Part I — The Top 8 Reasons
In the competitive landscape of association management, providing tangible benefits to members is vital to member retention and growth. Our proposal – associations can significantly enhance the
member experience and demonstrate value by marketing education as a member benefit.
The Top 8 Reasons To Market Education As A Member Benefit
1. Meeting Member Needs
In today’s knowledge-driven economy, professionals seek continuous learning opportunities to stay relevant and competitive. By offering education as a member benefit, associations directly address this
need, becoming indispensable resources for professional development.
2. Enhancing Member Engagement
Education is a powerful engagement tool. Members are more likely to actively participate in association activities when they perceive tangible benefits. By promoting education as a member benefit,
associations can boost engagement levels and foster a sense of belonging among members.
3. Elevating Association Credibility
Accredited educational programs lend credibility to associations and their members. By facilitating accreditation processes and ensuring compliance, associations can enhance their reputation as trusted
sources of high-quality education within their respective industries.
4. Attracting NextGen Membership
As associations focus on the future, attracting younger professionals, or Nextgen members, is a priority.
These individuals prioritize continuous learning and skill development, making education a key selling point. By offering education as a member benefit, associations demonstrate their commitment to supporting the professional growth of Nextgen members, while also providing opportunities for networking. Education serves as a powerful recruitment tool, distinguishing associations in a competitive landscape and fostering long-term relationships with members as they progress in their careers, ultimately ensuring the
organization’s continued relevance and sustainability.
5. Generating Non-Dues Revenue
Education programs can also serve as revenue-generating streams for associations. By offering certificate programs, educational webinars, and other educational services, associations can diversify their revenue sources and
reduce reliance on membership dues.
6. Building Future Leaders
Education is not just about skill acquisition; it’s also about leadership development. By investing in educational programs tailored for emerging leaders and young professionals, associations can groom the next generation
of industry leaders and ensure the longevity of their organizations.
7. Demonstrating Return on Investment (ROI)
For association leaders concerned about demonstrating ROl to members, education provides a clear metric. By showcasing the tangible benefits and outcomes of educational programs, associations can illustrate the value of
membership and justify dues increases.
8. Adapting to Changing Member Needs
The educational landscape is constantly evolving, with new technologies and learning formats emerging. Associations that proactively market education as a member benefit demonstrate their commitment to
meeting evolving member needs and staying ahead of the curve.
Final Thoughts
Education is not just a service; it’s a strategic asset that can drive member engagement, revenue growth, and association success. By marketing education as a member benefit, associations can position themselves as indispensable partners in their members’ professional journeys, ultimately leading to stronger, more
vibrant communities of professionals. Be sure to check out our next issue, Marketing Education as a Member Benefit – Part 2, where we’ll provide client stories to illustrate the points provided above!
