Not everyone feels the same about technology, so associations shouldn’t expect every member to welcome technological changes with open arms. Each generation and each individual relies on technology in considerably different ways. While some use it in nearly every aspect of their lives and can adopt new innovations easily, others use it more sparingly and may find it challenging to learn new technologies.

For those members who interact with technology infrequently, innovative changes can be met with resistance, which can be the result of discomfort, insecurity, and fear. That doesn’t mean that these members will never adopt new technology, it just that technology changes need to be implemented carefully and with intention. The following information highlights just some of the steps that associations can take to ensure every member, irrespective of their level of technological comfort, is prepared for a technology update.

Understand the Fear of Change

To properly address member’s feelings toward change, associations must first understand them. Psychologically, the fear of change is connected to the fear of the unknown. In regards to adopting a new technology, this fear comes from the uncertainty of success while using it. Older members or those more unfamiliar with technology are likely comfortable completing tasks in more traditional ways.

To help overcome these fears, associations can provide some clarity to members. This might include clearly explaining what the technology is, how it works, and how it benefits each member. Ensure that hesitant members feel assured and confident that their concerns are heard and supported. Keep the communication lines open and the messages clear to help ease the transition along as best as possible.

Show Them the Value

When presenting the prospect of change to an unsure party, a powerful way to get buy-in is to demonstrate the value the change will bring. Rather than provide a list of features offered by the new technology, show users how this change will result in time or cost savings. Show them how tasks will be made simpler and easier to manage.

How value is communicated is also important. Focus on the intuitiveness of the technology. Keep the messages themselves simple, using analogies and relatable examples. Avoid any jargon or tech-speak to ensure all members get the message. This should not be limiting either. Instead, it should help keep the communications clear and concise, as well as understandable for a diverse member demographic.

Know Your Audience

In order to present ideal communications and create an effective technology roll-out plan, associations need to know their members and what they need and want from their membership. When addressing the value new technology can bring, for example, consider what value means to the different demographics. Highlight various elements of the technology that might speak to the different subsets.

It might even be beneficial to create different value presentations and communications. Separate members into different groups and use targeted mailing or advertising campaigns, like Mailchimp or Facebook, to send personalized communications to them. Each group will see only the information, features, and the value that speaks directly to them. For the roll-out itself, offer different options for different members. Make training optional or provide different training courses so as to not alienate more tech-savvy members.

Provide an Orientation

Since members are on different levels when it comes to technology familiarity and comfort, what appears simple for one user might be quite complex for another. For that reason, no matter how basic or easy to use a newly introduced technology might seem, it’s important to provide usage instructions and support. This ensures that no member gets stuck or locked out of a technology based on their experience level.

Associations can post a recorded visual demonstration highlighting the primary controls of the technology. A written or visual walkthrough can be linked for additional support. Users should also get access to a glossary to help them identify any terms they may be unfamiliar with. Any training or support documents should be written clearly and headlines and sections should be plainly marked. For the more complex technology additions, associations may look at offering training courses. This can be a useful way to ensure users know enough to use the technology successfully.

Take Baby Steps

While some users can handle a full roll-out without any problem, others need a slower and more deliberate introduction. If any resistance is in place, a new technology can prove overwhelming for some users. Associations should take time with these roll-outs. Give users a chance to learn different elements of the technology, taking in small pieces at a time, before giving them the entire system. Offer small trial runs of a basic version of the technology to give users a running start.

Providing a slow roll-out can be done through communications or through training. With a paced-out introduction to technology, users can build some familiarity and comfort in one aspect before moving on. Problems can be addressed in sections and solved before they become too large and discouraging. This approach also demonstrates to users that the association is considerate of their feelings, taking the time to assist all members make the most of the new technology.

Ask for Input

The final step, and arguably the most important, for closing the technological gap is to ask members and potential users of the technology for their input. After introducing or proposing the technology, reach out to members for feedback. Ask them to voice their questions and concerns about the roll-out. What is missing? What looks most challenging? After they participate in training or demonstrations or they use the technology for a short period of time, ask members where they struggled or where the technology missed the mark.

Associations will still want to try and preempt these concerns in communications and training materials, but this input can highlight things that were not considered. It will also prove to members that their feelings are considered and valued, especially when the association follows through and addresses this feedback.

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The modern association has a wealth of tools and technologies available to it that make managing and maintaining memberships easier and more effective than ever before. Yet, associations have always and will continue to be built on forging quality relationships with members. The good news is that the technology in the digital age makes relationship building more effective and more efficient. Each digital channel like Facebook, Google, email etc. offers associations new opportunities to create digital touch points, points of contact between associations and (potential) members.

Today’s associations have more members, wider coverage, and a busier membership. That makes the task of reaching members much more difficult. However, members being busier doesn’t mean they don’t want to be in contact with their associations at all, but it has to be timely, relevant and delivered through those new channels. Modern members also demand more directed and individualized content. Many associations focus efforts on various member benefits and reward programs to encourage members to be active while unengaged members are often neglected. Thankfully, there is a way to reach both groups. Using the digital marketing and member engagement tools available, associations can continue servicing its active members while also finding new ways of engaging those who are not.

Here is how you do it: Reward Programs and Benefits in Combination with Digital Marketing

When it comes to enticing existing members to renew their memberships, offering benefits and/or rewards is an incredibly useful strategy. Advertising and offering a free online course in exchange for a membership registration/renewal creates enhanced value and urgency. Recording an online course is easier than ever with today’s smartphones and computers and uploading the content to an association’s LMS requires only a few clicks.

As a renewal tool, associations can do several things. Aside from offering access to a free online course with every renewal, associations can offer it as an incentive to renew a membership early. Free online courses can also be packaged or bundled in with older content to help incentivize less relevant materials. Associations can provide bundles of courses for free with renewals to help shore up numbers for the upcoming year as well. And the best thing: It also works for individuals that are not members yet.

