Steps To Making A Decision                             1
2
3
4
5
1. Identify the critical questions for   market research for sustainability.2. Distinguish two type of   certification com...
Your TurnWrite down three things youalready know aboutcertification? Then sharewith a neighbor.                           ...
Am I acertification advocate?
When it’s right for an organization, I am acertification advocate.                          13
If it’s not, then I’m not.                             14
Key question   to ask          15
If you develop a certificationprogram, will your industryor members look anydifferent ten years from nowthat it does today...
All organizations    can develop acertification program.                         17
All organizations    can develop acertification program.     But not allorganizations should.                         18
Your TurnCredentialing Jargon Primer                          19
20
Good News! Bad News!                       21
No governmental or privateagency charged with settingand enforcing mandatorycredentialing standards.                      ...
Good: You are free to developcredentialing programs when,how and for whom you want!                           23
Bad - incredibly confusing foreveryone since terminology isoften applied inconsistently.                            24
Your TurnDiscuss with a partner, why anorganization would want tohave a certification program.                            ...
Why create a certification program?                                 26
Why create a certification program?standards of performance                                 27
Why create a certification program?1. Assess current knowledge   & skills2. Identify those who meet   the minimum criteria...
Why create a certification program?ensure customers haveaccess to qualified serviceproviders                              ...
Why create a certification program?increase visibility ofprofession                                 30
Why create a certification program?Elevate a profession        elevate a profession                                 31
Why create a certification program?Transform an entireindustry an entire industry       transform                         ...
Why create a certification program?Sometimes it does none ofthese things. none of these things       Sometimes it does    ...
Why create a certification program?Sometimes it is simply anexpensive program thatserves a very small portionof an organiz...
Why create a certification program?additional revenue stream                                 35
Why create a certification program?Increase attendance ateducational events                                 36
Why create a certification program?Because a competingorganization has one andyou can do it better                        ...
Big Toolbox Of Options Available                               38
Big Toolbox Of Options Available1. Certification2. Certification programs3. Accreditation                                 39
Big Toolbox Of Options Available4. Awards5. Member classification systems6. Professional development   programs           ...
What Are You Trying To Build?                                41
Your Job Is1. If its feasible to develop and   implement.2. Is there sufficient market demand?                            ...
Your Job Is4. Are your leaders and staff all on   board?5. Do you have sufficient resources                               ...
National Study Of Certificationlaunched program w/ expectationprogram would be self-sustainingin five years         Knapp ...
National Study Of Certification                        Met the goal        Knapp & Associates & American National Standard...
National Study Of Certification    Reported a net gain in    2010        Knapp & Associates & American National Standards ...
Study recommendationsYou may need to subsidize thecertification program for severalyears, if not in perpetuity.           ...
Study recommendationsEarly in process1. Identify strategies that   will support sustainability2. Determine what assets   c...
Study recommendationsMarketing is amust have!                           49
Questions To Ask To Create      Sustainability                         50
Questions To Ask To Create      Sustainability1. What is the size and   anticipated growth of the   market?2. What percent...
Questions To Ask To Create        Sustainability3. What percentage of employers   would encourage or require their   emplo...
Questions To Ask To Create        Sustainability5. What are the perceived benefits of   certification and obstacles to   o...
Questions To Ask To Create        Sustainability7. How much would candidates or   employers be willing to pay for   certif...
Steps For Decision Making                            55
Steps For Decision Making1. Identify an investigatory and/or   decision-making group.2. Determine & prioritize challenges ...
Your TurnWhat types of problemswould an organization orstakeholders have for theorganization to consideringcredentialing? ...
Steps For Decision Making3. Determine what type of program   addresses these challenges4. Determine program target and goa...
Steps For Decision Making5. Consider opportunities and   obstacles                                59
Your TurnWhat are some of theobstacles that could keepfrom developing acertification program?                            60
Barriers           i.   Stakeholder resistance (certified                population, employers, etc.)           ii. iIndus...
i.    Stakeholder resistance (certified      population, employers, etc.)ii.   Industry competitioniii. Creating and susta...
iv. Resource intensivev.   Qualified certification staff                                     63
vi. Certification professionalsvii. Legal liability                                  64
Steps For Decision Making6. Identify guiding principles7. Design program concept                                 65
Steps For Decision Making8. Study feasibility   a. Should we go into this certification      business  i.    gathering, an...
