You spend hours crafting your monthly newsletter. You add committee updates, meeting summaries and event announcements. Then you check the stats: 10% open rate. Maybe 2% clicked anything. And rarely any replies.

If you’re not using video, that’s a problem. Why? Because while you’re sending text-heavy newsletters and posting generic photo announcements on Facebook, younger professionals are consuming hours of video content every day. LinkedIn feeds are dominated by video. Instagram is all Reels. TikTok revolutionized how people engage with content.

Your association has a problem, and the grey hair at your annual conference is just the visible symptom. Look around your next board meeting. Count how many people are under 40. Check your membership demographics. The average age continues to climb as younger professionals stay away in droves. This isn’t just about optics. Because when your youngest active members are in their 50s, you’re one generation away from irrelevance.

Your website is costing you members right now. Not because it’s broken, but because it looks and functions like a relic from 2014. Just think about this daily scenario: a 34-year-old professional lands on your homepage. They see outdated design, confusing navigation and no clear explanation of why they should join.

Something’s broken in the association world.