Reaching your members and non-members: Member Marketing

Creating useful and attractive content is only half the battle for associations. The other half is having the right people see the material at the right time. Potential members are always online, but reaching them requires a smart online marketing strategy. The most successful associations advertise benefits and rewards programs, such as free online courses, through all online channels, including email, Facebook and Google ads. While many potential members are receptive to these online channels, some require a more personalized or direct touch. Knowing who falls into which group is important.

Some of the best online marketing tools allow associations to focus their efforts on specific groups. Facebook ads, for instance, enable the advertiser to show certain ads to members only. More importantly, they don’t need to like your organization’s page to see your ads. You can match your member data with Facebook profiles in Facebook’s advertising settings. This eliminates ad money wasted on people who don’t fit the target audience. Additionally, many email providers now provide tools that allow associations to send email blasts to large groups while still personalizing the email. Furthermore, remarketing tools provide associations with the ability to reach out to former online visitors of your website. The subject and intensity of the ads can be determined by where and what the visitor was most interested in. Finally, when these methods don’t convert a registration, associations can also call or reach out to the person directly via phone. While more involved and time-consuming, this approach might be what it takes to convert more traditional members.

Digital Member Engagement

The member marketing strategies are not only for existing members. Each of these tools can be used to engage new members as well. Since social media is used by almost everyone, having an associational presence on Facebook is a must. Within Facebook, users can contact the association directly and vice versa. This social media presence also provides a platform for the association to initiate discussions and post materials that the (potential) member might be interested in. Every one of these so-called digital touchpoints helps solidify a relationship between member and association. Similarly, email marketing and remarketing is a great way for associations to reach out to members in an unobtrusive manner, offering useful deals and packages, reminding them of important associational dates, and even advertising new and upcoming content that could be of interest to them. Member engagement is a continual process that involves staying present in a member’s network without becoming a nuisance.

Touchpoint Tracking

Now that the association has initiated steady engagement touch points and member marketing strategies, the next step is to ensure that it is learning from the information gathered in these efforts. Within each of the channels used, analytical information is made available. More importantly, with each ad or post, the visitor should be sent to a specific landing page on the association’s web page. These visits or touch points are collected and tracked. The right Association Management System with member touchpoint tracking allows organizations to see who exactly is engaging with each touch point and how. This information details how effective the initiatives were, who clicked on what, who was responsive, and who was not. Associations that react to this information are able to revise ineffectual marketing campaigns and engagement efforts. Perhaps most importantly, this information informs associations on which members, potential or existing, are not being influenced. It might be that these individuals require a more hands-on approach. If done right, you easily will see an increase in member renewals of 25% and more. Let us know if you need help.

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Chunking Content

Content chunking certainly isn’t a new learning concept. It was first developed in the 1950s as a way to improve comprehension and simplify complex topics, but, with e-learning, chunking seems to have found a perfect home. Since most online learners prefer to study in a series of small time slots, e-learning requires micro-modules and bite-sized bursts of information. This is why content chunking works wonders for e-learning. The general rule of thumb for chunking content is to first create a content map. Content is then separated and grouped into a logical chain of information, with each point on the map or chain representing a pivotal concept in the learning module. At each step, the learner takes on a concept that is broken down into small bits of information, usually made up of five items or less. Once one concept or step is complete, the learner moves on to the next level, which should build off prior learning.

Mobile Learning

For modern learners, multi-device accessibility is nearly as important as having basic online access. Members do not want to be limited by what devices they can use to access e-learning. By granting access to learning modules anytime and anywhere, mobile learning takes e-learning from an isolated experience to one that’s more involved and public. This enhanced accessibility, however, means that the e-learning content must be equally accessible and easily digestible. Cue content chunking. Without chunking, learners are forced to break up large modules and content themselves, possibly pushing off learning until they have a large amount of time available and thus defeating the accessibility of mobile learning altogether.

Rapid E-Learning

The concept of rapid e-learning is sometimes conflated with chunking, but the generally accepted definition refers to content creation. Specifically, rapid e-learning is the process that allows associations to turn teachable content into courseware quickly and efficiently. This does a number of things for both associations and member learners: it reduces the development time and costs for associations, allows for maximum relevancy of subject matter, decreases maintenance and response times, and lowers the costs for end-users. Perhaps most importantly, rapid e-learning enables associations to focus more on content and less on design and coding. Courses are made easily by uploading recorded lectures, PowerPoint presentations or whatever style of course the association utilizes. Emphasis is placed on quality of content rather than complex program design.

Live Webinars

Since one of the primary benefits of e-learning is accessibility, webinars have become an integral facet of online learning. While limiting travel and event expenditures is a major consideration when hosting web events, the integration of webinars into e-learning has other advantages. For one, online forums and discussion groups lead to a very interactive experience for participants. Most in-person seminars hold questions to a minimum while the speaker is in action, but webinars allow for on-point discussions and real-time questions without the interruptions. This is incredibly useful for speakers and moderators as well, enabling them to gauge the interest levels and comprehension of the audience. Webinars are also powerful e-learning tools for their immediacy and rapid development capabilities. Associations can setup and distribute content with ease, all the while limiting the costs and time associated with in-person seminars and events.

Digital Marketing

Developing effective e-learning is only half the battle for associations. The other half is telling the world about it. While traditional marketing is still useful in many cases, a digital learning platform requires digital marketing to prosper. The people who thrive with e-learning are typically the same people who demand multi-device accessibility, content chunking and on-demand learning modules. The best way to find, reach and speak to the potential members that will benefit most from these modern e-learning elements is through digital marketing. It’s more than simply demonstrating an online presence. Associations that maintain an active digital marketing platform are better connected to the membership, establishing open lines of communication that help foster and grow a very visible and transparent community.

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Virtual conferences are no longer the best-kept secret for associations. These days, many, if not most, associations have considered making their conferences virtual. The additional costs are minimal and the infrastructure necessary to set up a virtual conference is widely available and easy-to-use, so why are some associations only entertaining the idea of virtual conferences and not actually setting them up? The answer might be that virtual conferences are still largely misunderstood.

