In the realm of association management, the term "AMS" (Association Management System) is widely recognized. It suggests a comprehensive solution that can handle all aspects of an association's management needs. However, the pursuit of such lofty expectations has often resulted in the development of cumbersome and ineffective systems that attempt to do too much and ultimately fall short.
The Pitfalls of Overload:
Many of us have encountered systems claiming to manage members, finances, events, education, email marketing, donations, surveys, websites, speakers, boards, online communities, and the list goes on. But can a single system truly excel at handling all of these diverse functions? If we were to compare the event management capabilities of an "AMS" with those of a dedicated, purpose-built Event Management System, which one would provide a better experience and richer functionality?
The Need for Specialization:
It's not uncommon to discover that while your "AMS" offers modules to support various aspects of your association's functions, you end up purchasing a separate purpose-built system to truly meet your needs. Consequently, you end up paying for functionality that is already a part of your "AMS." This raises the question: should AMSes really be focused on Member Management, perhaps better referred to as Member Management Systems (MMS)? Imagine MMSes that excel at managing members and memberships while seamlessly integrating with a wide range of highly capable purpose-built systems tailored to cater to other specific needs, forming a cohesive and integrated business IT ecosystem.
Towards a Member-Centric Approach:
As we look to the future, it is crucial to move in a direction that prioritizes member management functionality and integrations. By demanding MMS vendors to concentrate on perfecting member management and fostering seamless integrations, we can finally pave the way for affordable and flexible system architectures. This shift will empower associations to pick and choose from a diverse array of specialized systems, bringing us closer to a future where associations can leverage the best tools for each specific aspect of their operations.
Conclusion:
Let us work together to advocate for change. By engaging with our vendors and educating association leaders, we can steer the conversation towards a member-centric approach. Emphasizing the importance of MMS functionality and integration capabilities will enable us to build affordable and flexible system architectures, empowering associations to thrive in an ever-evolving digital landscape.
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