Software is critical to helping associations manage member databases, communicate with members and process payments. Both association management software (AMS) and customer relationship management (CRM) software are viable options for associations, but having both would be duplicative.
Read on to learn more about the unique software needs of associations and how leaders can decide between AMS or CRM software.
The unique membership structure of an association means it also has different needs from other organizations. While different digital solutions manage workflows, process payments and provide communications tools, many of these technologies are designed with customer relations in mind rather than association member management.
Like other organizations, associations process financial transactions, maintain databases of contacts and communicate with stakeholders. When associations experience challenges with payment processing, contact management and communications, they can benefit from specialized tools.
Problems in payment processing can disrupt the member experience. For example, associations that rely on membership fees, donations and event fees must offer a secure, effective way for members to make payments. Investing time and energy into member relations is a worthwhile effort because if they experience issues with payments, that can impact their feelings about the association as a whole.
Associations collect information from members, related associations, vendors and volunteers, and maintain records on prospective and former members. Managing this data requires a significant resource investment. Securing this private information can also present challenges for associations.
Associations regularly reach out to members through newsletters and emails. These points of contact serve as investments in a long-term relationship between the member and association. Yet processing these communications, as well as other forms of communication such as invoices and notifications, requires time and energy. As associations scale in size, member relations can quickly overwhelm current resources.
Customer relationship management (CRM) focuses on the interactions between an organization and its customers. CRM software manages leads, organizes communications, and provides analytics on customers and potential customers.
CRM software provides tools to track and manage leads by allowing organizations to monitor lead data from different channels, including social media, direct emails and other marketing efforts. In addition to consolidating leads, CRM systems can sort leads by their quality, providing valuable information on the best use of marketing resources.
Organizations can manage customer information and create contact profiles using CRM systems. Creating customer profiles makes it easier to track interactions, and the searchable databases allow organizations to quickly access data.
Many organizations turn to digital solutions to analyze data and generate reports. CRM software offers reporting functions such as customer engagement tracking and conversion rate trends. Detailed analytics tools provide insights for decision-makers within the organization.
Designed specifically for member associations, association management software (AMS) helps the user manage member communications and repeat tasks. Common functions include integrated association websites, membership databases, event management and member engagement platforms.
AMS software integrates with an association’s website, providing tools that automate event registration pages, generate calendars with links to member events and manage online member directories. Using AMS tools on an association’s website also makes it easier to maintain consistent branding. AMS technology can track analytics to monitor site performance as well.
AMS can automate sending emails or newsletters to members. Associations can send updates, event notifications and conference invitations through their AMS. In addition to improved communications, an AMS makes it easier to maintain a membership database and track member activity. These functions save associations time and improve member relations.
Many associations provide exclusive content for their members as a benefit of membership. The right AMS makes it easier to share member-exclusive content such as white papers, job boards and training modules. Members can access continuing education courses or webinars through AMS software that integrates with learning management systems.
An AMS is the stronger choice for associations. In summary, the top benefits are:
Hartman Executive Advisors offers AMS and other software selection consulting services to advise key decision-makers at associations throughout this complex process. Our focused and organized approach ensures that software both aligns with your goals and that vendors and products are sufficiently vetted and tested before consideration. Contact Hartman today for a no-cost consultation.