Joining Forces to Lift Productivity: Ensuring Success in 2010

The Problem:

How does an association ensure their long-term health in the face of economic challenges in 2009? It has become imperative that association executives focus on cost-cutting initiatives when it comes to membership and operational decisions. While association staff may be required to do less with more, at the same time, the association’s members expect to see more from less. Innovative association executives utilize technological advances in membership and operational management to not only retain members, but grow the association.

The Solution:

One of the major choices an association can make to improve efficiencies and promote growth is integrating a user friendly website management system (WMS) with an association management system (AMS). For an association, the member database is the greatest asset; an effective association management system must provide crucial functions for operations, dues management, member enrollment and renewals, event management, continuing education management, and efficient communication of information to members. One of the most valuable tools for an association’s member database today is a tightly integrated AMS to WMS system. This concept not only empowers staff to interact dynamically with members on a single software platform, it also allows an organization to expand beyond it’s reach with membership and marketing efforts, while operating on a budget.

The Benefits:

With a concise AMS/WMS system, both front end and back office operations are simplified, minimizing the duplication of daily processes and increasing the productivity and flow of interaction with members. Simplifying data entry reduces errors and improves efficiency for the association. Not only are duplicate entries virtually eliminated, but functions such as submitting forms, making purchases, updating a profile, renewing and enrolling for membership, and registering for events become almost entirely automated. Associations will see a boost in productivity and improvements in overall business processes from these streamlined activities.

An additional benefit to the association is the elimination of having to coordinate and work with multiple vendors and technology partners. With an integrated AMS/WMS system software implementation time is reduced and staff members are required to learn and manage only one application. Using a single supplier for both an AMS and WMS system is beneficial because the technology partner will have complete knowledge of the combined capabilities of the product.

The Components:

A true website management system is more that just a content management system for a website; it consists of several tightly woven functions that are accessible and usable by non-technical and technical users alike. Some key components of a WMS are:

• A website interface that attracts members and is easy to navigate and maintain
• Dynamic communication tools such as news feeds, calendars, blogs, and automated notifications
• Interactive communication capabilities, such as forms, surveys, polls, email blasts, newsletters, and online payment invoicing
• Access-controlled communities within the association for special interest group-specific content and interaction
• E-commerce resources including a product catalog and online shopping cart for secure transactions
• Content Management System (CMS) for administrator control and multi-user access to updating website content
• Built-in search engine optimization tools to increase an associations visibility and promote growth

A true website management system successfully and concisely marries these functions and allows users to manage the entire web platform from a central location.

An association management system (AMS) must also provide a functional set of tools. In order to increase productivity and minimize duplication of daily tasks, an AMS will create value to members by automating routine tasks and increasing interaction essential to growing an organization and retaining current members. Some key components of an AMS are:

• A robust website interface to facilitate easy online enrollments and renewals
• Communication tools such as blogs, discussion forums, and member-only areas
• Online communities, chapters, or committee functions to stimulate member interaction
• Tight integration with back office management for tracking member activities
• Invoicing and reporting capabilities
• Email marketing tools
• Interactive events calendar and online registration
• Central transaction processor to handle enrollment, renewals, purchases, and event or course registrations

With a tightly integrated AMS to WMS platform, every organization can benefit from this new generation of software. While every organization is different and each one encounters unique challenges, all organizations seek to simplify business operations and exceed member expectations.

The Bottom Line:

It’s what everyone is talking about: financial health and security. What an association can expect to see, as a financial result of implementing an integrated AMS to WMS system is increased revenue per member and reduced payroll and administrative costs. By granting members the tools they need to manage their own information, enroll and renew online, and receive invoices almost instantaneously, the effort by association staff is reduced, resulting in productivity to output increases of at least one FTE. While the association increases productivity as it becomes more efficient, membership also grows as peers and existing members collaborate in online forums and participate in more association functions with this simplified solution. This may also provide the association more flexibility to focus on strategic objectives.

In conclusion, an association can prevail in the face of recent economic challenges, and ensure a successful 2010, by choosing a completely integrated website and association management system.

About ESX:
ESX, Inc. provides The Association Catalyst, an integrated association management system. ESX, Inc. is dedicated to two markets - Membership Associations and Educational Organizations - for the management of web operations and member database functions. 

The Association Catalyst:
The Association Catalyst is a new generation association management solution that tightly integrates an association management system (AMS) with a true website management system (WMS) on a single platform The Association Catalyst transforms the organizations website into a vital business tool to achieve their overall business, marketing, and communication objectives.

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