Associations often provide training programs as a key member benefit and revenue source. However, even the best training won’t have an impact if members don’t know about it or feel motivated to attend. In today’s crowded learning landscape, associations are no longer the only source of professional development; industry partners, online platforms, and even universities are offering competing training options. To stand out and boost participation, your association needs a strategic marketing approach for its training offerings. This means understanding your audience’s needs, communicating clear value, and promoting courses through multiple channels. In fact, demand for skills training is rising (87% of organizations report skills gaps, and 94% of employees say they’d stay longer at a company that invests in learning) – making it more important than ever to actively market your education programs. By following the strategies outlined below, you can increase awareness, engagement, and enrollment in your association’s training initiatives.
Effective marketing begins with a deep understanding of who you are trying to reach. Take time to identify your target audiences for each training program, for example, are they new professionals, mid-level managers, or seasoned experts? Different segments may have different motivations. Segment your member (and prospective member) list by factors like career stage, industry sector, or prior course participation. This allows you to tailor messages so they resonate with each group. For instance, one association marketing study found that the top thing members want from personalized content is recommendations on continuing education relevant to their interests and needs. In practice, this means you should listen to your members’ feedback and pain points. Conduct surveys, ask for input in forums, or hold informal interviews to learn what skills or knowledge gaps your community is facing.
By understanding member needs, you can design training offerings that truly solve their problems – and then market those offerings as solutions. Peggy Zurkan, who leads training at the Winnipeg Construction Association (WCA), credits her program’s growth to listening to members and building courses around gaps they “couldn’t get anywhere else”. When your training topics align with urgent member needs or emerging industry trends, your promotional efforts will naturally gain more traction. Members are far more likely to sign up when they see a course is relevant to their challenges. In short, know your audience: the better you understand who they are and what they need, the more effectively you can market training that speaks to them personally.
Once you have the right courses in place, make sure your marketing communications clearly convey why members should participate. In all promotional materials, emails, landing pages, flyers, or social posts, emphasize the benefits and outcomes of the training rather than just the features. Adult learners want to know “what’s in it for me.” Will the course help them master a new skill? Fulfill a certification requirement? Improve their job performance or advance their career? Spell out these advantages. For example, instead of simply announcing a “Project Management Workshop,” highlight that it “helps you become a certified Project Manager and lead successful projects.” Use positive, aspirational language that frames the training as an opportunity for growth.
Back up your claims with evidence where possible. Citing industry data or trends can add credibility, e.g., “85% of employers in our field now seek project management skills.” You can also leverage testimonials and success stories from past participants. Personal quotes like “This course helped me land a promotion” can be incredibly persuasive. In fact, showcasing member success is one of the most powerful ways to convince others to enroll. Consider gathering a few short testimonials about each popular course and including them in your marketing copy or on your website. According to association management experts, displaying testimonials or even creating case studies of members who benefited from your training can strongly communicate its value.
Don’t be shy about promoting the unique value propositions of your programs. If your association’s training offers something exclusive – such as renowned expert instructors, hands-on learning that competitors don’t provide, or continuing education credits – make that front and center in your messaging. For instance, highlight credentials or credits that attendees can earn, and mention any distinctive features (like access to proprietary resources or post-training support communities). By clearly articulating the outcomes participants will gain, you not only attract more sign-ups but also set the right expectations, which leads to more satisfied attendees in the long run.
To boost participation, marketing your training must go beyond a single email announcement. Today’s professionals are inundated with information across various platforms, so you need a multi-channel promotion strategy to reach them wherever they are most active. Start with the channels you already control. For many associations, email newsletters are a primary communication tool, include a dedicated section for upcoming courses in your regular member newsletter, and send targeted email blasts focused on specific trainings or new course calendars. Take advantage of marketing automation if available to schedule reminder emails as course dates approach, or to segment messages (for example, a reminder to members who haven’t taken a course yet this year).
Your association’s website is another critical channel. Ensure the training or events section on your site is up-to-date, easy to navigate, and highlights what’s coming up. Posting course information on a prominent “What’s New” or calendar page can catch visitors’ attention. Consider writing short blog posts or news articles about key courses or training trends, using SEO best practices so that people searching for those topics can find your content. Search engines remain a major source of traffic, Google alone accounts for over 90% of search market share, so optimize course pages with relevant keywords and meta descriptions. This way, someone looking online for, say, “HR leadership workshop” might land on your association’s offering.
Social media is equally important for expanding reach. Promote your training events on LinkedIn, which is especially effective for professional and B2B audiences. A quick LinkedIn update or an event post can notify your followers (and their networks, if shared) about a new course. Facebook and X (Twitter) can also be useful for community reminders and industry-wide promotion. Share engaging content rather than just advertisements – for example, post a short video clip of the instructor previewing the course, photos from past training sessions, or a quick tip related to the course topic. Visuals and videos tend to attract more engagement. One tip is to create a unique hashtag for your training program or series, so members can follow along and contribute their own posts. On LinkedIn, tag any partner organizations or key speakers to extend the post’s reach.
