How to Build an Online Learning Program for Your Association

The Rise of Online Learning in Associations

Online learning has moved from a novelty to a necessity for professional associations. In recent years, many associations have expanded their educational offerings beyond conferences and workshops to include webinars, online courses, and virtual events. This shift isn’t just a passing trend; it has become an expectation among members. The vast majority of associations now offer some form of technology-enabled learning to their members, and nearly half of those organizations report that these programs have boosted their revenue and member engagement. Offering accessible online education helps associations remain relevant and provide year-round value to members. It also opens doors to a wider audience, allowing associations to reach members (and prospective members) regardless of location or schedule. In short, a well-designed online learning program can enhance an association’s value proposition, generate non-dues revenue, and support the professional growth of its community.

Developing an online learning program may sound daunting, but with a clear strategy and step-by-step approach, any association can build a successful educational offering. This article will walk you through the essential steps – from assessing members’ needs and selecting the right technology to developing content, launching the program, and measuring its success. By following these guidelines, your association can create an online learning experience that educates and empowers your members while strengthening your organization’s mission.

The first step in building an online learning program is to understand what your members need and want to learn. Associations serve diverse memberships, so it’s critical to tailor your educational offerings to the interests, skill gaps, and goals of your audience. Start by assessing your members’ learning needs and preferences:

• Gather member input: Use surveys, polls, or focus groups to ask members directly about their professional development priorities. Find out what skills or knowledge they are seeking. Member feedback is invaluable for identifying high-demand topics and preferred learning formats.
  
• Analyze member demographics and experience levels: Consider the career stages and backgrounds of your members. New professionals may need foundational training, while veteran members might seek advanced or specialized content. Consider generational preferences as well. Younger professionals may favor self-paced micro-learning, while long-time members might prefer structured webinars or live sessions.
  
• Research industry trends: Stay informed about emerging trends, regulations, and technologies in your association’s field. If certain new developments are transforming your industry, your learning program should address them. By offering courses on cutting-edge topics (such as new technologies, standards, or best practices), you help members stay ahead of the curve.
  

By thoroughly assessing needs, you can identify the focus areas for your online curriculum. This upfront work ensures that your program will be relevant and valuable to the people it’s designed to serve. By performing this assessment, you can prioritize the most important topics and set clear learning objectives for your program. Keeping a member-centric focus from the start will guide the development of a relevant and valuable curriculum. With a member-centric plan in place, you’re ready to move on to the next step.

Having the right technology in place is crucial for delivering online education effectively. Most associations implement a Learning Management System (LMS) to host and manage their online learning programs. An LMS is a software platform that allows you to organize courses, upload learning materials, enroll users, track progress, and more. When choosing an LMS (or any learning platform), keep your association’s specific needs in mind:

• Integration with association systems: If possible, choose an LMS that integrates with your association management system (AMS) so member and course data sync seamlessly. It also enables you to link learning achievements with member profiles.
  
• E-commerce and non-dues revenue: Select an LMS with built-in e-commerce if you plan to sell courses or subscriptions as a source of non-dues revenue.
  
• Certification and credits: Make sure the LMS supports tracking continuing education credits and issuing certificates if your courses lead to credentials. Many association-focused platforms include features for managing certification programs and digital badges.
  
• User experience: Ensure the platform is user-friendly for both learners and administrators. Members should be able to navigate courses easily (including on mobile devices), and your team should find it straightforward to upload content and track learner progress.
  
• Scalability and support: Make sure the system can scale as your program grows, and opt for a provider known for reliable support and training resources.
  

Take time to compare a few LMS options and choose one that aligns with your goals. The right platform will set the stage for a smooth learning experience for both your members and your team. With a solid LMS in place, you can focus on creating great content. Remember, the technology is a means to an end - it should empower your program, not complicate it. Once you have your platform in place, it’s time to populate it with quality content.

Content is the heart of any learning program. With your topics identified and platform ready, the next step is to develop the actual courses and materials that your members will engage with. High-quality, relevant content will keep learners interested and coming back for more. Here are some best practices for content development:

• Leverage subject matter experts: Tap into the expertise within your community. You might recruit seasoned members, industry veterans, or certified professionals to help create or present content. Their real-world insights will lend credibility and depth to your courses. If internal expertise is limited on a topic, consider partnering with external experts or instructors who can contribute.
  
• Offer a mix of formats and levels: People have different learning styles, so build a diverse content library. For example, you could offer in-depth, multi-module courses for comprehensive learning, along with shorter webinars, how-to videos, podcasts, or articles for quick learning bites. Include content for beginners, intermediate learners, and advanced practitioners. Providing multiple formats (video lectures, interactive quizzes, case studies, downloadable guides, etc.) makes the experience more engaging and accessible.
  
• Ensure engagement and interactivity: Online learning shouldn’t be a one-way lecture. Look for ways to make content interactive. This could mean adding knowledge checks like quizzes, discussion questions for learners to reflect on, or activities that simulate real scenarios. If your platform allows, incorporate discussion forums or live Q&A sessions where learners can interact with instructors and peers. Interactive content keeps learners actively involved and improves knowledge retention.
  
