Choosing an AMS for your association’s website.

Helping you create your ideal membership experience.

While we believe that there’s no question when it comes to choosing a CMS – WordPress is your best bet, we do think associations can benefit from using an Association Management Software (AMS) to take care of membership management. 

Choosing the right AMS can feel overwhelming. There are two primary paths to take when thinking about the right AMS for you: “out-of-the-box” solutions offering a wide range of features, and more customized options for associations with complex needs. While many associations may be drawn to pre-built solutions with seemingly endless features, these “all-in-one” platforms might not always be the best fit.

Often, associations find themselves paying for features they don’t need or struggling to adapt the software to their unique workflows. Instead of pushing you towards the highest, one-size-fits-all solution, we believe in a personalized approach to the choice itself. We work closely with you to understand your specific needs and recommend an AMS that perfectly aligns with your goals and budget, whether that’s a pre-built solution or a custom approach to meet your needs.

In this article, we’ll explore what an AMS is, the most popular features associations need, and some AMS options to choose from. 

How does an AMS differ from a traditional CRM?

An Association Management Software (AMS) is a specialized platform designed to streamline the operations of membership-based organizations. While similar to Customer Relationship Management (CRM) systems, AMS focuses specifically on the unique needs of associations.   

Unlike a general CRM, which prioritizes sales and customer service for businesses, an AMS is tailored to manage membership databases, track dues and donations, plan and execute events, facilitate member communication, and generate reports specific to association needs. Essentially, an AMS acts as a central hub for all association activities, providing a comprehensive solution for managing members, finances, and operations.

Battle of the initials: AMS vs CRM.   

Similarities

• Data storage: Both AMS and CRM systems store and manage large amounts of data.   
• Customer relationships: Both systems are focused on building and maintaining relationships, whether they are with members or customers.   
• Communication tools: Both often include tools for email marketing, newsletters, and other communication channels.

Differences

Primary focus:

• AMS: Primarily focused on managing the day-to-day operations of an association, including membership management, event planning, and financial tracking.   
• CRM: Primarily focused on managing customer relationships, including sales, marketing, and customer service.   

Data collected:

• AMS: Collects data related to membership, certifications, events, and other association-specific activities.   
• CRM: Collects data on customer interactions, preferences, and purchase history.   

Level of customization:

• AMS: Often highly customizable to fit the specific needs of an association.   
• CRM: Can be customized to some extent, but may be more generic in its approach.

Why do associations need an AMS? 

How many associations are still clinging to spreadsheets and manual processes like a life raft in a digital ocean? More than you might think. While the world has embraced digital transformation, many associations are still in the early stages, often relying on outdated systems that hinder growth and efficiency. If your membership is growing (or if you want it to), it’s time to talk about why your association needs an AMS.

It’s not just about moving away from spreadsheets (though that’s a huge perk). It’s about unlocking the full potential of your organization. Have you hit the limits of what your current system offers? Are you spending more time on administrative tasks than on engaging your members? If so, read on.

It’s time to move away from manual inputs and outdated processes and systems, especially if your membership is growing. Have you reached your limits of what your current AMS offers? 

The digital transformation gap.

Many associations operate on antiquated software, sometimes even on-premise systems that require constant maintenance and offer limited flexibility. This reliance on outdated technology creates a significant gap between what’s possible and what’s actually happening. In today’s digital landscape, members expect seamless online experiences, personalized communication, and easy access to resources. Antiquated systems simply can’t deliver that.

More than just a digital brochure.

Your website should be the central hub of your association’s online presence, seamlessly integrated with all your activities, especially resources and events. But for many associations, their website is little more than a static brochure. 

An effective AMS integrates directly with your website, allowing for:

• Online event registration: Say goodbye to manual sign-ups and hello to streamlined online registration, payment processing, and automated confirmations.
• Member self-service portals: Empower members to manage their profiles, renew memberships, access resources, and connect with other members, all through a user-friendly online portal.
• Personalized content delivery: Tailor content and communications based on member interests and preferences, increasing engagement and relevance.

The burden of manual data entry.

