As membership organisations strive to stay relevant in a rapidly evolving world, many associations are grappling with significant challenges. Studies show that up to 60% of online course registrants fail to complete their learning pathways, and membership attrition rates are climbing, with some sectors experiencing annual losses as high as 20%. These trends suggest a clear need for solutions that engage members more deeply and support them with career-enhancing opportunities that make their membership indispensable.
One solution seeing success is the development of a private Learning and Talent Marketplace—a dedicated digital platform where members can document and certify their skills, set career aspirations, and access tailored, data-driven learning resources aligned with real industry needs. This solution not only raises engagement but also has the potential to become a significant new revenue stream. One association already realising these benefits is the European Cybersecurity Association, which implemented a Learning and Talent Marketplace that enables members to upskill in real time with exclusive courses, certifications, and networking opportunities. This marketplace has created a new level of engagement and increased retention by providing members with the tools they need to thrive in a rapidly changing landscape.
An essential feature of these marketplaces is auto-certification, allowing members to instantly validate new skills and credentials, which they can then add to their professional profiles. This real-time credentialing not only enhances the member experience by allowing them to see immediate benefits from their training but also makes learning directly applicable, which drives higher completion rates. Unlike traditional learning systems, which often leave certifications as an -afterthought, auto-certification empowers members by making their new skills more visible, valuable, and credible within their professional network.
Additionally, a Learning and Talent Marketplace enables members to have a Skills Passport, where they can document their full spectrum of skills, track their professional growth, and pursue personalised pathways based on career goals and industry trends. The Associations’ Skills Passport not only motivates members to continue learning but also gives associations powerful insights into the aggregate skills within their network.
One of the greatest underutilised assets for associations is their skills data. For many organisations, this data remains static, often housed in spreadsheets or used sparingly in annual reports. But with a private marketplace, this data can be transformed into a dynamic, strategic resource through the power of a Global Skills Taxonomy.
With real-time mapping, the marketplace allows associations to visualise the supply and demand of skills across their network, spot future learning needs, and create targeted content that truly reflects the skills members want to develop
This is a powerful shift. Instead of merely reporting skills data retrospectively, associations can now act on it in real time, guiding curriculum development, shaping strategic partnerships, and forecasting industry needs. Imagine, for example, an association being able to identify a rise in demand for digital project management skills within its membership and responding proactively with tailored, high-value training that members are likely to complete because it directly supports their career growth
One of the critical values of a Learning and Talent Marketplace is its capacity to support diversity and inclusion within associations. By leveraging Skills 1st Matching, the marketplace matches members with training opportunities based on their individual skill level rather than traditional job titles or qualifications. This broadens access and ensures that members at all stages of their careers, regardless of digital proficiency or prior education, can benefit from the association’s offerings.
Such an inclusive approach not only drives engagement but also fosters a more supportive and diverse community where members feel that their development is valued and supported.
Beyond supporting individual member growth, a Learning and Talent Marketplace can also contribute to an association’s financial sustainability. By offering exclusive certifications, skill mapping, and real-time professional insights, associations create tangible value for members. This not only increases engagement but also provides a way to monetise the platform. For example, the European Cybersecurity Association’s marketplace is now an attractive feature of membership, serving as both a recruitment and retention tool, as well as a new revenue stream
A well-designed marketplace becomes an indispensable part of the membership package, ensuring that members see clear, career-enhancing value in their affiliation with the association. As the world shifts towards lifelong learning, associations can position themselves as indispensable partners in their members' professional journeys.
To explore how a Learning and Talent Marketplace can transform your association’s strategy and member engagement, we invite you to join our Masterclass Webinar on developing and launching a sustainable marketplace. This session will provide actionable insights and proven strategies on how to enhance member engagement, optimise skills data, and drive lasting revenue.
A special event for readers of the UIA newsletter "Association Learning and Talent Masterclass Webinar" on the 10th Dec 2024 and the 8th Jan 2025. Tickets are available here (10th Dec) and here (8th Jan). Early registration is advised to also receive the live recording.
Vanessa has collaborated with global organisations across education and skills-first initiatives, presenting to Fortune 100 companies, the European Commission, councils, and higher education institutions. Her mission is to support organisations and educational providers in bridging the skills gap, fostering inclusivity, and ensuring no talent is left behind. You can book a Skills Discovery Meeting with Abodoo to learn more about how a tailored Learning and Talent Marketplace could deliver lasting value for your association and its members.
Online Course Completion Rates:
According to a 2019 study by Harvard’s Division of Continuing Education, average completion rates for online courses are around 60% or lower, with some reports indicating much lower figures depending on course type and platform.
Data from the Journal of Online Learning and Teaching (JOLT) and edX have also noted historicall;y low completion rates in online learning environments.
Membership Attrition in Associations:
The American Society of Association Executives (ASAE) frequently publishes reports on membership trends in associations, including retention rates and reasons for membership lapses. Their annual "Membership Marketing Benchmarking Report" offers insights into common attrition rates and contributing factors.
Marketing General Incorporated’s (MGI) "Membership Marketing Benchmarking Report" (2023) highlights retention rates across sectors, noting that some associations experience annual attrition rates of 20% or more.
Issue #14 – December 2024