognition programs like “30 Under 30.”

 

Why Attracting Younger Members is Crucial for Associations

Younger members are the lifeblood of any association’s future. According to a report by the ASAE Center for Association Leadership, young professionals are eager to engage with associations that offer value, networking opportunities, and a platform to showcase their achievements. However, traditional methods of engagement often fall short. To capture this demographic, associations need to evolve their strategies and meet young professionals where they are: digitally connected, socially conscious, and career-driven.

Key Reasons to Invest in Younger Members:

  1. Longevity of Membership: Engaging members early can lead to decades-long memberships, ensuring a stable and growing association.
  2. Innovation and Fresh Ideas: Younger members bring new perspectives and ideas, helping associations stay relevant and innovative.
  3. Future Leadership: By nurturing young professionals, associations can groom future leaders who will carry the organization’s mission forward.

For more insights into why young professionals are vital to your association, explore these resources:

The Power of Member Recognition Awards

Member recognition awards, such as the “30 Under 30,” are a powerful tool for attracting and retaining young members. These programs not only celebrate the achievements of young professionals but also create a sense of belonging and recognition within the association. By publicly acknowledging the contributions of young members, associations can foster deeper engagement and loyalty.

 

Benefits of Member Recognition Awards:

  • Increased Engagement: Recognition programs provide young members with a platform to showcase their achievements, motivating them to participate more actively in the association.
  • Enhanced Visibility: Award programs increase the visibility of the association among young professionals, making it more attractive to potential members.
  • Community Building: By celebrating the achievements of young members, associations can build a strong community that supports and uplifts one another.

Best Practices for Implementing Member Recognition Programs

During the webinar, several best practices were highlighted for creating and managing effective recognition programs. These practices are designed to ensure that the programs not only attract young members but also provide a seamless and engaging experience for all participants.

1. Streamline the Submission Process with a Dual Nominator/Nominee Workflow:

The Dual Nominator/Nominee Workflow is structured to optimize both participation and data accuracy in award, scholarship, or grant applications. Initially, nominators submit basic information about themselves and the nominee. This first step is crucial as it allows for a high volume of entries by reducing the barrier to entry, crucial for initial engagement. It also brings awareness to the program by potential self applicants who were just not aware. Opposed to the “nominator” sending them a link to apply, organizations now have valuable data and insights into who’s been nominated for automated email follow ups and conversion metric tracking. In the second phase, nominees themselves are prompted to provide a detailed and comprehensive account of their qualifications and fill out the full application. This puts the ownership on the applicant themselves.This two-tiered approach ensures:

  • High Participation: Simple initial nominations encourage more entries as well as the ability to monitor conversions and boost participation through automated reminders.
  • Rich Data Collection: Detailed applications from nominees allow for a thorough evaluation based on substantial and self-verified information.
  • Consistent Selection: With only the data submitted directly by the applicant we can ensure all applicants are being evaluated fairly and not based off deliverables submitted by others about them.
  • Streamlined Processing: Separating casual entries from serious applications early in the process helps manage resources more efficiently
  • Ensures Data Accuracy: Nominees themselves complete their application, ensuring that the data submitted is accurate and relevant.
  • Fosters Direct Engagement: It opens a direct line of communication between the association and the nominee, building a relationship that can lead to long-term membership.

The dual workflow also allows for the use of conditional logic within the application process. For instance, if a nominee is under 30, they may be directed down one path, while those above the age limit are redirected or disqualified. This ensures that the application process is tailored to the specific needs and criteria of the award, saving both time and resources.

 

2. Collecting References: Simplifying the Process

References play a crucial role in adding credibility and depth to a nominee’s application. However, collecting references can be a daunting task for both nominees and their references. The traditional method of asking for written letters can be cumbersome and often leads to delays or incomplete submissions.

To address this, Reviewr’s platform offers an automated reference collection system:

  • Automated Requests: Nominees can enter the name and email of their references, and the system will automatically send a request to the reference provider.
  • Template-Based Responses: Instead of lengthy letters, references can be asked to fill out a standardized form or answer specific questions. This not only reduces the burden on the reference provider but also ensures consistency across all applications.
  • Built-In Scoring: References can be asked to rate the nominee on various competencies, providing a quantifiable metric that can be easily compared across candidates.

This streamlined approach to collecting references not only simplifies the process but also ensures that all necessary information is collected in a consistent and timely manner, making the review process more efficient.

