What does that mean for member-based organizations? Well, they have to be proactive in providing content that is both useful and relevant to their members, as well as hits on points that more general education may miss.

As noted by Dr. Laurelle Jno Baptiste in a recent webinar, that’s where niche content comes in. Niche content is unique, tailored content that isn’t widely available. It focuses on specific topics or industries and provides your members with valuable information and insight. Typically, the better you tailor your content to your audience, the better your return on investment will be.

When it comes to continuing education, you want to offer courses that really matter to your audience, so focus on timeliness, relevancy, value, and specificity.

1. Set Your Targets

When deciding what content to create, you first need to think of your target audience. Niche content is based directly on its consumers, so if you don’t have a good grasp of your audience, you won’t be taking full advantage of the technique.

The key is to create a persona: a fictional person who will represent your core demographic. You may have multiple personas for different factions of your audience; for example, you may have one for recent grads, one for industry veterans, and one for the group in between.

You can split your targets into as many personas as you want–just remember, each persona represents a group you want to cater your content to. If you aren’t going to make courses for each type, there’s no point wasting time on that persona. It’s best to set your focus on a few main targets–broad enough to capture the majority of your member base (if not all of it!) when they overlap, but narrow enough that you can tailor content specific to that group.

Once you have your personas, do your research:

• Will your topic be in high demand? Is this something your persona’s demographic will actually want? Is it relevant to their needs and interests?
• What topics are the most highly searched? This will help you narrow down your choices. If a topic is highly searched, that’s a good indicator of its potential success.
• Is your topic current or evergreen? Is the topic you’ve picked timely? Perhaps there has been something in the news recently about your topic. Alternately, evergreen topics are those that are timeless; you may want to touch on something that’s often missed out on but that remains highly important in your industry.

Still not sure what to do? Ask your audience! Host polls on your organization’s social media pages to find out what your members are most interested in; you may find that you’ve been missing out on some key areas of opportunity. When in doubt, it’s best to ask directly; your members will appreciate it!

2. Tailor-Made

As mentioned earlier, the more thoroughly you tailor your content to your audience, the better your ROI will generally be.

Consider Facebook or Youtube algorithms; once you click on a topic, they will curate your feed to be more relevant to what they perceive to be your interests. For example, say you click on a Youtube video about making paper flowers; you’ll likely be recommended more origami tutorials (or videos on other similar crafts) next time you go to your home page.

Member-based organizations can learn to do something similar. Pay attention to your analytics: is one of your courses doing particularly well? You may want to create more courses in the same vein; high purchase and use rates indicate that you’ve likely hit on a good topic!

Alternately, if you find a course is doing less-than-stellar compared to the others, you may want to avoid making similar content for the time being.

A good way to boost these results is to make your content highly searchable on your platform. When selecting a learning management system (LMS) to host your education, pick one that allows for tagging, categorizing, and filtering. Members will be able to look up keywords or search for popular courses–making your content easy to find and allowing for more accurate analytics. If a member can’t find it, they can’t buy it–creating a number of problems for your organization!

3. Make it Make Sense

Next, when developing your courses, you want to make sure you’re presenting your information in the optimal format. Make sure to divide your content into neat, digestible segments–this improves retention and increases understandability. If your course doesn’t make sense to your audience, it doesn’t matter how good its concept is–they’ll be too busy being frustrated and confused to get anything valuable out of it!

Because of this, you want to pay as much attention to the actual execution of your material (how it’s created and presented) as you do the topic selection process.

Look into splitting longer courses into modules. Consider: which is easier to process, one four-hour lecture, or eight half-hour lectures? Humans need time to absorb information and build mental connections. Additionally, if your course is too long, you run the risk of overshooting your members’ attention spans. Keep things tight and concise for the best results!

You may also want to add a degree of interactivity to your courses. Video hurdles–in which members are prompted to answer a question on-screen during a video–can help keep viewers on their toes and stay focussed. There are a variety of interactivity types that can be applied to course content, from multiple choice questions to drag and drop activities and more; when used at key points in a module, they can gamify the experience and keep members’ attention where it belongs: on your course!

4. Marketing Mastery

When wielded correctly, niche content courses can be a powerful marketing tool. After all, you’re providing something that isn’t available elsewhere!

First, start by creating a landing page for your courses; this will provide information on and display the value of what you offer. When making advertisements and building campaigns, you can link back to this page, inviting potential members to find out more—you want to drive as much traffic here as you can!

When your page is set to go, you can embark on a social media campaign to market your CE across the internet. When creating your campaign, be sure to take advantage of the many promotional tools the web has to offer; Canva, Hootsuite, and Jasper AI are all great options to keep quality marketing content coming.

Testimonials and quotes from members who have taken your continuing education programs are especially helpful in showing the value of your product. Worried about getting enough responses? A little incentive to help motivate members to share their experiences should do the trick; try offering discounts on courses or coupon codes to those who submit a testimonial!

Finally, when making your content known, make sure to pay attention to search engine optimization (SEO). By creating a wide web of content that promotes your courses across as many channels as possible, you’ll be able to boost your CE’s search page results. When people are aware of the quality, niche content you offer, it’ll be hard to resist!

You may also like: The Inadvertent Dangers of Outsourcing Your Continuing Education to Third-Parties

Conclusion

When developing continuing education courses for your organization, it’s important to focus on finding a niche. You want your content to be relevant, timely, valuable, and a little rare–the more important but overlooked topics you find, the more interesting material you’ll be able to take advantage of.

Remember, your continuing education courses have the power to draw all sorts of new members to your organization–you just have to pick the right topic!

Want to learn more? Check out our webinar, Continuing Education: Your Shield against Economic Headwinds!

The post Supercharge Your CE: Taking Advantage of Niche Content appeared first on Online Learning Solutions | Association Management System | Vocalmeet.

