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A number of economic factors are driving associations to re-think the products and services they are providing to members. The reality is that members are demanding greater value for their membership dues investment and that associations themselves are under increasing pressure to find new resources to fund products/services. A certification program has become an increasingly attractive way for associations to address both issues. From the members’ perspective, certification is an excellent way to differentiate themselves in their profession as individuals that meet specific professional qualifications (education, knowledge, skills, quality, etc.) and have been granted recognition as such. The profession also benefits by having established standards of professional practice. The profession or occupation is able to regulate itself by using the standards that are developed through the certification program. Lastly, the association benefits by being able to provide its members with a program that offers significant value. While a credentialing process is almost always voluntary, most members strive to achieve certification because of the ‘status’ and business advantages it offers. This built-in member demand, while it may require re-directing valuable association resources to meet, provides the association with a new opportunity to generate non-dues revenue. (more)
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