One of the biggest time-wasters for associations using outdated systems is the sheer volume of manual data entry. Whether it’s processing membership applications, updating member information, or tracking event registrations, manual data entry is inefficient, error-prone, and takes valuable time away from more strategic activities. An AMS automates these tasks, freeing up your staff to focus on what matters most: serving your members.

Why an AMS is essential for growth.

An AMS isn’t just a fancy database; it’s a powerful tool that can transform your association. By automating administrative tasks, integrating with your website, and providing valuable data insights, an AMS empowers you and your staff to:

• Increase efficiency: It helps you streamline your processes, reducing manual work and freeing up staff time.
• Improve member engagement: Deliver personalized experiences and provide easy access to resources. You’ll also be fostering a stronger sense of community for your members.
• Drive membership growth: Attract new members with a seamless online experience and retain existing members with valuable benefits and resources right at their fingertips.
• Make data-driven decisions: Gain insights into member behavior, track key metrics, and make informed decisions about your association’s future.
• Scalability: As you grow, it evolves and grows to adjust to your needs without any gaps. By its cloud-based nature, your AMS is an expandable software model. 
• Time and resources savings: An AMS allows you to automate things so your staff don’t have to spend as much time on tasks. It streamlines your administration workflow. Your team is busy. Your AMS can make it more efficient.
• Keep user errors to a minimum: If you set it up correctly, your AMS should keep things smooth and straightforward.
• Security: An AMS is much safer than an excel spreadsheet on someone’s computer. You don’t have to worry about lost data if there’s backups. Plus, with role-based access, you’ll have granular control over who can see what.

Key features of common AMS.

Most AMS’ have features in common because most associations at their core have similar needs. Some might require more integration but at the end of the day, they all cater to organizations of a similar nature.

1. Member Registration and Database Management

Member registration and database management are central components of any AMS. This feature enables associations to:

• Track and manage member information: Ensures that all member details such as contact info, membership status, demographics, are stored in a secure, centralized database.
• Accurate records: Having clean, up-to-date records helps prevent errors and confusion when communicating with members or processing payments. This is crucial for membership renewals, event invitations, or sending important updates.
• Efficient communication: With a comprehensive member database, associations can quickly segment members based on different criteria. This can include  membership level, interests and location to send tailored communications.
• Single source of truth: The AMS acts as the definitive location where all member data is stored and accessed. This reduces the chances of errors, duplications, and conflicting records since everyone in the organization refers to the same database for up-to-date information.

2. Integrations

Integrations with other software tools and systems can greatly enhance the AMS’s functionality. Many AMS platforms come with built-in integrations or APIs that allow seamless connections with third-party tools. Common integrations include:

• CRM systems: For associations that use a CRM to manage member interactions and track relationships, integration with the AMS ensures that member data flows seamlessly between the two systems, reducing the need for duplicate data entry.
• Email marketing software: Integration with email platforms like Mailchimp or Constant Contact allows associations to send personalized, targeted communications such as newsletters, event invites, or renewal reminders.
• Event management tools: Some AMS platforms integrate directly with event management systems, making it easier to manage registration, ticketing, and attendance tracking for events.
• Payment gateways: AMS systems can integrate with payment processors like Stripe or PayPal to securely process dues, event fees, donations, or other payments online.
• Social media: Integrations can extend to social media platforms, helping associations track member engagement across multiple channels and share content easily.

3. Payments

Payment functionality is critical for managing various types of financial transactions within an association:

• Membership dues: AMS platforms typically support recurring billing, ensuring that members’ dues are processed automatically and timely. This helps ensure a steady stream of revenue for the association.
• Event fees: Associations can collect payments for event registrations, workshops, and seminars via integrated payment processors, often with options for credit/debit cards, ACH transfers, or PayPal.
• Secure transactions: With built-in security features, such as encryption and compliance with industry standards, your AMS ensures that payment processing is safe and protects sensitive financial data.
• Financial reporting: These systems often come with reporting features that help associations track income, expenses, and overall financial health, ensuring transparency and proper fiscal management.

