Will You Remain Your Members' Best Source of Learning?
Associations have historically been leaders in professional development for their industries. To maintain that status, they will need to have a plan for adjusting to emerging trends in learning and new competitors entering the field.
Potential disruption from private-sector competition and changes in online learning may challenge associations’ established role as leading providers of professional knowledge and training in their fields. The ASAE Foundation’s Benchmarking in Association Management: Policies and Procedures, Vol. I shows the investments associations are currently making in learning and credentialing, while in-progress workforce development research identifies challenges to association programs. And ASAE ForesightWorks looks at how associations can prepare for the future of learning.
Members Value Credentials
Credentialing is an important component of many association professional development programs. ASAE’s Power of A research reports that 17 percent of adults in America get work-related training each year through a professional association. Some professionals are required to earn a credential, but many others obtain them voluntarily in pursuit of career opportunities and an enhanced professional reputation. According to Benchmarking in Association Management, 31 percent of members held the most common credential at associations that offered one. Twenty-seven percent reported their credential is required for professional practice.
31% Percentage of association members who hold their association’s most commonly issued credential
Associations offering an optional credential must convey its value to stakeholders. Leaders should monitor how their program is viewed. According to the ASAE Foundation’s The Benefits of Credentialing Programs to Membership Associations, rigorous standards can raise a program’s profile. Credentials that are seen as more challenging to obtain have a higher perceived value among members.
Growth of Online Learning
Benchmarking in Association Management indicates that associations are already offering a variety of online learning programs. The most common format is webinars, offered by 79 percent of respondents. Forty-seven percent offer online seminars, 37 percent have online conferences, and 27 percent have online workshops.
To succeed in the digital environment, associations may need to adapt their strategies to contend with a growing number of competitors. The foundation’s workforce development research identified private-sector competitors and learner-directed offerings such as MOOCs (massive open online courses) as potential disruptors in the learning space.
The ASAE ForesightWorks “Microlearning” action brief suggests that, to respond to the ongoing changes in the workplace that are increasing demand for continuous learning, associations can target specific audiences with microlearning activities by reaching out to employers, engaging younger members, and seeking alliances with industries and learning institutions.
Professionals across industries have long looked to their association for training and learning opportunities. To remain at the forefront of continuous learning, association professional development leaders can monitor trends in the wider learning environment, including developments in online learning and the private sector. Associations can also expand their outreach by forging connections with employers and potential partners. The key for associations is to continue offering high-quality continuous learning opportunities as they employ new techniques.