We all know that websites have revolutionised the communications and promotion of businesses, but few have had more to gain from an integrated communications platform than membership organisations.
Websites have pretty much changed the way these organisations fundamentally operate.
Because what was once a paper, postage and time consuming administrative millstone has become an automated and streamlined electronic powerhouse.
There’s not one part of the membership organisation that hasn’t been reinvented by website technology.
Integrated web platforms = business process re-engineering
Membership sales and renewals, member communications, resource centres, member profiles, event ticketing and even board meetings have all been completely re-engineered with what are now very affordable website platforms.
Which means that for these organisations, there are a whole lot more useful features than just the eight website features that this blog series is based on.
But such a restriction allows a platform for speculation and debate (as well as a bit of fun).
Here then, are the website features (or more accurately platform features) that membership organisations can profit from.
1. Customer Relationship Management (CRM) System
CRM is critical to most organisations these days but none more than membership organisations. Because a relationship with members is intrinsic to their very reason for being.
A good CRM system will allow you to understand your customer as if you saw them in the tearoom every day. It will tell you their likes and dislikes, their payment habits, their engagement and the kind of information and services they enjoy receiving from you – all without laying eyes on them.
2. Email Marketing System (EMS)
A second raison d’être for membership organisations is timely, regular communication. And what better way to do that is with fast, convenient, personalised, programmable and cheap email communications. It’s the lifeblood of the membership organism.
3. Content Management System (CMS)
If email is the lifeblood of member organisations, then the website is its human face. The membership website is the ultimate communications resource for the organisation and its members.
It’s the first port of call when members are seeking information about your organisation and its services, people and events. So its critical that information can be added to the site quickly and easily, without the delays and expense of having it done by your web designer/developer.
4. Shopping Cart
eCommerce systems are more renowned for selling booking and hard product than ‘soft’ product like membership subscriptions. But a secure shopping cart will allow for fast, seamless and convenient membership sales. Better still, the money will go straight into the bank and the receipt straight to the member – saving a mountain of administration time and paperwork and improving all important cashflow.
5. Automated Renewal Feature
While the shopping cart is a brilliant means of activating a subscription, automated renewal features mean that the yearly subscription drive is a thing of the past. These features either automatically invoice members for their next renewal or receipt an even better capability – seamless direct debit.
6. Online Ticketing
There are few member organisations that don’t hold regular meetings and events. And now with the availability of affordable web-conferencing and webinar services, members don’t necessarily have to be there in the flesh to enjoy the benefits. Either way, an online booking or ticketing system will allow you to manage your events and do very useful tricks like remind attendees of the event, print labels and much more.
7. Extranet
Members like to get as much bang for their buck as possible and what better way to do that than have an exclusive ‘members only’ area of the website. There they can access webinar archives, fact sheets, white papers, podcasts and more.
But why stop there? Once you know you can secure information especially for your valuable members, you’ll be surprised at just how creative you can become with providing value-added content and resources.
8. Form / Survey Builder
The more in touch with your members you are, the more successful your organisation will be. Form and survey tools allow you to obtain valuable information from your members whenever you need to. Even more valuable is when they can both generate meaningful reports and (when not anonymous) attach responses to the records of your members via the integrated CRM.
The beauty of these sort of functionalities for member organisations is that each one leads to a significant productivity and automation gain. To that end, it can be seen that the greater the investment in website platform, the greater the return on investment. Better still, platforms incorporating these features are now more affordable than ever.
Do you agree or disagree with these rankings? Either way, tell us why below. We’d especially love to hear from those in the sector who regularly use some or all of these features.
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Craig Reardon is a leading eBusiness educator and founder and director of independent web services firm The E Team which provide the gamut of ‘pre-built’ website solutions, technologies and services to SMEs in Melbourne and beyond.
Smart Company is the leading online publication in Australia for free news, information and resources catering to Australia’s entrepreneurs, small and medium business owners and business managers.
