The day-to-day tasks of modern association leaders include emailing members about upcoming renewal dates, planning exciting events, and coming up with valuable engagement opportunities for members to enjoy.
Juggling so many different tasks isnโt easyโthatโs where association management software comes in. This guide will walk you through the following topics to prepare your team to find the right technology for your association:
- What is association management?
- AMS vs CRM: What’s the difference?
- How can an AMS system improve staff and member experiences?
- What are some top AMS system features to look for?
- Why choose a Salesforce-native association management solution?
- What are some of the top AMS system providers?
Ready to invest in an AMS that fosters a strong membership community and provides them with unforgettable programming and events? Letโs get started.
What is association management?
Association management is a unique field. Members pay dues in exchange for being a part of the community, making the โproductโ different from most other sectors. For those seeking guidance from colleagues in the same professional field, for example, associations provide far-reaching networking opportunities to help further their careers and increase knowledge-sharing.
Associations are usually governed through a board or an elected committee to help oversee the member journey or experience, event planning, registration processes, and member communications. And as your membership increases and your association grows, management can become an arduous process.
However, specialized association management software can help you find solutions that save time and allow your team to focus on big-picture goals, like increasing member engagement and retention.
AMS vs CRM: Whatโs the difference?
People often conflate these terms, but the technologies are distinct. To get the most out of your associationโs technology, youโll need to understand the core differences between them:
What is an AMS system?
Association management software (AMS) is a solution designed specifically for associations, offering capabilities that handle associationsโ daily operations. Your AMS will play a broader role in your organizationโs day-to-day tasks, managing and facilitating aspects like:
- Recruitment and retention strategies
- Member engagement
- Online member communities
- Event management
- Marketing and communications
- Renewal processes and billing
- eCommerce
- Learning management systems (LMS)
- And more!
To help you get the most out of the technology, your association management software provider may offer additional tools, services, and integrations that can expand your AMSโs capabilities. They may also partner with other firms, like consulting agencies, that can guide you in using your platform effectively.
What is a CRM?
A customer relationship management (CRM) system stores data about your members and their interactions with your association. The purpose of these tools is to organize member data in a logical way so itโs accessible and useful to staff. From here, you can leverage information like demographic data, preferences, and past interactions to create personalized communications that deepen relationships.
While a comprehensive CRM is critical to your associationโs success, itโs not specialized enough to manage your association’s entire operations. Think of your CRM as a very important piece of your association management toolkit.
Can associations use both an AMS and a CRM?
Yes! To leverage the power of both solutions, opt for a solution like Fonteva. Fontevaโs AMS is built on Salesforce, one of the top CRMs in the world.
By combining these tools, youโll unlock access to specialized capabilities designed specifically for associations and keep your member data secure and organized. And because Fonteva is built on Salesforce, youโll also benefit from the platformโs ongoing innovations, customizability, and an extensive list of apps and integrations.
How can an AMS system improve staff and member experiences?
Benefits for your staff
Your staff works hard to provide content, educational materials, conferences, events, and ongoing opportunities for your members. The best systems not only streamline these tasks but enhance their value, providing your association with:
- Efficient and secure data flows. When your staff and team plan your next engagement strategy, an AMS solution will make it easier to transfer and view data from multiple databases. For example, to get a full view of your members, you might need to pull data from your event management tool as well as your membership management tool. Reliable integration capabilities are essential to make this possible. For an even better option, invest in a platform solution.
- Increased security. Consolidating your associationโs information in your AMS database is more secure than having it live in an Excel spreadsheet or physical forms. Additionally, association database management is easy for your staff when information is housed in a cloud-based online software solution.
- Increased recruitment and retention. With an AMS optimizing your communications and ensuring you offer the best member experience, your association can not only acquire new prospects but also better retain current members. Plus, automatic dues payments and pre-scheduled dues reminders can also prevent members from lapsing.
- Decisions backed by data. With all the data collected from emails, events, and other online engagements, you can make more informed decisions about your associationโs future. For instance, use data to help you figure out which marketing outreach strategy has the highest chance of success by observing past ones. Or, pick the next online webinar topic by looking through feedback from your other learning opportunities.
Benefits for your members
Your AMS system or membership platform isnโt just there to increase efficiency for behind-the-scenes operationsโit should also enhance member experiences.
The more intuitive and engaging your technology is, the more likely it is that your members will continue to contribute to your community. With an upgraded AMS system, your members will have:
- Consistent and improved experiences. With an AMS, your association can create eye-catching websites with individual pages and forms that are simple yet effective, all completely branded to your association.
- Access to a wide variety of relevant resources. Your association members are there to connect with others and learn from the experiences your association curates. Make sure members have the resources they need. The right association management software can even create a members-only portal to host exclusive white papers, informational guides, and educational courses.
- Community building opportunities. In addition to advancing in their career and participating in valuable learning opportunities, individuals join your association to be a part of a community. Your association software can promote this with online discussion boards, engaging event ideas, and much more.
What are some of the top AMS system features to look for?
