Engaging the Generations: Effective Voting Strategies for Member Organizations

Published 12/2/24

Your membership organization interacts with a wide variety of people with different backgrounds and locations. However, demographics and generational differences can have a big impact on how your members engage in the democratic process. From the Silent Generation to Gen Z, every age group has varying preferences for communication and voting. 

Understanding the basics of your members’ preferences is a good start, but adjusting to their communication preferences can feel daunting — especially when chatting with a demographic you don’t belong to. Consult this guide for quick rules of thumb when engaging with different audiences, from Silent generation elders to Gen Z up-and-comers. 

What Years Are the Generations? 

According to Statista, there are currently seven generations: 

Are Generational Differences Really That Important?

There’s a big difference between someone born in 1928 and someone born in 1997. Understandably, people’s life experiences will have a significant impact on how they see the world. As an organization, generational labels give you a broad framework for understanding your members’ values shaped by their formative years. That can absolutely have an impact on how they work, consume media, and vote.

While different generations have varying experiences, it’s important to remember that everyone is an individual. Not everyone fits neatly into these categories, and generational experiences vary widely. These labels are helpful rules of thumb, but as always, it’s best to avoid stereotyping. While generational analysis can offer insights, it works best when used as one tool to understand and engage with diverse member bases.

Voting Habits by Generation — And How to Harness Them

Chances are, your members belong to three to four generations. As an organization, you have to strike a balance that meets every demographic where they are without alienating anyone. Check out these communication and voting guidelines to effectively engage with your members, regardless of age.

Silent Generation Voting Habits

The Silent Generation is anyone born from 1928 to 1945. These elders make up just less than five percent of the U.S. population. Now in their eighties and nineties, this generation lived through significant, defining events like World War II and the Korean War. It also saw the rise of rock and roll, microwaves, and television.

Silent Generation life was still considered quite traditional. Men worked in careers where they tended to stay at the same company until they retired. Women worked in the home, and marriage was for life. As a result of this dynamic, Silent organizational members are more likely to be male. Today, this generation values loyalty and discipline and dislikes change.

Communication Style

True to their name, you might not hear from the Silents often, but they’re dedicated members who are ready to act on your mission. They like having a plan, so if you want them to take action, lay out precise steps for what they should do. If you’re introducing a new product or service, they want lots of research before getting on board.

Silents prefer more traditional communication methods, like letters, phone calls, TV, radio, and newspapers. If you have an important initiative, invest in TV or radio ads if your members are concentrated in one location.

Silents like having step-by-step lists and instructions. They don’t like surprises, so send voting instruction sheets before the election to minimize confusion when it’s time to cast their ballots.

It’s also crucial that your staff treats Silents with respect. The youthful energy of younger staff can make elder members feel like they’re being spoken down to. You can designate an older staff member to work with these members since they often prefer to work with someone closer to their age.

Voting

Silent members are experienced and loyal. The best way to encourage participation is to emphasize that your association is a democratic institution, but that it only works when members participate. Remind members about the organization’s longevity or their history as members to emphasize that voting is exercising freedom of choice. They also respond well to messaging about creating a legacy for future generations.

In terms of the election itself, make voting easy and familiar. In-person and mail-in votes are the way to go. Gratitude encourages future engagement, so always follow up with Silent members and express your gratitude for their vote.

Baby Boomer Voting Habits

Born from 1946 to 1964, Boomers make up 20.93% of the U.S. population. They grew up in the shadow of the Vietnam War and the Watergate scandal. Boomers saw the growth of the suburbs, the civil rights movement, women’s liberation, and the proliferation of drug culture.

This generation experienced greater economic and career opportunities. Many female Boomers worked outside the home thanks to the women’s liberation movement. However, many families were still traditional. Boomers value drive, optimism, teamwork, and self-expression. They have a “we” mindset and love to be involved and engaged.

Communication Style

Baby Boomers value face-to-face communication but like consulting technology for research. Their favorites are webinars and short videos. Many Boomers understand basic technology, but some see it as having a longer learning curve. Boomers are a mixed bag in terms of communication preferences, so be prepared to answer questions online, via phone, or in person.

For social media, many Boomers prefer Facebook. But don’t expect a lot of interaction when you post: Boomers tend to follow and monitor posts instead of interacting with them. They also like to gather information from their social networks, both in person and online.

Baby Boomers put a premium on a high level of service, so go the extra mile! Focus on them and how they’re a valuable part of your organization.

Voting

Baby Boomers are relatively tech-savvy, but when it’s time to vote, they still prefer direct mail and paper ballots. They tend to be more skeptical of institutions, so emphasize how your organization manages election security, including the steps you took to safeguard ballots.

Like Silents, Boomers love instructions. They don’t mind longer content; they read all material thoroughly before acting. For this generation, options are key. Make voting available both in print and on your website to encourage Boomer participation.

Gen X Voting Habits

Gen X is 19.51% of the U.S. population. Born from 1965 to 1980, Gen X is the latchkey kid generation, so it was very normal for their parents to work outside the home. Cultural influences include MTV and Sesame Street. The end of the fall of the Berlin Wall and the emergence of computers also had a significant impact on Gen X.

Unlike their predecessors, Gen X is unlikely to stick with one company or career path. Their average tenure is 7.8 years, which is much shorter than that of Boomers but longer than that of Millennials (five years). Gen X also marries later and is more open to divorce than their parents or grandparents.

