Online Learning: The Good, The Bad, And The Ugly

13th Jan, 2020

Online portals support the lifelong learning needs of associations and their global audiences.

It is a win-win solution: organisations reach their audience no matter the location or the income of members and popularise their latest content, while the professionals have access to high-quality, accredited education delivered by a reputable source and available 24/7. Yet, there are many hurdles to go through.

Minimising the development process
Short educational videos that break information into small, easy-to-consume parts require less of the learner’s time and energy and may seem more achievable than other training formats.

Maintaining courses over time
Short chunks of microlearning take less planning and development time and are therefore easier to maintain and keep updated.

Offering trainings in various languages
In order to reach a global audience, it is important to offer translations for the educational material.

Retaining relevance in a fast-moving context
Continually improving and enhancing the portals in line with user feedback is critical.

Working within platform limitations
Make sure that you have a depth of understanding of the potential of each tool you choose and balance that with the realisation that there is just no such thing as a perfect online education platform.

Establishing new programmes and the associated risks
There is always a risk embarking on a new programme, so spend time to make sure that they are set up with the greatest likelihood of success. The portals are always guided by the field: they must address gaps and reflect needs in order to be considered credible sources that professionals return to regularly. However, there are external challenges that will be ongoing throughout the process.

The true challenge is navigating the different kinds of structures and processes in place for each organisation.

It is difficult to create a compelling case for a fledgling programme, so gaining that first supporter is always a challenge but, once a portal’s user numbers increase, it begins to mature and develop a reputation.

Audience generation
Create a comprehensive marketing and promotions strategy to reach the right audience and adjust it over time.


For over fifty years, Kenes Group has been creating success stories with associations around the world. We’re experts in helping associations reach their true potential by strategically building awareness, loyalty and satisfaction among current and potential members, as well as stake-holders. We harness the power of community, strengthening your association’s brand through unforgettable experiences - fostering change, inspiring members, educating, and improving your association’s business performance.

Article written by:
Magdalina Atanassova - Marcom & Brand Manager Kenes Group


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