At the end of 2024, my husband and I packed up our home of six years to head south on a new adventure. Like most of us, the thought of bringing six years — 2,190 days’ worth — of files, boxes, papers, magazines, journals, and other learning and research-based “stuff” that never quite made it into the recycling bin was overwhelming, but I was resolved to cutting the “junk” in half.

At some point, every item there served a purpose. But keeping it all? That was costing me space, time, and peace of mind. By the time I had spent two hours going through the first box, I sighed, closed the lid, and marked it for the movers to pick up — a project for another day. I’ll never forget the look on my husband’s face when we got the bill: My office and associated “stuff” rang in at $1,278.29 of packing and weight, nearly one third of the entire house.

I think about that number every time I talk about content strategy in professional development, especially the idea of sunsetting. In our world, “sunsetting” isn’t about a beautiful end-of-day glow. It’s the intentional decision to phase out content that’s outdated, underperforming, or no longer aligned with your mission. And just like my office, if we don’t clear out what’s no longer useful, we may find ourselves spending more than we’d care to.

Why Sunsetting Matters

As professional development professionals, we pour a lot of time and effort into our content. Courses, toolkits, webinars, podcasts, and everything in between are labors of love, but that doesn’t mean they should live forever.

Here’s the thing: What served our members well five years ago might not be serving them now. If you’re not auditing and adjusting, your catalog can become cluttered with an overwhelming burden of options, with each option potentially creating a tangent that further distracts from the organization’s mission.

But by beginning with the end in mind, curating criteria and policy that sets the expectations for measuring success, professional development professionals can ensure that healthy content remains at each phase of an organization’s lifecycle. Sunsetting content helps keep our offerings sharp, relevant, and impactful. It’s not just about clearing space; it’s about making space and holding space for what’s next.

How Do You Know It’s Time?

As anything (dare I say … everything), professional development professionals should start with the data.

• Access and usage metrics are your first clue. If a resource hasn’t seen much traffic lately, it’s worth asking why, but don’t mistake access (or a click rate) for conversions and completion. Knowing that people are interested in your experiences and find them valuable enough to complete is a secret to ongoing success.
• Beyond usage, member feedback can be even more telling. Are people still finding it helpful? Or are they asking for something new? Surveys are our default metric when reviewing potential, but don’t forget to reach out to a sample audience — I usually recommend 10 percent of learners over the fiscal year — for focus groups or direct conversations. Not only can you learn more about your offerings, but you also generate good will within your membership.
• Then, there’s the strategic fit. Even if something is still getting clicks, is it aligned with where your organization is headed? When in the C-suite or at the tactical, operational level, alignment with your organization’s strategic plan can keep your metrics on track and in alignment with the chief staff executive’s expectations.

Hilary Marsh put it best during a 2025 “Leading Learning Podcast”: “Often … organizations create amazing programs, products, and services, but they do it with their internal subject matter expert lens. So, they don’t always make sure that the people getting the information understand the importance and the value to them.” If it doesn’t fit your goals, or your members’ needs, it may be time to let it go.

Best Practices for a Smooth Sunset

Sunsetting isn’t something you spring on members at the last minute. After all, how would you feel if Kindle Unlimited pulled your new favorite series the day after you started reading Book 1? It deserves a thoughtful approach with the same expectations and intention with which we develop our content. Here are a few thoughts:

• Plan ahead. Build a clear timeline and loop in stakeholders early. If your courses offer credits for a credential, consider the certification or recertification cycle; if you’re focused on member outreach, consider a more traditional obsolescence rate.
• Be transparent. Let members know what’s changing and why. Point them to new or alternative resources when possible. Bonus points if you can announce a new lineup of content based on member feedback that’s meant replace the sunset program while providing an overlap — such as a year or so — where both materials are offered.
• Do regular checkups. A content audit once a year (or even twice) helps ensure your portfolio stays relevant and high quality. Not sure where to get started? ASAE has a phenomenal resource in “Association Content Strategies for a Changing World.” The best part? It’s free for members!

Finally, and arguably most important: Make sure your staff is in the loop! If someone calls asking, “Hey, where did that XYZ webinar go?” they should be able to confidently explain the transition and why it’s happening. No members like to hear mixed signals, and no teammate likes to be caught off guard.

Closing Thoughts

Sunsetting content isn’t a failure. It’s not wasteful; it’s wise. When we sunset intentionally, we’re not just cleaning up our catalog; we’re curating a space where great content can shine and where our members can truly grow. That’s the goal, right?

So, take a look at your organization’s office. What’s collecting dust? What’s taking up space without delivering value? Maybe it’s time to say goodbye before you get stuck with a hefty price tag. Oh, and as for those boxes of stuff? I go through one a week, making space for the things that no longer serve me … except for that one magazine … oh, and maybe that article from four years back … and that sponsor prospectus from 2024 … and …