Associations Going Digital: The User Life Cycle in the Member Portal

1st phase: Members who are not yet registered in the portal

The User Life Cycle begins even before the first registration in the Member Portal. For the portal’s success, it is essential that it is accessible to all members. It is therefore important in this phase to point members towards the platform. It is crucial that the affected individuals recognise the added value of the Member Portal. Otherwise, there is a risk that members will not register. Provide an overview right from the start of what is possible on the platform. It is helpful to support less digitally experienced individuals during the registration process and thus enable an easy introduction to the Member Portal.

2nd phase: New users of the Member Portal

Once members register, the first step of the User Life Cycle in the Member Portal is complete. The members are now new users. It is now your task to encourage users to return. For this, the platform, including its numerous functions, must be understood. A support group is suitable for this purpose. Problems with the platform can be shared and then resolved here. This allows the basic functionalities of the Member Portal to be communicated easily without interrupting day-to-day association work.

You can also explain to new users the guidelines according to which behaviour on the platform is expected. Such a netiquette prevents conflicts in the Member Portal and ensures a pleasant atmosphere in the network.

3rd phase: Returning users

Returning users visit the Member Portal again and again, but not yet regularly. Individuals with only a low emotional attachment to the association find irregular visits to the platform sufficient. They are rarely interested in the day-to-day activities of the association and consume information in the Member Portal passively. Here, they usually only inform themselves about dates and upcoming events. Such returning users with low emotional attachment rarely become regular users. For them, it is nevertheless important to maintain interest. Therefore, share all important association information in your Member Portal. As a central point of contact for news and dates, even members with little emotional attachment will continue to visit the platform to stay up to date.

4th phase: Regular users

Whether members become regular users from returning users often depends on their attachment to the association. Emotional attachment to the association is often high among regular users. Since they want to hear any news as quickly as possible, they accept and use the Member Portal as their main source of information about the association. To keep regular users active in the network, interesting news about association topics should be shared and discussed in the Member Portal. Regular users are not only interested in formal information, such as the date of the next association meeting; they also use the platform to educate themselves and exchange ideas.

5th phase: “Power Users”

The so-called “Power Users” are the heart of the Member Portal. They not only consume news but actively contribute to the success of the platform. They are often directly involved in association activities and share their experiences in the Member Portal. Due to their high level of activity, they know the platform best. Power Users therefore also serve as contact persons for new users. Since Power Users are strongly emotionally attached to the association, they like to be integrated into what is happening in the Member Portal. Give them active tasks, such as introducing new members or regularly sharing new developments in the association. You can also ask Power Users for their opinions on functions and procedures and will receive valuable feedback.

6th phase: Inactive users

When users log out of your network, this is not immediately a cause for concern. Not all members will remain equally active in the association at all times. It is advisable to keep an eye on who leaves the platform and whether this concerns only inactivity in the portal or the entire association. If regular users or even Power Users suddenly become inactive, you should look for possible reasons and counteract them. A personal conversation is usually helpful here, as the reasons for inactivity often lie in personal dissatisfaction.

Using the phases presented, you can analyse the users of your Member Portal. Depending on which phase your members are in, you can develop approaches to improve your network. In this way, you perfect your Member Portal according to the wishes and problems of the users. Satisfaction and participation are essential for the success of such a platform. Once the Member Portal is accepted as the main source of information, you will soon recognise its added value. Since it is always accessible from anywhere, users can inform themselves about news in the association within seconds. Through clear and concise votes that can be held quickly, members feel more involved in association activities. By introducing modern technical tools, the association also becomes more attractive to people who have grown up with digitalisation. In this way, especially the younger generation can be motivated to participate in the association, as they already know interactive platforms from their private lives.

If you therefore take into account the different phases of the User Life Cycle in the Member Portal, you will soon be able to benefit from the advantages of an interactive platform.