Reinforcing Membership Value: Building Powerful Digital Products for Member Associations

In an era where digital presence is more important than ever, member associations, such as local chambers of commerce or realtor organizations, need to harness the power of their platforms. A well-crafted website and digital product ecosystem doesn’t just serve as a digital brochure; it can be a critical tool for reinforcing the value of membership, offering resources, providing assistance, and fostering growth for the association and its members. 

We deeply understand this and are committed to helping member associations unlock the potential of their digital products. Of course, any membership association’s online presence should reinforce its mission and commitment to its members, clearly communicate its brand, and encourage non-members to dig deeper into the benefits of membership. However, it should also ideally be the primary source for member resources, which requires a delicate balance of member and non-member user experiences.

Creating Resources

One of the key ways a platform can reinforce the value of membership is by offering resources that cater to the specific needs of its members. These resources could range from industry reports and educational content to custom interactive tools and templates. Member association resources can include:

Educational Content

in the form of blog posts, interactive training modules, videos, and continuing education courses specific to the industry.

Educational Legislative and Advocacy Resources

such as FAQs on policies, news about relative legislative initiatives, and email campaigns to contact representatives.

Digital Toolboxes

include a variety of resources, from templates, graphics, software, and other digital resources to benefit members.

Association Event Calendars and Registrations

are often presented via the platform after a user has logged in. These usually require a third-party integration to sync the site with the association’s system to register members for events.

When building a member-based platform, prepare to help the association identify the resources most valuable to their members and create engaging, user-friendly digital products where resources and technology are easily accessed. Offering exclusive, high-quality content on-site adds value to the membership and positions the association as a thought leader. Most associations and member organizations know what their members want and what resources they regularly engage with. The key is to use the digital product to get those members to their resources as quickly and intuitively as possible. The challenge is that these resources and services live across multiple disconnected digital systems & the platform serves as a hub to connect them.

Providing Assistance

A digital product should be more than just a source of information; it should also provide robust support to members. This assistance can be specific to the organization or more general assistance regarding the industry. 

• FAQs about the organization as a whole, specific to membership, or the more general industry 
• Live chats create an opportunity to connect with other members and answer specific questions 
• Webinars focusing on topics of interest to members, such as industry-specific tools and programs
• Tutorials in video or written form to walk members through particular processes and procedures

It takes a well-rounded team of designers and developers to integrate these support features into websites and applications seamlessly and intuitively, ensuring members always find the help they need. This process also requires a deep understanding of member behavior on and off the platform.

We often see user experiences that are frustrating for both the end user and the site administrators. For instance, an online event sign-up process is so cumbersome that most members call in and reserve their spot with an association staff member. The site should support members in completing their user journeys successfully and intuitively, acting as a trusted tool for administrators. A well-supported member is a satisfied member, and we must strive to make every interaction with the association positive.

Fostering Growth

Member associations exist to support the growth of their members. Accordingly, their digital products should be geared towards facilitating this personal and professional growth. This may involve offering networking opportunities, promoting member businesses, or providing access to exclusive opportunities.

• Events can be virtual or in-person. Association platforms should have an events calendar showcasing upcoming programs. 
• Opportunities include events hosted by the association or supported by the association, networking opportunities, job opportunities, and ways to share members’ businesses and accomplishments.
• Membership guides including a digital new member orientation, make new members feel comfortable and confident when joining an association. 
• News and Media showcasing the association’s or individual members’ accomplishments provide a positive outlook to potential new members and the general public.
• Directories serve members by providing a list of people in the industry that they know they can trust due to their membership in the association.

Your digital product must highlight these offerings and make them easily accessible to members. The real value of an association lies in its ability to help its members grow, and your platform reflects this.

Understanding Member Associations

At the heart of our approach is a deep understanding of member associations. We know that every association is unique, with its challenges, opportunities, and member expectations. That’s why we take the time to understand your association and its members before designing your digital product.

By doing so, we ensure that the final product is not just visually appealing but also perfectly aligned with your association’s goals and members’ needs.

In conclusion, a well-designed digital product can be a game-changer for member associations. It can reinforce the value of membership, create valuable resources, provide assistance, and foster growth. At Mile6, we combine our technical expertise with a deep understanding of member associations to develop digital products that do just that.

Jake Trunk

Creative Strategy Director

Jake Trunk is our Creative Strategy Director. He brings a passion for creativity, sound design principles, and a desire to provide delightful digital experiences. Jake is always eager to walk our clients through the process of understanding their users, identifying the users’ needs, and creating digital products that help them accomplish their goals. His aim is to always provide innovative and intuitive solutions to digital problems. Jake brings skills in all kinds of creative mediums from digital illustration to website prototyping, and he believes that the muscles of creativity grow stronger not only with repetition but with stretching. Outside of work, Jake can be found in his art studio working on his latest paintings, or spending time with his wife and two small kids.