Written by Janita Gaulzetti
“My association’s website helps me keep up with technology. That’s one of the benefits of membership.”
How would your members rate your website?
We recently attended the annual ASAE (The Center for Association Leadership) conference in Dallas and talked to people who manage association websites. Whether their membership is large or small, well established or newly-founded, we learned that association leaders know how important their websites are to serving their members. No longer just a place to renew membership once a year, today’s association websites serve as a virtual community and provide critical resources for members near and far.
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We also learned that the busy people behind the websites share similar goals for these important member tools:
First and foremost, the website has to be easy for members to understand and use.
Similarly, it has to be easy for association staff to manage, especially if they’re a small-staff group.
Members rely on their sites for the latest links to industry news, government regulations and compliance, certification and continuing education resources, often visiting the sites multiple times a day.
It should serve as the hub for association systems like the AMS, accounting software, learning management systems and CRM tools.
Effective websites have to support mobile applications for members, volunteers and the board when they are on the go.
The association staffers we talked to have a “wish list” for their websites that includes: automated pre and post membership renewal prompts, schedule-ahead email campaigns, dynamic content so every member benefits from a unique visit and the ability to sell and deliver training, all online.
Whew! Associations need their websites to work harder than ever these days but when they do, members reward them with loyalty, improved retention and increased engagement and non-dues revenue.
So…what would your members say about your website?
If you’re not using your website to attract, retain or better serve your members, you’re missing an opportunity to grow your association.
