by Tobin Conley, Senior Consultant
The current economic climate and related pressure on association budgets has caused many non-profits to take another look at opportunities offered by establishing or overhauling existing online learning programs. A good many associations had shied away from embracing eLearning in the years after the dot-com bust, citing unworkable business models and unrealistic income expectations (leading to the oft-repeated appropriation of the line from Field of Dreams—“If you build it, they will come”—when in fact, they did not). However, a combination of budgetary restrictions—which often include travel restrictions—as well as an increased need to do more with less have led many in the association community to reassess how technology can help further their educational mission.
Another factor in reigniting the interest in eLearning programs involves recent technological advances among learning management systems (LMS). The increasing popularity of podcasts, Webinars and social networking tools has enabled many associations to take advantage of these new and emerging technologies—often most fruitfully by engaging in blended learning programs that make the most of both face-to-face and electronic communications.
Some LMS vendors have also responded by focusing more attention on the association market as an alternative niche to offering only corporate-based systems. This often means that they need to rethink how their tools are applied. Many LMS platforms were originally designed to serve large corporate customers and the internal talent management of their workforce; however, an increasing number of vendors have learned to creatively apply their applications to serve the needs of associations, whose learning audience is largely comprised of external constituents such as members and prospects.
One notable differentiation about the current eLearning revival in the association community is the focused attention on how eLearning fits into an organization’s overall strategic plan. Rather than viewing eLearning as merely a source of potential non-dues revenue, more and more associations are seeking to provide value to their members from such programs. To do so, those programs must form a coherent part of the association’s plan. Instead of shouting “ready, fire, aim!” many non-profits are creating an eLearning strategy even before seeking the tools for program implementation. This approach should help guarantee a more coherent and meaningful experience for learners, as well as more successful outcomes for associations.
To hear more, tune in to an interview on this topic from the ASAE Annual Meeting in Toronto.