What’s the difference between a CRM and an AMS?
According to some consultants, the two systems are almost identical. In fact, they would have you believe that, as an association exec, you can choose either type of system — it really doesn’t matter.
We don’t believe that’s true. Your selection of customer relationship manager software, known as a CRM, or an association management system, known as an AMS, is critically important both now and later. A great decision now will help make data collection, management and reporting easier from now on.
We’d like to take a few minutes to define the two systems and present their relative strengths and weaknesses. Our guide will help you determine which will work best for your association.
[Related: Does Your Association Really Need an AMS?]
What is a CRM?
A CRM is designed to help manage the sales process from initial lead generation to repeat customer purchases and upgrades.
Who on your team is best suited to use a CRM?
- Sales teams. They can use a CRM effectively to track and manage leads, forecast sales, track performance and analyze detailed information about customers and prospects.
- Customer service reps. They can use a CRM to manage individual cases from start to resolution, as well as to report on comprehensive issues occurring across the customer base.
- Marketing teams. They can use a CRM to plan, execute and track marketing campaigns, converting leads into customers. A CRM can analyze and report on campaign performance and test elements of the marketing message.
- Executives. They often rely on a CRM to provide strategic insights, help them make data-driven decisions and identify growth opportunities.
How do you know if you’re considering a CRM? Popular CRMs include:
These CRM systems, and others like them, can help teams improve collaboration across departments and track and record customer service interactions.
CRM systems are generally scalable as the company grows and can integrate with automation solutions and messaging platforms. CRMs can handle an enormous amount of data, and they can make it relatively easy to segment audiences and personalize interactions.
All of this sounds great, so why would my association consider an AMS instead?
[Related: Aligning Technology With Organizational Goals Beyond the IT Department]
Why Consider an AMS?
If you’re running an association, tracking new members from their first inquiry to their retirement may sound like a worthwhile goal. Sharing information between departments, personalizing member contacts and making problem resolution easier may also sound like great features to have. They are.
And if that’s all you want to do with your member data, a CRM may be an appropriate solution for you. CRMs are designed to monitor, assist and report on the sales process.
But what will you do if you need to set up an online store or a series of online classes? How will you handle all the moving parts of annual meeting registration? Will the CRM allow you to create and send dues billing notices? Will it support online payments and financial reporting?
AMS Software Capabilities
If you want to accomplish specific tasks after your members join the association, you might want to consider this list of capabilities for most AMS software:
- Membership management. Handles member profiles, membership tiers, renewals, expirations and grace periods. Can also help with delivery of member benefits such as journals, newsletters and discounts.
- Member directories and profiles. Manages member directories and provides self-service portals for members to update their information.
- Online product sales. Allows the association to promote and accept payment for products, educational materials, online courses and registrations through an online sales portal.
- Web content creation. Provides tools to create web pages and content, such as informational pages, product pages, blogs and social media, as needed.
- Online communities. Provides collaboration space for online communities, forums, member chats, idea exchanges and social media.
- Member engagement. Tracks member engagement and participation in association activities.
- Event management. Facilitates event planning, registration, ticketing and attendee tracking. Also manages logistics, session scheduling and post-event evaluations.
- Speaker management. Tracks speaking proposals, speaker selection, bios, photos, and ratings. Allows convenient communication with speakers.
- Communications and marketing. Provides tools for email marketing, newsletters and targeted communication campaigns. Integrates with social media and other marketing platforms to engage members.
- Fundraising and donations. Supports donation tracking, donor management and fundraising campaigns. Provides tools for online giving, pledge management and donor recognition.
- Committee and volunteer management. Tracks volunteer hours, assignments and committee memberships. Coordinates volunteer activities and manages committee communications.
- Continuing education and certification. Manages educational programs, certifications and accreditation processes. Tracks member progress, continuing education credits and course completions.
- Advocacy and public affairs. Supports advocacy campaigns, grassroots mobilization and legislative tracking. Provides tools for managing political action committees and lobbying efforts.
- Finance and accounting. Integrates with accounting software to track and report on revenue and expenses throughout the association.
- Reporting and analytics. Generates comprehensive reports on membership statistics, financials, event attendance and other key metrics. Provides dashboards and data visualization tools for real-time insights and decision-making.
[Related: Creating an Effective Technology Strategy or How to Buy Tech Without Regrets]
Serving Your Mission With the Right Technology
We think you’ll agree that a CRM alone is not designed to handle the range of functionality required by today’s associations.
Today’s associations are complex organizations whose primary goals center on serving their mission and their members. Goals that require collection, tracking and reporting on relevant data about members, programs and finances.
Software developers once tried to accommodate everything associations needed in one-box AMS solutions, but today it’s common to select a central member-focused product and database that allows you to add functionality as needed. The pieces are designed to work together. If you know what you need, putting the puzzle together can be relatively straightforward.
If, however, you need help deciding what your technical capabilities are and which AMS will best serve your needs, Dennison & Associates is ready to help.
[Related: Effective Change Management: What To Consider When Adapting to New Technology]
Reach Out to Dennison & Associates to Determine the Right Path to Success
We work with all the AMS developers and understand the strengths of each system. We can help you survey your current needs, assess your technology, refine your requirements and find the best system for your association.
Contact us today to request a consultation or drop by Booth #241 at the ASAE Annual Meeting & Exposition. We’d love to see you!
