A 529 plan is a U.S. tax-advantaged education savings account traditionally used to pay for qualified education expenses. Recent changes have expanded the types of expenses that may qualify, including certain professional credentials, licensing exams and continuing education required to maintain a credential.
For associations, expanded 529 eligibility may make qualifying education programs more accessible to U.S. learners. The opportunity goes beyond promoting a new funding option: it’s a reason to examine whether your education programs are flexible, discoverable and scalable enough to attract new learners, deepen member value and support sustainable non-dues revenue.
Use the questions below to assess whether your association’s learning programs may align with the expanded 529 rules and how you can make the opportunity easier for learners to understand and navigate. Because eligibility depends on the specific program, credential, and expense, associations should encourage learners to confirm details with their 529 plan provider or a qualified tax professional.
Could your learning programs qualify for 529 funding?
Expanded 529 eligibility creates a potential opportunity for associations, but specific requirements must be met before members can use their funds toward eligible education expenses.
According to the IRS, potentially qualifying programs and expenses may include:
- Industry-recognized credentials
- Occupational or professional licenses
- Required certification exams
- Testing fees required to obtain or maintain a credential
- Continuing education required to obtain or maintain a credential
Associations should review how their programs and credentials align with these requirements. Once they have assessed their potential eligibility, they can provide learners with relevant information and encourage them to confirm eligibility with their 529 plan provider or a qualified tax professional before using their funds.
If a program and its expenses may qualify, that’s only the beginning. Associations also need to make the learning experience easy to understand, access and complete through clear pathways, flexible delivery and progress tracking that helps learners move confidently through their learning journey. When education is accessible to a broader group of professionals, it can become a strong strategy for attracting new learners and introducing them to the broader value of membership.
How can associations use education to attract new learners?
The demand for ongoing professional learning is clear. In a 2025 survey conducted by edX, 74% of U.S. workers said they needed additional education or training at least once a year to stay competitive.
The same survey reported that over half of people planned to spend more than $1,000 annually on professional development.
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Expanded 529 eligibility may create another way for learners to cover certain eligible expenses associated with qualifying credentials, certification programs and required continuing education.
For associations, this creates an opportunity to reach professionals who are actively looking to build new skills, including people who aren’t current members. Potential audiences could include:
- Professionals seeking career advancement
- Professionals changing careers
- Professionals whose roles require a credential
- People with unused 529 funds whose education plans have changed
- Learners looking to upskill or maintain an existing credential
By offering career-relevant learning programs, associations can become a trusted destination for professionals at different stages of their careers. They can also connect education to the broader value of belonging through networking, career resources, events, mentorship and ongoing professional development. In this way, education can become a front door to the association, helping attract new learners who may become members over time.
How can credentialing support non-dues revenue?
Expanded 529 eligibility does not create revenue for associations on its own, but it may make certain qualifying education programs more accessible to prospective members. Associations can build on the opportunity by developing a broader education portfolio that includes certification and exam fees, recertification and renewal education, or premium learning packages. These programs can attract new learners while creating additional revenue opportunities through enrollment fees, partnerships, and sponsorships.
Education and certification are already the third-largest source of association revenue, after membership dues and meetings, according to ASAE. To grow this revenue stream sustainably, associations need a clear learning strategy that connects program goals with learner needs, pricing, delivery models and business outcomes. They also need the infrastructure to manage different types of learners, credentials, completion requirements, and renewal times at scale. Read How to Build a Learning Strategy for Your Association to explore how to connect learning to your broader organization strategy.
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