Building the Non-Profit Brand Online
Key Principles for Associations and Non-Profit Websites
Member-based websites for non-profits organizations and professional associations are some of the hardest working sites on the web. These sites make powerful statements about each organization’s brand. In the world of non-profits and member-based associations that “brand” speaks to a group’s legitimacy and relevancy. Intentionally or not, every website encounter answers a series of critical questions for its visitors:
- Is this an influential organization?
- Is this organization legitimate?
- Is this organization helpful?
- Is this organization keeping up with the times?
- Is this organization worth my time and money?
Online audiences will draw their conclusions by the way the site looks, by the ease with which information is available and by the presence of thoughtful, audience-centric technologies that build goodwill and loyalty. To make all this possible, the website must also support the organization behind the scenes with streamlined administrative functionalities.
At Blue River, we address these needs from a foundation of key principles for association and member-based websites:
Communicate the Benefits of Membership – Why should someone become a member? More than anything, association sites must make a clear and immediate case for membership.
Create Clear Calls to Action – Too many association websites are littered with disparate, excessive content, images and calls to action. Audiences need a break from visual clutter and a chance to see clearly and quickly what is most important to an organization.
Invest in Quality Design – Design speaks directly to an organization’s credibility, taste and, frankly, the quality of its membership. An attractive, fresh look and feel will appeal to forward-thinking industry leaders, while a dated design may be a turn-off to the very constituencies an organization would most like to attract.
Create Community – In an online environment, nothing demonstrates relevance more than thriving, active audience dialog and participation. Providing tools such as discussion forums, blogs and even social networking functionalities allow members to connect and share information with each other, thereby giving members relevant reasons to visit the site regularly.
Be Prepared to Deal with Outdated Technology – Membership-based organizations live and die by their membership databases and the effectiveness of their already streamlined staff. Their websites need to be able to painlessly integrate with these databases, allowing multi-tasking staff to update and manage web content easily and cost-effectively.
Blue River has helped many member-based organizations solve challenges and create solutions that provide greater value to their members. To learn more about how we can help you, please Contact Us.