Imagine offering your members more than just networking events, webinars, and newsletters. What if your organization provided powerful learning opportunities and credentials that could change the trajectory of their careers?
For associations, offering certifications can give members a competitive edge. But these credentials do more than just enhance résumés; they provide tangible value that keeps members engaged, loyal, and eager to renew their memberships. By supporting professional development, your association can empower members to advance their careers, making your organization an indispensable partner in their journey.
While your association management software makes it easy for members to track certification progress, it’s up to you to create and promote these opportunities. Let’s explore the basics of certification programs and the benefits they bring to your association and its members.
Member Certification Basics
Credentials signify that an individual has met specific standards in their field, showcasing their competence and expertise.
For association members, earning a certification often includes completing courses, passing exams, and meeting other prerequisites set by credentialing bodies. Associations often partner with these credentialing bodies to provide their members with support, such as exam preparation materials or continuing education opportunities.
If your association is considering offering a certification program, you’ll need to invest in the right tools. For instance, a customer relationship management (CRM) system can help organizations track member interactions, such as program completions and professional interests, to recommend relevant courses. Protech’s CRM for associations guide explains that this solution helps centralize member data into profiles, personalize communications, and manage payment information.
Meanwhile, association management software (AMS) is tailored specifically to associations. This platform usually integrates with learning management systems and other learning tools to help associations facilitate structured learning experiences, monitor member progress, and support the ongoing educational needs of their community.
These systems make it possible for associations of varying sizes to offer high-quality certification programs.
Value for Members
Your members are in a position to gain a lot by earning recognized credentials. Let’s look at the most enticing benefits that will draw members to your association if you offer these opportunities.
Career Advancement Opportunities
By earning certifications, members can experience career development opportunities like:
- Promotions
- Salary increases
- Expanded career and leadership opportunities
- Enhanced job security
Accreditations signal to employers that an individual has mastered specific skills and is committed to a lifelong learning journey, making them more competitive in the job market.
According to RealHR Solutions’s guide on performance reviews, many companies include self-assessments as part of the performance review process. This allows employees to highlight their achievements, including certifications, as concrete evidence of their expertise. By showcasing their credentials, members can confidently request higher salaries and leadership opportunities.
Skill and Knowledge Development
Beyond career advancement, certifications empower members to deepen their knowledge and refine their skills. Many professionals will pursue specialized knowledge in areas that interest them most, keeping pace with industry standards and emerging practices. This continual learning gives them a competitive edge over their peers.
Not only does this have its professional advantages, but it also provides a sense of personal fulfillment and confidence. These individuals will feel more capable in their roles, know that they can do their jobs effectively, and position themselves for potential promotions.
Networking Opportunities
As part of your certification program, you might include group learning experiences, workshops, or conferences where members can connect with peers who share similar career goals.
By fostering an engaged community, your association can combat the common challenge of keeping members involved in the certification process. The networking opportunities your program offers can directly impact member engagement, making members feel more connected and invested in your association.
Value for Associations
The value of certifications extends beyond your members—they can also drive significant value for your association. By offering certifications, your association may experience:
- Increased recruitment numbers. Certifications can position your association as a leader in professional development. Highlighting certification opportunities in your membership outreach will attract new members who want to advance their careers.
- More engaged members. Members who are actively pursuing certifications tend to be more engaged and see the value in being part of your association. In fact, more than half of association members say that certification support and training programs are among the membership benefits they value most. These offerings make members more likely to renew, reducing churn and the costs associated with acquiring new members.
- Additional revenue. By offering certifications, you’ll create new revenue streams through course fees, exams, and other related services.
A certification program will provide your association with more than just an educational service—it will enhance recruitment, retention, and financial stability. You’ll provide unparalleled value to members and contribute to your association’s long-term success.
Challenges for Associations
While launching a certification program can be incredibly valuable, you might experience a few challenges, such as limited resources or difficulty developing relevant content that offers more value than competitors’ programs. To address these issues, try the following strategies:
- Resource Allocation: Start small by piloting a single certification program before expanding.
- Member Engagement: Involve members in the development process by conducting surveys to identify the certifications they want most.
- Partnerships: Collaborate with industry experts and credentialing bodies to create high-quality content in your courses.
- Maintenance: Many certifications require people to keep learning and getting recertified. Clearly communicate these expectations and provide resources, such as reminders and additional training, to keep members on track.
- Support: Provide easy access to support resources and make it easy for participants to contact you with questions. This will foster a supportive learning environment.
By anticipating and proactively addressing challenges, your association will create an impactful certification experience that makes it easy for members to learn. Plus, you’ll also communicate your commitment to members’ ongoing professional development.
Investing in certification programs is more than a tactical decision; it’s a strategic move that can amplify your association’s impact. When you launch your program, you’ll position your association as a forward-thinking organization dedicated to empowering its members.
It’s time to enhance members’ careers and strengthen your industry’s collective expertise by launching your certification program. By doing so, you’ll lay the groundwork for a dynamic community that continues evolving and thriving for years to come.
Now that we've covered the value of certifications, it's also important to consider how you will support your members on their journey to obtaining said certification. And choosing the right technology is an important component! To learn how to find the right LMS for your certification training programs, check out the blog below.