Most states require a certain number of CLE hours each year to maintain a law license, but it can be hard to find quality courses that fit members’ busy schedules. And–let’s be honest–most CLE courses aren’t exactly the most exciting things around!

Thankfully, it doesn’t have to be this way! By following a few simple steps, bar associations can start building better CLE courses with ease.

1. Harnessing the Power of Niche Content

When it comes to CLE courses, one size does not fit all. Attorneys will often look for courses specific to their particular area of practice, so the more specialized the content you provide, the better!

Let’s take a look at a couple of examples. An attorney who works in criminal law will not be interested in a course on tax law; likewise, a corporate lawyer will not want to sit through a course on family law.

This much may seem obvious, but it can go a step further. Your association should search for interesting, relevant, and unique topics for its courses. Yes, you should have more general courses–these are perfect for introductory programs!–but if you want to really bring value to your membership, try thinking outside the box.

Try to make your content timely. Is there a precedent-setting case in the news? Perhaps you’ll want to do a deep-dive webinar on the details. Are there laws being reexamined or updated? You could cover these, as well!

Additionally, by partnering with experts in various niche areas, bar associations can offer courses that are tailored to specific practices. This will ensure that attendees get the most relevant and useful information possible.

Not only will this make your CLE courses more interesting for attendees, but it will also make your audience more likely to return in the future. You want to capture their intention with insightful, valuable content. After all, why would an attorney take an irrelevant, useless course from their bar association? It’s all about quality!

Once you’ve made your content, make sure to categorize it thoroughly. You want your members to be able to actually find your courses! Keep everything as organized and accessible as possible.

If your bar association is looking to build better CLE courses, consider harnessing the power of tailored content. It’s one surefire way to interest and engage new members! Now, let’s look at a few more:

2. CLE for the Next Generation: Attracting New Members

As the legal profession evolves, so must the way bar associations provide Continuing Legal Education. The needs of lawyers are changing, and bar associations must adapt to continue to meet those needs. In particular, there is a need to engage new lawyers in CLE programs.

First, you have to let your audience know what’s available. Make sure to promote your programs across your association’s social media channels. To spice things up, try offering seasonal packages, keeping things timely and relevant. Remember to be consistent; if you only post rarely and sporadically, you won’t stay in the minds of your members for long!

Next, you want to make things interesting. You can try incorporating gamification into your programs; by making them interactive and offering digital badges as achievement-style rewards, you’ll be upping the excitement factor of your courses. You could even incorporate–selectively!–a few choice memes to amuse your audience.

Third, it’s important to make sure the programs you offer are affordable. New lawyers often have large student loan debts and may be working in jobs that do not pay high salaries. Discounts on CLE programs for new members can make them more accessible to new lawyers.

By offering relevant, convenient, and affordable CLE programs, bar associations can better engage new lawyers with their educational offerings. This, in turn, will help to ensure that your members’ careers–and your association’s membership base–continue to thrive!

3. Two Birds, One Stone: the Value of the Hybrid Events 

As the world becomes increasingly mobile and virtual, it can be difficult to know how to best engage your members; is it better to do in-person or online sessions?

The answer is simple: host a hybrid event!

Hybrid events are a combination of in-person and virtual courses, and they offer several benefits to both bar associations and their members. There are a number of ways to make your event hybrid, like livestreaming the session on your association’s website, or else recording and posting it online after the event–or, even better, both!

Hybrid CLE courses allow members who cannot attend in-person to still participate and receive credit. This is especially beneficial for members who have busy schedules. Livestreamed courses take care of geographical limitations, and on-demand recorded courses open the field up to everyone.

Hybrid CLE courses allow bar associations to further their reach and increase their earning potential at the same time. You’re making your session accessible to an entire second audience–without losing the first–and bypassing the most common barriers to entry for in-person events. This means you can earn more revenue than from an in-person event alone!

The use of hybrid CLE courses is a win-win for both bar associations and their members. By offering these courses, bar associations can ensure that their members are able to receive the education they need–while simultaneously expanding their reach and non-dues revenue!

You may also like: The Top 5 Strategies for Bar Associations to Increase CLE Revenue in 2021 and Beyond

When it comes to building better CLE for your bar association, it’s best to pay attention to the basics: focus on tailoring your content, attracting new members, and increasing accessibility. You want solid, quality courses that no one else offers; you want to attract new members with your value and ease of use; and you want to reach as wide an audience as possible. Follow ACLEA’s footsteps and “Adjust, Collaborate, and Elevate”!

The post Building Better CLE: Tips for Bar Associations appeared first on Online Learning Solutions | Association Management System | Vocalmeet.

In this article, we’ll go over each option, as well as give you some tips to help you choose: custom-built or SaaS?

1. Customization Options

First, we’ll be looking at the main draw of custom LMS compared to SaaS LMS: the customization factor.

Custom-Built Enterprise LMS

The term “custom-built LMS” is often tossed around in association circles as a catch-all for enterprise-level learning management systems. As the name suggests, this type of software solution is custom-tailored to your organization’s unique needs and requirements. In theory, this makes perfect sense. After all, why wouldn’t you want an LMS that fits your association like a glove?

Unfortunately, in practice, things are often not so simple.

A custom-built enterprise-level software solution is a complex beast, and it can be difficult to know upfront what exactly you’ll need, or what features will provide your members with the best learning experience. Scope creep is a problem that can lead to spending money on developing features that your members/users don’t end up using.

If you build an LMS that is complex and feature-heavy, you will limit user efficiency and diminish the benefits of having it custom-made. In order to avoid this problem, it is important to carefully consider your needs and requirements before embarking on the process of custom-building an LMS. An experienced and knowledgeable vendor can help guide you through these decisions, ensuring that you get the most out of your software solution without wasting money on features that won’t be used.

