Associations have long been trusted as stewards of professional development. But as continuing education evolves, new players are reshaping the landscape. To meet changing member expectations and stay ahead, associations have a powerful opportunity: to transform from compliance providers into catalysts for career growth.
The Real Opportunity: Earning Greater Relevance
The demand for professional learning is growing—but many associations find themselves competing with universities, employers, and online platforms that offer flexible, career-aligned learning experiences. Professionals are seeking accessible, practical, and personalized learning options that help them advance in their careers.
A 2024 report by Forj found that 92% of association members who prioritize continuing education also have specific credentialing needs. Yet many still look outside of their associations to fulfill them. This signals a need to reimagine what continuing education can look like within the association space.
Why Members Are Exploring Other Options
Today’s learners have more choices than ever, and their expectations are shifting:
- Career-aligned learning: They seek programs that deliver real advancement opportunities.
- Flexible formats: Short, practical, and on-demand options that fit into their lives.
- Engaging experiences: Opportunities to connect, apply knowledge, and receive feedback.
- Recognizable outcomes: Credentials and skills they can showcase.
Associations continue to offer tremendous strengths—credibility, industry focus, and community. But unlocking their full value requires a learning experience that matches how professionals live and work today.
A Strategic Shift for Lasting Impact
Associations don’t need to start from scratch. But to remain central to their members’ professional growth, they can benefit from a strategic shift:
From content provider → to skills architect
Design learning journeys that reflect members’ goals, roles, and growth pathways.
From compliance engine → to credentialing partner
Supplement required certifications with cutting-edge microcredentials and real-world application.
From event-centric → to learner-centric
Move beyond periodic events to offer modular, year-round learning options.
From committee-led → to insight-driven
Use data, feedback, and trends to make timely, responsive decisions about content.
A Modern Learning Model for Member Success
Associations that lead in continuing education are embracing these practical strategies:
Tiered Learning Pathways
Structure programs around clear career stages or specializations so members know how to progress. Consider leveraging tools like AI to offer personalized pathways for members as they grow in their careers.
Partnerships That Expand Value
Collaborate with employers, industry partners, and education providers to amplify impact. This might mean creating co-branded content or becoming a curator of qualified partner content.
Modular, Applied Content
Break courses into focused, flexible units that help members learn skills in the time they have available. Design content that solves real problems and provides members opportunities to apply those skills through creative assessments.
Interactive, Connected Experiences
Foster engagement through live sessions, community forums, and collaborative learning. Borrow from the flipped classroom model to think about how content can meaningfully supplement conference experiences.
Tech That Enables Growth
Invest in platforms that offer seamless access, personalization, and social connections
Moving Forward with Purpose
Associations are already trusted, connected, and mission-driven. Continuing education is a natural extension of that mission—but only if it evolves with member needs.
- Position continuing education as a core offering, not just a benefit.
- Make learning feel personal, accessible, and actionable.
- Use insight and iteration to keep pace with an evolving professional landscape.
With the right strategy and tools, associations can reclaim their leadership in lifelong learning—and deliver the value today’s professionals are looking for.
Is Your Association Ready to Up Its Continuing Education Game?
All this may be beyond the scope of many association professionals’ skills and experience. Noodle has partnered with numerous organizations beyond higher education to develop focused, accessible continuing education courses. Our skilled learning designers work with your team and your members to develop accessible, up-to-the-minute content personalized to your member needs, and integrated with work experience.
Let’s Talk.
