9 Steps to Make a Case for a New AMS
In this year of tight budgets, it might seem like a bad time to lobby for a new AMS. Your leadership probably thinks the one you have is good enough, especially with all the other demands on your association’s limited budget.
But you know better. You know how the existing AMS, CRM or database limits your association’s potential. You’re painfully aware of how much time is wasted because of its inefficiencies. If only you could make the C-suite or board see things your way. Well…you can! And below is how.
#1: Assess the Existing Situation
Document how the existing AMS holds your association back and prevents it from leveraging opportunities. Connect these issues back to the strategic plan. Think how leadership thinks: align each point of your argument to an organizational goal.
Start with recent history. What couldn’t your association do during the pandemic because of technology or data limitations related to the AMS? What processes took too long? Perhaps one of these examples will resonate.
- Your AMS isn’t integrated with other systems so staff and leaders can’t access the data and reports they need to understand member/customers and make decisions.
- You can’t use the AMS to track member engagement—volunteering, events, certification/education and purchases.
- Because of its lack of configurability, you can’t revamp membership tiers or offer different payment methods.
- Members can’t update their profiles so you don’t have data on their current position, specialty, career stage or interests.
- Staff productivity suffers when they have to enter data manually, collate spreadsheets and troubleshoot problems.
How well does your AMS vendor support your association’s growth? Do they assign a dedicated Customer Success Manager to your association to help you get the highest possible value from the AMS or are you on your own?
If your AMS is not a true SaaS product, you probably have trouble getting software upgrades or integrating it with other systems—unless you spend a lot of money hiring consultants to rewrite code. Without regular upgrades, you can’t fix bugs, respond to new security threats, comply with new regulations, and improve or add functionality. More importantly, you’re stuck in time because the AMS does not evolve with your association’s needs and with the needs of the association industry.
#2: Consult with Your Colleagues
Get ready for an earful. Talk to staff who use the database and who use (or would use) its data. Schedule meetings with colleagues from membership, accounting, marketing, events/meetings, education, governance, advocacy, and IT. Document their frustrations and complaints: what they wish they could do with data, how the database makes it difficult for them to achieve goals, and what better things they could do with the time they waste messing with the database.
IT will have a crucial role in an AMS project so you need them on board from the start. You’ll have to schedule the new AMS implementation around other projects so find out if they have a technology plan. How would this fit? Get their thoughts on the existing system, particularly hosting, data, integration, compliance, upgrade, and security issues.
#3: Prioritize Your Talking Points
Prioritize the evidence you’ve gathered according to your association’s goals and strategies—the concerns of leadership. Highlight how the current AMS is hindering progress toward goals and how a new AMS would help your association achieve its goals.
#4: Research Potential Solutions
The first question from leadership will be “How much will this cost?” so get a few estimates from AMS vendors or consultants. Put together a cost-benefit analysis of implementing a new AMS versus staying with the status quo. AMS vendors and consultants can suggest talking points and teach you about the benefits of SaaS and the perils of customization.
#5: Gather Success Stories
Ask vendors and consultants for referrals to similar associations who are a few years beyond AMS implementation. Talk to these associations about:
- What they can do now that they couldn’t do before
- How their new AMS improved productivity, member experience, and data analytics/decision-making
- The impact of their new AMS on strategic and departmental goals
- How the new AMS has helped them save money or develop programs to bring in new streams of non-dues revenue
#6: Round Up Allies
You need allies to support your case—staff who use or would use the AMS and/or data related to it. You don’t want leadership and others in the organization to see a new AMS as “the membership database.” This is association management software, not software for one department.
Find an executive sponsor, preferably someone in the C-suite who understands and supports the need for a new AMS. But, if the sponsor is not an executive, they should help you understand what decision-makers need to know and what sways them. For example, the COO and CFO might be more concerned about staff productivity or ROI, while the CEO and board care more about membership growth or the data they need for decision-making.
#7: Find Out How to Present Your Case
Know what you’re getting into.
- To whom are you presenting?
- How do you deliver your case? In what setting?
- What materials do they want in advance or on the day?
- How much time do you have?
- Should you invite your allies to attend as a sign of support?
Ask IT about colleagues who recently made a case for a technology investment and get advice from them.
#8: Be Ready to Describe the Next Steps
You want decision-makers to easily visualize this project so have answers prepared for the questions you expect. Be ready to discuss next steps, including an estimated timeline.
#9: Prepare Your Case
Rehearse your case with a colleague, preferably someone who knows little about the AMS but understands the questions and objections leaders will raise. Prepare success stories from similar associations so decision-makers can imagine a happy ending to your proposal.
Don’t use technical jargon. Focus on the impact of a new AMS, not the technical features. Remember to align your case with your association’s goals and strategies. Emphasize how the status quo is hindering your organization’s progress. Describe how a new AMS will help your organization deliver value more effectively to members and customers, and allow you to take advantage of emerging market opportunities.
We’ve helped many association professionals make a case for a new AMS. Contact us if you’d like our assistance developing your approach and talking points.