The future of association management: Why platforms are the new AMS
Associations have long relied on association management systems (AMS) to do much of their daily business. But your AMS is no longer the best tool for the job.
In fact, it’s time to try something new. The AMS you use to collect dues and organize your membership is a rigid piece of software you have little ability to customize — which means you have to run your association to meet the way your AMS functions.
Today, associations are instead turning to low-code or no-code platforms like Salesforce or Microsoft Dynamics 365. A platform offers a templated, flexible foundation from which to manage your operations that can be tailored to fit, grow and scale alongside your specific organization.
Keep reading to learn why your association should embrace a platform future and how to start.
The problem with legacy association management system software products
Inertia is a powerful force. Your association may use an AMS because you’ve always used an AMS — as do all the other associations you speak to.
But keeping yourself on a legacy system is genuinely hampering your ability to grow or conduct effective, efficient operations.
For example, your AMS may not have APIs that allow it to communicate with other apps or pieces of software you use. If you’re used to this, it might not seem like a big deal, but the lack of integration means that your data is siloed.
You might have data split between your systems for events, programs, sponsorships and fundraising that you’re not able to merge and consolidate because your AMS isn’t built to do that. That means your association is flying half blind, lacking a single source of truth on which to base decisions.
But the lack of APIs is itself a symptom of an even larger problem. An AMS is a product, so once a vendor designs an AMS, that design is largely locked in until the next version of the product comes out.
So, once you’re on an AMS, you have to structure the way you do things to fit the constraints of that particular product. If your AMS doesn’t have a feature you need, you’ll often have to either go through a slow, cumbersome attempt to persuade the vendor to add it or simply do without.
Some of this is inevitable with any system. But let’s dig into why a platform solves many of these problems for you and your organization.
Why platforms are the future of association management
Platforms like Microsoft or Salesforce do most everything your AMS does. However, they also offer far greater flexibility and better integration into your broader software ecosystem.
Here are some of the key benefits:
- Flexibility: Platforms are essentially templated systems that allow you to pick a structure that fits your needs. These are low-code or even no-code, so you can customize your platform without needing to get deep into the weeds.
- Scalability: Smaller associations can implement a platform that will grow alongside them. You won’t need to switch systems as you get bigger.
- Integration: Platforms have advanced APIs that allow them to talk with other software you may use for marketing or events so you can merge all your data into one place. For example, you’d be able to track relationships over time as they evolve from marketing prospects to members.
- Long-term ROI: A platform will often cost more upfront. However, the monthly base licensing will almost always be cheaper than what you’re paying monthly for an AMS, so over time, you’ll actually see savings on software spending.
- Innovation: Platforms are built by giant software companies that spend vast sums on innovation in areas like AI so they can regularly roll out new features. To be blunt, legacy AMS products simply can’t keep up.
- Security and compliance: Likewise, platform companies have large teams dedicated to working on cybersecurity and data compliance, which means your association will be better supported on those issues.
How platforms support AI integration
AI is the hottest buzzword in business. But it’s also genuinely changing how many organizations operate — including associations.
Platforms are typically built with AI as a core feature. A lot of this comes down to the fact that platform companies like Microsoft are also AI companies that have already spent billions of dollars developing AI tech.
This means they can integrate their own advanced AI solutions into their platforms. A platform may be able to generate content, respond to natural language queries or even automate tasks via an AI agent in a way that your average AMS simply can’t.
Leadership challenges when switching to a platform
If platforms are so great, why isn’t every association chomping at the bit to make the switch? Three words: Change is hard.
Executives who understand the long-term benefits of a platform should also be aware of the short-term costs that come with the transition period. You should be prepared to go through a little pain in order to reap the rewards. Key challenges include:
- Inertia: Almost every association is already using an AMS. And if your everyday operations are going okay, you may not be frustrated enough with the lack of flexibility or data integration to push through the short-term transition costs associated with moving to a platform.
- Contracts: You may be locked into a contract with your existing AMS. This could make it challenging to move your data over to a new platform and could involve renegotiating your AMS contract.
- Processes: If you’ve built your processes to fit your AMS, switching to a platform gives you an opportunity to develop new ones that better fit your organizational strategy — but it will take time and effort.
- Risk: What if the switch causes more trouble than it’s worth? This is unlikely but not impossible.
Here, you’ll often benefit from working with an outside advisor who can help you navigate the change management challenges that come along with any software transition to minimize disruption.
The future is an ecosystem
Think about the different pieces of software you use to run your association today. Now imagine if all those pieces could connect into one integrated tech ecosystem.
That’s the future of association management. In a connected ecosystem, you’ll be able to link all of your tech together: relationship management, marketing, revenue generation, events, data and analytics — all tied into one single source of truth.
Platforms are the hub for that ecosystem. Rather than isolated products and rigid processes, a platform delivers the unified capabilities your association needs to thrive both now and tomorrow.
How Wipfli can help
Wipfli advises associations on upgrading systems and organizational performance to meet the moment. Work with our team to strengthen the way you operate so you can better deliver for your members. Learn more here.
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