One of the biggest fears about virtual conferences, for both associations and attendees is that they will directly compete with the in-person conference. Some think that by attending an online conference, some of the primary benefits of conferencing, such as face-to-face networking, are jeopardized. While there are many differences between the types of conferences, the benefits of hosting and attending virtual conferences far outweigh anything that might be perceived as a negative when compared to traditional in-person conferences.

Here are five benefits to making your conference virtual.

1. Throw a Wider Attendance Net

One of the common refrains about virtual conferences is that they could cannibalize the in-person event attendance, but this is not what typically happens. In fact, it’s rare for associations that host virtual events in addition to in-person events to experience a decrease in attendance at all. Instead, virtual events tend to attract a completely different audience, as well as picking up many of those who planned to attend in-person but could not for whatever reason. The attendees who prefer onsite events will continue enjoying onsite events, whereas virtual events attract a virtual crowd. Additionally, virtual events also have a much wider geographical reach, allowing for attendees to join from all over the world.

2. Generate More and Varied Revenues

While virtual conferences help associations boost membership registrations and renewals by providing members with the opportunity to attend conferences online as well as in person, they also provide new revenue channels for associations. These new forms of revenue are found by offering virtual-only product and event offers as well as advertising that is only accessible to the virtual audience. Virtual conferences also provide associations with the opportunity to reach and attract different sponsors, vendors and speakers, those who are more interested in an online audience than an onsite one.

3. More Engaged Participation

Face-to-face networking is one of the most sought-after experiences at in-person conferences, but, during a presentation, communication is put on hold. For the most part, an in-person presentation is a one-sided discussion until it’s over and the floor is opened to the audience. Many virtual conference hosts, however, find that the lively discussion online during a presentation is some of the most engaging and informative available.

The improved discussion works both ways. Not only are the attendees more engaged in the discussion because they’re participating in real-time, but the presenters themselves and the moderators are able to see and react to instantaneous audience comments and reflections about the presentations without disruption. Furthermore, since online thoughts and comments are more heavily edited than the in-person variety, virtual conference discussions can be more informed, more thought-provoking and more challenging than onsite discussions, all benefits for any conference and/or presentation.

4. Longer Conference Lifeline

While the memory and the impact of in-person events can live on long after they finish, there is rarely any physical remnants left over. With virtual events, however, there is an online record of both presentations and attendance. Content from the event can be reused, repackaged and repurposed, giving members more opportunities to benefit from the material and the association more opportunities to monetize it. There’s also the benefit for sponsors and advertisers, who, when the content remains online, get a longer-lived value from their investment.

5. Greater Convenience

As already discussed, virtual conferences provide attendees with additional and convenient attendance option. While virtual conferences rarely substitute in-person events, they do complement them. Whether attendees are unable to attend onsite because of travel, timing or costs, virtual events enable these members to still attend rather than missing the event completely. There are other benefits to virtual events as well, including improved logistics and timing, especially for larger conferences. Since many conferences have multiple sessions overlapping or going on at the same time, onsite attendees often have to choose between their preferred session. Virtual conferences allow audience members to attend multiple events at the same time, switching instantly between windows when wanting to move between them.

Trying to make your conference virtual? Vocalmeet is the leader for virtual conferences. Contact us today.

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Each year, associations of all shapes and sizes face the same challenge when it comes to membership renewals. Retaining members is the key to associational success, but it’s also one of the more difficult tasks for an association. Attracting new members is important, but keeping members engaged year after year is what enables associations to thrive and last. Typically, once a member renews once or twice, they are much more likely to stay a member for an extended period of time. That makes the first renewal the most important of all. Associations should place as much or more importance on these early renewal drives than they do with new member initiatives.

According to the 2015 Membership Marketing Benchmarking Report, approximately 70% of first year members renewed their memberships. While that number is promising, most of the 30% of members who chose not renew did so because of elements within the association’s control. Considering that most associations only increase new membership between 1% and 5%, membership retention is essential for an association’s success. If an association can increase their member renewals by only a small percentage per year, they will likely do more for their overall membership than growing it through new members. More importantly, the association increases the chances of making a member for life with each renewal. Yet, despite the importance of membership renewals, the Membership Marketing report found that only 47% of associations focus their primary efforts on membership retention. Perhaps this is because associations are unsure how to best approach renewals. To help change this trend, here are five tips your association can use to increase membership renewals.

1. Keep Looking Ahead

The moment a new member joins an association or one renews their membership, the next renewal process officially begins. Member retention is the result of members perceiving value in the membership year over year. Since the first renewal is the most important, associations must pay particular attention to new members, ensuring they are aware of what value and benefits are to come from their membership in the future. This means proper planning, making a schedule far in advance and creating excellent communication with members. For those associational initiatives that are part of the larger and ongoing mission statement, provide members with a progress report and future plans setup to help meet the overall goal of the association. All these steps help instill future and continued value in a membership, informing members that their associations are working toward a goal and that a renewed membership is integral to the association meeting its targets.

2. Getting That First Renewal

There are several renewal strategies that associations employ when trying to retain first-year members. While new members are often the most engaged, many existing members tend to put off renewing until the latest possible period, some until it’s too late. To dissuade members from waiting too long, an effective strategy is to offer an early renewal discount. According to the Membership Marketing Benchmarking Report, associations that offer this type of promotion saw a 5% increase in renewals. Another option is to create a bundled package with a membership renewal. Whereas the discounted elements in the package are attractive for members, bundles can also help associations sell some of its underperforming items. Combining seasonal or time-sensitive discounted offers with a membership renewal is another powerful method for creating a sense of urgency in the membership renewal process.

3. Customize Renewal Messages

Direct and personalized communication is extremely important in the renewal process, especially early on. In order to discover what members find the most value in, associations simply need to ask. Reach out and probe members in the beginning about what it was that attracted them in to join the association. Track this information and use it again when asking the member to renew. Offer or advertise something of relevance that is upcoming, something that only a membership renewal provides access to. Not only does this increase the value of a membership renewal for that specific member, it also shows that the association is aware of who their members are and what they value most.

