Tips for Choosing an Association Management System

Perhaps no software is more essential for effective management of a not-for-profit than its association management system (AMS).   The member and prospect database is the infrastructure from which all other systems emanate.  Like any other business, the marketing success of an organization is largely dependent on the extent to which it is able to harness its data.  

When I talk with association leaders about the importance of their database, they are frequently overwhelmed by the choices, still rebounding from prior bad experiences and or having a difficult time figuring out how to moving forward.  The significant expense and time commitment to implement an AMS make the decision even more critical.  The lack of a clear decision path often means that organizations limp along for years with an inadequate AMS or none at all.  And that inevitably means lost opportunity for efficiency and growth.  

There are dozens of AMS options at almost every price point, from the most basic system to the most complex.  So how do you find the product that is best for your organization?  Start by developing a checklist of your “must haves” and “nice to haves.”  This might include items like integration with your current accounting software, social media integration, dues billing options, event registration options, online directories, website integration, options for custom demographic fields and anything else that your organization needs.  Make sure to consult with your accounting, marketing, and other relevant staff so they have an opportunity to weigh in with their wish lists.  

It’s important to be as specific as possible.  The more you know about what you need, the quicker you will be able to narrow your range of options.  For example, all of my clients are on accrual-based accounting systems which means I can quickly rule out any AMS that does not easily allow for deferral of dues or event income.

Once you have identified 3 or 4 companies that you believe would meet your needs, schedule an online demo.  Ask the software provider for a very specific breakdown of costs – both the upfront costs to implement and the ongoing costs once the system is up and running.  Be sure you understand whether technical support is included, or whether there will be additional fees.  Most importantly – ask for a list of customers who have already implemented the AMS you are considering and then contact them.  You’ll probably learn a lot more from existing customers than you will from the demo.  These contacts may also be a resource for you if you do proceed with implementation and have questions along the way.

This will be a large undertaking so be realistic about implementation timeframes.  Make sure you have the proper staff involved from the beginning.  Arrange for them to receive a minimum amount of generic training on the front-end – enough to get started – but save most of your training dollars for post-implementation when your staff will have a need for training that focuses on your specific database.  

-Kim