When the subject is membership, no association should be happy with the status quo. As the economy continues to improve, the assumption is that people will have the means to join their field’s professional association. But times change, and today’s younger professionals aren’t joining associations at a rate that replenishes retiring members. Associations now face an interesting challenge – how to entice the millennials who now make up the largest workforce age group to make an association investment. Many see it as an opportunity to introduce a hybrid membership model to accomplish just that.