The American Kennel Club launched a series of educational webinars earlier this year aimed at dog fanciers and clubs and I have been watching them with great interest. I understand much of this content has been shared with the AKC delegate body, but I can’t say I had heard about these educational programs through my AKC member club delegate. The last webinar for 2018 covered best practices in club websites. The webinar covered the fundamentals of good website design, including
- Set specific, measurable, attainable, relevant and timely, i.e. SMART goals
- Identify the audiences that you are trying to reach
- Identify actions you want people to take on your website
- Design for mobile usage
- Have a content strategy
- Ask for visitor feedback via surveys, forms, or email
- Use web analytics to track activity on your site, and also collect other relevant metrics, like event entries or membership applications to measure the site’s effectiveness
- Integrate social media sharing tools so visitors can share your content
The presenter strongly recommended using a Content Management System (CMS) and mentioned WordPress by name, as one of the complaints that AKC hears from clubs is that their sites are difficult to update and CMS frameworks make this much easier. He also recommended that as clubs analyze where they are vs where they want to be, that they focus on optimizing the impact of change vs the effort to implement it and focus on areas that should yield maximum impact for the least effort.
Two national breed club websites were held out as good examples, the Golden Retriever Club of America and the American Shetland Sheepdog Association. Both are WordPress sites, the GRCA site has multiple call to action buttons on the home page to attract attention and provide measurable actions, and also has Google Analytics installed as well as social sharing on Instagram and Facebook. I would have liked to see some good examples from all breed clubs and clusters as well as local specialty and training clubs, but this webinar was a good start with an emphasis on fundamentals.
Out of curiosity, I decided to take a tour of all-breed AKC dog club websites, and to keep the task manageable, focused on clubs based in Michigan. The AKC lists 24 licensed all breed dog clubs in the state and of those, 7 have an active website and 9 are represented by a site covering a cluster (multiple show giving clubs holding events on the same weekend). A couple of the clubs have both a club site and are included in a cluster site. It looks like 6 Michigan AKC all-breed dog clubs have abandoned websites, and 5 have no dedicated club website, dead or alive, that I could find. A number of clubs, including some with no other online presence, have a Facebook page. I’ll go into more depth about the use of Facebook by dog clubs after the AKC webinar on that topic scheduled for March 13, 2019. I could find only one all breed club in Michigan that had no dedicated website presence at all, but it is listed as being part of a dog show weekend by the all breed club that shares its show weekend on that club’s website.
The websites vary greatly in quality and the technology used to create them. There are several modern looking websites created in WordPress (both .com and .org), some created in low cost website building tools like yoursite.com and weebly.com and then a few created in vintage web building tools including FrontPage and Dreamweaver. I found two sites created by companies that appear to specialize in the “dog club/dog breeder” space.
A difficult truth is that a significant proportion of active AKC dog club members and volunteers are Baby Boomers and dog clubs are struggling to staff and execute profitable events, which often means websites receive limited support and funding. The paradox is that younger generations, who love dogs and are interested in doing things with them, are looking for dogs, dog services, and dog activities online, but many clubs are not able to connect with this new audience through effective use of online tools.
To address this disconnect, the AKC will be offering webinars on social media strategy, Facebook, Instagram, and Twitter in 2019. I have had success using Instagram and Facebook to promote the Bull Terrier Club of Metro Detroit, attracting new people to our events who then decided to join the club. Several of these new members mentioned they had no idea there was such a thing as a local breed club and they were excited to find like minded dog owners; an online presence can be a valuable tool for clubs looking to expand their reach.