Elevating Member Value Through Strategic Credentialing Programs

Elevating Member Value Through Strategic Credentialing Programs

How well does your organization prioritize its certification or credentialing programs? Recent data from a NetForum article by Michelle Schweitz suggests it may be time to reevaluate. The 2024 Association Trends Study reveals a significant disconnect: while 51% of association members value certifications and credentials, only 37% of association professionals view them as a critical benefit. This misalignment underscores a missed opportunity to enhance member engagement and deliver meaningful value.

To bridge this gap, Schweitz suggests associations should focus on creating credentialing programs that meet member expectations while supporting organizational goals. Start by gathering direct feedback from members through surveys, focus groups, and one-on-one conversations. Understanding what your members want ensures that your program offers relevant and valuable learning opportunities.

Accessibility is another key factor. Offering a range of learning formats, from online courses to webinars and on-demand content, allows members to engage at their convenience. For those seeking flexible options, micro-learning, and stackable credentials provide incremental, easily attainable certifications that build toward more comprehensive qualifications over time.

If your association is new to credentialing, Schweitz recommends starting with a certificate program. Unlike accredited credentials, certificate programs certify course completion without external validation, offering a quicker path to launch while still delivering value to members.

Finally, the right technology can streamline and elevate your program. Modern association management systems (AMS) automate processes, track continuing education, and provide a seamless experience for both staff and learners. Investing in such technology ensures your credentialing program remains efficient, scalable, and aligned with the evolving needs of your members.