Last year, nearly one in two surveyed Americans made New Year’s resolutions related to their work or career. Chances are, many of your association’s members have similar resolutions at the start of 2025. Whether they plan to take on more leadership responsibilities or learn a new skill, they’ll likely be looking toward your organization for the tools to do so. One way to meet this need is by launching or optimizing your association’s professional development program.

A well-rounded professional development program is more than simply a component of your association’s marketing strategy. When you adapt your program to the specific expectations, preferences, and goals of your members, your organization becomes an invaluable resource that they’ll gladly invest in for years to come.

To help your association improve its offerings and boost member engagement, let’s explore what today’s members are looking for in a professional development program.

Microlearning Opportunities

Your members are busy people. Even if they intend to engage with your association’s educational resources, they may not find enough time on their calendars. Make it easy for your community to enjoy these benefits and experience the value of their membership by creating opportunities with varying commitment levels.

Microlearning activities are perfect for members who want to devote five to 15 minutes at a time to learning something new. Some popular microlearning ideas include:

• Online flashcards for exam preparation
• Short video tutorials covering basic skills or tips Interactive problem-solving scenario exercises
• Brief podcast episodes that focus on a specific topic
• Articles to read each week, accompanied by a follow-up quiz

Survey your members to identify which activities, skills, and topics they’re most interested in. A healthcare association, for example, might appeal to new and existing members by providing quick HIPAA patient privacy refreshers, stress management tips, and ethical dilemma exercises.

Tailored Learning Pathways

Your members have varying goals when they join your association. The more aligned your professional development opportunities are with their needs, the more likely they are to appreciate and engage with your organization long-term.

To provide members with more tailored learning experiences, many associations use a learning management system (LMS) to manage and streamline their educational programs. According to , an LMS provides each member with a personal dashboard for exploring content, tracking their learning progress, and viewing their achievements. You can design learning pathways that guide members toward specific skills or certifications, using badges to reward them along the way.

Plus, some LMS platforms support multiple languages, allowing your association to provide members with more flexibility in how they consume your educational content. When researching LMS options, consider your member base and their needs to ensure that you have all the necessary tools to deliver high-quality learning experiences tailored to their specific goals.

Social Learning and Community

Marketing General’s “Membership Marketing Benchmarking Report” found that the top reason members join an association is to network with others in their chosen profession. Pursuing new career opportunities or advancements is exciting, but it can be daunting at the same time. When members participate in your professional development program, they’re not just looking for educational resources, but a community that will support their learning journey.

Your association can provide social learning opportunities such as:

• Live polls and breakout sessions during virtual workshops or webinars
• Online discussion forums for members to discuss topics and questions
• Mentorship programs that pair young professionals with more experienced mentors in the industry
• Leaderboards and badges that encourage member interactions and friendly competition
• Resume review meetups both online and in person

Double the Donation highlights skills-based volunteering as another engaging way to practice skills and make new connections. Beyond inviting members to sign up for volunteer roles at your association, consider partnering with local nonprofits to organize dedicated community service projects that they can participate in.

As your association makes changes to improve its professional development program—from implementing a new LMS to creating new types of content—look for upward or downward shifts in member engagement to evaluate your performance.

Monitor course completion rates, certifications or badges earned, and the number of active users on your platform every month to identify what does and does not resonate with your members. Send out quarterly or bi-annual surveys to collect their direct input and stay on top of their latest goals. In doing so, your association will remain a relevant, influential part of their lives, whether they’re at the start of their careers or well-established in their professions.