Associations: Solving the Skills Gap with Digital Credentials

Associations around the world face a common challenge — how to remain relevant and expand their footprint in their particular domain.  Success depends on the ability to create value for their brand.

In the past, they achieved this in part by selling continuing education content to members, either directly or indirectly through conferences and forums. Before the rise of social media and cloud computing, associations competed to attract new members — but only in a subtle “non-profit” sort of way.

It’s different now.  Associations face fierce competition from academic institutions, for-profit training companies and even individual subject matter experts.  These diverse entities all sell accredited continuing education content — and they’re starting to make a dent in the U.S. “skills gap” problem.  So increasingly, non-profit associations must compete in a “for-profit” manner to win business for their continuing education programs.

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