Navigating Association Management Systems: Key Lessons and Insights for Success

Navigating Association Management Systems: Key Lessons and Insights for Success

by Towsif Nasor, CAPM
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Over the last two years, one of my biggest focuses has been helping organizations implement and optimize Association Management Systems (AMS). Through this experience, I have been able to write about various aspects of AMS implementations and learned many valuable lessons along the way. This article brings my reflections together to share insights that can support your organization through this process. 
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Take Long Term Goals into Consideration

In one of my first articles, I wrote about the AMS implementation process, from a newbie’s perspective. The entire process was a unique experience. What stood out most at that time was how important it is to fully understand an association’s goals and processes. Sometimes, individuals try to identify requirements, only taking technology into consideration. But it is just as important to ensure that the people and processes are also considered. For example, an AMS has event capabilities; however, the organization needs the ability to also collect an additional fee for a gala or golf game during registration or it causes a manual workload for the staff. It’s important to select an AMS that meets that need and ultimately is able to serve the organization and its long term goals. 

People and Process

As I gained more experience, I was given my own AMS projects to carry out, which typically included helping organizations switch from their legacy systems to a more modern tool. This inspired me to write an article on the key things to consider when switching your AMS. In it I talk about various things to consider, but I want to share a learning point that is often missed. When considering a switch for any systems, alongside the technology, it is crucial to take into consideration the processes and people it will support. 

Let's look at an example. 

If your organization has an unique membership structure, it is important to look at membership structures when selecting the AMS. In addition, we would consider the process and complexity for each system and how it would impact staff time. It is essential to assess current workflows and involve all necessary stakeholders to ensure your new system delivers value to the organization as a whole.

Your Member Matters

Continuing to work with associations, I have had the opportunity to learn the value of what a member can mean to an organization. I have also had the opportunity to learn the value of the member experience and the impact that it can have on your members and organization. In a previous article, I spoke to this but focused specifically on the member portal, but your members should be taken into consideration when searching for a new AMS as well. 

For example, your organization could use list servs as a means of communication. An AMS may be able to use an online community with added features to help streamline this process, providing a more centralized location to interact with members and better value for your members. You want to ensure that the changes you’re seeking add value to your members and their experience.

Address Your Data Needs

The importance of reliable data is something that became very clear to me early on as my very first project introduced me to my first set of data challenges. Since then I’ve had the opportunity to face various other data challenges, which forces me to highlight the importance of addressing your data needs. 

Oftentimes I see this key area overlooked, and organizations chase different systems in hopes to get away from the symptoms of unreliable data (reporting challenges, integration issues, lack of data governance). But, it is important to understand that if we take unreliable and bad data, and just move that from one solution to the next, the true issue will never be resolved, and the symptoms will just get worse. 

However, implementing proper data utilization and data clean up strategies will ensure that your data is ready for a new system. It is also important to note that you want to ensure that the data you’re bringing to your new system is relevant, necessary, and adds value to your organization; this includes reviewing your 30-year-old legacy data and determining how much data needs to be brought over. For example, maybe you decide to only bring the last 5 years worth of active member data into the new system, and archive the rest of the historical data.

Conclusion

I’ve come to understand that successful AMS implementations switches are more about than just the tools available – they are also about people, processes, and strategy. Overall, we need to understand how the right technology can help  associations thrive by improving operation efficiencies, member engagement and overall delivering more value to their members.

Whether you’re just starting your AMS journey, considering a switch or exploring your options, I hope this article helps you better navigate the world of AMS systems.