Don’t overlook newer platforms if they suit your audience. Younger professionals may respond to short, visual content on channels like Instagram or YouTube. In fact, 68% of Gen Z say YouTube has helped them gain skills, and a significant number turn to TikTok or Instagram for educational content before traditional search. If you aim to draw in emerging professionals, you might experiment with brief informative videos (e.g. “Quick Finance Tip of the Day” pulled from your finance training) on these platforms to spark interest. The key is to be present across multiple channels – the more touchpoints a member has with your message, the more likely they’ll act. A good rule of thumb is to maintain both reach (getting the word out widely via email, web, social, maybe even press releases or industry publications) and frequency (repeating the message enough times to cut through the noise). Consistency matters: develop a communications schedule that covers pre-launch teasers, enrollment open announcements, countdown reminders, and last-call notices, spaced appropriately so as not to overwhelm. By casting a wide net and reinforcing your message, you maximize the chances of capturing busy members’ attention and interest.
Another powerful way to market your association’s training is by leveraging the human networks around it, your members themselves, influential figures, and partner organizations. Word-of-mouth marketing is often the most credible form of promotion. Encourage satisfied participants and association leaders to spread the word about upcoming trainings. This could be as simple as asking a member who loved a course to share their experience at the next chapter meeting or in our online community. You might identify a few enthusiastic members to act as training ambassadors who champion the programs among their peers. For example, in a corporate setting, companies often tap “learning ambassadors” in each department to promote new training initiatives. In an association context, your ambassadors could be committee members, long-time members, or volunteer leaders who believe in the value of your courses. Equip them with talking points or promotional materials so they can confidently recommend the programs in person and on social media.
Testimonials, as mentioned earlier, can serve here too, consider featuring quick member spotlights in your marketing emails (e.g., “Member Q&A: How the XYZ Course Helped My Career”) to personalize the appeal. People are more likely to trust a peer’s voice. Additionally, facilitate member-to-member referrals by providing easy ways to share course info. For instance, include a “Share with a colleague” button or referral link on your course registration page, or offer a small incentive (like a discount code) for members who refer someone new to a training.
Your association can also broaden its reach through strategic partnerships. Think about partnering with related organizations or companies that have overlapping audiences. Perhaps there’s a sister association that doesn’t offer much training, as in the case of WCA’s program, partnering with other industry associations allowed them to market courses to those groups’ members, filling more seats while helping the partner provide value to its base. Both sides benefit in such “win-win” partnerships. You might arrange a deal where another association promotes your upcoming course in their newsletter (and you reciprocate for their events), or co-host a webinar so both membership lists are invited. Similarly, partnering with employers in your industry can boost participation: many companies are eager to upskill their staff and will enroll employees in relevant association courses. Build relationships with HR departments or talent development managers at key companies, and provide group registration options to make it easier for them to send multiple people. If your training is highly relevant to addressing industry skill shortages or new regulations, emphasize that in pitches to employers. Real-world example: the Vancouver Island Construction Association found that local companies looked to the association’s courses to help fill a skilled labor gap in their workforce. When employers see your association as a trusted training provider, they become valuable amplifiers of your offerings.
Finally, tap into any influencers or respected experts connected with your association. If a well-known industry leader is teaching or endorsing one of your courses, leverage their credibility. You can ask them to share an announcement with their followers or include a quote from them in your marketing materials (“This is a must-attend course for anyone looking to advance in our field,” says [Expert Name]). Building community engagement around your training programs not only drives initial participation but also creates a sense of shared excitement and value. When members feel that “everyone in the community is talking about this upcoming workshop,” they won’t want to miss out.
Even with great promotion, some members may hesitate to register due to cost, schedule, or other barriers. That’s where smart incentives and logistical optimizations come in. One proven strategy is to provide special pricing or discounts to drive enrollment. For instance, you might offer early-bird pricing for those who register well in advance, which creates urgency to act. Many associations also give an automatic discount to members vs. non-members, not only is this a perk that reinforces membership value, it can also entice non-members to join. The Winnipeg Construction Association implemented a 25% member discount on its courses, which led some companies to become association members just to take advantage of the training savings. Over time, those new members often discovered additional benefits and remained engaged. You can similarly structure your pricing to reward membership and encourage group sign-ups (e.g., “Register 4 employees and the 5th attends free”), which boosts overall participation.
Think about other benefits you can bundle with training to make it more appealing. Will attendees earn an official certificate or continuing education credits? If so, advertise that prominently and make the certificate easy to share, for example, a digital badge that participants can post on LinkedIn is both a motivator for them and free marketing for your program. Some organizations even implement fun incentives like raffles or prizes related to training attendance, to generate buzz. Small rewards (a gift card, a shout-out in the association magazine, etc.) for the most active learners or for those who complete a series of courses can spur friendly competition and ongoing engagement.
