To certify or not to certify. That seems to be the debate among association professionals.
CAE. APR. They’re just letters, right? Sort of.
When listed after someone’s name, they add credibility. And on a resume, those letter combinations pique employers’ interests since it means candidates strive for professional development. Whether it’s for prestige, a salary bump or a resume builder, people from all industries seek out certification programs.
So it’s a safe bet that just about every industry has them. But the question is, should your association offer certification programs?
Such programs can be costly and sometimes there are legal loopholes, said Mickie Rops, principal consultant for Mickie Rops Consulting, LLC. It’s tempting to jump on the certification bandwagon but first, it’s important to conduct research. And lots of it.
The three reasons most associations cite for starting certification programs are to generate revenue, to increase attendance at events and to one-up (or at least match) their competitors, Rops said.
Increasing revenue is a good goal to have, but it takes time. And too often, associations measure success with dollars. But money should never be the motivating factor.
In addition, while boosting attendance may seem tempting, the best way to increase interest is to improve curriculum. If your association needs a certification program to draw attendees, chances are, better content would do the trick.
Finally, while it’s human nature to compare, associations often wear blinders when doing it. For example, your association may think its program is better – and it might be. But the key is to determine the market demand.
How? Research: What’s already out there? How can your certification program complement – not compete with – existing programs? Remember, Rops said, just because your competitor does it, doesn’t mean you should.
Ask your members what they want. But rather than simply asking if they would be interested in a certification program, explain to them the specifics of the program – goals, eligibility criteria, testing requirements, etc. – and provide a timeline. This will help to avoid the inflated “yes” answer.
Mickie Rops, principal consultant for Mickie Rops Consulting LLC
“The key is to agree to step back and strategically consider what you are trying to accomplish and determine if certification is the most effective strategy for accomplishing it,” Rops said. “Yes, this may delay progress for a month or two, but it may very well save your association a costly mistake or help develop a certification program that’s much stronger for it.”
But where does an association start? The first step is to determine goals, and this might be a good project for a board of directors. Possible goals could include protecting health and safety, enhancing career mobility and opportunities for individuals or providing performance standards. Once you determine goals, make sure they align with your association’s mission.
Next, an association should weigh opportunities vs. obstacles, Rops said. Certification programs can provide improved visibility for the field/industry, but they can also create a rift between certified and non-certified members, and with partnering organizations. Your organization needs to decide if that’s a risk it’s willing to take.
And finally, associations should examine whether offering certification programs is truly feasible. Things to consider: Do you have enough staff to support such a program? Do you have enough funds? (Research alone usually costs $100,000 plus, Rops said.)
I’d like to open this up for further conversation. If your organization offers certification programs, what was the impetus for starting them? How do you measure the success of such programs?
Filed under: Associations, Learning, Professional Development Tagged: associations, certification, certification programs, conferences, market research, Mickie Rops, Mickie Rops Consulting LLC, Professional Development
