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Hearing Two Languages At One Time

One of the benefits of our working with associations for so long to build their online efforts (besides the fact we like it), is that we are fluent in the language of associations.

Every field has its own terminology, and their own meaning and emphasis to more common language. So it is with associations and their management. Associations have dues cycles, conference preparations, board communications, member education components, and more in common. Each association comes with terminology relating to these association activities as well as language specific to their own organization.

The same holds true to the Internet. There is so much technical jargon and so many acronyms, but what do they mean for your association and membership? Most associations can’t be expected to be on the cutting edge of trends on the Internet, and yet they are often expected to be by at least some members.   There have been more than a few times where we have helped association management explain to a member why a certain technology or trend on the Internet is very likely to not be worth its cost, both short-term and long-term, to the association… based on Internet-environment reasons.

We’ve spent over 20 years guiding our association clients to what the language of the Internet means for the language of their association. Sometimes it requires a narrative, sometimes a diagram, sometimes a simple one word recommendation. But it is important for our association clients to understand the technology they are using so they can understand their online choices for their members. It is important for us to understand what our association clients mean when they discuss their organizational processes and needs.

We understand we need to speak and hear two languages at the same time. It benefits everyone in the development and evolution of the association ‘s web site.

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Kessler Freedman, Inc.