When Education Drives Impact: Strategic Clarity for Association Education Programs

In this episode of The Association Evidence Project, host Lowell Aplebaum, EdD, FASAE, CAE, CPF, speaks with Celisa Steele, co-founder and managing director of Tagoras, about new research examining the strategic outlook for association learning businesses. Steele explains that while many associations see strong potential for growth in their education portfolios—and recognize learning as both mission-critical and a source of non-dues revenue—progress is often limited by internal capacity challenges in areas such as staffing, marketing and sales, technology, and data use. The conversation explores how strategic clarity can guide decision-making and how associations can differentiate their learning offerings through “credibility capital,” including trust, expertise, standards, credentials, convening power, and peer learning. Steele also discusses growing interest in AI, the likelihood of increased experimentation, and emerging trends shaping the future of association learning, from workforce alignment to rising learner expectations and alternative credentials.   The Association Evidence Project is produced by Association Briefings.