When we are building new sites for membership or organizational groups, we are almost always asked to create a protected 'Member Only' login area for the site.  Often, we are also asked to create additional tools and functionality for these areas to support.  The idea is usually to create additional benefits for members such as the ability to renew, update contact information online, provide additional content that is pertinent to members only, or create an online directory.  While this is a laudable goal, it can inevitably end up in a wasted effort if the groundwork is not laid correctly beforehand.

Here are some important tips for ensuring the successful usage of your membership area from launch to well through the lifetime of your site.

• Make sure the member area is useful to YOUR MEMBERS.  It is always good to poll a couple of your key members as well to find out if they agree with what you have planned.

• Before launch, send out an email to inform your members that they will be receiving information about the new membership area of the site soon.  At this time you should also build excitement by explaining the benefits of this area and what will be available.

• Create a mini support page explaining the tools available and anything they should know about using them.  This is not only for 'help' but it can be used to re-iterate all of the tools that are available.

• Whenever possible, refer members back to the member area of the site.  For example, if there are some useful tips in your monthly newsletter, create a protected page that includes additional tips.  *With the Fission Web System, if you directly link to a protected page, the page will prompt log in, then redirect the user back to that page after success!

• Keep content current.  Add and update member area content as often as possible.

If you already have a membership area that is not getting the usage you would like, here are a couple of things you can do:

• First, investigate why it didn't work the first time.  This is essential before any attempt to revamp interest.  Also, it is a good exercise to completely step through all the information and tools available in the section yourself to make sure the process is still relevant or useful.

• Try a 'Grand Re-Opening'.  This works well if the member area has been out of use for a while (more than 6 months) and the membership base has changed or if there are new member tools that will be useful to members.   Make sure you follow the steps in the first section before the re-launch.

• If the 'Re-Opening' is too much work, or overkill for your membership section, something as simple as encouraging key influential members (board members, advisors, etc.) to start using the section by explaining the benefits.  This should follow after content is updated for these sections.

• Whenever possible, refer members back to the member area of the site.

Following some of these simple guidelines can greatly improve your chances for a successful membership area on your site.

For more information on how you can get started on building your membership area, please contact 360 PSG here.