Consider this: what if your association could thrive without relying on a traditional association management system (AMS)? This question emerges from associations grappling with the challenge of adapting old systems to meet modern needs, like fostering member communities or delivering personalized content. The frustration from these mismatched solutions signals a need for a broader discussion about the digital ecosystems supporting associations. It’s time to reflect: Is an AMS truly indispensable for your association?
In today’s digital age, the expectations set by global giants like Amazon inadvertently become the benchmark for all, including associations. Despite the disparity in resources, members anticipate a similar level of personalized interaction and service. They seek effortless, personalized engagements, immediate access to information, and recognition upon logging in. The quest is to seamlessly integrate innovative solutions with existing systems, cultivating a digital environment that lives up to member expectations.
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Member Needs
Our members want easy, personalized interactions with us. They want simple ways to find answers to their questions. They want to be recognized when they log in. We can choose products that provide those experiences, but how can we connect new capabilities to old systems? In order to compete, we need digital ecosystems that provide the services our members have come to expect.
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Beginning of the AMS
This discussion isn’t a recent development; it has its roots stretching back over three decades, beginning with the elaborate Excel spreadsheets and Access databases that organizations utilized to manage everything from membership rosters to financial ledgers. There was a collective understanding that a more efficient solution was needed. Software companies arose and delivered unified database solutions, encompassing a range of modules within an enterprise-grade software package. This was a breakthrough, heralding the arrival of the Association Management System (AMS).
The introduction of the AMS was a pivotal moment, as it combined diverse data streams, which in turn propelled the popularity of various AMS solutions. Initially, these systems lacked a sophisticated member interface for the web—this wasn’t seen as necessary at the time. Early versions offered minimal front end features, lacking components like websites, e-commerce platforms, or member portals. This meant there were few opportunities for members to engage with their associations online. Indeed, even the concept of an association establishing a digital presence was only just starting to emerge.
These systems were fundamentally designed to streamline administrative processes rather than member interactions, making the day-to-day tasks of staff members more manageable. Interfaces intended to simplify data management for staff, not necessarily to enhance member engagement. This focus on operational efficiency served associations well for many years, meeting the initial goal to support organizational management rather than member interaction.
Member Experience Takes Center Stage
Over time, the emphasis on creating memorable member experiences has grown, becoming as important – or more important – than improving staff workflows. Members now desire convenient online registrations, community engagement, digital networking, and virtual events. This shift has been supported by the advent of standardized APIs and SaaS products, alleviating the burden of hosting and storage, and paving the way for specialized, function-specific systems.
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Where Does the AMS Fit Now?
When associations first implemented their AMS, they viewed it as the ultimate data repository and system of record. This approach still meets the needs of many smaller or less complex organizations. But, consolidating all engagement data in the AMS is beginning to show its limitations as organizations grow in sophistication and size. The truth is, for advanced engagement tracking and segmentation, data lakes or warehouses emerge as far more appropriate solutions. This brings us to an essential question: Is an AMS truly necessary for your association?
Consider the landscape of your operational tools. If you find that specialized software is managing your meetings, your online store, educational programs, or fundraising efforts, the traditional AMS might not serve you best. You may need a Customer Relationship Management (CRM) system to act as your centralized customer database, integrated with the standalone products the market has to offer.
If your organization is using several best-in-class products to manage your primary business activities, you may not need an AMS at all. Or you may only need an AMS to handle association-specific transactions such as membership or committee management. In this case, you might find success with a lighter, more cost-effective AMS solution that offers only the functionality not covered by other software.
You definitely should consider whether it makes sense to continue investing in a comprehensive AMS solution, if you are only using a fraction of the available features.
On the other end of the spectrum, associations building an integrated ecosystem of solutions must have the money and expertise to maintain a complex technology environment. Integrations require ongoing monitoring from skilled IT resources, and licensing fees for multiple products can add up quickly. You may feel like you are inadvertently morphing into a software company and straying far from your core mission and expertise. In this case, an AMS that offers more of an all-in-one solution may be a more attractive option.
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The Path Forward
Instead of assuming you need an Association Management System specifically, association executives and their technology partners should be focused on ecosystem conversations. You want to craft a digital infrastructure that is right-sized for your association’s needs and resources. Your technology should not only support but enhance your organization’s competitive capabilities in the digital age. Association requirements are complex and demand nuanced solutions. While most associations do not operate on the scale of Amazon, their unwavering dedication to superior user experiences offers a valuable blueprint. Embracing this ethos can guide us in building systems that meet our intricate needs while ensuring a focus on what truly matters—serving our members efficiently and effectively.
Connect with Dennison and Associates Today. Would you like to take part in an ecosystem discussion? Does your association really need an AMS or should you consider planning for what comes next? It’s going to be an interesting conversation. Don’t miss it! Contact Dennison & Associates today for a consultation.
Featured image via Unsplash
