How to Measure and Maximize Learning's Impact on Association Growth

Associations today face mounting pressure to diversify revenue streams and boost member engagement. Yet many overlook the significant growth potential embedded in their learning programs. In the webinar, From Program to Powerhouse: Measuring Learning’s True Impact on Association Growth, we introduced the Learning Power Index (LPI)—a strategic metric designed to help associations measure and increase the impact of education on non-dues revenue, member retention, and long-term sustainability.

The Elephant in the Boardroom: The Non-Dues Revenue Challenge

According to the 2024 Association Benchmarking Report, 65% of associations cite generating non-dues revenue as their biggest challenge, and nearly half say they lack the resources to solve it. Insufficient staffing and operational resources further compound this challenge, making it even harder for associations to invest in new revenue-generating initiatives.

It’s a difficult cycle: “We need more money… but we don’t have the money to make more money.” This challenge raises a critical question: If learning is what members trust, value, and need the most, why isn’t it at the center of your growth strategy?

The Learning Power Index: Your Strategic Growth Signal

The Learning Power Index (LPI) is a simple but powerful formula: LPI = (Educational Program Revenue ÷ Total Program Services Revenue) × 100.

The metric reveals how much of your organization’s mission and revenue are being driven by learning. More than a vanity metric, LPI provides direction, alignment, and focus. It’s comparable to the Net Promoter Score or the Rule of 40—a single number that allows you to benchmark performance and identify growth opportunities.

Benchmarking LPI Across the Industry and Real-World Success Stories

The national average LPI is about 10. Associations with an LPI score below 5 are barely leveraging learning, while those at 20 or higher are true leaders, and those above 30 are elite with learning driving both engagement and revenue.

Here are three associations that exemplify how a strategic focus on learning fuels growth:

• HRCI: By hiring a Chief Revenue and Learning Officer, expanding microcredentials, and launching on-demand learning, HRCI increased revenue by 23% while growing relevance. HRCI's LPI went from just under 10 to greater than 20 with these strategic investments into learning.
• CompTIA: Through acquisitions, product innovation, and partnerships, CompTIA nearly doubled its learning revenue, aligning certification and learning into an integrated growth strategy. As a result, CompTIA’s LPI rose from 11 to 30 over four years, clearly demonstrating the effectiveness of these investments.
• AACN: By overhauling their LMS, expanding their CE catalog, and forging enterprise partnerships, AACN increased its LPI from 25 to 36, building revenue resilience despite relatively flat total revenue.

Steps to Activate Your Learning Power Index

To leverage the full potential of the LPI, association leaders should:

Turn Learning into a Scalable Growth Engine

Your LPI isn't a report card but it's a roadmap. Whether your association’s LPI is a 6 or a 20, it identifies clear areas for growth, focus, and alignment. Associations that focus on building fewer, higher-quality offerings—packaged for scale and aligned to member and business outcomes—will lead the industry. With tools like our Lifelong Learning Strategy Framework (LLSF), associations can transform learning from a program into a powerful driver of growth, revenue, and relevance.

Ready to see how your association measures up? Use our Learning Power Index tool to calculate your LPI, benchmark your performance, and uncover growth opportunities.