For nearly three decades, having a website has been essential for associations. The first websites were clunky, didn’t fill the screen, and were created using code. They didn’t have backends with online directories and other integrated features. The web gurus who knew new code and could create and maintain sites were often quirky and always very much in demand.
Over time, association websites morphed into AMS (Association Management System) driven sites. There were a handful of vendors for AMS platforms. Each system was different, and each had specific pros and cons. It wasn’t easy to move from AMS to AMS.
AMS platforms offered fully integrated solutions that included the home page, and public sites that could be created without using code, and the number of web designers increased dramatically. There was a proliferation of vendors offering AMS platforms. Overall, the home and public pages were often described as “clunky.” Subscription prices rose, and suddenly there was a consolidation, with a few companies buying up their competitors. That resulted in a decline in customer service quality and lack of innovation.
At the same time, associations wanted more features, ease of use and a look of polished professionalism. This shift was generated by pressure from members, now accustomed to doing business daily on the web, and members expecting the smooth user interface of Amazon.
Many wealthier associations made big investments, and shifted to one of the high-end AMS platform providers built on SalesForce.
Smaller associations looked for affordable solutions. The good news is that there is an excellent option. Today many association front-end sites (home and other public pages) are being built using WordPress, with its plethora of low-cost templates and plug-ins for special applications. This structure allows for modern, full screen, scrolling sites. Some of the newer small-scale AMS platforms are designed to be used in conjunction with WordPress sites.
Today many association sites are looking more polished and are functioning better than ever, but technology never stands still. Smart associations plan for and budget for technology upgrades.