Software as a Service LMS

A SaaS learning management system is a “ready-made” solution that can be quickly implemented and deployed. Modern SaaS learning management systems offer a variety of features, including content management, reporting and analytics, personalized learning experiences, and mobile accessibility. They are also scalable, meaning they can be sized to fit the needs of any association or organization.

The main advantage of a SaaS LMS is its simplicity. Users can be up and running with the software in a matter of weeks, and there is no need for complex customization that costs money and takes time to implement. Associations should focus on configuration over customization when it comes to their LMS technology philosophy.

Configuration is key when working with SaaS LMS. The user interface should be intuitive and easy to use so that users can change security privileges, page layouts, and more without any difficulty. This focus on configuration over customization allows associations to get the most out of their SaaS LMS!

2. Cost and Speed of Implementation

Comparing the cost and speed of implementation of custom and SaaS learning management systems is another way to help you make your decision; sometimes, it all comes down to the bottom line, after all!

Custom-Built Enterprise LMS

Custom-built enterprise software is significantly more expensive than Saas LMS. Many associations learn this the hard way when they invest exorbitant time and resources into building a customized LMS.

Investing in custom-built can be tempting; however, these cost-intensive programs usually require additional setup fees, maintenance costs, and licensing fees–adding up to a hefty price tag! An industry-standard custom-built enterprise LMS starts at 1 million dollars. Yikes!

The speed of implementation is also something of concern when it comes to custom-built enterprise LMS; this option will take months or even years to implement. This makes sense, of course; it must be created from scratch. Rome wasn’t built in a day!

Software as a Service LMS

SaaS LMS is a much more affordable alternative. With a SaaS LMS, you pay a monthly or annual fee to use the software, and there’s usually no need to pay for extra maintenance or support. As your business grows, you can easily scale your subscription up or down to meet your changing needs.

When it comes to implementation speed, SaaS also has custom LMS beat; a SaaS LMS can be up and running in just a few weeks, leaving plenty of time to test, update, and test again! User training plays an important role in implementation; typically, a SaaS vendor will ensure your staff is trained and comfortable using the new LMS before launch. By ensuring your staff is savvy with the new system, you can avoid many potential hiccups down the road.

3. Cybersecurity

Another important consideration when making your choice is cybersecurity. You want to make sure your organization is safe and protected!

Custom-Built Enterprise LMS

It’s crucial for organizations to implement effective cybersecurity measures to protect their data and network from threats like hacking, malware, and unauthorized access. Because of this, some key steps in improving cybersecurity for your custom-built enterprise LMS include using strong passwords, encrypting sensitive data, updating online security with patches regularly, and implementing two-factor authentication whenever possible.

Additionally, it’s important to monitor your network traffic and user behaviour to identify any suspicious or unusual activity; make sure to have an incident response plan in place in case of a breach. By investing time and effort into protecting your LMS, you can help ensure the security and success of your organization!

Software as a Service LMS

With a SaaS LMS, you’re limited to relying on the security measures of the provider. While many providers take steps to secure their platform, it’s important to be proactive and implement additional security measures yourself.

Ask your SaaS vendor what steps will be taken to protect your organization, and decide whether you judge their answer to be adequate. Some of the questions you may want to ask include:

• What type of data encryption do you use?
• How do you protect user data?
• What type of security measures do you have in place to prevent data breaches?

Once you’ve gotten the answers you need, you can decide whether you’re satisfied with the protection they can provide. If yes, great! If not—keep shopping until you are!

You may also like: How to Protect Your Association from Cyber Attacks

So, which option is the best for your organization? The answer to that question depends on a number of factors, including your budget, organization size, and existing infrastructure. If you’re still not sure which option is right for you, or if you have any other questions about enterprise or SaaS learning management systems, don’t hesitate to contact us. We’d be happy to help you make the decision that’s right for your association!

Once you’ve made your choice, it’s time to purchase and prepare your new LMS. Then–get ready for rollout!

The post SaaS vs Custom LMS: Which is Right for Your Association? appeared first on Online Learning Solutions | Association Management System | Vocalmeet.

From the online learning platform you select, to the way you market your continuing education courses, creating a successful online continuing education program is a continuous process.

To help you create a successful online continuing education (CE) program, we will highlight three key areas that most associations overlook when offering online CE courses:

• An Easy-to-Use Online Learning Platform
• The Importance of the Course Content and Pricing
• The Value of Marketing

It is not enough to just post your recorded CE courses online and then expect members to purchase your courses; you need to consider how user-friendly the platform is, the quality and cost of the courses, and the marketing strategies you’ll employ. 

Selecting an Easy-to-Use Online Learning Platform 

The success of your online continuing education program starts with your members’ online experience.

Imagine walking into a brick-and-mortar store where the aisles are so close together that it’s hard to find the product you’re looking for. When you attempt to ask for help, no one answers. Chances are, you would walk out upset and annoyed, vowing to warn anyone and everyone away from it! The same principle applies to your members’ online experience.

If your online learning platform is cumbersome and hard to navigate, your members will eventually stop using the platform.

If technical support isn’t prompt and professional, your members will be frustrated. If your members are unhappy with your platform, they’ll let each other know about it.

Consequently, when selecting an online learning platform, focus on usability and user-friendliness rather than features alone.

Go through the learning process yourself, all the way from purchasing an online course to completing it. Was it easy to find all the courses you wanted? Could you do it all on your first try? Did you need help at any time? If you were ever confused on where to go or what to click, chances are that your members will be, too. 

Remember, the entire purpose of offering online continuing education courses is to add value while increasing non-dues revenue.

If the process of completing your online courses is too complicated, not only are you losing out on non-dues revenue–you’re also creating a negative experience for your members!

Course Content is King, and the Price Must Be Right

In the last section, we talked about the importance of the online experience. In this section, we’ll focus on the product: your online courses.

