AMS and Technology Trends February 2015 Sponsored by

AMS and Technology Trends February, 2015 Sponsored by Personify Tom Lehman Associates, LLC Lehman Reports © 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 © Lehman Associations, LLC 2015

• 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 © Lehman Associations, LLC 2015

Evolving Role of Technology ROI Potential Exponential Investment Linear Cost Center Investment © Lehman Associations, LLC 2015 Technology as Strategy™ Technology as Toolset Technology Introduction

Most Associations Use an AMS © Lehman Associations, LLC 2015

A Shift to Vendor-Hosted AMS © Lehman Associations, LLC 2015

Areas with Highest Satisfaction Basic reporting capabilities Customer self-service capabilities Ease of use Website / CMS integration Technical and customer support Supports out business process and workflow Areas with Lowest Satisfaction Executive dashboards 360 -degree member view Engagement scoring Sales force automation Social media capabilities Mobile delivery and app options © Lehman Associations, LLC 2015

AMS Purchase Decision Cycles © Lehman Associations, LLC 2015

AMS is a Long Term Decision Still, a significant portion expect to install new products © Lehman Associations, LLC 2015

Interlocking Content Marketing Both internal and external perspective Highest growth and most effective models are in the overlaps Content Website Collaboration Communication Social Email Circle of Engagement © Lehman Associations, LLC 2015

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 © Lehman Associations, LLC 2015

CRM 86% Say CRM is Important Most want it as part of the AMS © Lehman Associations, LLC 2013

360 Member View Website activity Events registration Member Record Community actions Email response Advocacy participation e. Learning / Certification Member demographics © Lehman Associations, LLC 2015

Extensions to the AMS © Lehman Associations, LLC 2015

Integration Challenges © Lehman Associations, LLC 2015

Role of Enhanced Integration in New AMS Purchases Lehman Reports AMS Study, 2014 © Lehman Associations, LLC 2015

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 © Lehman Associations, LLC 2015

Questions and Discussion Tom Lehman President Lehman Associates, LLC / Lehman Reports Alexandria, VA 703 -373 -7550 Tom@Lehman. Consulting. com www. Lehman. Consulting. com © Lehman Associations, LLC 2015