The Future Is Now: Association Websites Can’t Wait
The future of association websites isn’t on the horizon — it’s here. And if you’re still building sites for staff convenience or leadership preferences, you’re already behind. The new standard is clear: your communication tools, your technology stack, and even your organizational mindset must align with your mission and vision.
For associations, that mission is about serving members and strengthening the industries that make life better for people. To do that, websites must move from serving to anticipating. Members don’t just want information at their fingertips — they expect you to know what they need before they ask. Data makes this possible. Anticipation reduces friction for your members and creates more value for them — and more engagement, retention, and growth for your association. It’s a win-win.
Watch the full conversation:
From Internal Convenience to Member Value
In this video, Brandon Schmittling, Senior UX Designer at Taoti, joins Jim Krol, VP of Business Development, to unpack how associations can reframe their websites around members, not internal processes. Brandon explains:
- Why member-driven websites must move beyond static org charts and committee structures
- How associations can act like news leaders by embracing feed-based updates
- The role of personalization, using data like location, interests, and past participation to adapt content in real time
- Why uniting scattered systems into one seamless experience is critical for reducing friction
Overcoming Barriers to Change
Shifting mindsets isn’t easy. Many associations get locked into legacy systems, overbuilt project scopes, and leadership indecision. Brandon recommends a different approach:
- Start by mapping current services and content
- Organize them by member type, not staff workflows
- Integrate simple connections between systems before attempting a massive overhaul
- Continuously learn what matters most to members and adapt
- He also flags AI as a tool for personalization and insights — but one that must be handled with care and ethics.
The Takeaway
Member-focused design isn’t optional anymore. It’s the foundation of the future of association websites — and the associations ready to pivot today will lead tomorrow.
Part 2: Association Websites in Action: AAMI’s Member-Driven Transformation
Watch the interview with AAMI’s Weldon Perry here.
Part 3: Technology Foundations for Member-Driven Association Websites
Watch the interview with Taoti’s Justin Sykes here.
