In the association world the terms certificate and certification are often confused, even within the association world! But for membership organizations that want to offer career-advancing education, these two types of credentials serve very different purposes.
In the association world the terms certificate and certification are often confused, even within the association world! But for membership organizations that want to offer career-advancing education, these two types of credentials serve very different purposes.
We will break down the distinctions between certificates and certifications and explore how associations can leverage both to drive member value and non-dues revenue.
A certificate is typically awarded after completing a defined educational program. They are designed to teach new knowledge or skills, not assess existing expertise.
· Issuer: The association itself or an accredited partner
· Assessment: Completion of courses, assignments, or testing
· Duration: Short-term; can often be completed in hours, days or a few weeks
· Renewal: No recertification required
· “Digital Marketing Certificate” offered by a marketing association
· “Telemedicine Compliance Training Certificate” from a healthcare association
· “Certificate in Volunteer Management” from a nonprofit leadership group, like ASAE.
These programs often appeal to early-career professionals, non-members, or individuals exploring a new domain. They can also be a gateway into the association’s broader learning ecosystem.
A certification is a formal recognition of existing knowledge or skill based on passing a standardized exam. It signals that a professional meets rigorous, industry-wide standards. The exams are typically created by a psychometrician and are high stakes.
· Issuer: Often an independent board within the association
· Assessment: Human or AI proctored exam and ongoing continuing education
· Duration: Time-limited (e.g., 3 years)
· Renewal: Requires recertification through CE credits or re-examination
Examples of Association-Led Certifications
· Certified Association Executive (CAE) – offered by ASAE
· Certified Medical Education Professional (CMEP) – in the medical space
· Certified Fund Raising Executive (CFRE) – in nonprofit development
These credentials command industry recognition and are typically pursued by experienced professionals seeking career advancement and credibility.
Feature
Certificate
Certification
Goal
Gain knowledge
Validate expertise
Assessment Type
Coursework or attendance
Exam-based
Renewal Required
No
Yes
Market Recognition
Narrow or employer-specific
Broad, industry-wide
Best For
Skill-building, onboarding, microlearning
Career advancement, professional validation
· Certificates are ideal for early-career professionals or those exploring a new topic.
· Certifications cater to mid-career or senior professionals ready to demonstrate mastery. These are time and cost intensive to create so may not be right for every association.
Certificates can be a faster to market product sold individually or as part of a learning path. They can be bundled into annual conference registrations, webinars, or microlearning subscriptions.
Certifications offer long-term engagement, driving renewal revenue through CE requirements. They also open opportunities for prep courses, practice tests, and sponsored exam content.
Certifications may position your association as a credentialing leader in your industry. They serve as a stamp of quality, setting expectations for competence and ethics.
Offering both credentials not only meets members' evolving needs but also signals that your association is invested in advancing the entire profession.
Associations are increasingly recognizing the value of credentialing as a strategic lever for both mission impact and financial growth. In 2025, several trends are shaping how associations design, deliver, and monetize credentialing programs.
Associations are breaking down learning into smaller, stackable certificate units that can eventually lead to a certification or designation. This modular approach appeals to busy professionals who want flexibility and measurable milestones. It can also lead to higher revenue as the learner ends up buying more content instead of one test.
Example: A safety association may offer three topic-based certificates (e.g., Risk Assessment, Compliance Audits, Crisis Management) that stack into a “Certified Safety Leader” designation.
With growing demand for micro-learning, associations are introducing micro-certifications that can be completed in weeks, not months. These programs often award digital badges that can be displayed on LinkedIn, resumes, or personal websites.
Associations are taking steps to ensure credentials are accessible, equitable, and inclusive. This includes offering scholarships, flexible pricing models, and content in multiple languages.
Many industries are experiencing skill gaps and evolving workforce requirements. Associations can play a critical role by aligning their certificate and certification programs with workforce development initiatives at the local and state level.
· Certificates can address emerging skills or regulatory updates in real-time, offering professionals a way to remain competitive and compliant.
· Certifications serve as long-term career benchmarks, often aligning with job titles and promotional pathways.
Associations can partner with workforce boards, corporate learning leaders, or academic institutions to enhance the impact and visibility of their credentialing programs. This not only increases adoption but also strengthens the reputation of the association as a solution provider (and increases revenue).
Tip: Map certificate and certification outcomes to clearly defined job competencies or career ladders. This provides a tangible ROI for learners and their employers.
You can develop a great program but without anyone knowing about it, it is worthless. Promoting it effectively is key to driving adoption and revenue.
Use segmented email campaigns to promote credentials based on member roles, industries, or past behavior. Trigger journeys when members complete related webinars or CE activities.
Add banners or CTAs on your homepage, events page, and LMS. Include credentialing opportunities in your main navigation.
Position your certification as a preferred qualification in job postings. Offer group discounts to companies enrolling multiple staff.
Encourage learners to share their certificates and badges with their networks. Feature testimonials or “Member Spotlights.” This can create a flywheel effect. As more people see badges promoted on social media they will desire to earn the badge and then promote and so on.
Bundle certificate programs with conference registration or offer discounts to attendees. Launch or promote credentials at events for maximum visibility.
Not all LMS platforms are equipped to support credentialing. Make sure you look for:
Ensure the LMS automates certificates and supports includes digital badging that are shareable on Linkedin or emails.
Track CE hours, categories, and external credits. Recertification workflows should be seamless.
Support for secure, proctored exams and flexible quizzes is essential for both types of credentials. Built in AI Proctoring is a bonus.
Ensure your LMS allows for progression, especially helpful for stackable or laddered programs.
Credentialing data should sync with your AMS or CRM to support personalized marketing and reporting.
The NHEA launched a digital Certificate in Virtual Patient Engagement in response to rapid shifts in healthcare delivery. In its first year:
· Over 2,000 members completed the program
· 70% of enrollees were first-time participants in NHEA’s education
· 45% converted into full members within 90 days
This certificate acted as both a skills builder and a member acquisition funnel.
This group created a Certified Industrial Safety Officer (CISO) credential to fill a gap in recognized standards across multiple industries. Their success included:
· Employer partnership programs for bulk certification
· Integration with annual conference prep tracks
· A recertification rate of over 80% (great recurring non-dues revenue)
Their certification quickly became a recognized hiring standard across logistics, manufacturing, and energy sectors.
Certainly! Many associations design certificate programs as foundational knowledge builders that feed into a larger certification. This approach encourages continued engagement and upskilling.
Options include:
· Member vs. non-member pricing
· Bundle discounts for exam prep + certification
· Subscription models for certificates
Check out what either your competitors or peers offer to get a sense of the market.
Though more complex and costly to develop, certifications often yield high ROI through:
· Recertification fees
· Increased retention
· CE course sales
· Employer sponsorships
Offering certificates and certifications isn’t a trend. It’s an important strategy for associations in 2025 and beyond. If you are launching a certificate or building a high end certification, your programs can become a cornerstone of your association's value proposition. The added revenue can also diversity you away from relying on either membership dues or annual meeting revenue.
By aligning learning experiences with member needs, promoting credentials effectively, and choosing the right technology to support it all, your association empowers professionals, elevates your industry, and thrives in a competitive landscape.
Whether managing CME for physicians or supporting member growth, Oasis LMS helps deliver high-impact education efficiently and at scale.
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