By providing online education courses, your association has the opportunity to become a go-to source of timely and relevant information for your members. Make sure that your courses are up-to-date with the latest trends in your field, whether that means offering courses in newly developing areas or expanding on sectors that are already considered an industry backbone; whatever courses you create, they have to add value. 

Thus, by offering online continuing education courses that provide both prompt and thorough information, your association will have the opportunity to become the go-to source of high-quality information and online courses for your industry. This is the power and the importance of CE course content.

Your Online Courses Need Clearly Defined Learning Outcomes with Well-Written Descriptions

Your members need to know what specific, actionable insight they will earn by paying for and partaking in your course.

For example, will the contents of the course help them earn a certificate in a new skill? Will it teach them the current best practices in their field?

If your course descriptions are too vague, your members won’t understand the benefit of enrolling–meaning your association loses out on the non-dues revenue your programs could be producing! Instead, use clear, concise descriptions to demonstrate the value of each course to show your members why they should enroll. 

Value-Based Pricing: Your Association’s Ability to Maximize Non-dues Revenue From Continuing Education

Value-based pricing helps associations set prices of the courses they sell based on the value the course provides to their members.

If you understand the unique challenges that your members face, creating niche courses that cater to these issues is a worthwhile undertaking for your association. Your members will recognize the value of your courses and will be willing to pay more to access the tailored information–even more so when compared to a blanket course that covers a generic topic. 

Whether your courses are niche or expansive, remember to price them according to the value they offer your members.

Increasing Non-dues Revenue Means Online Marketing Matters More than Ever

Marketing online courses requires a different strategy than marketing in-person continuing education sessions.

To address this, you’ll need to create clear and persuasive marketing campaigns to let your members know about the convenience and ease of your online learning platform and its courses.

Though you may have already sent out an email campaign upon the release of your platform, it is necessary to keep up the communication and continue to inform your members of new, exciting course opportunities. After all, if your audience doesn’t know you offer a course, they won’t know to look for it!

Research has shown that in order to get a recipient to follow an email’s call to action, you need to send approximately 10 to 20 emails about it.

Because of this, we recommend you notify your members via email about your online learning platform and any new courses about 1 to 2 times a month.

Additionally, you’ll want to build a few marketing campaigns to promote your association’s new CE platform once it’s live.

Examples of possible campaigns you could use to promote your online learning platform and courses include:

• Monthly Association Speaker Advice
• Current Offers and Deals
• Course Recommendations and Endorsements from Members
• Featured New Courses

While the creation and maintenance of email campaigns may sound like a lot of work for your association, we must look to the retail world for advice. How many emails have you received from your favorite brands advertising new products and services?

You may work with an association, but the message is the same: messages are more effective when repeated!

Thus, while creating online marketing campaigns may be a laborious process, they aren’t without benefit–they’re a key tool when it comes to keeping your members up-to-date with what you offer!

Vocalmeet Offers Marketing to All of Our Clients as a Complimentary Service.

Let us help you inform your members about your association’s online continuing education options and help you increase your online sales. Learn more about our online learning platforms here!

In closing, increasing non-dues revenue for your online continuing education program is an ongoing process: you’ll need to research and employ the best learning management system platform; to constantly revise, review, and upgrade your content; and to create a string of marketing campaigns that promote your platform once it goes live.

There are lights at the end of the tunnel, however, and their names are “Non-dues Revenue” and “Member Satisfaction”– the best outcomes an association could have!

The post 3 Ways to Increase Non-dues Revenue for Your Association’s Online Continuing Education Program appeared first on Online Learning Solutions | Association Management System | Vocalmeet.

Live stream, on-demand video, webinar, learning management system, virtual conference, hybrid conference…and the list goes on.

It is no secret that more in-person events shifted online in 2020 than anyone could have ever predicted. Based on common principles of economics, the significant increase in demand consequently led to a significant increase in supply. With all the different online platforms available on the market, how can you ensure that your association makes the right decision?

Well, look no further. We recently interviewed our Vice President of Professional Services, Dr. Laurelle Jno Baptiste, to learn some proven strategies that associations have used to run successful online events. At Vocalmeet, Laurelle leads the implementation team that helps associations shift their courses, events and conferences from in-person to online.

Below is a snippet of Part 1 of 3, where we focus on the key factors that associations must explore before choosing an online platform.

Q: From your experience helping associations shift their events online, what would you say are the top 3 things for associations to consider when choosing the online platform to use for a specific event?

A: First things first, we advise our clients to avoid trying to mimic every aspect of their in-person events virtually. This includes, for example, following the exact schedule and timing of in-person events, assuming that all attendees want to be seen via video, or attempting to make attendees feel as if they are walking through a real exhibit hall. It’s important to understand that online events are different from in-person. When we work with clients, we need to first understand how we can help them emphasize the key benefits of their online events.

To do so, we ask our clients to explore 3 key factors that will determine the type of online platform that would best fit their goals and needs:

1. Target Audience – Who is the main audience for your event? How comfortable are they with technology? Are they typically flexible with their schedule and able to attend an event at a specified time, or do they prefer accessing content at their own convenience?
2. Level of Interactivity Required – What is the level of engagement expected from attendees? Are attendees looking to have a discussion or is it simply a presentation where they are able to ask questions? Is the content more informational and attendance is voluntary, or is it a mandatory requirement for the profession (e.g. ethics training, workplace safety training or continuing education)?
3. Resources Available – How many staff members do you have dedicated to plan and execute the online event? How much time do you have before your event? What is their comfort level with technology? Will you need additional tech support on the day of?

The answer to these questions will determine whether you offer more interactive on-demand content vs. live webinars, whether you find a platform that is browser-based and easier to use for attendees, whether the platform can track progress and attendance for continuing education purposes, whether you work with a vendor that can provide a “white-glove” service, and so on.

