NextGen Positions TMA and Its
Members for Long-Term Success
BY DAVID F.W. COHEN, TMA GLOBAL CHAIR
We also added an important feature—
the young professional discount
program. TMA began offering a
membership rate for new members
aged 35 and under that was 50 percent
less than the regular membership
fee. The reduced rate, which
remains in effect today, is available
for a total of two years or until the
member reaches 36 years of age.
The young professional rate struck
a chord and sparked rapid growth
in younger membership. The TMA
NextGen program also resulted
in solid retention rates for those
members after their discounted
membership period expired.
The TMA NextGen program has proved
to be popular for a number of reasons.
The discount lowered the barrier to
entry for cost-conscious employers. In
addition, our chapter-based structure
makes it possible for TMA NextGen
members to participate in social,
networking, and education events
tailored to them and their local markets.
Twenty-six North American chapters
offer TMA NextGen networking and
education programs throughout the
year, and several of our European
chapters are introducing TMA NextGen
programs as well. The number of
TMA NextGen events offered at the
chapter, regional, and global levels is
impressive and continues to grow.
Our TMA NextGen program provides
younger members with volunteer
opportunities that allow them to build
their personal brands and eventually
move into leadership positions at
their chapters and at TMA Global.
TMA members know that their
businesses’ primary assets go up
and down the elevators of their office
buildings every day. Recent studies
reveal that employers are focused
on the “talent wars.” Attracting and
retaining new entrants and young
professionals is a first order business.
The millennial generation is an
exceptionally talented group born
into technology, connected 24/7, and
motivated by more than compensation.
Smart, hard-working, and creative,
they view themselves as citizens of
the world, want to travel as part of
their jobs, and see the world as a much
smaller place than previous generations
did. The technology they grew up with
has shrunk the world in ways we are
only just beginning to appreciate.
To impress and attract the next
generation of leaders in our industry,
members of the baby boom and Gen X
—who are now the elder states-people
of the turnaround industry—should
send them to more TMA Global
events; profile them as speakers,
educators, and future leaders; and
engage with them as mentors, not
just within their own organizations
but also across the entire industry.
Millennials want and need this
exposure and opportunities to meet
their peers at the TMA Global level.
Nations build infrastructure to
facilitate trade and economic
prosperity. Likewise, TMA members
must build roads connecting their
organizations to the next generation
of turnaround professionals. TMA
can help you do that. Talk to us. J
The lifeblood of any industry association such as TMA is an engaged membership community.
Engagement has many facets, but a key
element of TMA’s plan for success is
predicated on attracting and retaining
the next generation of turnaround
industry professionals as members.
More than six years ago, I was tasked
as vice president of membership at
TMA Global with finding ways to grow
membership in the face of an external
community that was rationalizing and
changing. The Northern California,
Chicago, New York, and Toronto
Chapters at the time all had evolving
programs targeted at younger members.
Each used different tools to successfully
attract and retain younger members.
At TMA Global, we took disparate
and variously named elements of
these efforts and focused them under
a single TMA NextGen banner.