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Leveraging Your Credentialing Program
Mary Tschirhart NC State University
Institute for Nonprofits [email protected]
http://nonprofit.chass.ncsu.edu/asae/overview/
OVERVIEW
• Who’s Responsible• Study Basics• Credentialing Landscape• Credentialing Benefit to Association• Member Capture • More to Come…
http://nonprofit.chass.ncsu.edu/asae/overview/
WHO’S RESPONSIBLE
Supported by ASAE Foundation
Monica Dignam Chelsea Killam
Assisted by ASAE Advisory GroupKate Aberle Lenora Knapp
Francine Butler Marsha Rhea
Shannon Carter Mickie Rops
Melissa Corrigan Andrea Rutledge
Jim Kendzel Roy Swift
David Woodbury
http://nonprofit.chass.ncsu.edu/asae/overview/
STUDY BASICS
HOW DO ASSOCIATIONS BENEFIT FROM CREDENTIALING PROGRAMS?
• Review of empirical literature • Found accreditation, certification programs n=800 • Web survey to credentialing entity: 38% response
rate, n=242 • Website and document review• Interviews• Survey to association reps
http://nonprofit.chass.ncsu.edu/asae/overview/
CREDENTIALING LANDSCAPE
• Liberal use of terms • Many providers
27.5 % Autonomous entity sponsored by but not governed by association
45.1% Program within association controlled by association leadership
23.8% Nonprofit with no formal affiliation with association
3.6% For-profit with no formal affiliation with association
http://nonprofit.chass.ncsu.edu/asae/overview/
CREDENTIALING LANDSCAPE
• Participation Growing, Individual 54% Other 59%• Revenues Expected to Grow, 59%• Most operating with Net Gain, 59% (loss 16%, even 24%)• Non-accredited programs more likely to operate with loss or
break even • Competition, great 14.7%--none 29% • Need to defend value, great 23%--no 10%• Dependence on program $, great 27%--none 25%
http://nonprofit.chass.ncsu.edu/asae/overview/
BENEFIT TO ASSOCIATION – credential for individual
Scale is 1 to 5, with 5=to a great extent
Benefit Sponsored by Association
Governed by Association
Earns Income for assoc (not fees) 3.17 3.33
Ups number of members 3.30 3.46
Member retention 3.62 4.01
Member participation 3.57 3.74
Member involvement 3.45 3.60
Member purchasing 2.67 2.86
Association visibility to public 3.89 3.67
Reinforces association values 4.43 4.35
Legitimacy as voice to government 3.26 2.71
http://nonprofit.chass.ncsu.edu/asae/overview/
Member Capture
• SPONSORING ASSOCIATION 2 to100%
mean is 47%
• GOVERNING ASSOCIATION
0 to100%
mean is 40%
http://nonprofit.chass.ncsu.edu/asae/overview/
BENEFIT TO ASSOCIATION – credential for individual
Perceived difficulty of obtaining and retaining individual certification NEGATIVELY related to:
• Benefit to member #s• Purchasing of members
BUT…
http://nonprofit.chass.ncsu.edu/asae/overview/
HIGHER Member Capture
• Have to take steps to retain certification • Not easy to retain • Policies & procedures for conflict resolution • Monitor compliance • Offer networking opportunities • Designed to safeguard impartiality • Standards require frequent updating • Important to association mission
http://nonprofit.chass.ncsu.edu/asae/overview/
HIGHER Member Capture
• Mandated requirement for license• Not related to financial goal • Not related to budget size
http://nonprofit.chass.ncsu.edu/asae/overview/
HIGHER Member Capture
Benefits Emphasized • Promotes ethical conduct• Encourages sharing of innovations• Expands opportunities of credential holders• Justifies charging a price premium• Safeguards public• More…
http://nonprofit.chass.ncsu.edu/asae/overview/
More to Come
• More coding • More data collection• Discussion with advisory group • Study report• Member perspective? • Marketing approaches? • Tracking of programs?
http://nonprofit.chass.ncsu.edu/asae/overview/
Thanks!
http://nonprofit.chass.ncsu.edu/asae/overview/
