The lockdowns in early 2020 forced us online in new ways. Conference calls, Teams meetings, and destination-driven conferences all pivoted from in-person to virtual. Over the last 18 months, we’ve mastered live streaming and gained screen-sharing skills. We discovered how to quickly unmute using the spacebar. We downloaded new apps on our devices. We (re)discovered online education platforms like Coursera and Udemy where we learned new skills or explored new topics for fun. To meet our professional development/CME needs, associations pivoted to a virtual conference. They usually included many days of lectures and virtual posters and exhibit halls. We appreciated the accessibility of virtual events – we could sit comfortably at home and gain the education we craved. Online learning reminded us how cost-effective and time-flexible it is to gain new skills. We celebrated that online education is available anywhere. We embraced the new learn-from-home experience. We were no longer bound to traditional in-person learning.
As the months at home wore on, the number of virtual activities skyrocketed. We were getting Zoom fatigue. The causes included seeing ourselves in real-time during video chats, our drastically reduced mobility due to sitting for consecutive days of virtual conference learnings, and the lack of personal interactions with others. We wanted the ability to personalize our online learning experiences.
Your association hears you and is responding by expanding its online learning programs. Enhancements may include new topics and more on-demand offerings. They may feature more webinars/live presentations. Other online learning programs may offer opportunities for attendees to have direct conversations with presenters in real-time. Online learning communities are popping up to surround peer groups with like-minded individuals.
Associations continue to listen to members while planning 2022 learning opportunities in many formats – virtual, in-person, or hybrid.
Members are craving the connection opportunities of in-person learning that fall short in virtual settings. With the return to in-person learning events, associations are figuring out answers to new questions such as: How do we leverage new technology for in-person events? How do we promote and protect the health and safety of event attendees? Associations are also learning that their members may have travel or funding restrictions that limit or restrict their attendance at in-person events. Industry partners may have similar constraints. Associations are reimagining in-person learning.
Yet as activities return to in person, there will continue to be demand for online education. Its accessibility and flexibility are unrivaled. As online learning evolves, associations are figuring out solutions to new issues such as keeping attendees more fully engaged. Perhaps new elements are introduced, such as virtual networking, gamification, and revising conference schedules to include shorter sessions or fewer days.
There is also buzz about hybrid events. A hybrid event offers both in-person and virtual learning components. Before jumping into a hybrid event, associations need to strategically plan for a purposeful experience for both in-person and virtual attendees, considering components such as experience and content as well as production complexity and costs.
For associations to succeed with a variety of learning formats, they need to set clear goals and benchmarks for success. Perhaps it is registrations or attendance, new memberships sold, or financial net profit. Plus, associations need the tools to manage them effectively and efficiently. Automating the registration system or investing in an LMS (learning management system) could be the answer. Associations can also consider building a sponsorship program for their online learning. This may encourage industry partners to become involved in developing and presenting online education in addition to subsidizing the expenses.
The pandemic increased the popularity and mass acceptance of online learning. The demand for it is unlikely to change in the next year. As associations plan their 2022 learning programs, there are a variety of formats, technologies, features, attendee experiences, and partnership opportunities to consider. We will likely see unique combinations of virtual and in-person learning continue to emerge.