• Maintain quality and branding: Just as you would for in-person seminars, ensure your online materials are well-designed and professional. Use clear visuals, easy-to-read slides, and good audio/video production values. Branding your learning portal and course materials with your association’s look and feel provides a consistent, trusted experience. The goal is to have your online courses be as credible as your conference workshops or published journals.
  

Content development is an ongoing process, and you don’t need a huge catalog on day one. Start with a few high-demand topics and expand gradually. Be prepared to update courses over time to keep information current. You can also repurpose existing association materials (for example, recorded conference sessions or research reports) into online modules, adding interactive elements to refresh them. By curating and creating content thoughtfully, you’ll showcase your association’s expertise and provide tangible value to members.

With content ready to go, you can prepare to launch your online learning program. A successful launch requires more than just flipping the switch on your LMS – you also need a marketing and engagement plan to drive awareness and participation. Here are key steps to effectively launch and promote the program:

• Create a compelling announcement: Introduce the new learning program with an enthusiastic announcement through channels like email, your website, or a virtual launch event. Clearly explain what the program offers, why it’s valuable, and how members can access it.
  
• Highlight the benefits: In your messaging, focus on what’s in it for the member. Emphasize how these courses help them achieve their goals, such as earning required certifications or learning new skills on their own schedule. Tailor your message to the needs and pain points you identified to ensure it resonates.
  
• Use multiple channels: Leverage multiple communication channels to reach your audience. Send targeted emails with course recommendations tailored to different member interests or roles, share updates and testimonials on social media, and highlight the program prominently on your website. Optimize your website’s learning pages with relevant keywords so that prospective members searching online can find your courses.
  
• Provide guidance and support: Provide clear instructions and support to help members get started. Offer a simple user guide or FAQs on how to register for courses and navigate the platform, and let members know whom to contact if they need help. Ensuring a smooth user experience from the start will encourage more people to give the program a try.
  

Remember that promotion shouldn’t stop after the initial launch. Continually publicize new courses or learning opportunities as they become available. Over time, as more members participate and share their positive experiences, your program will gain momentum through word of mouth. Ongoing marketing and communication will help sustain engagement and ensure your online learning initiative remains visible and well-utilized.

Once your online learning program is up and running, the work isn’t over – the final (and ongoing) step is to monitor its performance and continuously improve it. Evaluating the impact of your program will help ensure it meets its objectives and provides strong value to members. Key aspects of this process include:

• Track participation and performance metrics: Track key metrics to see how members engage with the content. Monitor statistics like enrollments in each course, completion rates, and quiz or exam scores. If you offer certificates or continuing education credits, track how many members earn them. These metrics reveal which content is popular and where learners might be dropping off.
  
• Gather feedback from learners: Gather feedback from learners through post-course surveys or ratings. Ask how satisfied they were with the content and the platform, and invite suggestions for improvement or ideas for future topics. Hearing directly from participants will highlight what’s working and what could be better.
  
• Identify areas for improvement: Analyze the data and feedback to identify areas for improvement. For example, if a particular course has a low completion rate, it may need to be shortened or made more engaging. If many learners are requesting a specific topic, consider adding new content in that area. Likewise, if users report technical difficulties, you might need to adjust the platform or provide additional guidance. Addressing these issues will help keep your program effective and user-friendly.
  
• Refine and update regularly: Continuously update and refine your program. Schedule regular updates to keep course content current, and retire or revamp any courses that become outdated. As your industry and member needs evolve, introduce new topics or formats (such as adding a discussion forum or new credential offerings). By iterating regularly, you’ll ensure your program stays relevant and valuable to your members.
  

Continuous improvement not only enhances the learner experience but also shows members that the association is committed to providing high-quality education.

Building an online learning program for your association is a journey that requires strategic planning, collaboration, and continuous adaptation. Ultimately, the goal is to empower your members by giving them opportunities to learn new skills, stay current in their field, and advance their careers on their own terms. Your association will reinforce its role as an essential resource and professional community for its members. An effective online learning program doesn’t just educate; it strengthens the bond between members and the association by demonstrating a commitment to their professional growth.

As you embark on developing your program, remember that you don’t need to be perfect from the start. Focus on a clear vision and build your program step by step: assess what your members need most, deliver that value through a reliable platform and engaging content, and be ready to refine your approach along the way. Over time, your online learning program can become a flagship offering for your association, driving member engagement and non-dues revenue while fulfilling your educational mission. By embracing digital learning, you create a win-win scenario: members gain knowledge while your association grows in relevance and impact.

FAQ

How does an association start building an online learning program?

Assess members' needs, select the right platform, develop engaging content, launch with promotion, and continuously evaluate and improve.

What should I consider when choosing a learning platform?

Look for integration with your member management system, e-commerce capabilities, certification support, user-friendliness, scalability, and reliable support.

How can associations ensure their online content remains engaging?

Use diverse formats, leverage subject matter experts, incorporate interactive elements like quizzes and forums, and ensure professional presentation.

How do I promote my online learning program effectively?

Use multi-channel marketing including emails, social media, your website, and clear guidance to encourage member participation and sustain interest.

What ongoing steps are necessary after launching an online learning program?

Track participation metrics, gather learner feedback, update content regularly, and adapt your offerings based on industry and member needs.