The Competition for Time: Convincing Members to Commit Time to Professional Development

The main challenge faced by associations in marketing is competing for their members’ time, particularly in the realm of professional development. To win this competition and convince members to dedicate time to professional development, associations need to demonstrate the value of their programs in both the short and long term and help individuals take the first step.

One key aspect is addressing people’s intentions and turning them into action. Many individuals believe they lack the time for professional development due to excessive time spent in meetings and dealing with emails. Associations can provide the necessary push and support by offering programs and worksheets that help individuals clarify their goals and values.

Additionally, associations should explore why people do or do not commit time to professional development. They can design an evergreen marketing campaign that highlights the importance of professional development, explaining how it reflects on a person’s character and contributes to career advancement. It is important to address common concerns, such as the fear of failure, and emphasize that the benefits of education outweigh the risks.

Providing social proof of the value of professional development is also crucial. Testimonials from alumni can offer personal stories of the program’s impact, while data can appeal to the logical side of decision-making.

Rethinking marketing strategies is essential. By showcasing companies that invest in their employees’ growth, associations can motivate other employers to do the same. Communication should focus on addressing members’ problems and demonstrating the potential impact of their participation.

In designing programs, associations should consider learning science principles and engage instructional designers to ensure an effective learner experience. They should also offer realistic time commitments, microlearning options, relevant and interactive content, micro-credentials for motivation, and opportunities for community engagement.

To compete successfully for members’ time, associations need to go beyond delivering quality content and provide a unique learning experience that cannot be easily replicated elsewhere.