Show Notes
For most associations, the only time anyone talks to a certified member is when something's expiring, a CE deadline, a recertification notice, a bill. But a member pursuing or maintaining a certification is already showing you, with their time and their money, that they're invested in staying. Treating that relationship like a countdown clock instead of a conversation means associations have no idea whether someone is on track, stuck, or has quietly decided to let a credential lapse, until the day they don't renew.
Brittany Lancor, Senior Marketing Manager at PropFuel and former association membership professional, walks through a four-stage framework for turning the certification journey into an ongoing check-in instead of a once-a-year deadline. Using a real case study from the Association of Rehabilitation Nurses, she shows what happened when one association started asking new members about certification interest from day one.
During the session, she covers:
- Why a member pursuing a certification is one of the strongest signals of membership loyalty you have
- A four-stage framework for certification conversations: interest, in-progress, earned, and recertification
- How a simple weekly quiz campaign drove a 72% engagement rate and a 32% increase in certification applications
- Why recertification is really a second renewal, and how to get ahead of it months before the deadline
This is the fourth and final session in The Year In Between, closing the loop on what it takes to earn the renewal well before renewal season starts.