Key considerations for a smooth transition
An association management system (AMS) could be considered the backbone of any association, impacting everything from member engagement, recruitment and retention, event registration, financial tracking, and much more. Transitioning to a new platform can be a powerful step toward improving the member experience and refining operations. However, with such deep roots in all aspects of your organization, it can be a complex project that requires careful consideration of several components.
Barcami Lane, Inc. has facilitated the transition to new AMS platforms for a number of client associations. Here are a few key factors that we consider when preparing for this transition and implementation.
Create Your Wish List
To start this journey, we need to first take a critical look at the current systems in place. You might consider conducting surveys or focus groups to better understand how members interface with your current website.
Ask questions like:
What features are most important to our members?
What are key issues that hinder our operations or member experience?
What are the functional goals we are looking to accomplish with a new AMS?
Establish a list of must-have features, such as automated renewals, streamlined event registration, and robust reporting. This checklist will serve as your guide for selecting a platform that is the best fit. Keep in mind that nothing is perfect! With so many different platforms out there, focus on finding one that aligns best with your top priorities and goals.
Assess Your Data Needs
Data is one of the most valuable assets any organization can have. Your data is key for reliable communications, member engagement, and ultimately, making strategic decisions. The data migration can be one of the most complex parts of the AMS transition. This includes extracting data from your current system, cleaning and organizing it, and mapping it to the new AMS.
Ask questions like:
Is the data clean, accurate, and up to date?
What is your data telling you? What is it not?
Do you need all historical data in the new AMS, or can some of it be archived?
What does data migration look like with the new AMS?
It’s important that you evaluate your current data. Good data hygiene ensures that only accurate, up-to-date information is imported into the new system. You may want to consider ways to de-dupe, archive, or reorganize information. Once you select your AMS vendor, establish a clear migration plan, including a timeline for testing and validation.
BL Tip: We highly recommend finding an AMS that will allow you to perform robust data analysis. What good is all that data if you’re not able to use it?
Evaluate Integration Capabilities
Most associations rely on various software solutions beyond their AMS, such as marketing automation tools, event management platforms, and finance systems. Ensure that the new AMS can integrate seamlessly with these tools. Strong integration capabilities allow you to maintain consistent data flow across platforms.
Ask questions like:
What other systems do we currently use? For example, systems for email marketing, financial management, and other tools (e.g., SurveyMonkey, mobile apps, etc.).
Can the new AMS streamline operations or eliminate the need for third-party solutions?
Plan for Training and Support
A new AMS means a learning curve for both staff and members. Establish a comprehensive training plan to help your team get comfortable with the new system.
Be prepared for member questions. Consider hosting a town hall or webinar to answer questions, post an FAQ page, and/or create a communication campaign to highlight new features and resources.
Prioritize Member Experience
Often your website is the first impression your association can make to a prospective member. As such, take time to evaluate the front-facing features of the AMS and ensure that this is a good fit for your members. Ultimately, your AMS should enhance the member experience. Prioritizing this in your AMS search can lead to a boost in your member satisfaction, retention, and even recruitment.
BL Tip: We recommend an AMS that offers a clean, intuitive, and user-friendly interface. Ensure the platform is mobile-friendly, as many members will access your website from phones and tablets.
Budget Wisely
An AMS transition represents a significant investment of both time and resources. Some important factors to consider:
Subscription fees (annual or monthly)
Implementation, migration, or setup fees
Integration expenses
Customization add-ons
Additional staff time (implementation, training, support, etc.)
There is a lot of choice when it comes to an AMS. Ultimately, you must weigh the cost and value of the AMS product and incorporate this into your budget. Set a realistic budget and be sure to allow for some flexibility.
Set Clear Metrics for Success
Establishing measurable goals will help you track the success of the new AMS and ensure it meets your association’s needs. A few metrics you should be sure to track:
Membership growth or retention rates
Member engagement metrics, such as login frequency or event registrations
Pageviews or click rates
Time savings for staff on key tasks
Listen to your members — what are they enjoying, what are they struggling with? You may need to make adjustments along the way. Engage with your AMS provider for ongoing support and system optimization.
In Summary
An AMS transition is a strategic opportunity for associations to invest in the member experience and improve operational efficiency. With clear objectives, stakeholder engagement, and a comprehensive plan to tackle data migration, training, and budget, your association can maximize the benefits of a new AMS.
For associations contemplating this transition, remember that preparation, communication, and adaptability are key. By carefully addressing each of these considerations, your association will be well-positioned to implement a future-proofed system that supports member growth.
Resources:
AMS Geek. "The Full Life Cycle of Implementing a New AMS." AMS Geek, https://www.amsgeek.com/the-full-life-cycle-of-implementing-a-new-ams/.
ASAE Center. "Six Features to Look for in an Association Management System." ASAE Center, May 2019, https://www.asaecenter.org/resources/articles/an_plus/2019/may/six-features-to-look-for-in-an-association-management-system.
ReviewMyAMS. https://reviewmyams.com/.