Q: Speaking of resources, we understand that budget is a primary concern for many associations. Could you explain how the different online solutions and the different scenarios you mentioned affect cost?

A: Yes, as a rule of thumb, the 2 key factors that impact costs when it comes to online solutions are the number of hours of content that will be offered and the number of users on the platform. Additionally, live events tend to be more costly than pre-recorded on-demand programs. This is because live events require more bandwidth and resources on the day of, including a full tech support team to manage the event and troubleshoot any issues.

That’s just a general guideline. Additionally, be very mindful of scalability and the number of users a platform can support. Some solutions are optimized for a limited number of users, and may start running into issues when you exceed that number of users. My advice would be to have these in-depth conversations with potential vendors as each vendor has different features and packages, as well as different pricing models that would impact scalability.

So, the key takeaway here? Focus on your members and the primary goals of your courses, events and conferences. Avoid trying to mimic every aspect of your in-person events virtually; your members and other attendees will only be frustrated as they compare their online experience to past in-person experiences.

Online events provide different benefits for attendees, and different online platforms serve different needs. By exploring the 3 factors outlined above – target audience, level of interactivity required and resources available – your association can choose an online platform that best fits the goal of your event. This will not only allow for a positive attendee experience, but also help your association be more cost-effective.

In Part 2 of our conversation, we will discuss the different hybrid formats and how associations can offer hybrid events without breaking the bank. And in Part 3, we will share best ways for associations to increase online attendance and sales, as well as proven selling points for sponsors.

Continue to Part 2

The post Proven Strategies for Associations to Run Successful Online Events: Part 1 appeared first on Online Learning Solutions | Association Management System | Vocalmeet.

As more associations move their events online, and members become more comfortable with attending online sessions, the next step is for associations to focus on streamlining their online content. With only a handful of online sessions, associations could perhaps get away with posting one-off events on their website, while managing registrations and payments manually. However, with more events being offered online, associations should consider having an integrated learning management platform where members can register and access both on-demand recorded sessions and live online or in-person events.

The benefits of streamlining learning content are endless for associations. In fact, having an integrated learning management platform allows associations to better engage members and increase non-dues revenue, further setting associations up for success in the long-run as demand for online events continues to increase.

1. Ensuring a seamless user experience with one platform for on-demand and live events

Choosing the right online platform that is easy to navigate is as crucial as choosing the right venue for in-person events. Streamlining content with an integrated learning management platform means having a “one-stop-shop” for all learning sessions for members. Learning sessions can be delivered via on-demand recorded content, live webinar or webcast, and in-person events.

Additionally, having one platform to host on-demand and live events eliminates any confusion for members as they do not have to navigate through various event sites and platforms. Members can self-register, purchase, and view any of the sessions offered regardless of the delivery method. By making it easy for members to keep track of all their learning records under one system, they are more likely to keep coming back for more.

2. Monetizing content over the long-term

It is no surprise that the financial benefits of in-person events are singular and often marginal, as in-person events cannot be recreated once completed. However, with online content, associations can get a longer-lived value from the investment of time and money. For example, associations can continue to promote on-demand recorded sessions for as long as the content remains relevant, and members can access these sessions at any time. That said, be cautious of not falling into the trap of undervaluing online content, as members do see the value in convenience and not having additional expenses around travel, accommodation, and taking time off work.

Think of setting up an integrated learning management system as an investment, rather than as an expense. With the right list of programs and a solid marketing strategy in place, associations can continue to increase revenue as members are provided with incentives to keep coming back to purchase and view online sessions.

3. Gaining insight through automated reporting for associations

At the end of in-person events, associations typically evaluate the performance of the event and feedback from members. The approach for online sessions should not be any different. In fact, with one platform for both on-demand and live events, associations have access to automated reporting that shows all user activities completed on the system. This includes enrollment reports, transaction reports, attendance reports for live online sessions, and user progress reports for on-demand content. As all these reports are generated under one platform, associations can conduct an easy comparison and further gain insight into which delivery method (i.e. on-demand versus live) members prefer for the different types of learning sessions.

In conclusion, as associations start to establish a long-term online learning strategy for members, the importance of having streamlined content must not be overlooked. With an integrated learning management platform that hosts both on-demand and live events, associations and their members can easily keep track of all their learning sessions under one platform regardless of the delivery method. Such a robust platform allows associations to not only improve the online user experience, but also increase non-dues revenue as members value the ease of accessing learning sessions.

The post Why Associations Should Use One Platform for On-Demand and Live Events appeared first on Online Learning Solutions | Association Management System | Vocalmeet.

Offering continuing education courses can be a strong addition to any association’s membership offerings. Gaining access to courses and certifications gives professionals another reason to join your association and even more reasons to renew their membership. These can all lead to increases in non-dues revenue. In addition, offering continuing education courses can have many more benefits. Truth be told, by making continuing education more accessible to members and nonmembers, associations can have a significant impact on their sector by turning the association into a knowledge center and industrial hub.

Become a Thought Leader

When an association takes the time and makes the investment needed to implement quality training programs, it makes great strides toward developing a learning culture. The focus on continuous learning helps position the association at the center of a knowledge hub. Members and nonmembers alike will look to the association for suggestions on how to advance and move forward professionally. Furthermore, in times of crisis, the association will become the go-to trusted resource for factual information.

Aside from the obvious increase in revenues and web traffic, thought leader associations also see increases in sponsorship and advertising opportunities for events and online programs, as sponsors and advertisers see great value in an active and engaged membership.

Start a Cycle

By creating a culture of learning and a resulting knowledge hub, over time, professional and personal betterment becomes a way of being. For example, students could access your vast resources for school projects. Then, as they graduate and begin their careers, you are helping these students develop into professionals and leaders within their industry. This leads to members and staff who are more involved in the association and more willing to pursue education and training in the future.

