In an increasingly competitive association landscape, the value of high-quality education has never been more central to organizational success. While networking, advocacy, and community remain core membership pillars, learning has emerged as one of the most powerful levers associations can use to demonstrate relevance, reinforce industry leadership, and create sustainable growth.
During our recent LinkedIn Live session, The Education Edge, two leaders in the learning space, Patricia Ferchland Bingham, Vice President of Education, and Dany Drapiza, Director of Digital Learning, shared how accreditation and digital learning can work together to strengthen member value while opening new pathways for retention, recruitment, and non-dues revenue.
Below is a distillation of the key insights they shared.
Why Education Continues to Rank Among the Top Drivers of Membership
Across industries, members consistently point to education and access to knowledge as top reasons for joining an association. This is no surprise: associations are natural hubs for expertise. They unite the brightest minds in a field, surface emerging trends, and shape the standards that define professional practice.
Delivered in the right format and supported by the right infrastructure, quality education does more than build competency. It deepens the perceived value of membership, reinforces the association’s leadership position, and provides members with tangible tools for growth.
But for education to achieve its full potential, it must be recognized, trusted, and designed to meet modern expectations.
The Strategic Impact of Accreditation
Accreditation is often viewed as a compliance marker, but as Patricia Ferchland Bingham emphasized, its true power lies in its strategic value.
What Accreditation Really Is and Why It Matters
Accreditation is a formal evaluation by an independent body that verifies an organization or program meets recognized standards of quality. While certifications apply to individuals, accreditation applies at the organizational level and unlocks the path to meaningful credentials.
Accreditation demonstrates:
- A commitment to excellence and continuous improvement
- The credibility of an association’s educational offerings
- Industry leadership and stakeholder trust
For members—especially in regulated fields—the presence of accredited education is often a critical reason to engage or renew.
Tangible Benefits for Associations
1. Competitive Advantage
Accreditation distinguishes associations in crowded markets. Many funding bodies and referral sources prioritize accredited providers, opening new partnership and revenue opportunities.
2. New Revenue Streams
Accredited organizations can broaden their offerings through:
- Joint providership partnerships
- Accredited CE or CME courses
- Certification programs
- Exam preparation materials and publications
These products appeal to both members and nonmembers, creating diversified and sustainable non-dues revenue.
3. Operational Strength
Accreditation encourages documented processes, stronger staffing models, and more efficient workflows—benefiting the entire organization.
Examples in Action
- NAEMSP: Achieved ACCME self-accreditation, saving more than $18,000 annually.
- AGPA: Moved from third-party accreditation to an internal model, saving $15,000 per year.
- SMRP: Completed three successful ANAB audits, reinforcing compliance and program credibility.
Across each of these examples, accreditation strengthened both operational capacity and member value—demonstrating its role as a true growth strategy.
Digital Learning: Making Education Accessible, Measurable, and Scalable
Effective renewal marketing is grounded in transparency and alignment among all relevant
If accreditation sets the standard for quality, digital learning expands access and amplifies impact. As Dany Drapiza shared, digital learning takes the power of traditional education and enhances it through modern delivery tools.
Digital learning initiatives may include:
- Learning management systems (LMS)
- Custom industry courses
- On-demand modules
- Certification exam delivery
- Educational video production
These tools allow associations to reach broader audiences, modernize existing content, and create more visible value for members.
How Digital Learning Drives Retention
One of the clearest ways associations demonstrate value is through visible, high-quality learning opportunities. Yet in many organizations, valuable educational assets—white papers, technical documentation, webinars—live in disconnected archives that inhibit access.
Digital learning centralizes and elevates this content, making it:
- Easy to find
- Easy to consume
- Easy to return to
This shift transforms scattered information into a core member benefit.
Case Example: National Association for Surface Finishing (NASF)
NASF sought to enhance its position as the industry’s premier training resource. Many of its materials existed only as long-form PDFs—high value, but low accessibility.
By converting thousands of pages of content into interactive, on-demand modules and launching the Catalyst eLearning Center, NASF achieved:
- $157,000 in revenue within the first year
- Increased demand for digital learning offerings
- Modernized certification delivery for its members
The results underscore how modern learning delivery can immediately strengthen retention and engagement.
Driving Recruitment and Non-Dues Revenue Through Digital Learning
Digital learning does more than serve existing members—it acts as a marketing engine.
A strong learning hub signals to prospective members that the association is:
- An authority in its field
- Committed to professional growth
- Forward-thinking and technologically current
This visibility builds trust and makes joining feel like a natural next step.
Case Example: Society for Maintenance & Reliability Professionals (SMRP)
In 2023, SMRP set an ambitious revenue goal: $500,000 in new revenue by 2026.
Through the launch of the SMRP Training Academy and five CMRP certification prep courses, results arrived quickly:
- $319,000 in revenue in year one
- 2,300 user accounts, with half from nonmembers
- Significant engagement through new microlearning initiatives
By aligning digital learning with certification and professional standards, SMRP established a sustainable pipeline for recruitment, retention, and revenue.
Answering Common Questions
Is it expensive?
There is an upfront investment, but associations often recoup costs quickly through:
- Eliminated per-event accreditation fees
- Expanded learning products
- Joint providership opportunities
- Increased revenue from LMS-driven offerings
Both accreditation and digital learning require ongoing maintenance—but when integrated with organizational strategy, they become long-term assets.
What’s in it for company members?
Company members benefit through:
- Influence in shaping industry standards
- A better-trained talent pipeline that reduces hiring and onboarding costs
- Credibility and differentiation through participation in high-quality, industry-recognized learning programs
The Bottom Line: Education Is a Strategic Growth Engine
Education—when supported by strong accreditation and modern digital delivery—creates a unified strategy for strengthening membership value and driving organizational success.
Together, these initiatives:
- Reinforce industry leadership
- Strengthen operational excellence
- Support talent development
- Expand revenue opportunities
- Attract and retain members
In a time when associations must work harder than ever to demonstrate value, strategic education programs offer a clear, compelling path forward.
If your organization is looking to enhance retention, grow membership, or diversify revenue, investing in high-quality learning—grounded in accreditation and powered by digital tools—is one of the most effective strategies to pursue, and for additional insights on designing and implementing successful awareness campaigns that drive engagement and growth, you can reach out to Kellen at kelleninfo@kellencompany.com.
