Millennials and Associations – How to attract and retain the next generation of members



THURS 11 OCT 2018

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11:00 AM - 12:00 PM



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Survey Matters has conducted independent research into Millennials and their behaviours and attitudes towards associations; particularly in the areas of:


•       Why they do (or more importantly, don’t) join

•       Professional development

•       Content delivery

•       Service models

•       Culture and engagement


Join us to hear how to remove barriers of participation and explore their membership needs, preferences and the challenges Millennials face, and how associations can capitalise on trends and opportunities to best attract and serve millennial members in the future.


Brenda Mainland

Brenda Mainland is a Co-Founder and Director at Survey Matters – the leading research and insights agency for member-based and for-purpose organisations.   Specialising in the association sector, Survey Matters works with organisations to help them understand members’ challenges and perspectives on belonging and delivers insights to craft strategies that improve engagement, retention, revenue and growth.

 Prior to co-founding Survey Matters in 2010, Brenda worked for and with multi-national corporate and government organisations, in roles as diverse as project and general management, outsourcing, business planning and strategy, relationship management and sales.  These organisations included Optus, Vodafone, Hewlett Packard, BlueScope, the Australian Communication & Media Authority and the Victorian Department of Transport.

 With over eight years working closely with the sector, Brenda has a deep knowledge of associations.  She also has a wealth of data at her disposal about member preferences and attitudes and can help associations understand and develop strategies that meet their members’ needs.


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