How often do we communicate with certificants?

In a recent post on Tony Rossell’s “Membership Marketing Blog”, he talks about the number of times we engage our members. Or, better yet, the lack of effort we make in engaging our members. Let’s think of this in terms of our certificants. How often do you communicate with the professionals who have earned your credential?

For many certifying agencies, communication happens when a candidate passes our exam (and we send them their certificate or card) and when they’re due to recertify. Is this enough? We don’t think so. Certifying agencies are continuing to diversify their activities and they have information to share. It might be research they’ve conducted, news from the industry, journal articles, or new products or services.

The point is that we have to share this information and provide our certificants with more reasons to come to their certifying agency for information and stay with them throughout their careers.