In some chambers there are as many as five generations in membership. At the very least, you likely have four. A large part of your chamber role is communication but there are some big differences in communication preferences among the age groups. You may predict communication preferences based on your own or that of your “loudest” members, the ones who answer your surveys.
But it’s likely your membership is a rich amalgam of generational perspectives. Baby Boomers, Gen X, Millennials, and Gen Z all engage differently with messaging, and if you want your programs, events, and value propositions to resonate, you need to communicate in the way they prefer to hear it.
Before you start thinking about the time required, know that this isn’t about catering to every whim. It’s about using communication tools and strategies efficiently to increase engagement, response rates, and ultimately, member retention and satisfaction.
You can optimize messaging by generation. And it won’t take you all afternoon and into tomorrow. These tips don’t require hours of extra effort or expensive new platforms.
The Generations at a Glance
While some chambers may have members of the Silent Generation as part of their organization, for the purposes of this article, we’re going to focus on the four most common. They are:
Baby Boomers (Born 1946–1964)
- Prefer: Direct emails, phone calls, in-person conversations
- Value: Respect, professionalism, clarity
- Response Style: Thoughtful and delayed; expect follow-up and details
Generation X (Born 1965–1980)
- Prefer: Emails, texts, straightforward messaging
- Value: Efficiency, independence, results
- Response Style: Prompt if they see the value or ROI in the ask
Millennials (Born 1981–1996)
- Prefer: Texts, social media DMs, personalized email, mobile-first content
- Value: Transparency, community, mission alignment
- Response Style: Instant when inspired, ghosting when disinterested
Generation Z (Born 1997–2012)
- Prefer: Short-form video, memes, TikTok/Instagram, visual-first messaging
- Value: Authenticity, speed, social proof
- Response Style: Fast, casual, emojis welcome
Email: One-Size-Fits All…Almost
While everyone seems to understand the importance of email, the generations have their preferences. That’s why you want to….
Segment Your Email Lists by Generation
Create tags in your email platform for Boomers, Gen X, and Millennials/Gen Z. You don’t need to write four different newsletters, but you can adjust subject lines and calls-to-action slightly for each segment:
Boomer Subject Line: “Important Update: Advocacy Effort for Local Businesses”—notice that the focus is on something they need to understand.
Gen X Subject Line: “Here’s the ROI: What Your Membership Just Secured”—the focus here is what’s in it for them giving them a reason to open.
Millennial/Gen Z Subject Line: “🎉 Local Win! You Helped Make It Happen”—the focus here is on doing something for the community, being a part of something bigger than themselves and possibly something they can share with others.
Tip: Use email analytics (open/click rates by age group) to refine what works and better understand your particular members.
Phone Calls Should Be Used Strategically
Boomers and older Gen X appreciate the respect of a phone call—especially when discussing major sponsorships, leadership roles, or renewals. But younger members might see a voicemail as invasive.
Tech tip: Use tools like Loom or BombBomb to record quick video messages instead of making phone calls. These land in inboxes but feel personal, and you can see when someone has watched it.
Texting = Fast Wins
SMS tools like SimpleTexting, SlickText, or even MailChimp allow you to send reminders about ribbon cuttings, RSVPs, or short surveys. Millennials and Gen Z love the immediacy, but Gen X will respond too—especially when texts are short, clear, and have a deadline.
Caution: Boomers may see texts from a professional org as too casual, so reserve it for members who’ve opted in.
Social Media: Channel the Right Energy in the Right Place
While most generations these days use social media, each generation has its home base making it a little more complex than just deciding to post. Below you will find the most common spots for the generations. However, you are best served by finding out where your members are. You can do that easily through a quick survey. Absent of that, here’s what’s common (although as a proud Gen Xer, I don’t regularly remember to peruse LinkedIn. These are just guidelines.)
- Facebook: Boomers and older Gen X. Use for detailed event recaps, photo albums, and community wins.
- LinkedIn: Gen X and Millennials. Perfect for business insights, chamber wins, leadership stories.
- Instagram: Millennials and Gen Z. Focus on behind-the-scenes content, reels of events, member spotlights.
- TikTok: Gen Z. If your chamber has an intern or Gen Z staff member, experiment with playful videos, “a day in the life,” or “business myth-busting” clips.
Efficiency tip: Repurpose content across platforms using tools like Canva, Later, or Hootsuite. One member spotlight can be a newsletter mention, LinkedIn post, Instagram Story, and TikTok reel with small tweaks. AI platforms can also help with repurposing.
Events: Promote and Present Differently
When promoting events or webinars consider:
- Boomers: Want clear agendas, formal invites, and RSVPs well in advance.
- Gen X: Respond to purpose-driven invitations with clear outcomes and value.
- Millennials: Enticed by fun themes, peer engagement, and FOMO-driven headlines.
- Gen Z: May not RSVP but may still show up if the event is hyped through stories or reels. Word-of-mouth and video influencer suggestions are big here.
Send a calendar invite with the event date/time, link, and teaser one-liner. Most generations appreciate a clean calendar nudge, and tools like Eventbrite automate it.
Graphics and Video
Short videos (under 90 seconds) or motion graphics get higher engagement across the board—but particularly from Millennials and Gen Z. Even Boomers prefer a quick “Chamber President’s Minute” video over reading a long update.
Tools to use:
- Canva Pro: For animated posts, short videos, and professional graphics
- Lumen5 or Animoto: For turning blog posts or reports into quick videos
- CapCut: Ideal for vertical video editing and popular with Gen Z creators
Language and Tone: Mirror What They Value
Boomers: Use respectful, formal language. Avoid slang or abbreviations. Acknowledge legacy and loyalty.
Gen X: Be direct, pragmatic, and data-driven. Skip fluff.
Millennials: Lean into mission and impact. Use casual, optimistic tone. Emojis ok 👍
Gen Z: Be brief, playful, and meme-savvy. Authenticity > polish.
Efficiency tip: Create basic tone templates or prompt banks in AI tools like ChatGPT or Grammarly to help tailor the tone by audience segment without reinventing the wheel each time.
Connection Is the Goal
Multi-generational communication isn’t about choosing one format over another. It’s about increasing resonance and removing friction.
A well-written email might land with Boomers. A clever Instagram Story may inspire a Gen Z member to attend their first networking event. A sharp LinkedIn article can remind Gen X why your chamber is still the voice of business. And a texted RSVP link might double your turnout among busy Millennials.
Start small. Use the tools you already have. And remember—when you speak their language, they’re far more likely to hear the message and act on it.
