Improve Member Retention and Growth with the Right Learner Experience Models
Offering learning and professional development opportunities can be one of the best ways to engage first-time members. But last year totally transformed how we deliver those experiences—leading us to take events fully digital and giving savvy consumers more options to choose from.
How do you create experiences that give members what they’re looking for and advance your association’s goals? Is it all about having the right learning management system (LMS)?
The reality is that while technology is an important piece of the puzzle, it’s not the whole picture. Success with digital education programs may have just as much—if not more—to do with creating a strategy that amplifies your association’s mission and aligns the learning housed in your LMS with what you and your members want to accomplish. That’s what can drive return on investment.
“Create a strategy that amplifies your association’s mission.”
1. Keep Everything You Do Focused on Your Mission
Let’s say, for example, that your mission is providing a professional network for members and enabling them to build relationships and grow in their careers. You can help to build those deep, trusting connections through your LMS by using the right tools. This could include live videoconferencing and collaboration features like discussions.
If, on the other hand, your mission is keeping members updated on all things new and emerging in your industry, on-demand content like pre-recorded videos and quizzes may be the most effective way for you to deliver timely and relevant education.
2. Make Sure Online Learning Is Providing Value for Members
After a year of virtual events and professional development, consumers of online learning are becoming more particular about the experiences they choose to participate in. If it’s not relevant or engaging, they’re not likely to hang around for long and could lose faith in your brand.
That’s why, for your association, it’s crucial that digital education programs be designed with your learners in mind and for an online environment.
A presentation uploaded into a portal simply won’t cut it.
3. Consider What Members Are Expecting
If you’re known for producing high-quality in-person events, your online learning programs and content need to be created with those standards in mind. Explore what types of experiences will best cater to your members’ expectations, and plan to invest time in creating them—whether you leverage your own in-house expertise or work with third-party providers.
For example, take TCASE. Its biannual conferences are a lifeline for special education professionals. When COVID-19 hit, the association pivoted to launch its first virtual conference, attracting more than 650 attendees and increasing accessibility for members who might not be able to attend a face-to-face event. Read more about TCASE’s story here.
Drive Member Engagement with Your Association
Providing members and learners with innovative, relevant learning experiences can set your association apart. In this on-demand webinar, Holly Whitaker, learning strategies consultant with D2L, outlines how you can provide continuous learning opportunities that drive engagement, improve member retention, and help you monetize your learning offerings.
In this webinar, discover how to:
- Improving membership retention and promoting growth
- Deepening engagement with members
- Measuring the success of learning programs for ongoing success
- Increasing monetization opportunities for existing learning offerings