it's all about integration - using your ams to power community engagement

© Lehman Associations, LLC 2015

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It’s All About IntegrationUsing Your AMS to Power Community Engagement


WelcomeToday’s Panel

Tom LehmanRob KaighnShaun Holloway Lauren Patrick

About MemberSuite• Association Management Software (AMS) • Designed specifically for mid-market professional &

trade associations• Software-as-a-Service (SaaS) • 20+ modules for Membership, Events, Dues & more

Real-time data on engagement

Recruitment & Retention

Automated Self-Service via SSO

Streamlined Efficiency

It’s 2015 – The Modern Association is Evolving


Agenda

• The Evolving Role of Technology – Tom Lehman• How Associations Use Communities – Rob Kaighn• Case Study on Integrating Platforms – Shaun Holloway• Q & A


Got Questions?Use the Question Tool in Your Webinar Dashboard

Slides & recording will be sent following the webinar

Keep up with us on Twitter

@MemberSuite


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


• AMS Use and Satisfaction 2006-2015

• AMS International: CA, AU, UK 2010, 2013

• Association Technology Study 2011-14

• Donor Management Systems, NTEN, 2013-14

• Snapshot Surveys and Special Studies


Evolving Role of Technology

Technology Introductio

n

Technology as

Toolset

Technology as

Strategy™

Investment

Investment

Cost CenterLinear

Exponential

ROI Potential

Improvement

Transformation


ContentWebsite

Communication

Email

CollaborationSocial

Content and Inbound Marketing

Highest growth and most effective models are in the overlapsCircle of

Engagement


A Greater Focus on Outcomes

Member Database

CRM Toolset

Engagement


Extending the AMSThird-Party Applications

Advanced reporting / BI

Exhibits management

Private Communities

Online voting

eLearning

Advanced meeting registration

Tech support services

Job boards

Mobile app

Email marketing

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Current Use

Projected Increase

Percentage of associations $2M+ Budgets


360 Member View

Website activity

Events registration

Community actions

Email response

Advocacy participation

eLearning / Certification

Member demographics

Member Record

A core requirement for member engagement strategies


Integration Challenge

Advocacy, GR applications

Job boards

Private social community

e-Learning, LMS

Exhibits management application

Third-party email system

Content management system / website

Third-party meetings registration

0% 20% 40% 60% 80% 100%

Integration between applications and the AMS

Integrated Not integrated

Percentage of Associations with Application


Application Integration and Technology Complexity

Gaining enhanced integration capabilities is the most frequently mentioned reason to move to a

new AMS


Changing Role of ITMore about

– Being a strategic resource to help leverage technology to achieve organization mission and goals

– Management of the technology environment and providers

– Big data, analytics, application integration– Technology education of possibilities, opportunities– A focus on outcomes, contributions

Less about– Operating technology– Purely reactive support function– Application training– Focus on input and activities


Importance of Senior Management in Technology

• Technology as the key component in achieving organization goals

• Technology as Strategy for greater ROI• Vision of the organization drives

investments in technology, • Bring the long view to decisions• Include technology strategy at the

senior leadership level – hire at a strategic level


Integration and Community Engagement

Higher LogicThe Leading Enterprise Community Platform for Associations

Rob Kaighn- Director of Partnerships

Public Social Networks

• Association doesn’t own the network• Someone else is making money off your

members• Access Control• Accountability

Market Use of Private Communities• Results from Lehman 2014 Technology

Study • 35% of associations with at least $2M in

budget have a private community• Increase of 10% from last year• ~60% of remaining are looking to purchase

or are evaluating• Over 50% will have purchased by end of

2016• Moving from Email List Services

Association Views on Private Communities• Results from Lehman 2014 Technology

Study • Over 60% say leadership in their Association

view the community as helping the association meet strategic goals

• Most feel it has strengthened engagement with members

• Most also feel it provides benefits beyond those of email list services

Top 5 Reasons Members Join

2014

(n = 863)2013

(n = 693)

2012 (n =

684)

2011 (n = 641)