4. Highlight Benefits Over Features

To properly communicate value to modern members, particularly when addressing younger generations, it’s important for associations to highlight the benefits of a membership rather than the features. In today’s associational landscape, members need to be constantly reminded what their association’s goals are and how those goals plan to be met. This requires frequent updates and notifications about how the association is progressing toward its mission statement. Ensure the association has a clear vision and let members know what steps or advances have been made in pursuit of that vision. Monthly or seasonal updates provide members with the assurance that their membership is meaningful and dedicated to a larger cause.

5. Communicate Early and Often

Communications between the association and members should never be overbearing but they should be regular. For best results, renewal messages need to be frequent as well. According to the Membership Marketing Benchmarking Report, associations that had between seven and 15 contacts asking for renewals saw their retention rates increase 11%. These renewal contacts can be part of a larger series, such as a membership progress report, advertisements or a monthly newsletter. The renewal process should be as easy as possible. The longer the process takes to complete the longer members will put it off. Encouraging membership renewals can be done quickly and effortlessly through digital marketing, providing members with a one-click method directly from the association’s social media accounts.

The post How to Maximize Association Renewals: 5 Tips for Success appeared first on Online Learning Solutions | Association Management System | Vocalmeet.

One of the major considerations for associations in the current landscape is how to recruit and retain members from the Millennial generation. In the last few years, Millennials have surpassed the Baby Boomers as the largest generation in the workforce. According to the U.S Bureau of Labor Statistics, Millennials will make up more than 75% of the workforce by 2030. Associations that haven’t yet thought of how this might impact their membership, should get started. For years now, the adoption of technology and the expansion of its role in associations have been focal points for many associations. While this has been an important shift for attracting younger, tech-savvy members, associations still find bringing in Millennial members challenging.

Professional development has long been one of the most integral membership offerings for associations. This could involve providing access to courses, conferences and/or programs. For many associations, the proliferation of online study has taken courses and programs to an entirely new level, making them more accessible, easier to complete and more appealing to members, especially Millennials. Many conferences are now accessible online, so it has helped there as well. Even though online learning and conferences may still seem relatively new, educational professionals are always striving to find the next breakthrough in educational mediums and many experts believe they’ve found it in Virtual Reality (VR). We’ve long known that VR was coming, but, now that it’s here, how can it help associations with professional development?

1. Enhancing Participation

When it comes to conferences, courses and programs, Virtual Reality is expected to completely transform participation. While online conferences provide access to a live presentation in a unique way, the VR world lets the user participate in and interact with that environment. Not only does VR allow people to participate in meetings, conferences and courses from another location, but VR also takes the experience from a passive one to an active experience. Attendees are not just watching a presentation, they’re being addressed. They can network with other attendees, seemingly in person, without ever leaving their home.

As associations begin to adopt VR as part of their professional development plan, the participation level at these events is expected to increase substantially. For courses and certificate programs, VR allows members to actively participate in the learning experience. The simulated hands-on approach will attract many members who struggle with traditional learning as well as Millennials looking for a more engaging learning process.

2. Reducing Travel

Travel is one of the biggest restrictions for professionals attending face-to-face conferences and training. Not only is there a cost associated with travel, but there is time and effort as well. Online events do drastically limit these objections, but VR takes events to an entirely new level. VR doesn’t sacrifice location and participation for a lack of travel. In other words, attendees using VR still participate in the events on site, for all intents and purposes, they don’t just have to actually travel to get to the desired location. Attendees in these VR events still have the opportunity to participate and network as well.

This innovation also allows associations to offer its training programs on location. Law associations can occupy courtrooms, dental associations a dentist’s office. For members, all this can be achieved from the comfort of their home. Depending on the desired outcome, the infrastructure needed to support this technology varies greatly. However, for associations who see value in the type of immersion that VR offers, the cost to achieve that in virtual reality compared to actual reality is significantly less expensive.

3. Greater Understanding

It doesn’t matter what subject or topic is being learned, an active learning experience is almost always more effective than passive learning. When compared to learning that requires the subject to read or listen to information, internalize it and then later apply it to “live” situations, learning activities that use motor function, visual and audio processing, and verbal language skills develop better understanding and knowledge retention. For reasons of convenience, cost and safety, active learning is almost always a later step in the learning process, but VR has changed that. Now, associations can have members learn in context and learn by doing from the beginning.

Through VR, trainees can learn about a complex procedure by participating actively in it, developing the muscle memory required to complete the task from the early stages. Paired with traditional learning exercises, even just being in the right environment can help stimulate retention in the brain. More than other learning mediums, VR is also suited for all types of learning styles, visual, aural, verbal and physical. By enabling members to get the most out of their career development courses, associations will find members are more likely to continue participating in other associational programs and initiatives, getting the most out of their membership.

4. Increased Engagement

Traditional learning methods aren’t going anywhere, but new generations are finding it increasingly difficult to stay engaged in traditional learning settings. While many programs suggest delivering items to Millennials in snippets and smaller packets for easier consumption, the complete immersion that VR events and programs require is extremely effective at engaging these younger participants. Even though attending a conference or an event held in virtual reality may seem distracting now because the concept is still so novel, it actually restricts everyday distractions. Even when you attend an online conference, visitors have the internet and smart phones on hand. In the VR world, these distractions simply aren’t available. The immediate engagement offered by VR is unparalleled.

Once again, learning context, situation and environment is important here. VR Participants are better engaged because they’re more involved. As learners, our minds are less apt to wandering if we’re involved in an actionable task. Likewise, being surrounded by manipulatable environments and situations allows the learner to put their knowledge into practice immediately. This is an exciting prospect for learners whose patience might hinder their learning otherwise.

