Podcast 85: What’s Next for Learning in Associations?

EPISODE 85:  Learning in Associations

Bill Sheehan, Global Head, Association Strategy, D2L

The pandemic disrupted associations in more ways than one. But how did it affect the way these organizations provide professional education? And what should we expect in the future?

I’m excited to explore these questions and more today with D2L Head of Association Strategy, Bill Sheehan.

With over 20 years as a successful association executive and advisor, Bill is an expert at developing and delivering solutions that enhance member engagement, generate non-dues revenue and drive organizational growth.

And today, Bill is sharing research and first-hand insights to help us all better understand the factors that are shaping learning in associations. So, join us as we dig deeper on this Talented Learning Show episode…

Renewing Learning in Associations — KEY TAKEAWAYS

• Covid dealt a devastating blow to trade and professional organizations. With member dues and other sources of income at risk, many pivoted to online learning for survival. Still, between 2019 and 2023, the U.S. lost 3,000 of its 63,000 associations.

• Now, as Covid’s impact subsides, new challenges and opportunities are on the horizon. To remain relevant in an increasingly competitive continuing education marketplace, smart associations are fully rethinking their educational offerings.

• Innovation has been a key strategy for successful organizations in recent years. Going forward, they’re likely to continue leveraging new digital technologies to create and enrich learning experiences of all kinds.

Renewing Learning in Associations — Q&A HIGHLIGHTS

Bill, welcome. The pandemic sparked change everywhere, including associations. What’s the biggest shift you’ve seen?

Thanks, John. As you said, I’ve been in the association world for nearly my entire career, both as an association executive and as a vendor. So, I understand what drives them.

On one hand, trade organizations represent companies that want to protect, promote, and advance their industry. On the other hand, societies represent individuals who want to become smarter and better skilled, so they can advance in their careers.

Both types of organizations want to provide valuable services to their members. Yet, churn is rampant everywhere, on both sides of the fence.

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Why is that happening?

In part, Covid brought it on. This was the first time associations were all affected by the same disruption, and it touched almost every corner of their world.

These organizations are typically funded by a combination of member dues, as well as non-dues revenue from things like in-person events, publications, sponsorships and continuing education programs. But because Covid severely affected their budgets, they had to reduce staff, reduce services, and even dip into financial reserves. That’s always a huge concern.

However, the one thing that remained very important and valuable throughout the pandemic was member education. And it is still on top of associations’ product and service offerings.

I definitely see that.

As you mentioned John, there’s a lot of competition in this space — not just from other trade associations, but also from for-profit entities such as publishers. That’s because they understand association members and they offer similar services.

However, I think associations are in a uniquely positive position to be a single source of truth. That’s because they’re built around subject matter experts who are continuously gathering and vetting relevant information, ensuring its accuracy, and sharing it with members. So, educational content from associations is viewed as trusted, accurate and complete.

Makes sense…

With other sources, you don’t know if content is from a genuine subject matter expert. You don’t know if it has been vetted. Also, with a for-profit entity, the objective often isn’t the same.

Learning in associations is designed to protect, promote and advance their members’ careers, as well as the organizations those members serve. In other words, there’s a fiduciary responsibility to ensure that the information they disseminate is the standard.

That’s why I think associations can rise above the clutter. And it is an exciting time to be part of this community, especially on the education side of things.

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Let’s talk more about the state of learning in associations. They’ve always provided education. But now, with information everywhere — from Google to YouTube — where does that leave associations?

Excellent question. During the pandemic, membership plateaued. The financial climate caused employers to revisit their membership commitments, including reimbursement for individuals. Naturally, associations were seriously concerned.

Keep in mind that associations usually feel some effects of a downturn in their industry or in the broader economy. But the impact isn’t as immediate as it is in corporations. There’s a lag of 15 to 18 months before membership renewals fall off.

That was the case with Covid.

I see…

And then, as the global economy eventually improved, associations remained caught in that lag. Membership dues were lower, but they couldn’t turn to events for non-dues revenue because everything was virtual. As a result, they felt the negative economic impact for a long time.

