What Is Member Training? How Associations Educate Their Members

Empowering Members Through Training

Every association, whether a professional society, trade organization, or nonprofit, shares a common purpose: bringing together like-minded people and helping them grow through knowledge and skill development. One of the primary ways associations deliver this value is through member training. Member training refers to educational programs that associations provide to enhance the skills, knowledge, and expertise of their members. These programs can range from industry-specific courses and certifications to workshops on leadership, compliance, or other professional skills.

Member training isn’t just a nice-to-have offering; it has become a cornerstone of association value. In fact, over 80% of associations now offer professional development or training programs for their members. This reflects the strong demand from members for learning opportunities – a recent survey found that 96% of professionals consider continued skill development important for their careers. It’s no surprise, then, that many individuals join associations specifically for access to quality training. According to the 2023 Membership Marketing Report, nearly 39% of association members cited continuing education as a primary reason for joining, up from 36% the year before. Clearly, educating members is both an expectation and a competitive advantage for associations in today’s knowledge-driven economy.

Member training is the process by which an association provides learning opportunities to its members to develop their competencies and keep them informed. Unlike general employee training within a company, member training is offered by a member-based organization (such as an industry association or professional body) to its constituency. The training topics are often aligned with the association’s mission and the professional interests of its members. For example, a healthcare association might offer courses on the latest medical regulations, while an HR society provides workshops on talent management. The goal is to help members stay current in their field, improve their performance, and gain new qualifications or certifications relevant to their careers.

Member training can take many forms. Associations commonly host in-person seminars and conferences, where experts share knowledge and members earn continuing education credits. They also develop online courses and webinars through Learning Management Systems (LMS) to reach a wider audience conveniently. Many associations establish certification programs or credentialing exams that members can undertake to demonstrate expertise – in fact, about one-third of associations offer formal certifications or accreditations to members. Other forms of member education include publishing research and how-to guides, facilitating peer-to-peer learning through discussion forums or mentoring programs, and organizing panels or roundtables on emerging topics. Essentially, if there’s a skill or body of knowledge that would benefit the membership, a proactive association will find a way to teach it.

Providing training and education for members is more than just an added perk, it directly supports the core objectives of both the association and its members. Here are some key reasons why member training is so important:

• Enhanced Member Engagement and Retention: Educational programs provide members with tangible value and compelling reasons to remain involved. Training empowers members to succeed in their roles, which in turn increases their satisfaction with the association. When members see real benefits (like learning new skills or advancing their careers), they are more likely to stay loyal. Industry research shows that membership organizations average about a 76% annual retention rate. Those looking to boost retention often turn to training as one strategy, since helping members grow encourages them to renew their membership year after year. In short, an educated member is an engaged member – and engaged members stick around.
  
• Attracting New Members: Robust training offerings can also be a selling point to bring new people into the fold. Many professionals join associations expressly for access to continuing education and development opportunities. Networking is traditionally a top reason to join an association, but continuing education has become increasingly influential as well. Nearly 40% of members now say it’s a primary factor in their decision to join. By advertising courses, workshops, or certification programs, associations make membership more attractive to prospects. High-value training content differentiates the association and serves as a compelling value proposition for recruitment.
  
• Knowledge Sharing and Industry Advancement: Associations play a unique role in disseminating best practices and standards across an entire profession or industry. By training their members, associations help raise the overall competency within that field. For example, a safety association providing compliance training ensures members are up-to-date on regulations, which uplifts standards industry-wide. Well-trained members also become ambassadors of quality and innovation, applying what they learn to their jobs and even mentoring others. In this way, member education contributes to the advancement of the industry or profession as a whole. It positions the association as a thought leader and guardian of excellence in the field.
  
• Additional Revenue Streams: From the association’s perspective, training programs can generate significant non-dues revenue. Workshops, conferences, and online courses often come with registration fees. Many associations offer member discounts for training while charging higher rates to non-members who wish to attend, thereby creating an incentive to join. Opening certain courses to non-members can bring in extra income and also serve as a marketing channel to showcase member benefits. Some associations have found that education and certification become their third-largest revenue source (after membership dues and events). Thus, a successful training portfolio can bolster an association’s financial sustainability.
  
• Enhanced Association Reputation: Delivering high-quality education elevates an association’s stature. Members will regard the organization as an authoritative source of knowledge in the field. Externally, offering respected certifications or hosting renowned training events boosts the association’s credibility. For instance, when an association’s courses are seen as “industry-leading,” it strengthens the association’s reputation among employers and professionals. A strong reputation, in turn, helps with member recruitment and influence. In essence, training programs allow an association to brand itself as an expert hub and thus increase its impact.
  
• Member Career Growth and Networking: From the member’s point of view, training is a direct investment in their own career. Access to skill development opportunities (often at a reasonable cost through the association) helps them stay competitive and achieve personal career goals. Attending classes or earning a new certification can open doors to promotions or new job opportunities. Additionally, participating in training often doubles as a networking opportunity. Whether it’s chatting with fellow attendees in a workshop or interacting in an online course forum, members build connections with peers and industry leaders during these learning experiences. These connections are part of the broader value of association membership. Training thus fosters a sense of community and professional support network among members, which is something that purely solo learning can’t easily provide.
  

