Organisations should provide reasons for their members to regularly visit the site. This ensures that when you need to get information out to members, there will always be a ready audience.
Case Study: Recreation Sector – parkrun Australia
Having your website as the place where people can register and interact with your business is one of the easiest ways to ensure that you have an audience for information you wish to promote and services you provide. For example, parkrun Australia offer a registration barcode system which requires members to visit their website. Tim Oberg, General Manager of parkrun Australia explains in this video that having this system in place makes members feel valued. After registering on the website, they receive "their own personal barcode, and it's this barcode that they take to events on a Saturday, that we scan that enables us to process their results quickly and efficiently."