Steps For Decision Making8. Study feasibility  b. Market Viability  c. Financial Viability  d. Organizational Capacity    ...
Two Types Of CompetitorsA. Direct competitors                            68
Two Types Of CompetitorsB. Indirect competitors    i.     Academic degree programs    ii.    In-house training programs   ...
Your TurnWhat are somecompetitive advantages toconsider when starting acertification program?                        70
Certification Check List                           71
72
73
74
Images by:•    AlexKess             •   josef.stuefer     •   Tonivc•   Images History        •   KatBPhotography   •   Gu...
Jeff Hurtjhurt@velvetchainsaw.comvelvetchainsaw.com                       77
Considering Certification: Steps To A Decision
Considering Certification: Steps To A Decision
Considering Certification: Steps To A Decision
Considering Certification: Steps To A Decision
Considering Certification: Steps To A Decision
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Considering Certification: Steps To A Decision

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Is your nonprofit association considering certification? Here are some steps you should consider first.

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Considering Certification: Steps To A Decision

  1. 1. Steps To Making A Decision 1
  2. 2. 2
  3. 3. 3
  4. 4. 4
  5. 5. 5
  6. 6. 1. Identify the critical questions for market research for sustainability.2. Distinguish two type of certification competition3. Examine a readiness certification check list. 6
  7. 7. Your TurnWrite down three things youalready know aboutcertification? Then sharewith a neighbor. 11
  8. 8. Am I acertification advocate?
  9. 9. When it’s right for an organization, I am acertification advocate. 13
  10. 10. If it’s not, then I’m not. 14
  11. 11. Key question to ask 15
  12. 12. If you develop a certificationprogram, will your industryor members look anydifferent ten years from nowthat it does today? 16
  13. 13. All organizations can develop acertification program. 17
  14. 14. All organizations can develop acertification program. But not allorganizations should. 18
  15. 15. Your TurnCredentialing Jargon Primer 19
  16. 16. 20
  17. 17. Good News! Bad News! 21
  18. 18. No governmental or privateagency charged with settingand enforcing mandatorycredentialing standards. 22
  19. 19. Good: You are free to developcredentialing programs when,how and for whom you want! 23
  20. 20. Bad - incredibly confusing foreveryone since terminology isoften applied inconsistently. 24
  21. 21. Your TurnDiscuss with a partner, why anorganization would want tohave a certification program. 25
  22. 22. Why create a certification program? 26
  23. 23. Why create a certification program?standards of performance 27
  24. 24. Why create a certification program?1. Assess current knowledge & skills2. Identify those who meet the minimum criteria established 28
  25. 25. Why create a certification program?ensure customers haveaccess to qualified serviceproviders 29
  26. 26. Why create a certification program?increase visibility ofprofession 30
  27. 27. Why create a certification program?Elevate a profession elevate a profession 31
  28. 28. Why create a certification program?Transform an entireindustry an entire industry transform 32
  29. 29. Why create a certification program?Sometimes it does none ofthese things. none of these things Sometimes it does 33
  30. 30. Why create a certification program?Sometimes it is simply anexpensive program thatserves a very small portionof an organizations targetmarket. 34
  31. 31. Why create a certification program?additional revenue stream 35
  32. 32. Why create a certification program?Increase attendance ateducational events 36
  33. 33. Why create a certification program?Because a competingorganization has one andyou can do it better 37
  34. 34. Big Toolbox Of Options Available 38
  35. 35. Big Toolbox Of Options Available1. Certification2. Certification programs3. Accreditation 39
  36. 36. Big Toolbox Of Options Available4. Awards5. Member classification systems6. Professional development programs 40
  37. 37. What Are You Trying To Build? 41
  38. 38. Your Job Is1. If its feasible to develop and implement.2. Is there sufficient market demand? 42