Reducing barriers is equally important. Put yourself in your members’ shoes and ensure the registration process is simple and user-friendly. If signing up for a course is cumbersome, you may lose potential participants along the way. Optimize your online registration forms, keep them short and mobile-friendly, and provide clear information on course dates, times, and requirements. Offer flexible options when possible: if a significant portion of your audience can’t attend in person, consider providing a virtual session or an on-demand recording as an alternative. The pandemic era showed that offering online training can dramatically broaden access, and while many associations have returned to in-person events, maintaining some virtual or hybrid options can capture those who are remote or busy. Scheduling is another consideration – try to schedule trainings at convenient times (perhaps offer both a morning and an evening session if feasible, to accommodate different work schedules or time zones).
Finally, don’t forget to promote the experience as well. Members should feel confident that your association’s courses will be worth their time. Emphasize things like the quality of instructors (e.g., “learn from seasoned experts with real-world experience”) and mention any additional perks that enhance the experience, such as networking opportunities during the training or follow-up resources afterward. Some associations mail out a welcome kit or provide refreshments and comfortable venues for in-person workshops, which can be subtle selling points in your marketing. While these details might seem small, they signal a well-organized, professional program. As Peggy Zurkan notes, everything from a smooth website interface to having coffee available contributes to a positive training experience that keeps people coming back. By sweetening the deal through incentives and removing friction from the process, you make it an easy decision for members to say “yes” to your training.
Marketing is not a one-and-done effort, it’s an ongoing cycle of execution, measurement, and improvement. To truly boost participation sustainably, your association should track the results of its training marketing and be ready to adjust tactics. Start by defining what success looks like. Is it a certain number of registrations for each course? A higher overall percentage of members engaging in at least one training per year? More non-dues revenue from courses? Set concrete goals (for example, “Increase webinar attendance by 20% this quarter”) so you can evaluate progress.
Next, use available tools to measure your outreach. Monitor email metrics (open and click-through rates on your training announcements), website analytics (traffic and conversions on course pages), and social media engagement (likes, shares, comments on your promo posts). Many associations use a marketing automation system or their learning management system to see who is responding to which messages. You might discover, for instance, that email reminders two weeks before a course get far better responses than emails sent two months out – a clue to adjust your timing. Or you may find that one type of message (“learn new skills for a promotion”) resonates more than another (“get CE credits this year”), depending on the audience segment. Pay attention to those patterns and refine your messaging accordingly.
It’s also valuable to ask participants how they heard about the training when they register. A simple survey question or checkbox (“How did you learn about this course? Email, Social Media, Referral, Web Search, Other?”) can reveal which channels are most effective. If you see that a large portion came through personal referral, you might invest more in referral programs; if very few found it via social media, perhaps reallocate effort from that channel to email or partnerships where you’re seeing better returns.
Finally, gather qualitative feedback from attendees after the training – not just about the course content, but about the marketing and registration process. Did they feel they had enough information beforehand? What attracted them to sign up? Their answers can provide insights into what aspects of your marketing are working or what might be missing. Maybe several people mention, “I almost didn’t sign up because I wasn’t sure if it was for my level” – that’s a signal to clarify the target audience in your materials. Continually closing the feedback loop will help you fine-tune your marketing strategy over time. As you iterate, document what you learn into a marketing plan for future training offerings. Over the long run, this data-driven approach ensures that your promotional efforts stay effective and efficient, maximizing participation with the resources you have.
Marketing your association’s training is ultimately about engaging your community. When done right, it not only boosts course attendance but also deepens members’ connection to your organization. Every touchpoint, an informative email, a social media post, a word-of-mouth recommendation, reinforces the value your association provides. By understanding your audience, highlighting clear benefits, and promoting through diverse channels, you make it easy for members to discover and enroll in learning opportunities that matter to them. Pair these efforts with member-driven advocacy, smart incentives, and continuous improvement, and your training programs can become a vibrant centerpiece of member engagement. High participation in courses often correlates with higher overall member satisfaction and retention, because members perceive real, ongoing value. In summary, an association that effectively markets its training is not just selling a seminar or workshop, it’s showcasing a commitment to member development. This fosters a culture of learning and growth within the membership. With a strategic marketing approach, your association’s training offerings can flourish, driving both professional development for your members and long-term success for your organization.
Marketing increases awareness, engagement, and participation by highlighting the value and benefits of your training offerings to members.
Use email newsletters, your website, social media platforms, SEO strategies, and partner networks to reach a wider audience and reinforce your message.
Leverage testimonials, affiliate members as ambassadors, create referral incentives, and involve industry influencers to spread positive word-of-mouth.
Offer discounts, early-bird pricing, group deals, certificates, and provide flexible scheduling and easy registration processes to make participation easier.
Tracking data like registration sources and participant feedback helps optimize strategies, improve communication, and increase future engagement.
