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Recognition is now a core driver of member value, not a nice-to-have
Members expect their participation to be visible, credible, and meaningful. Static certificates and emails no longer meet modern expectations or support long-term engagement and retention.
Digital credentials turn participation into verifiable, portable value
By replacing one-time recognition with shareable, verifiable credentials, associations help members build professional identity while gaining measurable insight into engagement and impact.
The Naylor + Wauld partnership makes modern recognition practical and scalable
Naylor enables engagement across the member lifecycle, while Wauld makes that engagement visible and verifiable. Together, they offer associations a low-friction way to pilot, measure, and scale recognition that grows with members.

Naylor and Wauld: Strengthening Member Value Through Digital Credentials

What keeps a member coming back year after year?

It is rarely just access to content.
It is rarely just discounts or newsletters.

More often, it is the feeling that their time mattered, their effort counted, and their participation meant something beyond the moment itself.

In member-driven communities, recognition is one of the strongest signals of value. But recognition only works when it is visible, meaningful, and lasting. That is where many associations face a quiet challenge today, and where the partnership between Naylor and Wauld plays a meaningful role.

Together, they help organizations move recognition from static and forgettable to dynamic, verifiable, and genuinely valuable for members.

Why recognition matters more than ever

Member expectations have changed.

Today’s professionals invest their time intentionally. They attend events, complete courses, volunteer, and contribute not just for learning, but for growth, credibility, and visibility. When recognition ends as a PDF certificate or a brief thank-you email, it often fails to reflect the real value of that effort.

Research consistently shows that engagement is closely tied to retention. Members who actively engage in education, credentials, and volunteer opportunities are significantly more likely to renew than passive members.

Recognition, when done well, becomes a bridge between participation and long-term loyalty.

Naylor’s role in building communities where engagement lasts

Naylor works with associations across industries to strengthen engagement, communication, and non-dues revenue. At its core, Naylor’s work is about helping organizations create member experiences that feel cohesive and valuable across the entire lifecycle.

From events and education to publishing and sponsorship programs, Naylor supports the systems that keep members connected. As those systems become increasingly digital, the way recognition is delivered must evolve as well.

Members no longer interact with their association in a single place. Their professional identity lives online. Recognition needs to meet them there.

This is where Naylor’s understanding of association ecosystems creates the foundation, and where Wauld adds a critical capability.

The limitation of traditional recognition

Most associations already recognize members. The issue is not intent. It is format.

PDF certificates are downloaded once and forgotten.
Email acknowledgements disappear into crowded inboxes.

At the same time, the professional world is shifting toward skills-based and evidence-based signals. Research shows that employers increasingly prioritize verifiable skills and demonstrated competencies over self-reported claims.

Traditional recognition struggles to keep pace with this shift.

Digital Credentials That Extend Recognition Beyond the Moment

Digital credentials offer a modern alternative.

Unlike static certificates, digital credentials are verifiable, shareable, and portable. They include embedded metadata that explains who issued the credential, what it represents, and when it was earned.

Instead of saying “I participated,” a digital credential says, “Here is what I did, who recognized it, and why it matters.”

This approach aligns with open standards such as Open Badges, which are designed to ensure credentials remain interoperable and trustworthy across platforms.

The result is recognition that extends beyond the moment it is awarded.

Where Wauld fits into the Naylor ecosystem

Wauld is designed to make digital credentialing simple, credible, and easy to manage.

Within Naylor-supported programs, Wauld acts as the credential layer that turns engagement into visible proof. Credentials can be issued for event participation, course completion, volunteer service, leadership roles, or milestone achievements.

Issuance fits naturally into existing workflows. Once participation is complete, recognition is issued digitally and is immediately usable by the member.

This is where the partnership becomes concrete.

Naylor enables engagement across the member journey.
Wauld makes that engagement visible, verifiable, and portable.

Why this partnership works

The strength of the Naylor and Wauld partnership lies in alignment.

Naylor understands how associations operate, where engagement happens, and what members value over time. Wauld provides a scalable way to recognize that engagement through credentials that are trusted, shareable, and persistent.

Together, they help organizations move recognition from an administrative afterthought to a strategic lever for engagement and retention.

What members gain from digital credentials

For members, digital credentials deliver both practical and emotional value.

Professionally, credentials act as visible proof of participation and achievement. 87 percent of credential earners say digital credentials increase their professional credibility.

Emotionally, recognition reinforces belonging. When members can carry their achievements forward and display them with confidence, recognition becomes part of their professional identity rather than a forgotten attachment.

What Organizations Gain in Return

For associations, the benefits extend well beyond recognition itself.

Meaningful recognition drives higher engagement. Engaged members participate more consistently and renew at higher rates. Digital credentials also provide clearer reporting on program outcomes, making it easier to demonstrate value to boards, sponsors, and stakeholders.

At a market level, this shift is accelerating. The alternative and digital credentials market is projected to grow at a strong compound annual growth rate over the coming decade, signaling broad adoption across education, corporate learning, and professional communities.

At a market level, this shift is accelerating. The alternative and digital credentials market is projected to grow at a strong compound annual growth rate over the coming decade, signalling broad adoption across education, corporate learning, and professional communities.

For associations, this represents an opportunity to modernize member value without reinventing core programs.

Practical use cases for associations

Most organizations begin with focused, low-risk pilots. Common starting points include:

Issuing credentials for event attendance, speaking, or organizing
Recognizing course or certification completion
Acknowledging volunteer service and leadership roles

Starting small allows organizations to measure member response, refine criteria, and scale with confidence.

Measuring impact and value

Effective credential programs track a small set of meaningful metrics:

Number of credentials issued
Percentage of credentials shared by members
Repeat participation among credential earners
Renewal rates of engaged members

These metrics turn recognition into insight and insight into strategy.

Recognition that grows with members

Recognition should evolve alongside the people it serves.

When members accumulate credentials over time, they build a visible record of growth and contribution. When organizations support that journey, they strengthen trust, loyalty, and community identity.

By combining Naylor’s expertise in member engagement with Wauld’s digital credentialing capabilities, organizations can offer recognition that truly reflects effort, contribution, and value throughout the member lifecycle.

A next step for association leaders

If your organization already invests in events, education, and community building, the next step is making that value visible.

Start with one program. Pilot a digital credential. Measure engagement and renewal impact. Use real data to guide expansion.

For association and enterprise leaders evaluating how to modernize member recognition, the Naylor and Wauld partnership offers a practical, low-friction way to move from recognition as a formality to recognition as strategy.

If you are exploring ways to strengthen engagement, demonstrate ROI, and future-proof member value, now is the time to begin the conversation.

Recognition works best when it is intentional.

If your organization is ready to move beyond static certificates and make member engagement visible and verifiable, consider piloting digital credentials within one event, course, or volunteer program.

The Naylor and Wauld partnership provides a clear path to begin, measure impact, and grow with confidence.