The features youโll want in your association management solution will differ depending on your associationโs unique needs. If you often host online webinars, for example, an AMS with a learning management system (LMS) integration is a no-brainer, whereas another association might not find this necessary.
While every association has different priorities, no matter what, your AMS should have these essential features:
- Membership management. One of your most important tasks is managing members. This goes beyond simply tracking enrollments and renewals. You also need to make the most of valuable member data. Gathering and storing accurate member information can impact almost all aspects of association management, so having a solution catered to this priority is essential.
- Member portal. Not only can your association management software provide the tools you need to oversee member information, but the best ones should also offer a member portal. This should include a navigable directory where members can learn more about other members in the association, helping them get familiar with one another.
- Event management. Along with managing members, you must provide them with exciting opportunities and valuable engagement experiences through association events. The right software solution makes it easy for attendees to register and participate in events, whether the event is a large conference or a small presentation. You should be able to register members, offer automatic discounts, and implement tiered registrations.
- Financial management. Processing event registrations, membership registrations, and dues payments requires a financial management and payment tool. Make sure your systemโs payment processor is secure and integrated with your other tools. Also, check that it can facilitate automated recurring payments to make dues payments easier.
- Communication management. For both member and event management, youโll need a capable communication tool, specifically one with automation features. Automated communication keeps your members in the loop and saves your team time that youโd normally spend on drafting and sending each message. This way, you can focus on your content rather than when and how youโll deliver the message.
- Reporting tools. An AMS is the perfect tool for compiling data, so make sure yours comes with robust reporting features. Your solution should offer both customizable and pre-built reports to help you learn from past data. The best reports present data in a visually intuitive format, making it easy for anyone to understand and take action.
Why choose a Salesforce-native association management solution?
As of 2024, Salesforce serves more than 150,000 organizations, and this figure is expected to double by 2026. Notable members of the Salesforce customer list include Walmart, Macyโs, and LโOreal.
The reason so many large, successful companies trust Salesforce is that its platform is expansive, flexible, and capable of securely handling large amounts of data. Additionally, Salesforce is a cloud-based, software as a service (SaaS) provider, meaning that it offers all of its users regular updates and improvements. This is a significant advantage over legacy software.
If your association already uses the worldโs top CRM or is considering making the switch to Salesforce, youโll need to invest in a Salesforce-native AMS. This means that the solution was built inside of Salesforce using the Lightning Platform, and it will work seamlessly with the Salesforce ecosystem without any integrations.
However, not all Salesforce-native solutions are created equal. For example, some are limited in the data models they will support. A data model refers to the way your data is stored in Salesforce and is made up of Objects, Fields, and Records. When it comes to association management technology, youโll need to be familiar with the:
- Person Accounts Model: These accounts store information about individual members in a single record by combining information from the Account and Contacts fields. This model does have significant drawbacks compared to the Accounts and Contacts model such as taking up more storage space, making reporting cumbersome, and offering limited flexibility. This graphic highlights the challenges of using this data model.
- Accounts and Contacts Model: This data model stores information about Accounts (i.e., information about members, prospects, and even competitors) and Contacts (i.e., individuals related to accounts like employees, other members, etc.). Contacts can be linked to Accounts based on their relationships with the accounts. This model is best for giving your association a 360-degree view of member data and access to granular details about them.
Ideally, your association should choose a provider that supports both of these data models to best meet your needs. Switching to Person Accounts can be right for some organizations, but the decision is irreversible and shouldnโt be made lightly. Fontevaโs association management platform can do just that, and our qualified team of experts is here to help you decide which data model to choose.
What are some of the top AMS system providers?
Because there are so many association management tools available, it can be hard to know which one your organization should choose. Here are some recommendations to help you get started!
| Best for… | Standout Features | Pricing | |
| Fonteva | Large associations that use Salesforce. | Fonteva supports both the Person Accounts and Accounts and Contacts data models for ultimate flexibility. | Reach out to Fonteva for a custom quote. |
| Protech | Mid-sized associations that use Microsoft Dynamics 365. | Protech seamlessly connects with the powerful tools in the Microsoft ecosystem, leveraging data analysis tech like Business Intelligence (BI). | Reach out to Protech for a custom quote. |
| MemberClicks | Associations looking for a simple, easy-to-use interface. | Website builder tools that provide members with smooth online experiences. | Starts at $4,500/year. |
| MemberLeap | Associations that need a solution with flexible pricing and plans. | A mobile app that allows members to engage with your association on the go. | Starts at $80/month, up to enterprise pricing. |
| NoviAMS | Associations that rely on QuickBooks, with an emphasis on trade associations. | A simple integration with Intuitโs QuickBooks solution to streamline finances. | Pricing depends on annual revenue. |
| iMIS | Associations focused on improving engagement. | A flexible library of add-ons that associations can turn on and off. | Starts at $7,200/year. |
Fonteva: All-in-One AMS System
Packed with more power, flexibility, and capabilities than a typical AMS system, Fonteva Membership is a dedicated, all-in-one association software platform built on the power of Salesforce. Fonteva supports and nurtures both new and existing member engagement, empowering your members and staff to reach their full potential.
