03/04/2025

Eight Steps for Taking Your Certification Program International

Many organizations expand their credentialing programs to grow revenue

Expanding your association’s certification program beyond your domestic audience can be a powerful strategy for growth. While many organizations begin their international journey by focusing on membership, credentialing programs can present a stronger value proposition in many parts of the world, particularly among professionals seeking an advantage or entry point with large, international employers.

Here are eight key considerations for taking a certification global:

1. Identify target countries for expansion so you can focus your association’s time and resources where there is demand for your certification. Not sure where to start? Look at countries represented in your membership or leads database and consider countries that deliver a high volume of traffic to your website or social media following. Focus on countries in which language, economics, culture and regulations are not barriers to entry and set official guidelines or metrics for expansion to avoid the pressure of responding to ad-hoc requests.
2. Perform a content readiness assessment to determine the extent of the localized content in your body of knowledge, such as country-specific laws and regulations. Anything over 10-15 percent will not be suitable for the international marketplace. If you have a significant amount of localized content, consider creating an international version with a more globalized viewpoint. Some associations offer a version of their exam that excludes U.S.-specific content and legislation. Others offer a specialty credential or micro-credential for specific regions to test concepts that are based on local laws, regulations and practices.

Please select this link to read the complete article from ASAE’s Center for Association Leadership.