But now they’re coming out of that phase. Many more members are attending instructor-led training at trade shows and other in-person events. So, renewals and membership have been increasing over the past few years.

Recent research shows that optimism is really strong. The competition has not gone away, but associations have become incredibly innovative.

What are they doing differently?

They’ve had to come up with new ways of engaging with members through technology. They’ve learned how to connect better through things like webinars and stay in touch through other digital means.

Also, they’re taking action more quickly. Normally, association executives must move through a process to ensure that plans are acceptable to the board and committees and verify that funding aligns with the organization’s policies.

But Covid changed all that. They had to operate very quickly, and they were successful at it. And now, momentum is building. Also, the general public is starting to see the value associations can provide to members — particularly with learning.

So yes, the pandemic plateau was extremely concerning. But we’re coming out of that. It’s not a hockey stick, but there is an uptick.

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Hockey sticks always start somewhere. How are associations changing the way they design and deliver instructional content?

Well, prior to Covid, you didn’t find much hybrid interaction. There was a lot of instructor-led training — either on-site at training centers around the world, or at educational events produced by associations.

But they’ve discovered that members consume educational content differently. Some like audio, some like video, while others prefer a combination.

They’ve also found that members prefer individual, personalized interaction. Many want feedback almost immediately. In a live event, you can’t do that as effectively as online personalization engines can.

Plus, analytics show solution providers how members interact with digital content in real time, even during a test. We can even see how engagement varies by age group.

Mmhmm…

D2L has been around for 25 years, so we certainly understand how people learn online. But Covid forced everyone to look at technology in a much different light.

We all had to adjust because there was only one choice. Onsite and hybrid learning weren’t an option. So, online experiences had to move from kind of a one-way monologue to more of a conversation that adjusts with a learner’s needs.

Associations embraced that shift so they could continue to be the most trusted, accurate, complete source of information. And with new technology, many adapted quickly to this new way of delivering and consuming learning.

So, Covid provided an opportunity for all of us to get a much better grasp on how learners are consuming and engaging with learning. That was a silver lining.

Right…

Now, learners can engage and use educational content in multiple ways. You can deploy it not only in a digital context, but also with on-site training, where you can incorporate more face-to-face interaction.

Associations have embraced this hybrid strategy, and I think Covid forced that to happen much faster.

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Covid also seemed to level the playing field for association learning technology around the world. In the past, North America led the way, but now I don’t think so. Do you?

Yes, there are differences around the globe, starting with basic access to Wi-Fi and the Internet. You’d think it would be pervasive by now, but it’s not. So, we’re helping associations ensure that Internet access points are more widely available.

Also, by looking at how education is consumed in other parts of the world, we’re seeing what works and what doesn’t.

What are you finding?

Organizations in North America tend to deliver longer courses. But other parts of the world are getting better engagement and higher scores from microlearning, where people consume content in a series of shorter “snacks” versus meals.

Some people take courses while they’re on the job, depending on their occupation. Also, younger professionals want education that’s engaging. If they don’t find it, they’ll go elsewhere.

In addition, we find that the way education and tests are presented makes a big difference. For example, more medical associations are revamping their education offerings. Increasingly, you’ll see an extensive 8-hour course transformed into a series of half-hour microlearning segments. This makes it easier to consume over time, rather than in 1 or 2 lengthy sessions.

Artificial intelligence is another trend that’s on everyone’s minds. What role is AI playing in changing the way associations educate members? …

… For complete answers to this and more questions on strategies that elevate learning in associations, listen to the entire podcast on Apple Podcasts, on Spotify, on Amazon, or right here on our site.

Find Out More About D2L

Want to details on how D2L works with associations to support member learning and professional development? Check the D2L Brightspace listing in our LMS Directory, or watch my YouTube Hot Take Review below…

Need a Better LMS for Member Education?

Let an independent expert help you choose the best solution for learning in associations! For a free initial consultation call with me, John Leh, Founder and Lead Analyst at Talented Learning, submit the form below: