top of page

Evolving Association Management Systems: Embracing Platform-Based Solutions for Modern Organizations

Author:

Christopher E. Maynard

Introduction:

For decades, associations and professional societies have leaned heavily on Association Management Systems (AMS) to manage their core functions—membership tracking, event coordination, and educational programming through live events. These systems have been the backbone of organizational operations, ensuring that day-to-day activities run smoothly. However, as the landscape of these organizations has significantly transformed over time, traditional AMS solutions have struggled to keep pace with the evolving needs. In response, a new wave of AMS providers is pivoting towards more flexible, platform-based solutions like Salesforce, Microsoft Dynamics, and Oracle's NetSuite. This shift not only offers enhanced capabilities and configuration but also presents a more affordable and integrative approach for organizations. Additionally, the engagement of third-party consulting firms has emerged as a strategic move to streamline the selection and implementation of these advanced systems.

The Changing Landscape of Associations and AMS Solutions


Associations and professional societies today face a myriad of challenges and opportunities that were non-existent a few decades ago. The digital revolution has altered how members engage with organizations, demanding more online interactions, personalized experiences, and immediate access to resources. Globalization has expanded the reach of these organizations, requiring systems that can handle diverse and widespread membership bases. Moreover, the increasing importance of data-driven decision-making necessitates robust reporting and analytics capabilities.


Despite these shifts, traditional AMS solutions have remained relatively static, often failing to incorporate the technological advancements needed to support modern organizational functions. These legacy systems typically offer a one-size-fits-all approach, lacking the flexibility to adapt to specific needs or integrate with other tools and platforms that organizations might be using. The rigidity of these systems can lead to inefficiencies, higher costs, and missed opportunities for engagement and growth.



The Pivot to Platform-Based Solutions


The new generation of AMS solutions are built on powerful platforms such as Salesforce, Microsoft Dynamics, and Oracle's NetSuite. By leveraging these platforms, AMS providers can offer highly configurable solutions that can be tailored to the unique needs of each organization. This modular approach allows associations to pick and choose the functionalities they require without investing in unnecessary features, making it a more cost-effective option.


Platform-based AMS solutions excel in their ability to integrate seamlessly with other software and tools. Organizations often use various applications for email marketing, accounting, customer relationship management (CRM), and more. The ability to integrate these tools means data can flow freely between systems, reducing manual data entry, minimizing errors, and providing a holistic view of organizational operations.


Data is a critical asset for any organization aiming to make informed decisions. Modern AMS solutions built on robust platforms offer advanced reporting and analytics capabilities. These tools enable organizations to track member engagement, event attendance, financial performance, and other key metrics in real-time. With access to comprehensive data, associations can identify trends, measure the effectiveness of initiatives, and adjust strategies accordingly.


One of the significant advantages of platform-based AMS solutions is their modular design. Organizations are not forced into purchasing a full suite of services they may not need. Instead, they can select specific modules relevant to their operations, such as membership management, event registration, or educational content delivery. This pick-and-choose model ensures that associations pay only for what they use, optimizing their investment.



The Role of Third-Party Consulting Firms


Navigating the landscape of AMS solutions can be daunting, given the plethora of options and the technical complexities involved. Third-party consulting firms specialize in this area, bringing a wealth of experience and industry knowledge. They understand the nuances of different AMS platforms and can guide organizations in selecting a system that aligns with their strategic objectives and operational needs.


Implementing a new AMS is a significant undertaking that requires careful planning and execution. Consulting firms can streamline this process by handling project management, configuration, data migration, and user training. Their involvement reduces the risk of costly mistakes and ensures that the system is set up correctly from the outset.


By helping organizations choose the right AMS and ensuring it is effectively implemented, consulting firms play a crucial role in maximizing the return on investment. They can identify opportunities for efficiency gains, cost savings, and enhanced member engagement that might be overlooked without expert guidance.



Considerations for Adopting Platform-Based AMS Solutions


Before transitioning to a new AMS, organizations must conduct a thorough assessment of their needs. This includes identifying core functions, pain points with current systems, and future growth plans. Understanding these factors will inform the selection of the most suitable platform and modules.


Organizations should evaluate how well a new AMS will integrate with existing tools and systems. Compatibility is key to ensuring seamless operations and avoiding data silos. It's important to consider whether the AMS supports open APIs and has a track record of successful integrations.


While platform-based AMS solutions can be more cost-effective, it's essential to conduct a detailed cost analysis. This should include upfront costs, ongoing subscription fees, customization expenses, and potential savings from increased efficiency. Organizations should also factor in the costs associated with engaging a consulting firm.


Adopting a new AMS requires change management to ensure staff and members adapt smoothly. Adequate training programs should be planned to familiarize users with the new system. Consulting firms can often provide or assist with these training initiatives.



The Future of AMS in Associations and Professional Societies


The trend towards platform-based AMS solutions is likely to continue, offering greater accessibility and scalability. Cloud platforms enable organizations to access their systems from anywhere, support remote work, and scale resources up or down based on demand.


Future AMS solutions will likely focus more on personalization, using data analytics to tailor communications, recommendations, and services to individual member preferences. This approach can significantly enhance member engagement and satisfaction.


Artificial intelligence (AI) and automation are set to play a more prominent role in AMS solutions. AI can power chatbots for member inquiries, automate routine tasks, and provide predictive analytics to anticipate member needs and behaviors.


As data security becomes increasingly critical, AMS providers will need to prioritize robust security measures and compliance with regulations like GDPR and CCPA. Organizations will demand systems that protect sensitive member information and ensure privacy.



Conclusion


The evolution of Association Management Systems reflects the changing needs of associations and professional societies in a dynamic environment. The pivot towards platform-based AMS solutions built on platforms like Salesforce, Microsoft Dynamics, and Oracle's NetSuite offers organizations unparalleled flexibility, integration capabilities, and cost-effectiveness. While this approach may not be universally applicable, its growing adoption underscores its value in the marketplace. Engaging third-party consulting firms can further enhance the benefits by providing expert guidance and ensuring successful implementation. As organizations consider upgrading their AMS, thoughtful assessment and strategic planning will be key to leveraging these advanced solutions to drive growth, efficiency, and member engagement. Embracing modern AMS platforms and the expertise of consulting firms, associations can position themselves to meet current challenges and seize future opportunities. This proactive approach will enable them to focus on their core missions, deliver greater value to their members, and thrive in an ever-evolving landscape.


bottom of page