Establishing a new professional credential or certification is no small task. Many professional associations and nonprofits often struggle to build awareness, showcase the value of that new professional opportunity, and drive enrollment into the program.
However, many orgs are now experimenting with interactive content interactions, creating immersive experiences that highlight the need for a new credential, showcase the opportunities of having one, and delivering personalized options and recommendations for members. The results have been pretty impressive. Let’s look at an example.
How the AMA used interactive content to launch a new professional credential.
The American Management Association is a nonprofit, professional organization for the promotion of management—providing education, networking, and career development opportunities for their membership. The AMA offers online and in-person training courses, and is chosen by many Fortune 500 companies as their go-to source for training solutions.
The AMA launched a new credential, the “AMA Certified Professional in Management.” They wanted to explore using interactive content interactions to introduce their membership to the credential and explore how it could help them advance their careers. The AMA had three goals, specifically:
- Build awareness of their new professional credential
- Introduce members to the types of content on the exam
- Benchmark and knowledge-check current members
By leveraging CredSpark’s interactive content and assessment engine, the AMA created an immersive, evaluative tool that not only achieved their business objectives, but delivered real value to the participants, as well as informative data on members’ current knowledge in the management material. Plus, this immersive experience delivered stellar levels of interest and associated KPIs:
- 69% lead capture rate
- 56% opt-in rate to email
New Opportunities: Associations & Interactive Content
AMA is just one example of how associations and nonprofits are leveraging interactive content to improve results across the organization.
Professionals are constantly trying to improve their knowledge and proficiency, and are looking for ways to demonstrate their skills. By providing interactive content experiences that challenge and even entertain members, associations can create “gateway” content that points members to related resources offered by the association. CredSpark nonprofit clients see dramatic improvement in follow up transactions, member engagement, and non-dues revenue.
Associations are essentially a treasure trove of knowledge. What interactive content does is provide opportunities to showcase those resources, and get members excited about improving their skills.
Interactive content amplifies the power of your association’s content and resources, helping you further develop your audience, achieve higher engagement levels, and improve outcomes and satisfaction for members.
See it for yourself.
See the AMA’s interactive content experience in action, and learn more about their success story, find out more here. If you want to understand more about how your association can integrate interactive content into your member outreach activities, let’s chat.