5. Better Preparation

One of the most interesting prospects of VR as it relates to training or professional development is the simulated scenarios and situations it allows. For a learner, putting oneself into the mindset of one in a dangerous or life-threatening situation is challenging, if not impossible. Though extraordinary scenarios on the job are not commonplace, they do happen and training for these moments is difficult to simulate. With VR, associations can now put trainees into difficult positions, much like pilot and emergency personnel training has done for years. These learners can be thrown into unexpected simulated emergencies that require proper actions and procedures. Most importantly, this can all be done effectively, accurately and safely.

Consider something as common as health and safety training or certificates. While traditional training has been successful in the past, VR training makes this training more engaging and more effective, simply by making the learning environment situational. Associations can have members perform complex and precise procedures within the proper setting, gauging understanding by the actions they take. By simulating unique situations within the correct environment, training results are more accurate and the training is more effective.

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The year 2015 was a landmark year for North American demographics. For the first time since they first boomed, the Baby Boomers were no longer the largest living generation. The title was passed to Millennials, the group typically categorized as those born between 1980 and the early 2000s. Not only are Millennials the largest demographic with the most purchasing power, they are the most diverse, most educated and most technological capable demographic as well.

When it comes to joining associations, Millennials are also said to be the most apprehensive. According to Naylor’s Association Communications Benchmarking Survey, more than half (56%) of associations find engaging with Millennials to be a constant challenge. The misconception is that Millennials are flippant and noncommittal, but that couldn’t be further from the truth. The good news is, there are ways of attracting this new generation to your association, you just have to know what they’re looking for.

1) Know Your Cause

Unlike prior generations, Millennials tend to support causes over institutions. As a socially aware and socially responsible demographic, Millennials seek out associations that have the same values as they have. According to the “Cone Millennial Cause” study, 68% of Millennials said an organization’s social commitment is an extremely important influence on their purchasing decisions. Ensuring that your association’s cause and social influence is understood and expressed effectively is a necessary step. Millennials want their contributions and commitments to have tangible results. They want to know who they’re helping, how and why. If possible, offer a range of membership options because Millennials also like to have choice and flexibility in how they contribute and participate. The bottom line is, if your association represents something Millennials can get behind, they are a very involved and loyal group.

2) Personalized Experience

Millennials may be grouped together into one common demographic, but the truth is they’re as different as they come. They are racially, physically and religiously diverse. They are non-traditional in almost every way and they want to see that reflected in the associations they join. The challenge for associations is finding a way to craft a personalized experience for Millennials, while also displaying the inclusivity that they crave. This is accomplished in a number of ways, including adopting an “Amazon experience” or “consumer experience,” whereby the online experience is simplified and intuitive for the user. Essentially, the Millennial just wants the experience to be about the member and the membership, so avoid talking about you and start talking about them.

3) Adopt Emerging Technology Trends

It’s well known how large a role technology plays in a Millennial’s life. We are at a point where incorporated technology, especially mobile technology, is an expectation for every organization. It doesn’t stop there. Millennials want every online experience to be fluid, intuitive and streamlined. Online checkouts and forms should be easy-to-use and mobile compatible, information should be easy to access and new technologies should be adopted or at least made compatible as soon as possible. While the notion that Millennials would rather use self-service than human service is true, the ability to connect with a human being when needed is essential.

4) Connect Through Social Media

It’s no secret that social media is important when connecting with Millennials, but the trick is doing it effectively. Many people believe that Millennials engage on social media only to share and be seen, but they also seek out connections. The most social media-savvy associations are addressing this, bolstering their online presence, personally connecting with the public and making themselves available and contactable. According to the “Elite Daily Millennial Consumer Study 2015,” 62% of Millennials said that, if a brand connected with them personally on social media, they were more willing to become a loyal customer. Additionally, Millennials make decisions more collaboratively, so having a presence within their social network is far more effective than any form of traditional advertising.

If your association is marketing through social media channels, make your posts actionable. Start up conversations with mission-focused messages that encourage people to interact with the posts. Some associations leverage member-generated content, which infiltrates friend networks and a broader audience without being intrusive. Also keep in mind how visual Millennials are when creating marketing content. On social media, visuals cut through and say much more in the short window marketers have than text. Long articles still have a place but only after the Millennial’s attention is caught.

5) Be Transparent

Call it distrust or wariness, but Millennials are far more willing to engage with an association that is transparent. The information age has made it so that Millennials have access to everything they could possibly want to know when they want to know it. On the one hand, if there are obstacles in front of the information or the information provided is vague, this younger generation will consider another option or find another means to get what they need. On the other hand, 73% of Millennial consumers said they would pay for a product that promises complete transparency according to the “2016 Label Insight Transparency ROI Study.” That means associations should be clear and concise in what their cause is, what the membership is and what the association is all about.

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Online continuing education is the fastest growing education sector in the world; it’s quickly becoming a necessity for many organizations–not only for higher learning institutions, but associations as well!

In schools across North America, online learning is growing at a rate that has far surpassed traditional learning. For associations, the demand for online continuing education is just as significant.

Each year, more industries require the completion of professional development hours, skill-proving certification programs, and online training modules. Furthermore, a more globalized workforce means more training and education equivalency certification and testing. Conveniently, much of this is now done online.

The good news is that associations have dramatically increased membership because of this with the use of useful tools like learning management systems, which can improve membership retention and add value to memberships as a whole.

Yet, as many associations with online continuing education programs have discovered, continued growth doesn’t often happen on its own. Eventually, the benefits of start-up online learning programs will plateau if the program isn’t improved or expanded.

This is this growth that many associations find most challenging.

When it comes to expanding online continuing education catalogues, each association first needs to identify why it wants to offer online learning to members. Because the options for growing eLearning programs vary so greatly in the time, effort, and cost required to make it happen, knowing what your association wants to get out of the program will make the choice easier–and more specific!

For a variety of reasons, some options may not be feasible for certain associations, but that doesn’t mean e-learning growth is impossible. Even in the most cost-restrictive environments, online continuing education programs can be improved upon, course and certificate offerings can be increased, and an association’s brand can be expanded.

