Webinar Recap: Modern Learning Strategies for the Modern Association

Today's members expect more than one-size-fits-all courses. They're looking for personalized learning from a trusted source, opportunities to connect with peers, and content delivered in a way that fits their real lives.

In a recent webinar, Andy Hicken, VP of Technology Solutions, and Terri Herrmann, Chief Marketing Officer at Forj, explored how modern associations are evolving their learning strategies to better meet member needs, deepen engagement, and generate sustainable revenue. Here, we're summing up their insights and key takeaways from the live session. 

The Intersection of Learning and Community 

Each year, Forj's State of Member Experience (MX) survey captures what it's like to be a member of a professional association—from feelings and attitudes to needs and frustrations. The research consistently points to three key trends:

1. Members join for peer-to-peer connection and opportunities to learn.
2. Members stay for the same reasons—learning and community. 
3. Members leave when the value of membership isn't clear or consistent.

The member experience gap is growing. Expectations rise each year, but many associations struggle to keep pace. One of the most powerful levers for closing that gap? Designing more effective learning experiences.

Learning Is Bigger Than Just Your Courses

It should come as no surprise that learning is changing. Members now expect formal education and informal, social learning with peers. And while structured courses are often treated as "the product," they're only part of the picture.

Informal learning—like peer conversations, mentoring, and community interaction—is just as valuable and should be considered part of your learning portfolio. 

How to Treat Learning Like a Product, Not Just a Program

Modernizing your association's learning strategy requires you to adopt a product development mindset. That means approaching learning like a product team would, by researching user needs, iterating quickly, and responding to real-world feedback.

Here's the 5-step process that can guide your transformation:

• Member Research

• Idea Generation and Concept Development

• Design and Development

• Go-to-Market Strategy
• Ongoing Analysis

Let's look at each step in more detail, along with practical strategies you can implement at every stage.

Understand your audience. What's missing from their learning journey? What are their biggest pain points? Use surveys, focus groups, interviews, and analytics to uncover unmet needs, especially across different stages of career development.

Use your member data and feedback to shape new topics, formats, and delivery methods. At this stage, AI can play a powerful role in helping you summarize insights and generate new ideas.

According to Forj's research, 91% of association members say they trust AI-generated content, as long as it's reviewed by a subject matter expert.

Use AI with intention and focus to create personalized learning journeys: 

• Upload course evaluations and ask AI to analyze open-text feedback.
• Pull recent community discussions or posts and ask AI to summarize emerging themes.
• Use these insights to brainstorm new course ideas or member journeys.

Design engaging, personalized learning experiences informed by your research. Today's members favor blended learning, which combines on-demand coursework with live instruction and peer-to-peer collaboration.

Consider these strategies that support blended and personalized learning:

• Live Q&A sessions alongside on-demand courses
• Webinars and virtual events that complement self-paced modules
• Interactive elements like group discussion boards or case studies
• Microlearning: short, digestible lessons that fit into busy schedules

Remember, informal learning matters just as much. Boost engagement with:

• Online forums tied to course topics
• Ask-me-anything sessions with high-profile subject matter experts
• Peer-to-peer discussions in virtual classrooms
• Mentorship programs that connect learners with experienced professionals

Learning can—and should—drive revenue. A well-thought-out pricing and promotion plan ensures your offerings are sustainable and valuable.

Pricing models to consider include:

• Subscription Model: Provide access to a full catalog for a flat fee
• Pay-per-Course Pricing: Offer flexible, à la carte options
• Tiered Pricing Structures: Let members choose from basic to premium options (e.g., mentorship, live sessions)
• Bulk Purchase Options: Offer packages or group pricing to organizations looking to train teams

When it comes to marketing, expert positioning matters. Members are more likely to engage when they see familiar faces and trusted voices:

• Feature short promotional videos from course directors
• Showcase presenter bios and photos on course pages
• Include opportunities to interact with experts via live Q&A or discussion threads

What's working today may not work tomorrow, so it's critical to use data to continuously improve your learning programs.

Track key metrics like:

• Course Completion Rates: Are members finishing what they start?
• Engagement Levels: Are they participating in discussions and activities?
• Learning Outcomes: Are they gaining skills, certifications, or promotions?
• Course Evaluations: How are members rating the quality and relevance of content?

Don't overlook the goldmine of insight that's also available in your online community:

• Discussion Activity: Identify topics members are most curious about and turn them into future learning experiences.
• Search Terms: If members search for something and find nothing, you may have just uncovered your next content opportunity.  
• Post Purposes: Understand why members post: Are they searching for answers, offering advice, seeking recommendations, or looking to connect?

The Bottom Line: Make Learning a Member Experience, Not Just a Course Catalog

Your members are learning all the time, both formally and informally. And they're seeking more than just content. They want connection, context, and learning that fits into their lives and helps them grow.

Associations that treat learning as a dynamic, evolving product—guided by data, informed by their communities, and designed for flexibility—will be best positioned to deliver lasting value and stay ahead of rising member expectations.

To watch the webinar on-demand or explore more modern learning strategies, access the Modern Learning Collection.