4. Reporting and Analytics

Reporting and analytics features allow associations to gather actionable insights that inform decision-making:

• Member behavior and engagement: AMS platforms can generate reports that show how engaged members are, which events they attend, what content they consume, and more. This helps associations understand member interests and needs.
• Organizational performance: Associations can track key performance indicators (KPIs), such as membership growth, event attendance, and revenue generation, and use this data to optimize strategy and operations.
• Customizable reports: Many AMS systems allow users to create custom reports tailored to specific needs. This could include membership renewal rates, financials, or engagement trends, making it easier to assess and act on data.
• Dashboards: Real-time dashboards allow association staff to quickly view key metrics, providing them with a snapshot of the organization’s health at a glance.

5. Website Builder Tools, Plugins, or Templates

Many AMS platforms come with built-in website tools or integrations that help associations build and maintain professional websites. While they aren’t as powerful as WordPress and its Gutenberg block editor, they can have some positives, such as: 

• Ease of use: Non-technical staff can use drag-and-drop website builders, templates, and plugins to design a website without needing coding skills.
• Professional appearance: Templates and plugins are often designed to ensure that the website looks modern, consistent with the association’s brand, and is mobile-responsive.
• Integration with AMS: Websites built within or integrated with an AMS can pull in member data, event information, and other resources directly from the database. For example, members can log in, view their account details, renew memberships, or register for events all from the association’s website.
• Content management: AMS-integrated websites typically offer content management systems (CMS), allowing organizations to easily update news, articles, event calendars, and other content. Though we will warn you that compared to the custom block builder, functionality, and flexibility of WordPress these CMSs can sometimes be more limiting. 

6. Event Management

Event management functionality in AMS platforms helps associations streamline the planning, promotion, and execution of events:

• Event registration: AMS platforms enable online event registration with options for different ticket types, sessions, and early bird pricing. Member-only access or discounts can also be easily applied.
• Event scheduling: Associations can organize sessions, workshops, and keynote speakers and manage time slots, locations, and schedules directly within the system.
• Ticketing: The AMS can handle ticketing processes, from sending digital tickets to tracking attendance at events.
• Engagement and communication: Automated event reminders, updates, and post-event surveys can be sent through the integrated communication tools, ensuring that members stay informed and engaged.
• Post-event reporting: After an event, AMS platforms often offer reporting tools that provide insights into attendance, financials, and member feedback.

7. E-Learning

E-learning features in AMS platforms are essential for associations that offer online training or certification programs:

• Basic e-learning: For associations with more straightforward e-learning needs, AMS platforms often integrate with platforms like MemberPress or offer basic learning management systems (LMS) that allow content delivery, quizzes, and tracking.
• Advanced e-learning: For more complex needs, such as advanced certifications, interactive content, or detailed analytics, associations may need to integrate with specialized learning platforms such as Rise 360, D2L Brightspace, or other LMS systems. These platforms can provide more sophisticated course authoring, reporting capabilities, and content delivery options.
• Certification tracking: AMS platforms that integrate with e-learning tools can track member progress through courses, automatically awarding certifications, and managing expiry dates for credentials.
• Reporting: The AMS can also provide insights into which members have completed courses, which ones are falling behind, and what content is most engaging, helping associations improve their training programs.

Finding the potential limitations of your AMS.

An AMS isn’t the be-all end-all when it comes to being a membership solution. There can be some constraints to working with one that you may not have thought of. These limitations could include: 

• Missing data: There are many ways your members engage with your association, whether it’s buying a membership, registering for events, or purchasing products. If your software doesn’t have the tools in place, you end up siloing your members’ data and it’ll be harder to get a full picture of your members.
• Accounting access: Many traditional AMS softwares don’t have the tools your staff needs to create and maintain accurate billing processes, discounts, and payment processing. This can be time-consuming and taxing on your resources. 
• More than just dues: Membership dues can only bring in so much money for your association. Some AMS platforms don’t have the tools to handle advertising, job boards, sponsorships, and other revenue generating opportunities.
• Can’t be everything all at once: Consider your tech stack as a whole and whether the AMS you’re choosing offers the best capabilities for the features you really need. 

