Daily Buzz: Member Expectations and How to Meet Them
Satisfy member expectations by providing key deliverables
Members join associations for a variety of reasons, including professional development, networking, advocacy, and continuing education. But all members share a few underlying expectations, said Callie Walker of MemberClicks.
One of them is a seamless online user experience.
“People are used to interacting with sites like Amazon and eBay—intuitive and highly personalized,” Walker writes. “That said, when they go to other websites—your organization’s website included—they’re expecting a similar experience.”
More specifically, members want easy navigation; it shouldn’t be difficult for users to find what they’re looking for on your site. They also want a simple and secure online purchasing process. If they have to enter all of their information every time they make a purchase, you might be discouraging them from completing transactions.
Members also want to be up to date on the latest industry news. They’ll likely look to their association to provide it, so be ready to deliver timely information across your communication channels.
“The easiest way is to send out a weekly or bi-weekly newsletter with curated content from your particular industry (think news articles and blog posts),” Walker said. “How do you find that type of info? Follow thought leaders in your industry; like their pages on social media and/or subscribe to their blogs.”
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