How to Implement a Learning Program at Your Association

In an increasingly digital economy, more information is available now than ever before. The heightened availability of online data and emphasis on digital trust have set the stage for a transformative learning method: eLearning, or learning opportunities conducted online. 

A structured learning program is the vehicle your association needs to keep up with the growing eLearning market and deliver targeted learning opportunities that foster deeper engagement. By implementing a learning program, you can share credible resources and learning opportunities to help members grow their knowledge, skills, and careers.

To successfully implement a learning program at your association, there are five key steps you must follow.

1. Assess members’ needs.

First, your association must assess its members’ learning priorities. When you understand their educational and professional goals, you can tailor learning offerings to address their specific needs. Not to mention, this insight enables your association to find the tools and resources necessary to meet their expectations, such as industry-specific eLearning technology or connections with topic experts.

Identify members’ priorities by:

• Asking for their input. Start by conducting surveys, interviews, or focus groups to determine what skills or knowledge members hope to cultivate. Members’ direct feedback is the most reliable indicator of their learning needs.
• Evaluating member demographics and job roles. Different groups have varying needs. For instance, a newly graduated college student has less experience in the field than a fresh retiree, and may require different resources. Also, older members might prefer traditional learning formats, like virtual webinars, while younger members may enjoy self-led, mobile-friendly options.
• Reviewing industry trends and developments. Provide value to members by helping them stay on top of industry trends. Take the healthcare industry, for example. According to Arcadia, the growing influence of artificial intelligence (AI) tools, such as generative AI, in healthcare revolutionizes operational efficiency, data analysis, and patient care. By providing research, practical use cases, and insights from healthcare professionals, your association prepares members to implement this technology.

In addition to identifying patterns and general trends in your assessment, keep comprehensive data on your findings to personalize learning opportunities as you promote your learning program. 

2. Choose a learning management system (LMS) for associations.

The most important consideration in implementing a learning program is the technology your association uses to deliver its content. Instead of a generic learning management system (LMS) with basic functionalities, a solution purpose-built for associations offers the tools to meet your unique, member-centric goals. 

For example, consider Blue Sky eLearn’s LMS for associations. This platform offers capabilities unique to association needs, such as:

• Integrations with other association software. Connectivity between systems enables associations to leverage association management systems (AMS), community platforms, and engagement tools alongside their learning systems. 
• eCommerce functionality to increase non-dues revenue. Associations can generate additional income by selling educational content with an LMS that enables eCommerce.
• Credit and certification management. Software built for associations allows organizations to support members’ professional development and continuing education goals through earning credits and certifications. Plus, verifiable credentials provide reputable proof of members’ achievements, allowing them to share certifications with employers and regulatory bodies.

An LMS built with associations in mind ensures your learning program is fully equipped to meet the goals of both your organization and its members. 

3. Develop a content plan.

Once you select an LMS to host your association’s offerings,  populate it with learning content. The platform you use should provide content enhancement features to improve your existing materials, as well as robust development tools to create new resources.

Here are a few tips for developing your library of learning content: 

• Partner with industry experts to deliver high-quality insights and boost your association’s reputation.
• Offer flexibility to accommodate varying learning levels, from beginner to advanced.
• Make content engaging and accessible by providing multiple formats on a user-friendly interface, including videos, podcasts, and articles.

In addition to compiling educational materials, incorporate eye-catching design and your association’s branding throughout your content. The visual representation of your content improves engagement and entices members to explore more resources.

4. Promote the program to members.

Effectively promote your learning materials to boost awareness of your program and drive participation. Promote your learning program with:

• Email marketing. Use targeted email campaigns to share details about your learning program with specific member segments based on their interests or learning goals. Personalize emails with specific course recommendations to increase sign-ups.
• Social media. Share engaging posts across your association’s social media platforms, such as LinkedIn or Facebook, to highlight relevant learning content. Incorporate infographics or short videos to preview the learning experience and stand out on members’ feeds.
• Your website. 44% of nonprofit website visits come from organic traffic, meaning users find the website naturally. Use search engine optimization (SEO) tactics to increase your website’s visibility when someone searches for a relevant topic on a search engine. When they find your website, they can explore your learning opportunities and membership details. 

In your marketing content, emphasize the benefits of joining your learning program to capture members’ attention. Focus on professional growth, career advancement, and other member goals you identified before creating learning content to ensure your messaging resonates.

5. Monitor and measure success.

Monitor participation in your learning program to ensure it delivers value to your members. Measure the effectiveness of your program through relevant metrics such as:

• Attendance rates
• Course completion rates
• Time spent on course materials
• Interactions with discussion boards
• Post-learning assessments
• Certification tracking

When choosing an association LMS, reporting and analytics is a must-have feature to look out for. This means your software will track learner activity and progress, simplifying data analysis. With all your member data aggregated into one system, you can unlock valuable insights and measure the impact of your learning program. 

Over time, industry trends, member preferences, and marketing practices will change. As you monitor your learning program’s success, identify areas of improvement to boost long-term engagement and association growth. Flag lacking metrics, such as low course completion rates or negative member feedback, and refine your program’s content accordingly.

About the Author

Dr. Kristen Wall, MA, EdD, Director of Learning & Development

Dr. Kristen Wall, MA, EdD is the Director of Learning and Development at Blue Sky eLearn. Holding a master's and doctorate in Adult Learning, Kristen specializes in bringing effective assessment strategies and qualitative research to enrich the learning programs of Blue Sky eLearn clients.

Starting as a junior high teacher, Kristen's journey led her to higher education, where she empowered countless online adult learners for over 15 years. Her passion for faculty development flourished, providing engaging learning opportunities for over 800 adjunct faculty members teaching 2,600 courses annually.

In 2018, Kristen embraced a new adventure as a consultant, and destiny led her to Blue Sky eLearn, where she now thrives as the Director of Learning and Development. She’s worked with associations in a diverse group of industries, from medicine and healthcare to insurance and state government.

Beyond her professional pursuits, she finds joy in hiking, travel, and detective novels.