A well-trained and educated group of professionals helps to create a culture of inquiry and improvement within the association, with members who continue to positively challenge each other. In addition, well-attended courses, training programs, workshops, and conferences offer a superior learning experience and opportunities for mentorship.

Support Growth and Innovation

Another benefit of a learning culture is that it creates a group of like-minded professionals looking forward together. Our world continues to evolve and with evolution comes industry, technology, and professional changes. While ongoing continuing education can lead to increased productivity and non-dues revenue, it can also better prepare individuals for a changing world. It can positively impact perceptions about new developments and change, as well as increase the capability of your members to deal with ongoing changes.

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The goal of customer service is to create a bridge between an organization and a customer. Ideally, this connection sets the organization up as relatable and ensures that customers are heard and satisfied. For an association, customer service can keep members happy, involved, and willing to renew their membership in the future. If done right, great customer service can lead to member referrals, increased sales, and stronger relationships with other organizations, like advertisers and sponsors.

Accomplishing this, however, requires more than just friendliness in communications. Contemporary members demand that their associations keep their best interests in mind and prove it. Read on to uncover some ways that your association can go the extra mile for your members and give them the quality customer service they deserve.

Don’t Be Afraid of Change

Associations that are willing to adapt are able to demonstrate to members that they value change. It is necessary. It’s not only the industries, professions, and professionals that evolve over time, but the technology available to associations and membership needs evolve as well. Yet, while adaptation is needed, associations should avoid change for the sake of change. Instead, they should take calculated risks by incorporating moves that improve membership quality and value. Ensure members know why the changes were made and how these changes will benefit them.

A safe way to incorporate or introduce change is to request input from members. Ask for improvement suggestions, take member surveys, and run feedback polls. From there, it’s important to display the results of this member feedback and implement changes that the members want. Through this type of response, associations can build up member loyalty and engagement. Knowing their input is valued and integrated, members take a greater stake in their association. They align their interests more closely with those of the association and value its successes more. For the association, dedicated, satisfied, and engaged members provide more renewals and more referrals.

Maintain Clear Communication

Communication is one of the primary elements of good customer service. Associations that keep open and honest lines of communication with members maintain a higher level of engagement and a stronger reputation. By informing members of upcoming events and associational changes in a clear and concise manner, associations can eliminate or at least limit any confusion, misinterpretation, or mix-ups. This can improve event attendance and minimize any resistance to changes.

Through effective communication, an association can also position itself as a hub for industry information. Connect members with industry news, encourage targeted discussions, and notify members of association initiatives to ensure they continue relying on the association for information. Strong communication is a two-way street. For best results, associations can ask members to suggest their preferred level and method of communication. Answer questions and contribute to discussions via social media to ensure members see the association as something more than a faceless entity.

Be Genuine

The association members of today, particularly the younger generations, appreciate genuineness and authenticity from organizations. Intuitive professionals can read between the lines in sales speak and can perceive unspoken agendas in marketing communications. Simply by providing open and honest customer service, an association can build better and more trusting relationships with its members, leading to stronger loyalty down the line.

Another element to a genuine association is demonstrating empathy for its members. Try to appreciate and understand the member position. Be accountable and responsive. Apologize for inconveniences and address member concerns within an appropriate time frame. Genuine quality customer service helps build a solid and dedicated membership. Appreciated members attend and participate in more events, which can lead to more and better sponsorships.

Develop a Personal Touch

The best customer service relies on a connection being made between the association and members. For this to happen, members need to feel seen and heard on a personal level. Communications and ads personalized to the recipient will result in far greater responses than the general varieties. This makes sense as personalized communications speak to the recipient’s specific history, scenario, and interests.

Of course, this can prove challenging, especially for associations with a large number of members. By using targeted member technology, such as mail chimp or targeted Facebook ads, however, associations can still reach a large group of people with personalized communications. Associations can further improve the results of these campaigns by grouping members into similar demographics, like age, profession, job title, and location.

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When it comes to learning, we all do it a little differently. Even the best content provided by the best instructor can be lost on segments of the audience if it’s all presented in the same way. This is because of the way people digest knowledge. When trying to optimize audience reception and response, a little versatility can go a long way. While everyone’s got their own unique flavor in regards to how they process information, there are distinct learning style categories into which most people can be grouped.

For associations, offering different educational opportunities, like events and activities, professional development courses, and presentations, can satisfy each of the different learning styles. Furthermore, when creating events, continuing education courses and presentations, each of these categories should be explored. By catering to your entire audience, the content will be more enriching and returns maximized. In addition to increased and engaged participants, appealing to distinct learning styles can lead to more purchases, stronger advertising and sponsorship deals, and member satisfaction.

Understand the Differences

•  Visual

Also called spatial learning, visual learning is achieved through sight and observation. Without pictures or diagrams to help them, these types of learners may visualize materials to best understand them. For that reason, they may need additional time to process and digest what they hear.

• Auditory

Auditory learners best process information through sound and speech, such as lectures and reading information aloud. These types of learners often possess strong memory techniques, communication skills, and participation efforts.

• Kinesthetic

As tactile learners, kinesthetic-styled students process information best through physical engagement. They digest information through practical training and muscle memory, whereas long stretches of inactivity can lead them to tune out.

• Reading/Writing

Overlapping slightly with visual learners, reading and writing learners digest information through the written word. During lectures or verbal presentations, these students may need additional time to write down the information they hear.

How to Integrate into Events

The primary goals for event holders include attracting as many attendees as possible and ensuring those attendees return in the future. The best way to accomplish this is to design events catered to a diverse audience and provide them with content that they can process and appreciate.

