If built and executed correctly, a credible certification can help brand an organization as the standard of “excellence” for a profession or an industry. For example, the “seal of approval” synonymous with credible certifications can help pave the way for associations to proactively position themselves if regulation is proposed—through certification, a model for setting, measuring and enforcing standards already exists.  The stringent ethical requirements required of credible certification programs help support a “culture of excellence,” as the codes of ethics certificants must uphold are frequently more robust than the requirements of membership or regulation.

Today certification has become a buzzword in our society extending far beyond the familiar MD and CPA we instantly recognize as consumers.  Over the last few decades, we have seen a proliferation of certifications develop across industries and professions ranging from IT security to automotive services.  Many non-profits have led the way in developing voluntary certifications to promote industry standards, create avenues for career advancement for members and to demarcate those professionals who have gone the extra mile to distinguish themselves.  In fact, non-profits occupy a special niche in the world of voluntary certification and in so doing have created a unique value proposition for their stakeholders—beginning as advocates of standards.  After all, who better to set industry or professional standards than the members themselves?