What does your Association Website Do for Members?
This is the first of several posts to come regarding Website's and member value.
Does your website update regularly with information that your members would find valuable? In other words, if your association brings its members together because of common interests - does your website provide access to information that your members find vital?
In this day, the association website needs to become a resource to the members. The website should be the hub that binds all the stakeholders together for that organization. Does the content on your website update automatically not only from your organization contributors, but from your membership, and your corporate sponsors?
Gone are the days when your website was simply a calendar with event registration. The glorified business card, or Web 1.0 static information that discussed why you should become a member. All this is good - but today it is not enough.
There are multiple reasons an association should consider how its website provides value to its members. But let us focus on two.
- If I am interested in becoming a member of your organization, and I visit your site - I am naturally attracted if the association site is alive, relavent and engaging.
- If I am already a member, I want to continue to return to 'my organization' into a member's only area that provides me specific tips and tools. Value for my membership.
Many associations are faced with updating their online member value, and prospect conversion goals. Web 2.0 technologies - the age of engaging the consumer through the internet- is an additional avenue associations should consider incorporating. The mad buzz can be dizzying to leadership.
Developing a website is a complex and time-intensive effort. It can be difficult to create a lasting and usable tool that will endure the ever-changing nature of the Internet. The best sites are well planned, thoughtfully designed and user-friendly. Knowledge of the association's needs and the potential needs of those visiting the website are the key indicators for determining content.
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