Associations cater to a range of audiences and play a variety of roles in the lives of their members. Your website is a central component. It’s a place to drive new memberships, donations, and engagement. And most importantly, as a purpose-driven organization, you need to tell the story of why users should care in order to grow your members.
Here’s how to leverage your association website as a marketing and membership tool, not just a repository of information:
Organize information by audience
Associations have a wide variety of functions due to their diverse audiences and different needs. Organizing the navigation by audience may help users find content relevant to their purpose on the website. Identifying key user functions and organizing information accordingly will create a more seamless experience.
Create a simple path to conversion
There are a number of ways members can get involved—donating, volunteering, joining, etc. However your users might be interested in participating, make sure there’s a clear and direct path driving them toward that action. For example, a bold “donate” button in the navigation; a global “sign up” call-to-action in the footer; a clear “benefits” section on the memberships page.
Leverage your members for insights
Your members are a gold mine for information and insights to improve your website and ensure it’s something they want and need. Members are already invested in the well-being of the organization—they want to hear from you. So talk to them. Set up user interviews to ask them what matters most to them, and promote those benefits on your website.
Want to build a website that shows off your association and grows your membership? Contact us.
Here are some association websites we’ve built for incredible organizations.
American Osteopathic Association
Check out the American Osetopathic Association, which we wrote about here. As long-term partners of the organization, we were thrilled to build a digital experience to empower their mission.
The AMA Foundation
The AMA Foundation sponsors mentorship, education, and scholarship programs for medical students. Prior to working with us, their organization was embedded in the AMA’s larger website, causing users to get lost in the site’s structure and their team’s workflow to be bottlenecked. They needed a separate platform to drive engagement with their members and increase donations.
A separate site for a separate purpose
The new site, while remaining cohesive with their parent organization, creates a distinct voice for the AMA Foundation. With an audience spanning across generations, the UX is designed to work for all devices and users. Lastly, the simple, custom CMS, empowers their team with the flexibility and power to move quickly and capitalize on membership engagement opportunities.
Specific highlights include:
- User-centric forms enabling more engagement and simpler conversions (hosting an event, sharing a story, or signing up to donate monthly)
- Subtle design elements to enhance, not distract (ex. design layers for MP4/Youtube videos)
- Designed and developed to be an engaging experience on mobile and desktop
- Smooth banner animations that work seamlessly across platforms and devices
- “Get Involved” slideshow functionality optimized differently for mobile experience
Currency, Chicago’s FinTech Center of Excellence, serves to foster the growth of the FinTech ecosystem in Chicago & the Midwest by creating lasting relationships across the industry. It aims to identify, evaluate, and promote best practices for company engagement and growth, driving innovation & collaboration. Currency is excited to unveil their brick & mortar location in Chicago and bring together this FinTech community.
Currency approached Clique in need of an exciting, engaging splash page to announce their upcoming presence in the city of Chicago. They looked to our team to execute the strategy, messaging, design, and build of the site. We were able to craft their new brand and create a digital presence to draw attention to and excitement around their unveiling.
To do that, we:
- Created custom logo design
- Customized animations
- Crafted original copywriting & brand messaging
- Responsive design
- Received Honorable Mention at Awwwards
FinTEx is a community of the leading organizations in FinTech and Financial Services, fueling innovation across Chicago and the broader Midwest. This industry association promotes collaboration to stimulate growth and opportunity, while providing a single point of access for those looking to do business in the Midwest.
After launching the site unveiling Currency, their brick & mortar FinTech Center of Excellence, we were able to continue our partnership with FinTEx. For this project, we were able to craft their entire brand, from logos to taglines, colors to copy. We executed the strategy, messaging, design, and development of the site, building their brand from the bottom up.
To do that, we:
- Created custom logo design
- Customized animations & iconography
- Crafted original copywriting
- Ensured responsive design
- Defined brand guidelines
- Mission statement, core identity, voice
- Social media
- Style guide
TechNexus is aligning relationships with funding strategies to engage enterprises, accelerate startup growth, and drive collaboration. They create opportunities to multiply business growth and increase innovation among their members.Clique came onboard to redesign their existing site, focusing on a seamless user experience and content strategy. We repositioned their messaging to speak to target audiences and better tell their story, avoiding overused industry jargon and creating a voice of authenticity. The reimagined design coupled with the new messaging were implemented to elevate the TechNexus brand.
- Created messaging strategy across pages
- Content curation
- Designed microsite template for flexibility & scalability
- Dynamic elements incorporated throughout
- Created new color palette to modernize brand
As members of TechNexus, we were honored to be able to tell their story.