© Lehman Associations, LLC 2015 AMS and Technology Trends Tom Lehman Lehman Associates, LLC Lehman Reports February, 2015 Sponsored by Personify

© Lehman Associations, LLC 2015

AMS and Technology

Trends

Tom LehmanLehman Associates, LLC

Lehman Reports

February, 2015

Sponsored by Personify


Lehman Associates, LLC

• Associations, Nonprofits, and Supplier Companies

• Strategy consulting for technology and marketing

• Customer Satisfaction, Market & Member Research

• The Lehman Reports™ industry research series

• Founded 1992, Alexandria, VA


• AMS Use and Satisfaction 2006-2014

• AMS International: CA, AU, UK 2010, 2013

• Association Technology Study 2011-14

• Donor Management Systems, NTEN, 2013-14

• Snapshot Surveys and Special Studies


Evolving Role of Technology

Technology Introductio

n

Technology as

Toolset

Technology as

Strategy™

Investment

Investment

Cost CenterLinear

Exponential

ROI Potential


Most Associations Use an AMS

$1 - 1.9M

$2 - 4.9M

$5 - 9.9M

$10M and Over

0% 20% 40% 60% 80% 100%

AMS product or serviceCustom systemLocal office / db application


A Shift to Vendor-Hosted AMS

2012

2013

2014

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

29%

36%

46%

53%

45%

37%Vendor hosted

Hosted In-house

Hosted externally, not vendor

SaaS / online service


Mobile delivery / app optionsSocial media capabilities

Sales force automationEngagement scoring

360-degree member view w socialExecutive dashboards

Customize ecommerce web pagesUser online shopping experience

Meets bus proc w/o customizationShopping cart functionality

Advanced reporting and / or BICost and ease of upgrade options

Third-party integrationCMS capabilities within AMSSupport for allieds / chaptersVendor-supplied toolkit / API

Overall e-commerceCustomize and remain on upgrade path

Data mart / data warehousing capabilitiesAverage ratings

Development direction of the productEvent planning capabilities

Available training optionsCRM capabilities within the AMS

Supports business processes / workflowTechnical and customer support

Website / CMS integrationEase of use

Customer self-serveBasic reporting capabilities

1 2 3 4 5 6 7 8

Product and Services Satisfaction

Average Satisfaction Rating on a 10-point Scale

Areas with Highest SatisfactionBasic reporting capabilitiesCustomer self-service capabilitiesEase of useWebsite / CMS integrationTechnical and customer supportSupports out business process and workflow

Areas with Lowest Satisfaction

Executive dashboards360-degree member viewEngagement scoringSales force automationSocial media capabilitiesMobile delivery and app options


AMS Purchase Decision Cycles

1 2 3 4 5 6 7 8 9 10 11+0%

5%

10%

15%

20%

25%

Years Between Last and Anticipated Next Purchase

Mean = 4.76Median = 4.00


AMS is a Long Term Decision

35%

18%17%

9%

21%

Most Expect to Remain with Current Provider at the Next Decision Point

Very likely

Somewhat likely

Nether likely nor unlikely

Somewhat unlikely

Very unlikely

Still, a significant portion expect to install new products


ContentWebsite

Communication

Email

CollaborationSocial

Interlocking Content Marketing

Highest growth and most effective models are in the overlaps

Both internal and external perspective

Circle of Engagement


AMS – a critical hub• Central database for member records• Data to target content and personalization• Integration for website and applications• E-commerce / online business hub• Organization workflow and bus process• Advanced reporting / BI – information and

insight


CRM

CRM+AMS, not integrated

CRM in place of AMS, without association functionality

CRM+AMS, integrated

CRM within the AMS

0% 10% 20% 30% 40% 50% 60% 70% 80%

CRM - AMS Options

Percent Who Would Consider Each Option

86% Say CRM is ImportantMost want it as part of the AMS


360 Member View

Website activity

Events registration

Community actions

Email response

Advocacy participation

eLearning / Certification

Member demographics

Member Record


Extensions to the AMS

Advanced reporting / BI

Exhibits management

Social media

Online voting

eLearning

Advanced meeting registration

Tech support services

Job boards

Mobile app

Email marketing

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Percentage of associations projected will have service by the end of 2016

2014 Lehman Reports Association Technology StudyAssociations with $2M+ budgets


Integration Challenges

Advocacy, GR applications

Job boards

Private social community

e-Learning, LMS

Exhibits management application

Third-party email system

Content management system / website

Third-party meetings registration

0% 20% 40% 60% 80% 100%

Integration between applications and the AMS

Integrated Not integrated

Percentage of Associations with Application


Role of Enhanced Integration in New AMS Purchases

Lehman Reports AMS Study, 2014


Recap• AMS products and services are used by a

majority of associations of all sizes

• Key strategic decision, likely to be a long-term one – system needs to support future requirements

• Full 360 member view drives personalization and content targeting

• Integration with functions outside the AMS is a critical consideration for the full member view

• Embracing technology as a strategy as well as a productivity toolset opens new opportunities


Questions and Discussion

Tom Lehman

President

Lehman Associates, LLC / Lehman Reports

Alexandria, VA

703-373-7550

[email protected]

Documents

© Lehman Associations, LLC 2015 AMS and Technology Trends Tom Lehman Lehman Associates, LLC Lehman Reports February, 2015 Sponsored by Personify