In summary, effective member training creates a win-win: members advance their knowledge and careers, while associations enjoy a more engaged, loyal, and growing membership base (along with financial and reputational benefits). It transforms the association into a key partner in each member’s professional development journey.

Associations employ a variety of formats and platforms to deliver training, catering to different learning styles and schedules. Here are some of the common ways associations educate their members:

• Conferences and Seminars: Many associations host annual conferences, regional seminars, or one-day workshops where members gather in person. These events often feature expert speakers, panel discussions, and hands-on sessions. They allow members to learn about the latest trends and best practices in their field while also earning continuing education units (CEUs) or credits toward maintaining professional licenses. Conferences serve a dual purpose of education and networking, making them a flagship offering for many organizations.
  
• Webinars and Virtual Events: In today’s digital age, virtual learning has become a staple for associations. Live webinars enable members to learn from experts without the need to travel, and recordings can be archived for on-demand access. Associations might run a monthly webinar series on timely topics or host virtual “lunch and learn” sessions. These online events make education accessible to a geographically dispersed membership. For instance, during the pandemic, many associations significantly expanded their webinar and e-learning programs to continue providing value remotely. Virtual training tools (like video conferencing and webinar platforms) integrate with learning systems so that members can conveniently join sessions from anywhere.
  
• E-Learning Courses and LMS Platforms: A growing number of associations use Learning Management Systems to offer structured online courses. An LMS allows an association to create self-paced modules, quizzes, and even discussion boards for learners. Members can enroll in courses via the association’s website, take the training at their own pace, and download certificates upon completion. Topics might range from introductory 101-level courses for newcomers up to advanced specialized training for seasoned professionals. The advantage of e-learning is that it’s highly scalable – the same course can educate hundreds of members without the logistical costs of in-person events. Plus, members appreciate the flexibility to learn on their own schedule. Many associations blend e-learning with live instruction (a blended learning approach) to cater to different preferences.
  
• Certification Programs: Offering a certification or credential is one of the most structured ways associations educate members. These programs typically involve a curriculum or set of requirements (such as completing courses and passing an exam) that validate a member’s expertise in a subject. Because they confer an industry-recognized qualification, certifications are highly valued by members. Associations often develop certifications to fill skill gaps in the industry or to set professional standards. Achieving a certification not only educates the member in depth but also enhances their resume. As noted earlier, roughly one-third of associations provide some form of certification or accreditation to members. Examples include project management designations offered by construction associations or specialty certifications offered by medical societies.
  
• Workshops and Training Courses: Beyond big conferences, associations run smaller-scale workshops or multi-session training courses. These might be classroom-style programs (in-person or via Zoom) focusing on specific skills. For example, an association might offer a 4-week leadership training course for rising managers, or a half-day workshop on regulatory compliance updates. Such courses allow for interactive learning – members can ask questions, work on case studies, or engage in group exercises. Associations often partner with subject matter experts or certified instructors (who could be fellow members or external consultants) to deliver these training sessions.
  
• Mentorship and Peer Learning: Education isn’t always top-down. Some associations facilitate mentorship programs where experienced members guide newer members, which is a form of informal training. They may also set up online forums, discussion boards, or member communities where people can pose questions and share resources. While not structured as a course, these platforms educate members by leveraging the collective knowledge of the community. For instance, a young professional might learn best practices by asking questions in an association’s online discussion group. Similarly, chapter meetings or special interest groups within the association often provide learning through peer presentations and knowledge exchange. This peer-driven education complements formal training courses.
  
• Publications and Resource Libraries: Many associations also produce manuals, guidebooks, research reports, or articles that serve educational purposes. A member might receive access to an online library or knowledge center stocked with whitepapers, how-to guides, templates, and case studies. These resources allow self-directed learning. While not interactive, they are valuable references that help members solve problems and stay informed. Some associations publish monthly journals or newsletters with educational content as part of keeping members up-to-date.
  

In practice, an association will mix and match these methods to create a comprehensive learning portfolio. For example, a professional society might have an annual conference, a slate of webinars throughout the year, an LMS with on-demand courses, and a mentoring program – all working together to educate members at different levels. The key is to meet members where they are: providing both formal training (classes, certifications) and informal learning opportunities (networking, mentoring, knowledge sharing). By leveraging technology and in-person events, associations can ensure their members have multiple pathways to learn and grow.

Implementing member training programs isn’t without its hurdles. Association leaders often face challenges in engaging members and delivering education effectively. Below are some common challenges and best practices to address them:

• Engaging Busy Members: Members are often busy professionals who may struggle to find time for training. If courses are dull or inconvenient, participation will drop off. To tackle this, associations should make learning engaging, accessible, and relevant. This means using interactive content (quizzes, discussions, gamification) and offering flexible formats. For instance, providing short micro-learning modules or on-demand videos can cater to members with tight schedules. Personalization is also key – if possible, tailor the learning experience to individuals’ roles or skill levels. Associations using modern e-learning platforms have started to incorporate features like social learning communities and game-like elements to keep training fun and rewarding. The more a training program feels directly useful and enjoyable, the more members will invest their time in it.
  