It should be noted that the methods for growing online continuing education we’ll be covering should ideally be used with each other, rather than instead of each other. Mix and match until you reach your desired effect!

1. Online Video Learning

Perhaps the simplest and most efficient method of growing an online continuing education program involves the use of online video learning.

For both the associations setting it up and the members benefitting from it, online video learning is inexpensive and easy to use. Whether it’s a tutorial, a lecture, part of a larger learning module, required learning for a certificate, or a standalone value-adding video, online video learning can accomplish what many associations desire  with minimal effort. It’s engaging, too!

With the technology of today, almost every smartphone has a high-powered camera and the necessary editing software to create and upload clean, professional-looking videos. For those who don’t have editing tools at their disposal, there is a wealth of free software available online.

Though there are many options, the two most effective—and inexpensive—methods for online video learning are session recording and screencasting. Let’s explore them now!

Session Recording

If the choice is a session recording, always start with a script.

Even if your voice is being recorded over a slideshow presentation, a script will eliminate any thought pauses or verbal fillers, which can be distracting for viewers. Practice reading the script until you develop a natural, conversational tone.

Additionally, unless your video is very short, consider including visuals. The human brain processes visuals much faster than text, and large blocks of text do more harm than good. When combined with small blocks of text, images help the viewer associate what they hear and read with what they see, leading to better retention overall.

Once your video is recorded, edit out any rough spots to get a polished, audience-ready finished product.

Screencasting

While both session recording and screencasting can be used for any continuing education program, screencasting is typically used for software training, technical courses and computer tutorials, if only because the instructor’s screen and work can be made visible during the recording. The most basic and most common way screencast is to simply narrate over a PowerPoint presentation. This tool can be accessed in most versions of Microsoft PowerPoint by clicking “Record Slide Show” under the “Slide Show” tab. If you require the viewers to see another type of software on your computer screen, several options are available online, including both Screencast-O-Matic and Free-Screencast which offer free-to-use screencasting software. Screencasting allows you to record your voice, your webcam and your own screen all at once, perfect for step-by-step tutorial videos and lessons that require an instructor to show their screens.

For a more detailed explanation on creating and setting up online video learning, explore the following ebook.

2. Webinars and Events

There was a time when webinars were only available to the tech-savvy and those with big wallets, but that is not the case anymore. There are countless inexpensive and simple options for broadcasting seminars via the web these days, opening the door for any size of association to join the fray. At the most basic level, webinars are an excellent way to provide a service to members and generate additional traffic. As a live event, a webinar can lead to increased sales and revenue generation. In addition to that, webinars are another form of continuing educations, further establishing the delivering association as an authority in the industry and a provider of events. Furthermore, webinars are an incredibly powerful vehicle for content acquisition.

The content of a webinar can either be created specifically for the purpose of a webinar or it can simply be a recording of an in-person seminar. When an association creates and delivers a live webinar, members and other interested parties are drawn to the host website. A successful live webinar provides opportunity for increased membership, sales of other products and services, and increased likelihood of member retention. Additionally, live events open the door for advertising and sponsorship dollars from organizations with similar audiences.

In terms of content acquisition, webinars and recorded seminars allow associations to house and transmit unique and sought-after content. Whether the association records an in-person event or records a live webinar, the content within that event is effectively captured once it is recorded. Considering how fierce the online competition is for general information, the most effective and most profitable events are those that cover specific topics, such as “How to Deal with Legal Issues” or “How to Improve Member Retention.” When choosing webinar topics, research what other information is already out there. It’s possible that the more outside-of-the-box the webinar topic is the more interest it will generate, but that depends on the industry and if any similar content is readily available.

3. Content, Content, Content

Everything up to this point has been working with already-existing content or working on the assumption that content is able to be created by the association. Yet, many associations struggle with the content creation process itself. Obviously, without new content, it is impossible to grow an online continuing education program. While there are several solutions, there are two simple options for overcoming the content creation hurdle: external hiring and internal training.

The easiest but perhaps more expensive option for an association that needs more content is to bring in an outside content matter or subject matter expert (SME). While, admittedly, it does depend on the industry, SMEs should be easily accessible for most associations, but they come with a cost. SMEs can be brought in temporarily, but many associations choose to bring them in full-time with an eye on the future. The right SME will not only be able to create new content, new modules, new training exercises and whatever else your association’s online continuing education program needs, but they can also rework or repurpose existing content and/or participate in upcoming webinars and in-person events.

The other option for associations looking for new content is to train already-employed SMEs in instructional design. While practically all associations have content experts in their employ, the number of associations who have content experts with instructional design expertise are far fewer. By having an instructional design expert assist an SME transfer knowledge and expertise into a cohesive lesson plan, associations can continue to generate new, unique and in-demand content without the need for a new hire. While it may be required to hire an external instructional designer to come in and perform the training, the difference in time and cost required do go this route is dramatically less than hiring in an SME full time.

4. Digital Marketing and Marketing Automation

In order to grow online course offerings, associations usually need to increase membership numbers. For almost all associations, especially those who are employing an online continuing education program, digital marketing is no longer just an option, it’s a priority. Largely because of the legacy of traditional marketing, there’s a tendency to think that, to be effective, digital marketing requires a large investment, but that’s not necessarily true. While some aspects do show a connection between investment and return, there are simple and effective methods for using digital marketing to help grow your online continuing education program while keeping costs down, specifically with targeted advertising and retargeting. Instead of spreading a wide net over a vast number of people, wasting countless dollars in the process, both methods below target only those who have shown an interest in your association or are part of your target audience.

Targeted Advertising

The most basic form of targeted digital advertising is through email marketing. This requires having a list of member emails to send promotions, offers, eLearning information from your association. To further build this list of emails, consider building a landing page on the association’s webpage that requests the visitor’s email address. Whenever a new user searches for your association or is encouraged to visit the webpage, your association generates another lead. Since most internet users are quite wary of spam these days, you may want to offer something of value, such as a free course, in exchange for their information.

