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Last week, Association Executive Services was invited to a Board meeting of a medium-sized professional association, and the topic of launching a new website sparked lively discussion.
Predictably, the conversation centred on visual elements—fonts, colours, and imagery. The Board members were focused on the look and feel of the website but did not understand the functionality. The Board members were about to decide on spending a considerable amount of the members' funds without fully understanding the importance of making the right decision.
While design matters, this narrow focus misses the bigger picture: your website is not just a communications tool—it's a core operational platform.
For associations, a website should function as a digital headquarters. It must support members, empower staff, and streamline the day-to-day running of your organisation.
That means going beyond aesthetics to deliver robust functionality, secure member portals, event registration, automated communications, searchable resource libraries, and seamless integration with finance and learning systems.
If your Board isn't familiar with what happens behind the scenes in content management, data flows, and user permissions, understandably, they'll focus on what they can see. But to truly serve your mission, your website must be built with purpose, not just polish.
Step 1: Define What Success Looks Like
Before jumping into design, take a pause. What's not working with your current site?
Gather feedback from both staff and members. Identify pain points and unmet needs. Then, look ahead: what will your association need in five or ten years? Your new website should be built not just to solve today's problems but to scale with your future.
Step 2: Translate Needs into a Requirements Blueprint
Once you've clarified your goals, formalise them in a requirements document. This is your roadmap—and your best defence against scope creep and vendor misalignment.
Your blueprint should outline essential capabilities, such as:
If the budget allows, consider engaging the Association Executive Services business analyst to assist. A well-scoped brief will save time, reduce risk, and ensure you get what you need.
Step 3: Budget for the Full Lifecycle
Website costs vary widely. While basic builds may seem reasonable, more sophisticated platforms can run well into five figures, especially when integrations and custom features are involved.
Key cost considerations include:
Don't just budget for launch—plan for the full lifecycle, including upgrades, training, and support.
Step 4: Engage Vendors with Precision
Some vendors don't specialise in associations; also, check the credentials of those selling your platform. How much experience do they have working in an association? Do they understand the real needs of the customers?
Their platforms may not align with your operational needs. That's why your requirements document is so critical—it ensures you're comparing apples to apples.
When issuing your RFP, ask:
Training is often underestimated. Even the best system fails if your team isn't confident using it. Plan for onboarding and ongoing learning.
Step 5: Choose a Partner, Not Just a Platform
Vendor selection is about more than features—it's about fit. Ask:
Take your time. A poor vendor choice can lead to budget blowouts, missed deadlines, and long-term frustration. Choose a partner who understands your mission and can grow with you.
Step 6: Lock in Governance and Timelines
Never begin without a clear implementation plan. Vague promises, such as "six weeks," are not enough.
Your project timeline should include:
Assign a dedicated project manager—either a skilled volunteer or an Association Executive Services IT consultant—who understands your association's structure and priorities. They'll keep the project on track and ensure accountability.
Conclusion: Build with Purpose, Deliver with Impact
Your website is more than a digital presence—it's the engine room of your association. When thoughtfully planned and professionally executed, it can elevate member engagement, reduce administrative burden, and future-proof your operations. Need help in navigating or upgrading your website? Contact us today at Association Executive Services
Too often, associations are eager to expand their membership before ensuring the organisation is on solid footing. But real, sustainable growth starts from within. Before you open the doors to new members, it's essential to check that the ship is seaworthy—strategically, financially, and operationally.
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