Associations run into credibly issues when they are not “polished” enough. There may be a certain design aesthetic missing from the website, emails and print materials. Perhaps they are running a web 1.0 site, or using HTML email incorrectly, or being inconsistent with the association’s logo and look across digital channels, print materials and signage. Members expect a certain level of professional polish from the groups they choose to engage with. Seeing a dated-looking site, sloppy design or inconsistencies across the platform sends up red flags.
Conversely, some associations have exactly the reverse problem. They are too polished because they maximize and optimize everything assembly-line-style do to the sheer volume of members. Sending out an HTML email when a personal email is better. Creating a beautiful PowerPoint presentation that gets in the way of a two-way dialogue. Automating answering of incoming calls. When an association is too polished it sets the staff and/or board apart from the membership. Too polished creates a barrier.
How polished is your association? Have you found the happy middle between not polished enough and too polished?