We sampled a selection of RPA websites to determine which content links most commonly appeared in a navigation menu (like the green bar above) and “Newsletters” came in seventh. While the frequency and currency of the content reached by clicking on that option varies widely, it is more common than not for an association site to offer newsletter content that can be both read and downloaded, almost universally using the PDF (portable document format) file option.

Meaningful, up-to-date reports, stories, news, information, photos and illustrations underline the relevance of the association to its community. Relevance invites membership and with it comes funding and influence.  You may not be able to generate valuable content immediately when you launch your new online presence but getting to it sooner than later will accelerate your path to growth.