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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 Group Kate Aberle Francine Butler Shannon Carter Melissa Corrigan Jim Kendzel Lenora Knapp Marsha Rhea Mickie Rops Andrea Rutledge 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 Benefit Sponsored by Association Governed by Association Earns Income for assoc (not fees) Ups number of members Member retention 3.17 3.33 3.30 3.46 3.62 4.01 Member participation Member involvement Member purchasing 3.57 3.74 3.45 3.60 2.67 2.86 Association visibility to public Reinforces association values 3.89 3.67 4.43 4.35 3.26 Legitimacy as voice to government Scale is 1 to 5, with 5=to a great extent http://nonprofit.chass.ncsu.edu/asae/overview/ 2.71 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/