29 June 2006

Web Sites are vital for the future success of membership and trade organisations, according to a study.

Some 88 per cent of professionals believe that their Web Site is "very important" to the future success of their organisation.

However, most believe their current system needs improvement, as three per cent stated that they were "very happy" with their current Internet presence.

The survey, conducted by Sift, also shows that while many organisations are embracing technology, 87 per cent did not use it for contact and networking between members.

Helen Trim, sales and marketing director at Sift, told Managing Information: "It is clear that the online channel - both website and email - are extremely powerful communication tools for any organisation looking to serve its membership community."

She adds that online competition from other providers is "very real", as is the possibility of members feeling that they aren't getting good value for money.

Ms Trim concludes that the Internet not only provides the platform to deliver services like member networking, but also has the potential to bring an association closer to its members and in doing so deliver a "better understanding of their needs".

These findings echo those of Lloyds TSB, which recently stated that many small businesses stand to miss out to competition if their services are not making full use of the Internet.

© Adfero Ltd

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