Another medium for targeted advertising is social media, perhaps the most effective for associations, specifically Facebook and its easy-to-use marketing tools. To utilize Facebook marketing, your association first needs to build a free business page, something visible and tangible for users to see and visit. Once that is established, your association can then send out Facebook ads to a specific target audience, an audience that can be filtered by location, age, events, interests and lifestyle. Ads can be sent out to anyone without restriction, meaning the audience doesn’t need to be part of your association’s Facebook network. Additionally, a maximum ad budget can be set, not to be exceeded, and ads only charge when they are clicked, ensuring that you only pay when your ad is actually seen and acknowledged by the user. Not only does this targeted ad feature allow the association to reach a desired audience, it also allows the ad to be designed for that specific group.

Retargeted Advertising

While Google also allows for targeted list-based ads, similar to Facebook, this section will deal primarily with retargeting, an advertising method through Google AdWords that targets internet users who have visited your association’s website but didn’t convert. The reality of the internet is that the vast majority of website visitors are just that, visitors. They don’t purchase anything or give any information. Through Google, however, visitors who clicked into your webpage will, in the future, be shown ads when they are browsing the web. Today, the typical internet user is trained in blocking out and avoiding ads. However, since these users have already been exposed to your association, the ads they will see in the future are considered less-intrusive than random ads and the users are shown to be more responsive to them. Google has also found that repeated exposure to ads, without overwhelming the user, makes them more likely to click them. The ads that are shown can be managed in such a way that certain ads are shown to users depending on where they went while on your website.

For a more detailed explanation on setting up and exploiting digital marketing, read through the following ebook.

5. Recycled Content

Another easy and useful way to generate more interest in your association’s online continuing education program is to repurpose and/or repackage existing content. The possibilities for doing this are endless and these types of offers work well in tandem with targeted digital advertising. Once online videos are recorded, the costs associated with them become minimal, if not null, so any gained revenues help. With all associations, new educational content enjoys its greatest surge of activity at the beginning and then slowly dwindles as members benefit from it. Once the interest levels decrease around the content, consider reusing it in other videos or combining it into a packaged deal. If you are aware of what members have already utilized the content, you may want to advertise to those who have not, offering the content at a reduced price point. As long as you have told your members upfront that special offers will be sent to them, most will welcome the chance to benefit from additional savings.

Conclusion

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In an increasingly competitive world, the ability for associations to distance themselves from their competition is becoming more and more difficult.

Associations everywhere are looking for new ways to increase profits, attract more members, and retain them for longer. Thankfully, continuing education–particularly of the online variety!–has proven to be the most effective method of meeting all three demands.

For members, the need for continuing education is only growing stronger, regardless of field. Additionally, industries are evolving faster than ever before, meaning both knowledge and experience become outdated quickly.

In this ever-changing world, those who stay up-to-date with industry knowledge and trends through continuing education are the ones who thrive–and the associations that offer this education are poised to reap the profits!

When it comes to associations offering continuing education, increased profits come in several different sizes and shapes.

The first, and perhaps most important, is the revenue stream that online continuing education opens for associations. For career-driven members, the cost of education is more than justified by the value of the return. Moreover, continuing education presents a variety of benefits, including generating new leads, bringing in new members, enhancing member engagement, and even positioning your association as an industry leader.

1. Continuing Education as a Revenue Stream

For today’s workforce, the ability to stay ahead of the curve (or even just to stay competitive) within a given industry depends on the skills and education one can acquire–as well as how up-to-date both are.

In the past, experience went a lot further than it does now; today, current knowledge is a necessity, and it requires proof, typically displayed through degrees, diplomas, and certifications. Consequently, associations that offer members the chance to stay up-to-date on industry trends and educational requirements provide not only a highly in-demand service, but one that is crucial in almost every industry!

For the association with an established continuing education platform, they now have a constantly evolving and replenishing revenue stream in place. The more options and opportunities an association makes available to its members, the more potential revenue continuing education offers the provider! Everybody wins.

Additionally, as industries evolve and require new certificates or skills, associations gain equal opportunities for new revenue streams. The cycle of revitalization that new and changing industry certificates and educational requirements provide an association is a blessing in disguise. While you do have to create the courses that match trending topics and new requirements, the demand will easily lead to a great return on investment for any association that participates.

Industry trends aren’t the only factor affecting continuing education, though; ever-increasing globalization taps continuing education in to provide international knowledge and education. E-learning means that your association’s reach can expand far beyond geographical boundaries, as well. Consider: you could be bringing new members in from across the globe, sharing your education with people from everywhere!

2. Continuing Education for Lead Generation

Another great benefit for associations offering online continuing education is that it can bring an increase in both new and potential members.

Take, for example, the offer of a free course. This can be used to attract potential members to an association’s website in exchange for their contact information. From here, the association can target this new and qualified lead in the future with association information, other course offerings, and advertising.

Don’t want to go the free course route? You can instead use continuing education as a point of approach for potential new members. You’re providing something of value to discuss with and offer your candidates.

If nothing else, continuing education gives an association yet another benefit to tempt members interested in registering, while also positioning your association above any competitors who lack educational opportunities.

3. Continuing Education for Member Engagement

One of the most important and most overlooked elements of an association is the matter of member engagement.

It stands to reason that the more engaged in an association members are, the more invested and willing to renew they will be. By offering continuing education, associations establish a system that keeps members involved, simply by keeping them up-to-date on current industry trends, demands, and opportunities.

But, it’s also more than that!

Continuing education encourages members to participate and advance in their fields by keeping them educated and informed. An informed member is a valuable asset, not just to an association, but to the industries they belong to! There’s no better way to help advance careers (and industries!) than by cultivating a member base filled with skilled, knowledgeable professionals.

At the end of the day, continuing education is a service that members are better for receiving and they, in turn, reward their associations with their loyalty year after year.

4. Continuing Education for Industry Positioning

Part consequence, part intent, offering continuing education to members also establishes the providing association as a thought leader within the industry.

