Training programs can do more than educate—they can transform an association’s value to its members while driving significant revenue growth.
Peggy Zurkan, Manager of Learning & Development at the Winnipeg Construction Association (WCA), is proof of this. Over the past decade, she has built WCA’s training program from scratch, growing it into a major revenue driver with over 150 courses offered annually.
In a recent webinar with Arlo, Peggy shared how listening to members, focusing on quality, and embracing the right tools helped WCA achieve this success.
We’ve rounded up Peggy’s top tips to growing your association’s revenue through training. Whether your association is just starting or looking to expand its training offerings, these tips will give you valuable takeaways.
1. Listen to Your Members: Build Programs That Solve Real Problems
When Peggy joined WCA, training wasn’t a key part of the association’s offerings. But conversations with members revealed a gap. While universities and colleges provided strong technical education, members needed industry-specific, hands-on training that could be applied immediately on the job.
“We wanted to give our members something they couldn’t get anywhere else,” Peggy explains. “They didn’t need to take a leave of absence from their jobs—they needed just-in-time learning they could use to upskill or move ahead in their careers.”
Starting with only 40 courses, Peggy focused on filling the most pressing gaps and offering training tailored specifically for the construction industry.
Today, WCA’s training serves everyone in the industry, from on-site workers to office professionals. To get the best results, Peggy recommends listening to your members, and letting their feedback guide your decisions:
“We listened to what our members needed, and that feedback shaped every decision we made.”
2. Quality Drives Engagement and Results
Of course, quality training is about more than just delivering good content. It’s about creating a seamless, enjoyable experience from start to finish. For WCA, this means every interaction with members—whether they’re browsing the website, registering for a course, or attending in person—is professional and easy.
“Our members’ experience starts the moment they visit our website. If it’s clunky or frustrating, they might not even register. That’s why we prioritize user-friendliness at every step.”
WCA also ensures its courses reflect the real-world experiences of its members. Facilitators are chosen for their industry expertise, not just their teaching skills.
“Our instructors have walked a mile in our members’ boots. They understand the challenges and can connect on a personal level.”
Other thoughtful touches, such as providing hot coffee, comfortable seating, and well-organized schedules, make it easier for participants to focus on learning.
“The little details matter. If someone is hungry or uncomfortable, it takes away from their ability to absorb the material.”
3. Strategic Pricing: Driving Membership and Revenue
WCA has created a win-win pricing strategy that generates revenue while encouraging non-members to join. Most courses are open to the public, but WCA members receive a 25% discount.
“For many companies, taking just a few courses pays for their membership. We’ve seen organizations join for the education discounts but then go on to take advantage of other member benefits. It’s been a great way to grow both our training program and our membership base.”
4. Partnerships Expand Reach and Build Community
Collaboration has been a key driver of WCA’s growth. Partnering with other industry associations has allowed WCA to reach new audiences, access additional facilitators, and fill more classrooms.
“These partnerships are about alignment,” Peggy explains. “Some associations don’t have robust training programs, so they promote our courses to their members. In return, we’re able to introduce our programs to new participants and potential members. It’s truly a win-win.”
5. Technology as a Growth Enabler
Scaling a training program brings operational challenges, and Peggy faced her fair share. In the early days, everything was managed manually, from registrations to certificates. “We were buried in spreadsheets. It worked when we were small, but as we grew, it became impossible to manage.”
The solution? A Training Management System (TMS) like Arlo. By automating repetitive tasks like registration confirmations, attendee communications, and certificate issuance, WCA freed up valuable time to focus on growing and improving the training they offer.
“The time savings have been incredible. Without Arlo, we’d probably need to hire another administrator. Instead, we can focus on delivering more value to our members.”
6. Adapting Through Challenges: Lessons from COVID-19
The COVID-19 pandemic was a turning point for WCA’s training program. Like many organizations, they had to quickly pivot from face-to-face to online training. While this shift was challenging, it also opened the door to new opportunities.
“Zoom became our new classroom,” notes Peggy. “We did our best to keep the same level of engagement online, and it worked well. But as soon as restrictions were lifted, we were back in the classroom. For our members, the face-to-face experience is invaluable.”
The construction industry thrives on personal connections and hands-on learning, making in-person training a cornerstone of WCA’s approach. During the pandemic, WCA also expanded its physical space, adding classrooms to accommodate future growth.
“We knew that face-to-face training would endure. It’s part of who we are as an industry.”
7. Marketing: The Unsung Hero of Success
Even the best training program won’t succeed if no one knows about it. And its the efforts of WCA’s ace marketing team that have really helped their training programs stand out
“We have a talented team that helps us look and sound professional,” she said. “From consistent branding to polished marketing materials, we’ve worked hard to build awareness of our programs.”
One standout initiative is WCA’s annual printed course catalog, delivered to every member. “It’s a cornerstone of our marketing strategy. It gives members a clear overview of what’s available and helps them plan their training for the year.”
Peggy’s most important lessons
Peggy’s journey at WCA is an inspiring example of what’s possible when associations invest in training programs. Her advice for others?
- Listen to Your Members: “Their feedback is your most valuable resource. Build programs that solve their problems.”
- Never Compromise on Quality: “It’s about creating an experience, not just delivering content.”
- Leverage Technology: “Automation saves time and reduces errors, freeing you up to focus on growth.”
- Collaborate for Success: “Partnerships expand your reach and create value for everyone involved.”
- Stay Member-Centered: “Always keep your members’ needs at the heart of your decisions.”
For associations looking to grow revenue and member engagement, Peggy’s story is proof that the right approach can make all the difference.
By listening to members, prioritizing quality, and investing in the right tools, you can create training programs that drive revenue and strengthen your association’s community.
Ready to grow your association’s revenue through training?
If you want to learn more or see for yourself how Arlo can help your association start offering or scale the training you provide, you can read an in-depth account of how WCA scaled their training with Arlo. Or, try Arlo free for 14 days by starting a trial below 👇
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