Informal learning programs such as peer-to-peer learning, mentoring, and collaborative learning groups like communities of practice are increasingly popular in associations. These initiatives foster deeper member engagement, create opportunities for professional growth, and promote knowledge-sharing in ways that structured programs cannot. While every association is unique, these programs share common planning and execution principles that can be tailored to meet diverse needs. Here’s how to make them successful.

Step 1: Plan for Purpose and Participation

Successful informal learning programs begin with a clear purpose. Ask yourself: What do your members need? What are their pain points or professional gaps?

For example, when the small association I managed launched a mentoring program, we found through member surveys that emerging professionals felt underprepared for their roles and responsibilities. This insight shaped the program’s goal: to connect early-career professionals with seasoned members for guidance and best practices.

Planning tips for association professionals:

• Engage stakeholders early. Board members, committee leads, and active volunteers can help define goals and promote the program.
• Focus on member-driven topics. Use surveys, feedback forms, or focus groups to identify learning priorities.
• Keep it flexible. Informal learning thrives in unstructured environments. Define the framework but allow participants to steer the details.

Step 2: Execute With Simplicity and Accessibility

Execution is where many programs stumble. Complexity or barriers to entry can discourage participation. For our mentoring program, we kept things simple: Members filled out a short form about their expertise and interests, and we matched mentors and mentees based on shared goals. While it may sound daunting to do the matching manually, it actually provided an opportunity for staff to learn our members at a deeper level—and after the first year or two it helped us find appropriate mentors to fulfill the needs of the applicants.

Key execution strategies:

• Choose the right format. Virtual options, like Zoom, or online communities, like Higher Logic, are essential for geographically dispersed members. For local chapters, in-person meetups might work better.
• Simplify matchmaking. In peer learning groups or mentoring programs, avoid over-complicating the pairing process. Basic questionnaires and a quick kickoff event can build relationships faster than elaborate matching systems.
• Foster engagement. Provide resources, like conversation starters or topic guides, to help participants get started. Our mentoring handbook includes some best practices, questions to drive conversation, and tips for how to stay on track that were gathered from previous participants in the program.

Don’t forget to promote the program broadly. Social media, newsletters, and even direct outreach to target groups can drive participation.

Step 3: Evaluate and Evolve

Evaluation is often the most overlooked aspect of informal learning programs. Yet, it’s crucial to understanding impact and refining future efforts.

For our mentoring program, we sent a short survey three months in, asking participants about their progress and experience. The results helped us identify common hurdles, like mismatched expectations, and inspired a midyear check-in to address these challenges.

Here’s how to measure success:

• Track participation. Who joined? Who stayed active?
• Collect qualitative feedback. Ask open-ended questions in surveys or interviews. For example: “What has been your biggest takeaway from the program?”
• Align outcomes with goals. If your program aimed to enhance leadership skills, ask participants whether their confidence or opportunities in this area improved.

Be prepared to iterate. Informal programs are dynamic and benefit from ongoing tweaks. One key change we made was introducing an online community for the mentorship program to allow participants to learn from one another, further enriching their experience.

Lessons for Associations

If there’s one lesson I’ve learned, it’s that informal learning programs require intentionality. While the format is unstructured by design, success depends on thoughtful planning, seamless execution, and ongoing evaluation.

No matter your association’s size or industry, these programs are scalable and adaptable. Whether you’re working with a few dozen members or a few thousand, start small, listen to participants, and build from there. Done well, informal learning initiatives not only enrich members’ skills but also deepen their connection to your association—a win-win for everyone.

By leveraging the collective expertise of your members, you create an environment where learning becomes organic and impactful, ultimately reinforcing your association’s value proposition.