Common AMS considerations.

Not every AMS will work for every association. There are a few things to consider when you’re figuring out which one works for you, depending on your organization’s needs and resources. 

These include: 

• Cost: The initial cost and total cost of ownership (over 5 years) of an AMS and ongoing fees can impact an association’s budget.
• Ownership: Separate, but related, is whether your association owns the AMS or are you simply leasing it from an out-of-the-box solution vendor that you’ll have to re-up a subscription to continue to use it.
• Open Source: An open-source AMS offers flexibility and control but may require more technical expertise to maintain.
• Vendor Lock-in: A proprietary AMS can limit future options and increase dependency on the vendor.
• User Experience: A more user-friendly AMS can improve member satisfaction and engagement. Make sure to test a few to find the one that works best for you.
• Customization: The ability to tailor the AMS to specific needs can enhance functionality and efficiency. Also customization to style to your organization’s brand.
• Scalability/Flexibility: An AMS should be able to grow with the association’s needs and adapt to changing requirements. Make sure the one you choose can evolve with your organization so you can avoid frequent replatforming.
• Ongoing Support: Reliable support from the vendor is crucial for addressing issues and maximizing the benefits of the AMS.
• E-learning: An integrated e-learning platform can enhance member training and development opportunities.
• Integration capabilities: A good AMS should integrate seamlessly with other tools you use for your association, accounting software, email marketing or a CRM. APIs or connections that make data interchange and automation easier are best.
• Free trials: Free trials can lock you in if you’re going to spend time. Members don’t want to replatform over and over. Better to have a sandbox to test features out instead of trying to build a whole base.

The most popular AMS options these days.

From small non-profits to large professional associations, AMS’s offer a centralized hub to manage everything from member databases and online payments to event registrations and email marketing, ultimately saving time and resources while fostering stronger community connections.  There are many more AMS options than these out there but these are the most common that we’ve seen working with associations.

Wild Apricot

A popular, all-in-one solution particularly suited for small to medium-sized organizations. It offers website building, membership management, event registration, and basic financial tools.

MemberClicks

Focuses on serving small to mid-sized associations and chambers of commerce. They have a strong emphasis on member engagement and communication. 

GlueUp

A cloud-based platform with a strong emphasis on events and community building. GlueUp positions itself as a solution for organizations of various sizes.

MemberPress

This WordPress plugin is specifically designed for membership websites. It is ideal for organizations that want to leverage the flexibility of WordPress and work within its ecosystem.

HiveBrite

This AMS focuses on community building and engagement, with features for online communities, events, and content sharing.

Personify ThreeSixty

This enterprise-level AMS is designed for large associations and organizations with more complex needs.

What about building your own AMS?

For organizations with the means and a clear vision, the payoff can be worth it; for others, the effort might outweigh the benefits. Organizations with specific requirements can benefit from having their own custom solution. You’ll need to evaluate whether your organizational needs require customization or whether there are changes you need to make within your organization to adapt to  an out-of-the-box AMS.

Advantages

• Complete control: You know what you need and what you don’t. Everything from workflows to integrations can be tailored precisely to fit your association’s processes. 
• Personalized experiences: Having control over your own AMS enables you to create personalized experiences for both your customers and your employees.
• Single platform: Having a single platform ensures seamless integration with your site and other plug-ins.

Disadvantages

• Significant time investment: Building your own AMS would be a huge undertaking, which your team may not have the time or resources to support.
• Technical expertise: You’ll need an experienced digital partner to lead the development.
• Upfront investment: While there can be a significant initial investment, it may provide the flexibility to save your organization in the long run. 
• Ongoing maintenance and updates: As with any digital product, you’ll want to account for ongoing maintenance and support to ensure the AMS is functioning properly and meeting your evolving needs. 

Supporting you, supporting your members. 

An AMS is something necessary for any organization, no matter the size of your membership. By implementing an AMS, you and your team will get the space and the resources they need to focus on attracting, engaging and retaining your members.Invest in the right AMS solution and you can unlock your association’s full potential to build a stronger, more vibrant community for your members.