In a professional landscape where credentials matter more than ever, certification programs are becoming increasingly valuable to both individuals and organizations. For the associations that offer them, certifications can elevate the profession, grow membership, and generate significant revenue. However, scaling these programs can be a challenge for many associations. The solution? Multi-channel training partnerships.
Beyond Traditional Training Models
Traditionally, many associations have relied primarily on their own resources to deliver certification preparation. While this approach offers control, it also limits reach and growth potential.
“The associations with the most successful certification programs have moved beyond single-channel delivery,” explains Kim Rudrud, Vice President of Partner Channel at Holmes Corporation. “Those implementing multi-channel partnership models typically see 45-75% of their annual certification preparation revenue generated through strategic partnerships.”
This multi-faceted approach brings together diverse training providers—each with unique strengths—to create a more robust and accessible certification ecosystem.
Mutually Beneficial Strategic Partnerships
Multi-channel strategies typically involve a broad range of partner types, spread across the globe, each bringing distinctive advantages to the certification ecosystem:
- Higher Education Institutions: Colleges and universities offer academic credibility and extensive reach. Their established infrastructure and educational expertise provide a natural home for certification programs. The University of Maryland Global Campus exemplifies this approach, delivering certification preparation nationwide and globally through asynchronous online learning supplemented with live virtual sessions.
- Community Colleges: With deep local connections and workforce development missions, community colleges excel at making certifications accessible to regional professionals. Many leverage state funding programs to make certification more affordable, bundling costs for books, learning systems, and sometimes even exam fees.
- Corporate Training Departments: Organizations increasingly incorporate certification into their professional development strategies. Companies like Insperity coordinate organization-wide certification programs that align with internal career advancement opportunities, often providing education assistance benefits to offset costs.
- Association Chapters: Chapters have close ties with their associations and a passion for the profession. They have access to the local market and, while the revenue generated from certification preparation courses is welcome, they typically keep fees low to better serve members. In addition, chapter leaders and members are ideal instructors.
- Specialized Training Providers: Explore partnership opportunities beyond traditional training providers such as independent, for-profit consultants and workforce development centers. These alternative partnerships bring additional market reach, focused subject matter expertise and flexible delivery options. They can lead the way in innovative teaching approaches and can quickly adapt to changing market needs.
Value Created Across the Certification Ecosystem
Multi-channel partnerships create value at every level of the certification ecosystem.
For Associations:
- Geographic and demographic reach far beyond what could be achieved independently
- Increased certification adoption rates and program revenue
- Enhanced market credibility through alignment with respected educational institutions
- Greater global accessibility through local partners in different regions
For Channel Partners:
- Additional revenue streams that complement existing educational offerings
- Ready-to-use curriculum and comprehensive instructor resources
- Association branding that adds credibility to their educational portfolio
- Access to industry-recognized content without development costs
For Professionals:
- More accessible, flexible certification preparation options
- Training that accommodates diverse learning preferences and schedules
- Networking and connections with fellow credential candidates and instructors
- The career advancement benefits of a globally recognized credential
For Employers:
- More effective employee retention through professional development
- Standardized knowledge and vocabulary across multinational operations
- Faster, more effective decision-making through shared professional frameworks
- Access to cutting-edge industry knowledge through certification content
Five Keys to Partnership Success
For associations considering a multi-channel approach, several strategic elements are critical:
- Partner Selection Criteria: Choosing the right partners is essential. Use data such as market size, reach, reputation, revenue potential, level of engagement, staffing and capacity for growth to prioritize partnerships and manage ongoing support.
- Clear Quality Guidelines: Establish comprehensive standards for instructor qualifications and program delivery.
- Standardized Learning Materials: Provide partners with high-quality, consistent learning resources that ensure all candidates receive similar preparation.
- Partner Marketing & Support Systems: Develop marketing materials, training resources, and regular communication channels to help partners succeed. Work with partners to promote certification programs through complementary channels.
- Flexible Delivery Options: Support various learning formats to accommodate diverse learner needs across different contexts.
Looking Ahead
As the certification landscape grows more competitive, the most successful certification programs will be those that embrace collaborative approaches to growth. Multi-channel partnerships offer associations the ability to scale their impact while maintaining quality—reaching more professionals, generating more revenue, and ultimately advancing their missions more effectively.
“We are elevating professions across the globe,” notes Rudrud. “Through these partnerships, we’re making certification more accessible and creating value for everyone involved.”
If your association is looking to enhance its certification program through strategic partnerships, Holmes Corporation can help. Visit us online at holmescorp.com or contact us at [email protected] to learn more.
