© lehman associations, llc 2015 ams and technology trends tom lehman lehman associates, llc lehman...

© Lehman Associations, LLC 2015

AMS and Technology

Trends

Tom LehmanLehman Associates, LLC

Lehman Reports

February, 2015

Sponsored by Personify

© Lehman Associations, LLC 2015

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

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• 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

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Evolving Role of Technology

Technology Introductio

n

Technology as

Toolset

Technology as

Strategy™

Investment

Investment

Cost CenterLinear

Exponential

ROI Potential

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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

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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

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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

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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

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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

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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

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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

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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

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360 Member View

Website activity

Events registration

Community actions

Email response

Advocacy participation

eLearning / Certification

Member demographics

Member Record

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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

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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

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Role of Enhanced Integration in New AMS Purchases

Lehman Reports AMS Study, 2014

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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

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Questions and Discussion

Tom Lehman

President

Lehman Associates, LLC / Lehman Reports

Alexandria, VA

703-373-7550

Tom@LehmanConsulting.comwww.LehmanConsulting.com