One of the lessons the past year has taught associations of all types and sizes is how important it is to have diverse, flexible event and continuing education models that don’t rely solely on in-person or online experiences but can blend both. For your association, it’s about maintaining business continuity even through challenges. For members, it’s about giving them the benefit that consistently draws them in and makes them stay—professional development opportunities.
In the most recent Membership Marketing Benchmarking Report, the top three reasons members joined their associations were access to networking (61%), continuing education and certification (36%), and current or specialized information (32%).
Your association needs to be ready to capitalize on that interest and meet people where they are, both in person and online.
In the first two blogs in this series, we looked at how you can align plans for your LMS with your association’s mission and strategy and four learner experiences models you can leverage to help drive engagement. In this piece, we’ll outline three actions that can help drive success.
1. Learn How to Use the Right Tools Effectively
Especially when you are starting to do something new, one of the first things you must do is decide where you’re going to devote your time and energy. Ultimately, the tools you learn the ins and outs of should be the ones you’re going to use the most—those that align with your organizational goals and amplify your association’s mission. That will help your teams become more proficient more quickly and better deliver on your learner experience model of choice.
2. Pilot Your Desired Model with Your Users
Once you know what model you want to start with and the tools you need to use, it’s time to start thinking about how you’re going to pilot it with your users (or a sample of them, at least). Pilots can last anywhere from 30 days to six months, depending on how large or complex the program is. The more straightforward the program, the shorter the pilot. At this point, you’re just looking for enough data to signal that you’re heading in the right direction.
3. Consider What Will Be a Sustainable Model for Your Brand
Finally, reflect on the model or models that best align with your brand and that you will be able to sustain over time.
How does education feature when you’re promoting memberships? What does it help your members achieve? What types of experiences and level of service do they expect from you? What can your staff deliver, using internal resources and with external support? These are some of the questions you want to ask when establishing and setting up your learner experience model.
Drive Member Engagement with Your Association
Providing members and learners with innovative, relevant learning experiences can be a differentiator for your association. 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:
- Improve membership retention and promote growth.
- Deepen engagement with members.
- Measure the success of learning programs for ongoing success.
- Increase monetization opportunities for existing learning offerings.