Fonteva is built for associations looking to streamline processes and make the day-to-day tasks of management more effective. As a true-cloud software solution, Fonteva gives users the benefit of accessing updated data in real time, no matter where they are. With over a decade of experience partnering with associations, Fonteva knows what you need to succeed. Fontevaโs tools are flexible and built to grow with your association.
And, as a Salesforce-native association management platform, Fonteva has access to every app on the Salesforce AppsExchange, letting you pick and choose which capabilities to add as your association expands.
Why This Association Management Solution Stands Out
Fontevaโs association management platform has functionalities to streamline and automate managerial tasks. In particular, Fonteva users can:
- Connect members to valuable opportunities with direct access to a member directory, event calendar, self-serve event registration, and continuing education classes.
- Plan and host events (both in-person and virtual), making it easy for members to sign up and engage with others in meaningful ways.
- Automate membership dues with its integrated payment processor. Fonteva can also apply discounts for certain members if theyโre eligible when registering for an event or purchasing something from your e-commerce store.
- Easily create reports using compiled data to unlock key insights about how your association is currently performing and note areas for improvements. Fonteva offers both pre-built templates and customized reports that you can use.
- Access any of the apps on the Salesforce AppExchange and integrate with existing Salesforce tools with ease.
- Leverage Fonteva Payments, a best-in-class payments platform that provides processing and a secure payments gateway. The platform delivers a single source of truth about member payments, and its wide range of features can accept online ACH payments, digital wallet, and multicurrency transactions, as well as update credit card information, and much more.
Protech
Backed by the world-class Microsoft Dynamics 365 system, Protechโs association management platform has an incredible capacity for customization. With Protech, your association can skip the growing pains of setting up a new software system and start personalizing its suite of tools to your specific needs.
Why This Association Management Solution Stands Out
Protechโs association management platform boasts a variety of features, such as:
- Seamless connectivity with Microsoft AppSource tools, as well as Microsoft Office and Microsoft Dynamics 365 Business applications.
- Streamlined member and donor management features, including customizable constituent profiles, mobile outreach, and personalized communications.
- Intuitive event management tools, from simplified registration procedures to management for exhibitor booths and transactions.
- A secure, flexible payment solution. Protech has harnessed the full potential of our robust association software platform, integrating seamlessly with Protech Payments by Stripe. This platform delivers a single source of truth for member payments, and its wide range of features can accept ACH payments and digital wallet, eradicate hidden fees, and handle multicurrency transactions while delivering unparalleled transparency into your transaction lifecycle.
MemberClicks
MemberClicks is an AMS that serves associations, chambers, and universities. With MemberClicks, you can simplify the way your association engages with members while providing them with a platform of integrated tools to take their experiences to the next level.
Why This Association Management Solution Stands Out
MemberClicks offers capabilities such as:
- Integrated LMS to provide members with exciting opportunities.
- Dues management tool to make payment and reporting easy.
- Association website building tools to stay connected with members online.
MemberLeap
MemberLeap offers affordable, easy-to-use software that helps any association streamline its basic member-based administrative duties. Because of its flexible build, associations of various sizes can leverage MemberLeapโs platform.
Why This Association Management Solution Stands Out
Check out these top features from MemberLeap:
- Member database so that you can manage members, cross-reference data points, and search for key metrics.
- A mobile app that allows members to access various MemberLeap tools.
- Email tools that can support drip campaigns, send out newsletters, and more.
Novi AMS
Novi AMS is an AMS solution that is designed by and for association professionals. Specifically, they tend to cater to trade associations, aiming to help their members develop professionally and make valuable connections with each other. Additionally, Novi makes it easy for your association to keep track of important accounting information through its integration with QuickBooks.
Why This Association Management Solution Stands Out
Here are some of the top features of Novi:
- Integration with QuickBooks, making it easy to track invoices, online payments, and other financial data.
- Web-building tools that help trade association professionals create an engaging website without the necessary coding experience.
- Flexible member types, allowing associations to organize members by whether theyโre company-based, individual, or hybrid.
iMIS
iMIS is a system created by ASI, Advanced Solutions International. It aims to help associations streamline member engagement and encourage growth within their membership base.
Why This Association Management Solution Stands Out
With iMIS, you have access to features like:
- A library of features and add-on apps that you can enable/disable for a customized experience.
- A visual dashboard that helps you turn hard data and metrics into actionable insights.
- A modern, cloud-based solution, allowing staff members access even from their mobile phones.
Additional Resources
From recruitment to retention, your association management system is the most efficient tool in your associationโs toolbox. Engaging your members in a strong member community starts with the best software available! When it comes time to start comparing various association management software solutions, prioritize the features discussed above.
For more information about association and membership management software, check out these additional resources:
- Our Top 20 Association Management Software (AMS) Picks. Want to explore some association management FAQs and peruse more top providers? Read on!
- Salesforce for Association: A Comprehensive Guide. Check out this guide to learn more about how you can use Salesforce to supercharge your association management processes.
- How to Choose a CRM for Associations + 9 Top Providers. Curious about the differences between a CRM and an AMS? Learn more (and get some top recommendations) in this blog
