AMS and Technology Trends February, 2015 Sponsored by Personify Tom Lehman 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 Technolog y as Strategy Technolog y as Toolset
Technology Introductio n Most Associations Use an AMS $10M and Over $5 - 9.9M Local office / db application Custom system AMS product or service $2 - 4.9M $1 - 1.9M 0% 20% Lehman Associations, LLC 2015 40% 60%
80% 100% A Shift to Vendor-Hosted AMS 2014 46% 37% SaaS / online service Hosted externally, not vendor 2013 36% 45% Hosted In-house Vendor hosted
2012 29% 0% 10% 53% 20% 30% 40% Lehman Associations, LLC 2015 50% 60% 70%
80% 90% 100% Product and Services Satisfaction Basic reporting capabilities Customer self-serve Ease of use Website / CMS integration Technical and customer support Basic reporting capabilities Supports business processes / workflow Customer self-service capabilities CRM capabilities within the AMS Available training options Ease of use Event planning capabilities Website /Development
CMS integration direction of the product ratings Technical and customerAverage support Data mart / data warehousing capabilities SupportsCustomize out business process and and remain on upgrade path Overall e-commerce Vendor-supplied toolkit / API Support for allieds / chapters CMS capabilities within AMS Third-party integration Cost and ease of upgrade options Advanced reporting and / or BI Shopping cart functionality Meets bus proc w/o customization User online shopping experience Customize ecommerce web pages Executive dashboards 360-degree member view w social Engagement scoring Sales force automation
Social media capabilities Mobile delivery / app options Areas with Highest Satisfaction 1 workflow Areas with Lowest Satisfaction Executive dashboards 360-degree member view Engagement scoring Sales force automation Social media capabilities Mobile delivery and app options 2 3 4 Average Satisfaction Rating on a 10-point Scale Lehman Associations, LLC 2015
5 6 7 8 AMS Purchase Decision Cycles 25% 20% 15% Mean = 4.76 Median = 4.00 10% 5% 0% 1
2 3 4 5 6 7 8 9 Years Between Last and Anticipated Next Purchase Lehman Associations, LLC 2015 10 11+
AMS is a Long Term Decision Most Expect to Remain with Current Provider at the Next Decision Point 20.89% 35.38% Very likely Somewhat likely 8.64% Nether likely nor unlikely Somewhat unlikely Very unlikely 17.27% 17.83% Still, a significant portion expect to install new products Lehman Associations, LLC 2015 Interlocking Content Marketing Both internal and external
perspective Content Website Collaboration Social Circle of Engagement Lehman Associations, LLC 2015 Communication Email Highest growth and most effective models are in the overlaps 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 CRM - AMS Options CRM within the AMS CRM+AMS, integrated CRM in place of AMS, without association functionality CRM+AMS, not integrated 0% 10%
20% 30% Percent Who Would Consider Each Option Lehman Associations, LLC 2013 40% 50% 60% 70% 80% 360 Member View Member Record Lehman Associations, LLC 2015
Extensions to the AMS Email marketing Mobile app Job boards Tech support services Advanced meeting registration eLearning Online voting Social media Exhibits management Advanced reporting / BI 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Percentage of associations projected will have service by the end of 2016 2014 Lehman Reports Association Technology Study Associations with $2M+ budgets Lehman Associations, LLC 2015 Integration Challenges Integration between applications and the AMS
Third-party meetings registration Content management system / website Third-party email system Exhibits management application e-Learning, LMS Private social community Job boards Advocacy, GR applications 0% 20% 40% 60% 80% Percentage of Associations with Application Not integrated Lehman Associations, LLC 2015 Integrated
100% 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 [email protected] www.LehmanConsulting.com Lehman Associations, LLC 2015