2010 (n =

400)Networking with others in the field 21% 24% 22% 25% 24%

Access to specialized and/or current information 20% 13% 12% 14% 13%

Advocacy 8% 8% 12% 10% 11%Discounts on products or meetings 8% 4% 5% 5% 6%

Learning best practices in their profession 6% 8% 7% 7% 9%

Continuing education 5% 7% 8% 7% 11%

*2014 MGI Membership Marketing Benchmark Report

Top 3 Reasons For Not Renewing

2014

(n = 802)2013

(n = 691)

2012 (n = 687)

2011 (n = 639)

2010 (n

= 400)

Lack of engagement with the organization 17% 15% 14% N/A N/A

Could not justify membership costs with any significant ROI

12% 11% 11% N/A N/A

Budget cuts/economic hardship of company 11% 18% 17% N/A N/A

*2014 MGI Membership Marketing Benchmark Report

MGI Benchmarking Report

• ASAE• Net Promoter Scores:

• 35 for Collaborate Users• 12 for non-Collaborate Users• If a member replied, they had a higher NPS than a

member who initiated a post.• Members who did both had the highest NPS of all.

• Members active within their community are 23% more likely to recommend ASAE to a friend or colleague.

Membership Growth

January

-10

March-10

May-10

July-10

Septem

ber-10

November-

10

January

-11

March-11

May-11

July-11

Septem

ber-11

November-

11

January

-12

March-12

May-12

July-12

Septem

ber-12

November-

12

January

-13

March-13

May-13

July-13

Septem

ber-13

7000

8000

9000

10000

11000

12000

13000

14000

Membership has grown 50%, prospects have doubled, hits quadrupled

Revenue Growth

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

$4,000,000

$4,500,000

Revenue

More Indexed Pages Than Competitors

Communities Drive Event Growth“Summit, our annual conference, comprises 60% of our revenue. And CRMUG Collaborate drives 10x more registration than any other source.”Andy HaferChief Executive Officer

YourEcosystem

Integration with AMS

• Integration Benefits• Better User Experience• Better Staff Experience• Business Intelligence

• Integration Points• SSO• Profile/Directory Sync• Permissions/Security• Activity Sync

Profile

• Basic Profile Information• Name• Contact information• Photo

• Demographics• One to many

• Languages Spoken• Areas of Expertise

• Updates• AMS Member Portal

Security Sync

• Security Roles• Member• Staff• Non-Member

• Community Groups• Member• BOD• Conference Registrants

Engagement Activity Sync

• Activities from Community• Posts• Agreed to Terms• Profile• Volunteering

• Added MemberSuite Activities

• Can be used for • Engagement score• Marketing

• Results from Lehman 2014 Technology Study • Discussions, Library, Profiles used• Engagement Scoring not used

Case Study from Shaun Holloway

Challenges• Software couldn’t integrate with anything • Didn’t centralize a lot of the functions we do• Managing things through Excel and billable forms• Needed custom development - make the product do

what we wanted it to without having to have upgrades• Shadow databases - needed data syncing, having to

make copies to put in third party system • Wasn’t scalable, manual efforts with multiple systems• Because of manual steps, avoided other solutions

that could better the association

Ideal Solution

• Open API to work with other systems• Ability to scale - more members, more data • Member self-service (SSO)• Ease of future management• Process is repeatable• More services with less effort• An ecosystem of integrations, services, and resources

Benefits

• Eliminated most manual processes• Member self-service achieved through SSO• Improved data collection• Use reports and exports for financials• Integration with applications: LMS, CMS, InMagic

(Online Library), home-grown applications, exhibitor floor plan

• Synced with Higher Logic

• “White labeled” Higher Logic UI

• Focus on design consistency

• Focus on member experience

• Allow members to “see” themselves and connect easily

Profile integration from 3 sources:

1) MemberSuite2) LinkedIn3) Higher Logic

Easy to connect and control preferences

• View of the “Open Forum” community

• Discussions focus

• File sharing

• Events area in more niche communities

Got Questions?Use the Question Tool in Your Webinar Dashboard

Slides & recording will be sent following the webinar

Keep up with us on Twitter

@MemberSuite

Q & A


Thanks for attending!

Shaun

@acuho-i.org rkaighn

@higherlogic.com Tom

@lehmanconsulting.com

lpatrick

@membersuite.com