For best results, design activities and find speakers that include all learning styles. It might also be beneficial to split activities and speakers up by learning style, ensuring that every attendee gets something from the material. With such active engagement from all attendees, event-holders can improve sponsorship value, member appreciation, and the chances that attendees become returnees in the future.

• Visual and Auditory Activities

On the one hand, visual learners find value in events with visual-aided presentations or live demonstrations. Auditory learners, on the other hand, might enjoy from a Q&A session or a roundtable discussion. Both visual and auditory learners may benefit from gaining access to recordings of these presentations, demonstrations, and discussions.

• Kinesthetic and Reading/Writing Activities

To accommodate kinesthetic learners, event holders may host workshops or walkthroughs that attendees can participate in. If they go home with a free trial, these hands-on learners can continue their engagement beyond the confines of the event. Learners who process best from reading and writing can benefit from many of the activities above, but they may also appreciate a take-home booklet or email with notes from the event, additional information, or a record of the discussions.

How to Integrate into Presentations

On their own or as part of a larger whole, quality presentations can add significant value to an event. They can also make a memorable experience for attendees and generate advertising and sponsorship opportunities. To get the most from a presentation, however, presenters should create meaningful connections with each of the different learning styles. This can be done in a number of ways, but the following tips might lead to more consistency.

• Visual Presentations

Since most presentations already appeal to visual and auditory learners, presenters don’t need to reinvent the wheel here, though they can make some small tweaks to enhance the effect. Powerpoint-type presentation still work effectively, but be sure to include charts and graphs for the visual folks. Also, try mind-maps and creating visualization-friendly examples and scenarios. When presenting, be sure to pause and give time for these visualizations to take hold.

• Auditory Presentations

With the advent of live streaming and applications like Google slides, presenters can now host live Q&A sessions during their presentation. This active participation can benefit all types of learning styles, specifically the auditory and reading and writing groups. Auditory learners might also appreciate a repeat-after-me section.

• Kinesthetic Presentations

For kinesthetic learners, a physical activity or participation element can work wonders. Presenters may involve movement or a component that utilizes something most attendees have access to, like a smartphone. A small group activity is enough to get the blood and the creative juices flowing for this segment of the audience.

• Take-Home Value

Another useful means for adding value to a presentation is to add a learning-style specific take-home component. Access to a recording of the presentation works for both visual and auditory learners, whereas a quiz or a fill-in-the-blanks section helps the kinesthetics and a written overview or transcript reaches the reading and writing crowd. Furthermore, by adding an effective take-home element or the rewatchability of a presentation, presentations extend the value of an attached sponsorship or advertising.

How to Integrate into Continuing Education

Preparing a course that satisfies each of the learning styles can be difficult, but it’s not impossible. Associations can choose to create content that appeals to various learning styles or offer different options for different learners. Either way, the versatility should lead to more members enrolling in courses, more successful outcomes, and improved membership value.

• Visual and Auditory Courses

Many online courses today are designed for visual and auditory learners. Associations often design lessons with visual and aural aids, like verbal lectures and presentation-style courses with pictures, charts, and diagrams to help drive home facts and information. For video courses, content designers can break up large chunks of verbal or written information with animations or live-action scenarios. Instructors may choose to speak or lecture over rolling videos to capture the attention of both visual and auditory learners and help them process information.

• Kinesthetic Courses

Some of the latest and greatest continuing education advances have come in the field of kinesthetic learning. To appeal to these types of learners, courses now offer interactive scenario-based training in which students can apply their knowledge directly. Courses may also include simulations or practical demonstrations as a learning aid. Training may include more traditional lab participation or explore gamification as a modern way of reaching learners and getting them involved.

• Reading/Writing Courses

While large chunks of written content can be off-putting for some learners, reading- and writing-styled learners process information best this way. To accommodate these learners without sacrificing the content for other participants, courses can allow students to access a transcript of the course materials or a written overview. Video lessons might include closed caption options and the course could include a fill-in-the-blanks quiz.

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If your association hasn’t started yet, it’s time to start aggressively recruiting millennials and engaging with these young professionals.

But how and why?

If you’re at a loss for an answer, don’t feel bad. Association board members, executives, and marketers have been just as stumped over the years. And with good reason. Stereotypes about millennials abound: they’re entitled, obsessed with themselves, and lack loyalty. But these stereotypes have been proven to be largely debunked myths, and we’re here to tell you why it’s time to start paying attention to millennials.

Why should associations care about millennials?

Millennials — who include anyone born between 1981 and 1996 — currently make up the largest generation in the U.S. workforce. By 2030, they’ll account for 75 percent of the labour market.

To date, associations have largely been comprised of baby boomers — and while they make up a majority of memberships, they only account for roughly 25 percent of the U.S. workforce. The problem, as several associations have begun to notice, is that these older members are aging and causing association memberships to decrease. It’s a very real and key concern: associations are facing the unique challenge of not only building up but also maintaining their membership. To do this, younger professionals need to be actively recruited to replace retiring baby boomers. And so, now is the time to aggressively recruit millennials.

What millenials are looking for?

Associations need a compelling value proposition for millenials to join: what will these young professionals gain from paying dues, attending your events and engaging with your community?

To develop or redefine a compelling value proposition for millennials, it’s important to understand what motivates these young professionals. We know, for example, that millennials are attracted to organizations and brands that are trustworthy, transparent and come by way of a friend’s referral. We also know that millennials are interested in working with (not for) organizations that embrace technology, that aim to help society, and that foster personal and group relationships.

Millennials are beginning to enter their prime earning years and they crave meaningful work and community.

Incentivize and create meaningful purpose for millenial members (let millennials help drive your activities)

While associations should consider simple ideas — like targeting new graduates from college programs (by attending on-campus career fairs) or creating a new membership category for young professionals that offers differentiated benefits such as waiving initiation fees and providing free attendance to paid events — it’s also important for associations to find a role and purpose for millenials given what we know about their motivating factors.