Communication Style

Gen X likes receiving important documents in paper form but prefers receiving everything else digitally. This generation responds well to email and online chat, so ensure your website is up-to-date. Social media like Facebook, Linkedin, and Instagram are also important.

Gen X is quick to unfollow and write poor reviews if your organization displeases them, so avoid being edgy or confrontational in your communications. They also dislike “mandatory” anything and naturally distrust institutions, so everything should be voluntary.

This generation dislikes the status quo and embraces new ways of doing things. Since they’re more tech-savvy, they usually don’t want step-by-step instructions, especially for simple processes. Instead, define the organization’s goals, the desired outcome, and provide action steps for members to help you get there.

Voting

Gen X is a busy, entrepreneurial demographic. They don’t want to receive annoying reminders or excessive documentation. Make voting easy, quick, and convenient. You can send them maybe one direct mail piece, but most Gen X voting will happen online. When it’s time to vote, send Gen X members an email so they can take immediate action.

Millennial Voting Habits

At 21.71% of the population, Millennials are currently the largest generation in America. Born from 1981 to 1997, Millennials saw the advent of digital-first culture, but many still remember the days of dial-up internet. They saw the election of the first Black president, the wars in Iraq and Afghanistan, Hurricane Katrina, and the Great Recession.

Millennials are ambitious and have high expectations for themselves. With unlimited access to information, many of their social interactions happen online. They value change, meaningful interactions, convenience, and recognition. Millennials like collaboration, creativity, and feeling involved with organizations, especially concerning social change.

Communication Style

Millennials are all about digital communication, so you need to optimize your content for both desktop and mobile devices. Millennials are plugged in with a 24/7 schedule, so don’t be surprised if you receive communication outside of traditional business hours.

Like Gen X, Millennials also like social media, but they’re on different platforms. They currently prefer YouTube, Instagram, and TikTok. In fact, many will follow your organization on social media before joining to gather information about you. That’s why it’s so crucial for membership organizations to have a robust media presence if you want to recruit new Millennial members.

Millennials like email, but they’re more responsive via SMS or texting. They’re charitably minded, so combining your organization’s efforts with giving back will go far. Millennials also value connecting with high-level people in your organization, so make your chair and board members as accessible as possible.

Voting

Like Gen X, Millennials prefer the convenience of online voting. However, some will vote on their smartphones, while others will vote on a desktop. They grew up before the days of mobile-first everything, so many Millennials still cling to their desktops.

All voting information should be succinct and invite immediate action. However, sometimes Millennials need an extra nudge, so explain the “why” of voting in your election materials. Lean into how voting supports fairness and justice. You could even offer to make a charitable contribution when they cast a ballot, which is sure to engage this civically minded generation.

With Millennials, shiny and new is always better. Use the latest technology, like embedded auto-logins or QR codes, to encourage these members to participate.

Gen Z Voting Habits

Born from 1997 to 2012, Gen Z is currently 12 to 27 years old. They make up 20.69% of the U.S. population and are the first generation to grow up with tablets in their hands. From the moment they were babies, they were social media natives accustomed to high-quality video, streaming, and influencer culture. They grew up during a period of climate change activism, social justice movements, and mental health awareness. Gen Z also contended with political polarization and the isolating effects of COVID-19 during their formative years.

Communication Style

Like Millennials, Gen Z is a digital-first generation. But not any platform will do. They actively avoid “outdated” platforms like Facebook, preferring emerging apps like TikTok and Snapchat. Gen Z values engaging content — usually in video or multimedia format — and quick responses. Text-heavy content just isn’t engaging to them; it needs to be fast and digestible.

Gen Z also grew up in a digital world with rampant personalization. They expect member organizations to include their names in marketing materials and historical data about their preferences and history with the organization.

This generation also grew up in the influencer era, so they can sniff out inauthentic content. They value transparency and genuine communication. Gen Z also values community discussion and interest-based communities to connect with others online.

Voting

Unlike Millennials, Gen Z won’t log into their desktops to vote — everything happens on their smartphones. Since they’re still young, Gen Z responds well to peer influence and social proof. If everyone else votes, they will feel the pressure to vote, too. If that doesn’t work, gamification is a smart way to boost engagement. Digital badges, points, or recognition for voting bolster Gen Z interest.

Whatever you do, make the voting process as short and efficient as possible. Gen Z tends to be more impatient, especially with text-heavy ballots. Keep the text brief and offer visual aids or videos to boost comprehension.

Adapting for All: Generational Voting Made Simple

Gen Alpha is conspicuously missing from our list, and for good reason: they’re still very young. The oldest members are 11 years old, and the youngest haven’t even been born yet! This generation is currently 12.76% of the U.S. population, but that will change over time. It’s too soon to know what Gen Alpha’s needs will be, but it’s crucial to future-proof your communications and voting processes for the next generation of up-and-coming members. That might require familiarizing yourself with new technologies, consuming Gen Alpha content on social media, and reading the latest tips from the Institute for Generational Research & Education.

Engaging your membership in the democratic process means understanding and adapting to generational communication and voting preferences. Adjusting to varying member preferences can be challenging, but you don’t have to do this in a vacuum. If you aren’t sure how to communicate with members, just ask! People are happy to tell you the best way to reach them.

Still, election communications and the election process itself require a great deal of care and experience. To ensure every member has a voice and feels empowered to participate, partner with Survey & Ballot Systems. We help you meet members where they are, whether through traditional mail-in ballots or integrated multimedia engagement tools.

Make every generation’s voice count. Contact us today to elevate your next election.

---