Revenue Success from Scratch: One Association's Story
Michelle Brien, VP of Marketing and Product Strategy for TopClass LMS by WBT Systems, interviews William Hold, President and CEO of The National Alliance of Insurance Education and Research, to learn more about the strategies The National Alliance has developed to generate non-dues revenue from continuing education and certification. Michelle explores with Will on how the National Alliance continues to innovate and develop new education offerings to their industry and asks Will to share some tips and insights with associations that want to grow non-dues revenue from their education and certification programs, from marketing strategies to pricing models, to partnerships with members.
The National Alliance used to offer 100% classroom-based, in-person training and over the past 5-10 years, has undergone a digital transformation and changed their business model from providing education to individual learners to selling education to their corporate members. The National Alliance surveyed their learners and asked if their employers reimbursed them for their professional development training. When they realized that 95% of learners were getting reimbursed – they saw an opportunity to grow their non-dues revenues by selling education and training directly to employers within their industry.