Associations can, for example, highlight to millennials the impact of their advocacy work — doing so will illustrate an association’s influence and ability to make positive change in a respective industry and in society more broadly. More impactful information communicated to young professions could include quantitative news — hard data — on how many advocacy efforts, issues and letters were addressed because of your association’s influence.

Ultimately, millennials should be participating in associations’ advocacy efforts, and be welcomed to an association’s committee and governance bodies. Giving millennials real opportunities to get involved will make them feel valued while associations will gain real value from insightful young professionals.

Communicate opportunities when recruiting and onboarding

Associations should pay particular attention to how they engage with millenials about strategic planning, online community, and advocacy opportunities during the recruitment and onboarding process.

In a recent survey from the Association Innovation Benchmarking Report, 2018 a majority of associations identified an email welcome as essential to onboarding, but less than half identified an invitation to join their association’s online community or an invitation to volunteer. Associations should work to ensure that young professionals are encouraged to become involved early on in the membership and they should work to ensure that the contributions of millenials — whether it be volunteering on event programming, advocacy efforts, or online community moderation — are valued and appreciated by the association. This could be done through thank-you notes and annual award recognitions, for example.

Embrace digital engagement with millenials and focus on building online communities

Millennials have embraced digital media unlike any generation before. Eighty-five percent of millennials have a social media profile and 92 percent of them own a smartphone. However, the aforementioned survey, only 12 percent of associations identified digital marketing to be one of the most effective strategies to recruit new members. Somehow, associations are missing the mark when it comes to digital.

Yes, capturing the attention of millennials on social media can be challenging given the amount of online content. But know we that millennials use social media differently than other generational users — Facebook is used more as a news feed and for private communication rather than public posting, and Twitter is largely used on mobile devices and when millenials are bored. Associations can use this information and millennials desire for engagement to their advantage.

A majority of associations already use Facebook and Twitter but should consider strategies such as organic and sponsored posts, retargeting advertisements, advertisements targeting custom audiences (millennials in targeted industries), and an e-commerce store (allowing for event registration and purchasing memberships) embedded into Facebook as ways to bolster their performance on these platforms.

Surprisingly, almost half of surveyed associations do not offer their members an online community. It’s another glaring gap in how associations are missing an opportunity to engage with younger professionals. Associations can work towards countering this reality and building online communities by responding to online comments and requests from members, creating engaging campaigns with calls to action, posting content with consistent and captivating messaging and imagery, and posting content that advance value propositions over shameless self-promotion (that is, sharing content that will actually benefit, educate and give opportunities to younger professionals).

Associations shouldn’t underestimate the power of LinkedIn when seeking to recruit and engage with millennials

In the above mentioned survey of associations, only 21 percent identified LinkedIn advertising as an effective method to generate new members. And less than 70 percent of associations said they use the business and employment-oriented social media platform.

The lack of use is concerning given that LinkedIn has been identified as responsible for 46 percent of the social media traffic to company websites. A recent study noted that LinkedIn generates more conversions — 3 times higher — than Twitter. Moreover, LinkedIn has grown to over 500 million members, with half using the service monthly and up to 40 percent of those users accessing the platform daily. Of those users, 63 million are mobile users and, more importantly, 87 million are millennials who are beginning to grow their professional network and build their career as future decision makers — in fact, 11 million are already in decision-making positions. The platform provides an incredible opportunity to reach young professionals without delving into Instagram or Facebook.

Associations can embrace the power of LinkedIn by connecting with influencers, becoming active by creating and sharing posts (the ideal length is about 40 words or 248 characters) and by refining and recreating the audience-specific content that is generating engagement with your millennial audience.

Measure your association’s engagement with millenials

When budgets and resources are finite, it’s important to make decisions that are data driven and impactful. Associations should take the time to understand how and which members engage with their content: what events are being attended (and by who), which links are being clicked (and by who), which online forums are generating discussion (and by who). Associations should frequently reach out to their millennial members to ensure engagement strategies are working with younger demographics and to see if they help associations understand any gaps in what they’re looking for from association membership.

Many associations have taken steps to invest in assessment tools and techniques to understand whether or not content is reaching the right audience and how to improve conversion rates. Member login rates, A/B testing with newsletters, analyzing attendance and volunteer rates, donations by member segments, and member participation in a variety of member-only forums are important ways to track whether or not an association’s efforts are paying off. But far too many — nearly half — of surveyed associations identify a lack in how marketing efforts are analysed. It’s critical for associations to always have a goal in mind and to keep an eye on how efforts are progressing. With this insight, associations must be being sensitive enough to adapt and change course when certain approaches or key messages fail to resonate with intended audiences.

Final thoughts: don’t forget about benefits

Millenials are the future members, donors and supporters of associations. To target, recruit, welcome and engage these young professionals effectively, associations have to re-focus marketing and recruitment strategies and communications efforts. Indeed, associations have found success in recruiting millennials when their value proposition is refined, when their message is targeted, and when their voice is authentic.

Social media is the perfect medium to find out what millennials are thinking, and while the ultimate goal is for associations to produce shareable and feel-good content that entertains and leads to desired conversions, it’s important to remember that members — whether they’re young or old — expect more than social media posts from their association. They expect benefits from the membership. Belonging to an association can offer welcome swag, such as national park passes, handwritten notes or functional items such as clothing. These tokens of appreciation express gratitude and help build belonging. But more importantly, association membership should offer millennials opportunities — to develop new relationships, to gain experience through exclusive continuing education, and to enjoy the benefits and joy of being a professional within a certain industry.

The post How to Attract and Engage with Younger Members (And Why It’s Important to Start Recruiting Millennials) appeared first on Online Learning Solutions | Association Management System | Vocalmeet.