Learn the difference between Association Management and Membership Management Software
Over the past ten years, an overwhelming number of new products have entered the association management software (AMS) and membership management software (MMS) markets, causing more confusion for associations trying to make smart technology investments. With pandemic-induced tight budgets, association professionals are pressured and tempted to look at cheap software options, so MMS seems like a good deal. But is it?
The Vast Difference Between Association Management Software and Membership Management Software
Association management software is purposely designed and developed for the complex needs of associations. Membership management software is designed primarily for membership groups with simpler needs, such as hobbyist groups and sports leagues.
Functionality. The lower price of MMS is due in part to its limited functionality. To make MMS work for its needs, an association would have to supplement it with other software—increasing the actual cost. The functionality of AMS goes far beyond the membership and event management features of typical MMS. AMS handles committee management, email communication and marketing, certification management, eCommerce, financial management (invoices, payments, ledger entries), reporting, and more.
These three critical functions make an enormous difference.
- Financial management is at the core of AMS architecture. AMS includes many accounting and financial reporting features that MMS lacks, for example, deferred revenue recognition. Your accounting department will not be pleased if you opt for MMS.
- MMS is more suitable for hobbyist groups with simple membership structures, while AMS is designed to deal with complex membership structures, such as different tiers of group and individual memberships, and memberships that flow down from organizations to individuals.
- AMS has data analysis functionality tools that track, analyze, and visualize member data.
Productivity. Time is money. With AMS alone or AMS integrated with other mission-critical systems, you can automate and streamline manual processes. Clunkier software, like MMS with limited functionality and integration options, keeps you tied to manual processes. The price you pay for MMS is the price of time squandered on administrative tasks—time you can’t dedicate to more member-focused and strategic tasks.
Hassles. With AMS, you have fewer systems and few vendor relationships to manage. Your IT team will thank you for that.
User experience. AMS offers an administrative console where staff can quickly find the data and information their job requires. The AMS self-service portal is where members go to take care of association business and take advantage of association resources.
Integration. MMS is not supported by strong APIs. However, our open API not only allows integration with other systems, but it also lets associations extend and add custom functionality to their AMS without the usual perils of customization. When MemberSuite upgrades are released, your code doesn’t break and you don’t lose that custom functionality.
Software upgrades. Speaking of upgrades, with AMS, you can expect regular updates that deliver new features and improve system performance, for example, bug fixes, security enhancements, and new regulation compliance. How can an inexpensive MMS company afford to maintain a staff that works on continual software enhancement? They can’t.
Technical support. Low-cost tools have a hidden price. Will the MMS vendor migrate and code your data or will you get stuck manipulating it and adding it to spreadsheets? How does an MMS vendor pay a professional staff for customer support and customer success after implementation? That’s a good question, but you don’t have to worry about that with an AMS company, like MemberSuite. We have one team dedicated to technical support and another team dedicated to customer success.
Product roadmap. Compare AMS and MMS product roadmaps—that is, if the MMS has one to share. You want to see where the software is heading. In our case, we develop our roadmap by consulting clients, monitoring trends, partnering with consultants to conduct research, and talking with association professionals, consultants, and industry partners at industry events.
AMS is purposely designed and built for associations by people who participate in the association community, understand the needs and wants of the association industry, and continually invest in the development and support of the software.
Which Is the Best Fit for Your Association: AMS or MMS?
If you talk to association professionals who are switching from one software to another, you’ll learn that the most common reason for the change is the realization that their existing software doesn’t have the right features and functionality for their needs. They settled for a cheaper option, outgrew the software, or never had a handle on their organization’s actual needs.
If you’re looking for new software, make sure you go through a thorough requirements process so you understand what functionality your association needs now and what you might need in the future. Involve all stakeholders—representatives of the teams who will use the new software or use data in or connected to the new software. Review and document all your processes so you know what the new software must do. Think about current and future strategic and operational goals and how technology can help you achieve them. Then, prioritize these requirements—they’re the basis of your RFP and software demos.
If you’d like to see what AMS can do—compared to MMS—we’d be happy to give you a demonstration of MemberSuite, just ask!