Those who keep members engaged and informed in their industries and those who provide industry education tend to become a hub for industry discussion and involvement. For most associations, this is a very welcome and profitable side effect to offering continuing education!

Members seek out associations that represent their needs and provide them with a voice, so what better choice than one that seeks to better its members in return? The potential opportunities that result from this are plentiful for associations, including a more significant and visible presence within the industry, as well as the option to expand into other educational content (such as with tutorials, webinars, and conferences).

From this new industry position, associations will typically see increased interest, memberships, renewals, and–most importantly–profit!

You may also like: How to Recession-Proof Your Association

Conclusion

In conclusion, offering online continuing education can be a great way for associations to increase profits, attract new members, and retain existing ones. With the need for lifelong learning only increasing, the provision of quality continuing education not only becomes a valuable asset for any association looking to differentiate itself from its competition–but a crucial one!

Overall, the benefits of offering online continuing education to members are clear, and associations that prioritize this service will be well-positioned to thrive in the competitive landscape of today’s environment!

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In today’s ultracompetitive market, professionals need to stay on top of evolving industry standards and practices. In many careers, simply having experience is no longer enough; industry professionals need concrete credentials and certifications to stay compliant. Staying on top of these industry requirements can be difficult. That’s where associations come in. As part of their membership packages, many associations now provide continuing education to their members. In fact, the proliferation of eLearning has made it so easy for associations to offer online courses and certifications that it’s becoming part of the norm. Yet, standing out amongst the crowd is still possible for any association and continuing education can still be the key. By offering high quality and flexible continuing education to members, an association can establish itself as a hub of industry information, professional development and member engagement. Doing this turns simple educational offerings into a true member benefit, helping the association in both attracting new members and retaining their old ones.

Investigating the membership statistics of individual member associations across the United States reveals that membership renewals are about as important for associations as they are underserved by them. According to the Membership Marketing Benchmarking Report from Marketing General Incorporated In 2014, 76% of members renewed their membership with their respective association. That means, for a variety of reasons, 24% of members left their associations that year. Surprisingly, that same report listed that only 30% of associations reported growth in their membership renewal numbers from the previous year. Clearly, there is some room for improvement in this area. The reasons why members leave their associations are mixed, but, if only a small fraction of those members were retained each year by incorporating continuing education as a member benefit, that would be something worth exploring. Wouldn’t it?

Become a Reputable Source of Industry Information

Setting up an association with continuing education courses says more to members and learners than it may appear at first. Whether it’s intentional or not, an association that hosts professional development courses and offers industry certificates establishes itself as an industry expert. Members will look to these associations for timely, accurate and relevant industry information. Providing this for members is as simple as posting industry news or press releases, linking useful content for members to read or even posting upcoming events that could be beneficial for them to attend. This does not mean that the given association needs to be a complete one-stop shop, but providing members with important industry information instills in them the confidence in that their association is representing their best interests. Plus, members who are informed and engaged in their respective industries are more likely to contribute and participate in associational initiatives, a win-win for both sides.

Offering Professional Development or Certification Programs

The most central member benefit of having continuing education through an association is the ability for members to take certificates and associated tests online. It’s important that this system gives members easy and immediate access to the tests and certificates that they need, especially if these are needed to maintain a professional licence. The eLearning system should be automated and easy to use, as well as available for use on mobile devices. More people use mobile devices online than desktops, so it’s crucial for online courses to be compatible in this format. In many cases, the more fluid and efficient the technology is the more affordable it is for users, another benefit for members. An ideal system should also be informative, keeping members aware about what certificates are necessary for the upkeep of their license, what additional courses might be beneficial for their professional development, and why and what career outcomes could be available to them upon completion. The provision of information at this level not only helps members stay compliant in their industry but also positions the host association as a central hub within their respective industries.

Once an association has set up the ability to take courses online, it then must ensure that the necessary follow-up steps are taken care of as well. After members have completed a course or a certificate, for instance, allow them the ability to download the certificate of completion immediately or have it automatically emailed to them. It might also be helpful to show members some possible next steps to better themselves and their career moving forward. This can be as straightforward as highlighting additional courses or certifications available to them or outlining career advancement possibilities, anything that tells them the association is looking out for its individual members.

Provide a Complete Management System with Technical Support and Resources

To best satisfy members, it’s important for an association to integrate its learning management system with its association management system. This will enable a member to sign in and track all the courses and certificates that are available to them at that time, even sending them notifications or alerts when something new is coming around the corner. Providing members with the ability to upload any certifications or courses they received elsewhere will allow members use to track, store and maintain their completed credits all in one place. In addition to this type of account integration, a strong system will also have an area where members can view their purchase history, print receipts and customize their alert system.

It’s important to provide members with an intuitive platform from course search through to course completion, but associations must also provide an appropriate level of technical support and resources as well. The more complicated the system is the more readily available the technical support needs to be. Having quick and helpful assistance on-hand for when a member is experiencing trouble online, such as adding a thorough tutorial or keeping a technical support line open, can mean the difference between retaining a member and losing them when it comes time for their membership renewal.

Opportunities to Network

By offering continuing education and becoming an information hub, associations surround their members with their respective industry. Now, it’s time for the association to surround the industry with its members. Participating in, hosting and promoting conferences and industry events, both in-person and online, provides members with highly valued membership benefits. Giving them the chance to easily connect and participate in real and virtual forums and communities during these events goes a long way to keep members loyal and dedicated. This level of industry networking also provides the association with an increased presence in their industries.

One of the first steps should be to establish a social media presence and make connections with members. Use continuing education as a launching pad by offering a free course, for example. This transaction will both benefit current members and attract new leads for the association. Once an online network has been formed, the association now has an open channel for discussion, cooperation and promotion within its industry. Not only will members and learners be able to connect with each other, their peers and subject matter experts, but they will also be able to broadcast what their association and their continuing education system offers. For the association, this increased presence in the industry not only helps stimulate membership growth in the future but also increases the both value of its continuing education programs and the value of its membership.

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