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The Club Website and the Issue of an ‘Audience’

Discussion in 'Best Practices & Showcase' started by John Borst on Nov 24, 2018.

  1. John Borst

    By:John BorstNov 24, 2018
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    Before a club even begins to build a website they should ask themselves who they intend their audience to be and how they are going to reach out and grow that audience.

    In effect, they are discussing the purpose of a website.

    When Doxess created ClubRunner, it conceived of a system which would assist Rotarians in the management of a club. Each of its competitors (Roster on Wheels (ROW); DACdb; and Club Collaborator) also created names which put the focus on the business of managing a club. Each company could have created software management programs which functioned independently of the Internet; however, as futurists, each recognised that data integration was on the horizon so built software platforms for the Internet.

    This decision had the added benefit of creating a public face for the organisational entity purchasing the management system. Hence each platform was divided into two components — the club management component, hidden from view and only accessible to members with a login name and a password, and a public space viewable to everyone. Regrettably, the issue of what to do with that public space has not been the topic of much discussion among either Rotarian leaders or website managers.

    In 2017, at the Atlanta RI Convention, the four businesses above were given an opportunity to provide an overview of their products. Each put their emphasis on the club management components. This is true for ClubRunner as well, but they did it graphically with pictures not a list of features. They were also the only company to express a vision for their product.
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    The key word on their slide is “Attract”. That simple word changes the focus of the product from club management hidden behind a wall to what is in front of the wall. When the focus changes, the purpose is changed. The purpose is now to attract! The what of attract is an audience. But note too, that ClubRunner very succinctly answers the “why and who” questions with “nurture prospects”.

    We now have the What, Who and Why but the How remains. That is the question we rarely discuss. How do we use a club website to attract an audience? That brings us to the issue of content.

    To read the rest of this reflection visit

    wethe4.com/2018/11/24/the-club-website-and-the-issue-of-an-audience/
     
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