3. Assigning Submissions and Creating Review Workflows

Assigning submissions to reviewers and creating an efficient review workflow are critical steps in ensuring a fair and thorough evaluation process. Reviewr’s platform offers robust tools to help manage this process.

Assigning Submissions:

  • Bulk Assignment: Submissions can be assigned in bulk to reviewers based on predefined criteria, such as the region, award category, or reviewer expertise. This ensures that each submission is evaluated by the most appropriate reviewers.
  • Randomization: To ensure fairness, submissions can be randomly assigned to reviewers. Reviewr allows you to set parameters, such as the number of times each submission should be reviewed and the maximum number of submissions each reviewer can handle. The platform then automatically distributes the submissions accordingly.

Conflict of Interest Management: Reviewr also includes tools to manage conflicts of interest, allowing reviewers to recuse themselves from evaluating certain submissions if necessary.

Creating Review Workflows:

  • Multi-Phase Review Process: A multi-phase review process is essential for managing large volumes of submissions. Reviewr allows you to create different phases, such as initial screening, detailed evaluation, and final selection. Each phase can have its own set of criteria and reviewers, ensuring that only the best candidates move forward.
  • Customizable Scorecards: Reviewr’s platform includes customizable scorecards that align with the specific criteria of your award. This ensures that all reviewers are evaluating candidates based on the same metrics, reducing subjectivity and bias.

Automated Progression: Once a submission has been reviewed in one phase, it can automatically progress to the next phase based on predefined criteria. This automation reduces the administrative burden and ensures a smooth workflow.

4. Conducting the Review and Selection Process

The review and selection process is the most critical phase of any recognition program. It’s where the nominees’ applications are evaluated, and winners are selected. Reviewr’s platform offers several features to streamline this process and ensure fairness.

Conducting Reviews:

  • Side-by-Side Evaluation: Reviewr provides a split-screen view that allows reviewers to see the nominee’s application on one side and the scorecard on the other. This setup makes it easy for reviewers to evaluate the application while simultaneously filling out the scorecard.
  • Redaction for Fairness: To minimize bias, Reviewr allows for the redaction of personal information, such as names or demographic details. This ensures that reviewers are evaluating the content of the application, not the identity of the nominee.
  • Normalization of Scores: Reviewr’s normalization feature adjusts scores based on each reviewer’s scoring tendencies. For instance, if one reviewer tends to score lower than others, the system can normalize their scores to ensure that nominees are evaluated fairly.

Selection Process:

  • Leaderboards and Reporting: After the review process, Reviewr generates leaderboards that display the top-scoring nominees. This makes it easy for the final selection committee to identify the best candidates.
  • Public Voting: If your program includes a public voting component, Reviewr’s platform can manage that as well. Public voting can be weighted as a percentage of the overall score or used to select a “fan favorite.” The platform includes safeguards, such as login-based voting and vote limits, to ensure the integrity of the process.
  • Final Deliberation: The final selection can involve a deliberation meeting where the committee reviews the top candidates and makes the final decision. Reviewr’s platform allows for the sharing of scores and notes among committee members, facilitating a productive discussion.

National Association of REALTORS® 30 Under 30

One of the highlights of the webinar was an example from the National Association of REALTORS® (NAR) 30 Under 30 program. This program was specifically designed to engage younger members and recognize their contributions to the real estate industry. The program has been highly successful in attracting young professionals and creating lifelong members.

Key Elements of the NAR 30 Under 30 Program:

  • Regional and National Recognition: The program begins with regional awards, followed by national recognition for the top 30 professionals.
  • Multi-Phase Review Process: The program uses a multi-phase review process, including initial screening by regional committees, followed by a national judging panel.
  • Public Voting: Public voting is incorporated to allow the broader membership to engage with the program and support their peers.

Building a Future-Proof Association

As associations continue to evolve, attracting and retaining younger members will be critical to their success. Member recognition awards like “30 Under 30” offer a proven strategy for engaging this vital demographic. By implementing best practices and leveraging technology, associations can create programs that not only celebrate the achievements of their members but also build a strong, engaged community.

Reviewr’s platform offers a comprehensive solution for managing these programs, from nominations to final selection. Whether you’re looking to streamline your current process or launch a new recognition program, Reviewr has the tools and expertise to help you succeed.

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