  39. 39. Your Job Is4. Are your leaders and staff all on board?5. Do you have sufficient resources 43
  40. 40. National Study Of Certificationlaunched program w/ expectationprogram would be self-sustainingin five years Knapp & Associates & American National Standards Institute 44
  41. 41. National Study Of Certification Met the goal Knapp & Associates & American National Standards Institute 45
  42. 42. National Study Of Certification Reported a net gain in 2010 Knapp & Associates & American National Standards Institute 46
  43. 43. Study recommendationsYou may need to subsidize thecertification program for severalyears, if not in perpetuity. 47
  44. 44. Study recommendationsEarly in process1. Identify strategies that will support sustainability2. Determine what assets can be leveraged to accomplish this goal 48
  45. 45. Study recommendationsMarketing is amust have! 49
  46. 46. Questions To Ask To Create Sustainability 50
  47. 47. Questions To Ask To Create Sustainability1. What is the size and anticipated growth of the market?2. What percentage of eligible individuals intends to become certified? 51
  48. 48. Questions To Ask To Create Sustainability3. What percentage of employers would encourage or require their employees to become certified?4. Which market segments are most likely to be interested in certification? 52
  49. 49. Questions To Ask To Create Sustainability5. What are the perceived benefits of certification and obstacles to obtaining the credential?6. What program features would be most desirable to potential candidates and employers? 53
  50. 50. Questions To Ask To Create Sustainability7. How much would candidates or employers be willing to pay for certification? 54
  51. 51. Steps For Decision Making 55
  52. 52. Steps For Decision Making1. Identify an investigatory and/or decision-making group.2. Determine & prioritize challenges 56
  53. 53. Your TurnWhat types of problemswould an organization orstakeholders have for theorganization to consideringcredentialing? 57
  54. 54. Steps For Decision Making3. Determine what type of program addresses these challenges4. Determine program target and goals 58
  55. 55. Steps For Decision Making5. Consider opportunities and obstacles 59
  56. 56. Your TurnWhat are some of theobstacles that could keepfrom developing acertification program? 60
  57. 57. Barriers i. Stakeholder resistance (certified population, employers, etc.) ii. iIndustry competition iii. Creating and sustaining value 61
  58. 58. i. Stakeholder resistance (certified population, employers, etc.)ii. Industry competitioniii. Creating and sustaining value 62
  59. 59. iv. Resource intensivev. Qualified certification staff 63
  60. 60. vi. Certification professionalsvii. Legal liability 64
  61. 61. Steps For Decision Making6. Identify guiding principles7. Design program concept 65
  62. 62. Steps For Decision Making8. Study feasibility a. Should we go into this certification business i. gathering, analyzing and evaluating information with the purpose of answering this question 66
  63. 63. Steps For Decision Making8. Study feasibility b. Market Viability c. Financial Viability d. Organizational Capacity 67
  64. 64. Two Types Of CompetitorsA. Direct competitors 68
  65. 65. Two Types Of CompetitorsB. Indirect competitors i. Academic degree programs ii. In-house training programs iii. Professional Develop Programs iv. Education institutions 69
  66. 66. Your TurnWhat are somecompetitive advantages toconsider when starting acertification program? 70
  67. 67. Certification Check List 71
  68. 68. 72
  69. 69. 73
  70. 70. 74
  71. 71. Images by:• AlexKess • josef.stuefer • Tonivc• Images History • KatBPhotography • Gulfu• Larskflem • ezioman • Lightplay• Stuck In Customs • BRosen • ant.photos• dankos-unlmtd • X-Ray Delta One • Biscarotte• Troy Holden • Kamal H. • See-ming Lee• Garry - • like, totally • Unhindered by Talent visionandimagination. • Paolo Margari • ansik com • Laughing Squid • JKonig• NuageDeNuit • Beer Bergman • RDECOM• an untrained eye • Bobbigmac • Pink Sherbet• 3ammo • Betchaboy
  72. 72. Jeff Hurtjhurt@velvetchainsaw.comvelvetchainsaw.com 77
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