• Resource and Budget Constraints: Developing high-quality training content can be expensive, and not all associations have big budgets or staff dedicated to education. Additionally, hosting in-person events incurs costs for venues, materials, and travel. To provide effective training on a limited budget, many associations are turning to online learning to scale cost-effectively. Shifting from purely classroom workshops to webinars and e-learning can significantly cut costs on logistics. Partnering with external experts or other organizations can also share the load – for example, co-hosting a webinar with a sponsor or using volunteer subject-matter experts from the membership to lead sessions. It’s important to start small and prioritize the most valuable training topics, then gradually expand. Remember that even a simple webinar series or curated list of free resources can deliver value to members without large expenditures.
  
• Keeping Content Updated and Relevant: In fast-changing industries, yesterday’s knowledge can quickly become outdated. A challenge for associations is to continuously update their educational offerings so members aren’t learning obsolete information. Best practice here is to leverage industry experts and data to refresh content regularly. Create advisory groups or committees of experienced members who can suggest new topics and review course materials for accuracy. Pay attention to member feedback and course evaluations to identify where content needs improvement. Some associations conduct periodic needs assessments or surveys to find out what skills or knowledge members currently seek. By staying attuned to industry trends (new regulations, technologies, etc.), associations can proactively introduce new training on those subjects. Agile development of courses, for example, releasing a quick webinar when big news or policy change hits, helps ensure the training catalog remains relevant and valuable.
  
• Measuring Impact and Success: How can an association know if its member training is working? Many struggle with tracking participation and outcomes. It’s a best practice to define clear learning objectives and KPIs (key performance indicators) for training programs. Associations should use whatever tools are available (LMS reports, surveys, quizzes) to measure things like course completion rates, member satisfaction scores, or knowledge gains. For instance, an LMS can provide data on how many members took a course and passed an assessment, or which topics are most popular. Additionally, tracking member retention rates, engagement in other activities, or career advancements can offer clues to training impact. By analyzing this data, associations can identify what’s working and where to improve. Regularly reporting these outcomes to leadership also helps justify continued investment in member education.
  
• Accessibility and Inclusion: Another consideration is ensuring training is accessible to all segments of membership. Not everyone learns the same way or has the same resources. Best practices include offering content in multiple formats (video, audio, text transcripts) to accommodate different learning preferences and any disabilities. Scheduling should account for members in different time zones or those who can only learn after work hours. Where possible, associations may provide scholarships or discounted training for members who face financial barriers (such as young professionals or those from smaller organizations). An inclusive training program that reaches a broad audience will maximize the association’s overall impact.
  

In tackling these challenges, many associations find that embracing technology is a game-changer. Using an appropriate training management system or LMS can automate some administrative burdens and make it easier to deliver a consistent, high-quality learning experience. However, technology is not a silver bullet – success ultimately comes from understanding members’ needs and committing to a culture of continuous improvement in educational offerings. Associations that listen to their members and innovate in their training approach will overcome these hurdles and reap the rewards of a highly skilled and engaged membership.

Member training is far more than a checkbox in an association’s list of services; it is a powerful strategy for building a vibrant, value-rich community. When an association invests in educating its members, it invests in their success, and by extension, the success of the industry or cause it represents. The best associations today are positioning themselves as lifelong learning partners for their members. They recognize that an informed, skilled membership is better equipped to face professional challenges, adapt to changes, and drive innovation.

For HR professionals and business leaders, this dynamic offers an important insight: partnering with or encouraging involvement in industry associations can greatly supplement your team’s development. Associations bring a broader, industry-wide perspective to training that can complement internal corporate L&D programs – often with a level of neutrality and specialized expertise that individual companies might not have. By supporting employees’ participation in association training (or by leveraging association resources for your staff), organizations can benefit from the upskilling and networking that these communities provide.

In conclusion, member training sits at the heart of how associations deliver value and remain relevant. It strengthens the bond between the organization and its members by aligning with their personal and professional growth goals. An association that commits to being a learning community will likely see not only more knowledgeable members, but also a more loyal and active membership. In an era where knowledge is key to advancement, associations that educate their members are building the foundation for sustained engagement, mutual benefit, and collective progress.

FAQ

What is member training in associations?

Member training is educational programs provided by associations to help members develop skills, expand knowledge, and earn certifications relevant to their profession.

Why is member training important for associations?

It enhances member engagement, attracts new members, promotes industry advancement, generates revenue, and boosts the organization’s reputation.

What formats do associations use to deliver training?

Associations employ in-person conferences, webinars, online courses via LMS, certification programs, workshops, mentorship, and resource libraries.

What are common challenges in member training and how can they be addressed?

Challenges include engaging busy members, resource constraints, content relevancy, and measuring impact; solutions involve flexible formats, online delivery, regular updates, and tracking outcomes.

How does member training contribute to building a learning community?

It fosters ongoing professional development, networking, knowledge sharing, and strengthens loyalty, making the organization a vital lifelong learning partner.