Learning and Development: Is a member-centric approach different from a learner-centric approach?

I had an interesting discussion recently of how a member-centric learning and development in a membership organization can differ from a learner-centric approach in the workplace, although they share some similarities in many instances difference show up in cultural differences. Therefore a member association and work environment may have similar approaches to learning and development. However we concluded that there are some key differences and nuances that may apply in many cases:

1.?Audience and Purpose

Member-Centric Learning (Membership Organizations):

Audience:?Members of an organization (e.g., professional associations, clubs, nonprofits).

Purpose:?Often focused on enhancing member value, fostering community, and supporting the organization’s mission. Learning is tied to membership benefits and may include networking, certification, or advocacy.

Context:?Learning is often voluntary and tied to personal or professional growth, rather than job performance.

Learner-Centric Approach (Workplace):

Audience:?Employees or teams within a company.

Purpose:?Geared toward improving job performance, meeting organizational goals, and driving business outcomes. Learning is often tied to career development and organizational needs.

Context:?Learning is typically mandatory or strongly encouraged, with a focus on skills directly applicable to the workplace.

2.?Content and Delivery

Member-Centric Learning:

Content:?Broader and more diverse, catering to the varied interests and needs of members. May include professional development, leadership training, industry trends, or personal growth topics.

Delivery:?Often flexible and self-directed, with options like webinars, conferences, online courses, or peer learning. May emphasize community-building and collaboration.

Learner-Centric Approach (Workplace):

Content:?More targeted and job-specific, aligned with organizational goals and individual roles. Often includes technical skills, compliance training, or leadership development.

Delivery:?Structured and often integrated into workflows (e.g., on-the-job training, e-learning modules, coaching). May include assessments and performance metrics.

3.?Motivation and Engagement

Member-Centric Learning:

Motivation:?Driven by personal or professional growth, networking opportunities, and the desire to contribute to a community. Members may have a stronger intrinsic motivation to learn.

Engagement:?Relies on creating a sense of belonging and value. Success is often measured by member satisfaction, retention, and participation.

Learner-Centric Approach (Workplace):

Motivation:?Often tied to career advancement, job security, or performance evaluations. Extrinsic motivators (e.g., promotions, bonuses) may play a larger role.

Engagement:?Focuses on relevance and applicability to job roles. Success is measured by performance improvements, skill acquisition, and business impact.

4.?Measurement and Outcomes

Member-Centric Learning:

Measurement:?May focus on member satisfaction, engagement levels, and the perceived value of learning opportunities. Long-term outcomes might include increased membership retention or community impact.

Outcomes:?Emphasis on personal growth, networking, and contribution to the organization’s mission.

Learner-Centric Approach (Workplace):

Measurement:?Typically tied to performance metrics, such as productivity, efficiency, and goal achievement. May include ROI calculations for training programs.

Outcomes:?Focus on tangible business results, such as improved job performance, reduced errors, or increased innovation.

5.?Community and Collaboration

Member-Centric Learning:

Community:?Often emphasizes peer-to-peer learning, mentorship, and collaboration among members. Learning is seen as a shared experience that strengthens the community.

Collaboration:?Encouraged through forums, discussion groups, and events that foster connections.

Learner-Centric Approach (Workplace):

Community:?May focus on team-based learning or cross-functional collaboration, but the primary goal is often individual or team performance.

Collaboration:?Encouraged to solve workplace challenges or achieve organizational objectives.

Summary:

While both approaches prioritize the needs and preferences of the learner, member-centric learning in membership organizations tends to be more community-oriented, voluntary, and focused on personal or professional growth. In contrast, a learner-centric approach in the workplace is typically more structured, job-focused, and tied to organizational goals. Understanding these differences can help tailor learning strategies to the specific context and audience.

According to LinkedIn’s Learning Report 2023, 94% of employees are more likely to stay at a company that invests in their career development, highlighting the need for personalized learning paths and hence the importance for "Learner Centricity"?

The same logic is true for membership associations: According to the American Society for Association Executives (ASAE), over 80% of associations offer professional development and training programs, with about one-third providing certification or accreditation. Education and certification have become the third-largest revenue stream for associations, following membership dues and events. However, for this to be truly impactful and not simply a 'money maker' then the points in this article need to be considered.