One of the main reasons members join associations is a desire to access learning opportunities and resources. Whether you’re offering special training sessions, educational databases, or certification programs, your members are looking for ways to get ahead in their industry.
But how can you deliver your association content in a way that reaches your members?
Everyone has different strengths and interests when it comes to how they learn. For some people, a simple pamphlet will give them everything they need, but others will feel uninterested or unfulfilled. While there is no evidence that catering to an individual’s learning style will accelerate and enhance their learning, your members still have their preferences when it comes to consuming and engaging with your association’s content.
There’s no such thing as a one-size-fits-all strategy for connecting with your members. By discovering how to reach your members as individuals, you’re more likely to build lasting relationships. The same holds true for employee development programs.
Here are four common learning preferences and how you can appeal to them in your association’s content.
What are common learning preferences?
In order to create association content that best suits your different members’ preferences and interests, you first need to understand some common learning preferences they may have:
- Visual. These learners prefer to acquire information based on visual imagery. When it comes to learning, they usually find diagrams, flowcharts, pictures, and symbols more engaging.
- Auditory. These learners may feel most engaged when they hear information aloud. They value lectures and often want to make a recording they can listen back to later.
- Kinesthetic. These learners typically enjoy having the opportunity to engage all of their senses and work with hands-on examples.
- Reading/writing. These are your note-taking champions! They prefer to learn through reading, writing, and rewriting notes to retain information long-term.
The educational resources you offer in your association content should be diverse enough that members with varying learning preferences can find what interests them the most. Whether you’re putting on a virtual conference or teaching a more hands-on workshop, make sure there’s something for everyone.
When you’re trying to recruit new association members, try to diversify your content on the webpage where you pitch your membership model. If you include text, visuals, and videos, you’re likely to catch more people’s attention.
What are some ways to engage these learning preferences?
To start, consider building an online resource directory for members to choose what works best for them. Showing them their options and giving them the power of choice lets them shape their member experience themselves. Offering bite-sized previews of educational content will let them discover what they most want to engage with.
In terms of your association content itself, here are a few ways you can engage common learning preferences in your training and educational courses:
Visual Learners
For your members who prefer learning through visuals, build up some association content that includes diagrams, charts, and pictures. They’ll likely appreciate a dynamic PowerPoint with appealing colors and clear visuals. Be sure to offer the slides for review after the presentation is done.
Another great option for these learners is to offer video content. If you create pre-recorded video courses, these members can go through them at their own pace. Plus, it will save you the time of re-teaching courses live over and over again.
Auditory Learners
Some of your other members may prefer learning from panels, discussions, and firesides between industry professionals at either in-person or virtual events. If you’re going virtual, be sure to offer a recording to listen to later.
Furthermore, as long as the audio is just as comprehensive as the visuals, videos can be particularly engaging for your more auditory learners as well.
Podcasts are another unique option for these members. If they can take in your association content on walks, at the gym, or in their cars, they’ll keep your organization at the front of their minds more often.
Kinesthetic Learners
Your association’s more kinesthetic members may prefer to engage with your learning content in a more active way. These are your ideal candidates for in-person workshops and hands-on training courses.
These members will be super excited to receive branded swag like stress balls, or other tactile objects. In a virtual setting, try going for games that quiz their knowledge and let them directly participate.
Reading/Writing Learners
Finally, you may have some members who particularly enjoy reading and writing. These individuals will really appreciate your blog content. Including ebooks in your resources will also be a great point of connection.
At in-person events, be sure to print out copies of educational brochures as post-event supplementary reading. These members will also value gifts of branded notebooks and pens for taking notes on your association content.
If you’re running a virtual event, be sure to include closed captions during the videos, as well as a transcript after. In general, this is a best practice for accessibility.
What are the benefits of appealing to learning preferences in your association content?
Tailoring your association content to engage different learning preferences is a creative and worthwhile way to connect with your members. This variety of association content will make your events, training courses, and certification programs more appealing to a broader group of members at all stages in their membership journey, from onboarding to long-term retention.
Not only will putting extra thought into content delivery boost engagement, but it can also bring in extra non-dues revenue. After all, the more tickets you can sell to events, the more money you can make in the long run. Access to content at different membership tiers or one-off content purchases can also help strengthen your bottom line.
Innovating on association content
A key part of association management is offering valuable resources and opportunities to your members. After all, people become association members because they are looking to learn more about their industry. By diversifying your association content and appealing to how different members prefer to learn, you can both retain members and increase your revenue over time.
Remember: people want to engage with your educational resources! Keep your content exciting and accessible, and you’ll make members for life.
