There are over 100,000 trade and professional associations in the U.S. alone, and each one has different membership needs and, subsequently, a different way of managing its membership base. For example, a small association in its first year of operation might just use a few simple spreadsheets to track member engagement, while a large, established organization requires a customizable platform built specifically for associations.
The first step toward building a comprehensive and effective tech stack for your organization is understanding your association’s options. For example, can you describe the differences between a CRM and an AMS? Which is better for your organization, and why? Or should you invest in both solutions?
In this guide, we’ll explore the differences between a CRM and an AMS and key considerations for associations looking to optimize their operations:
- What is the difference between an AMS and a CRM for associations?
- What are the benefits of using a CRM for associations?
- How do associations use CRM systems and association management software?
- What are some top CRM systems for associations?
- What are some CRM implementation tips?
It’s common for the terms “CRM software” and “association management software (AMS)” to be used interchangeably. To clear up any confusion, let’s start by defining each term and outlining the core features related to each type of software.
What is the difference between an AMS and a CRM for associations?
Because a CRM and an AMS play overlapping roles in association management, understanding the difference between the two can be challenging. However, to use either solution effectively, it’s necessary to understand each one’s distinct purpose.
With CRM software, your association can track interactions with current and prospective members to deepen your relationships with them. This type of software is used by a wide range of types of organizations, including businesses, nonprofit organizations, and of course, associations.
The general purpose of a CRM is to logically organize member information so your staff can develop personalized communications and engagement opportunities. To do this, CRMs have features like:
- Data tracking and storage
- Reporting
- Member profiles with contact information, engagement history, etc.
- Planning for marketing campaigns
- Dues payment information
On the other hand, an AMS is designed specifically for associations and helps association leaders manage day-to-day operations. Due to this specialization, organizations that are not associations do not use AMSs. However, some nonprofits with membership programs do leverage community management platforms, which are often part of an AMS.
AMS software usually has:
- Event planning tools
- Online member community engagement platform
- Membership directories
- Learning management systems (LMS) for continued education and upskilling
- eCommerce platforms for selling merchandise, event registration, etc.
Ultimately, associations need software for collecting and managing data as well as technology for facilitating association-specific processes. As such, many associations invest in either a CRM, AMS, or both to improve operations and reduce staff workloads.
What are the benefits of using a CRM for associations?
Now that we’ve covered the difference between the two terms, you might be wondering whether you should use a CRM for your association. While it’s true that an AMS is specialized to your needs as an association, CRMs have advantages as well.
Here are the top benefits of incorporating a CRM into your association management tech stack:
- You can improve your relationships with members by using a CRM to centralize member data and visualize actionable insights.
- Your association can send targeted, personalized communications that resonate with members, maximizing the effectiveness of your marketing efforts.
- Your decisions will be backed by data, which means that you can develop strategies based on concrete data rather than guesses.
- CRMs can be more affordable than other software solutions because they have fewer specialized features (like an eCommerce platform, for example).
- Because CRMs are widely used, it’s easier to find insights from experts on how to best use them.
Conversely, there is one disadvantage of CRMs when compared to AMSs to keep in mind. A CRM is not as robust and all-inclusive as an AMS, and it may not have association-specific features your organization needs. For example, only an AMS platform can provide professional development course through its learning management system.
Instead of relying on a traditional CRM alone, choose an AMS with additional CRM capabilities.
How do associations use CRM and association management software?
Now that we’ve defined each term, let’s walk through what a CRM and AMS looks like in the context an association leader’s day-to-day responsibilities. Keep in mind that these two types of software don’t have to be mutually exclusive. In fact, your association will see the best results by leveraging them together.
Here are two example scenarios that illustrate how a CRM and AMS would fit into your daily operations:
CRM for Associations
As an association leader, you begin your day checking your CRM to get a quick overview of your organization’s key performance metrics like membership growth and registrations for your upcoming conference.
Later in an afternoon meeting, your team uses the CRM to prepare for the conference. You reference the total number of registrants and compare it to member engagement levels from your last event. Because more people registered for the conference, you conclude that your new outreach strategies are more effective than the previous year’s.
Finally, you finalize the month’s marketing campaign calendar so you can send out campaign messages via your AMS later that week. As part of this process, you leverage your CRM to identify members who are at risk of lapsing so you can send them more frequent, customized messages to increase their engagement.
Association Management Software
To start your day, you check the most recent report from your association’s eCommerce website, which your organization uses to track merchandise sales and conference registrations.
Next, your team meets to strategize ways to secure exhibitors and sponsors for the conference. Using your AMS, you calculate the revenue you’ve received from exhibitors and sponsors so far, determining how much more is needed to reach your revenue goals. From there, your staff members discuss how to push the deals in your sponsorship pipeline through.
Before ending your day, you reference the marketing campaign calendar designed in your CRM. You segment your audience to target members who have demonstrated low levels of engagement and may be at risk of lapsing. Then, you draft a few emails and schedule them to be sent to these members over the next month. Finally, you see that your AMS automatically sent welcome emails to the five new members who joined over the weekend, and automatically loop them into your monthly newsletter.
What are some top CRM systems for associations?
CRM systems and association management software both offer important benefits. But how can your association blend these two types of software to gain the advantages of both? By investing in a CRM-based AMS.
Here are our top recommendations:
Protech: Best for Organizations that Use Microsoft
Overview
At Protech, we offer software that combines the capabilities of CRMs and association management software. When everything is on a single, unified platform, your organization won’t need to spend time navigating between different programs or integrating with other systems. With all of your association data housed in one place, you can easily keep it accurate, up-to-date, and secure.
Protech is built specifically for Microsoft Dynamics 365. It works seamlessly with other Microsoft tools, connecting your association to the numerous technologies available in the Microsoft ecosystem. This partnership extends your association management capabilities with:
- Microsoft’s intelligent business applications, which combine your data with business intelligence (BI) technology to automate and enhance organizational procedures
- Built-in connectors to the leading third-party apps
- Microsoft Office tools that support increased productivity and efficiency
- Thousands of native apps that you can easily implement into your association management processes
Features
Our partnership with Microsoft makes Protech the ideal solution for any association that currently uses or is familiar with Microsoft products. Get access to key association management features like:
- Membership management
- Event planning
- Event sponsorship and exhibit management
- Education and professional development
- Fundraising
- eCommerce
- Marketing
- Financial management
- Reporting and analytics
Because we offer a CRM-based AMS, choosing Protech allows your organization to leverage both the data-tracking benefits of a CRM and the association-specific tools of an AMS.
Key Considerations
Protech is an excellent choice for associations that already use or plan to adopt the Microsoft 365 environment. The seamless flow of data between the AMS and familiar tools like Outlook, Excel, and Teams, alongside Power BI analytics, makes it ideal for teams seeking high staff productivity and advanced reporting capabilities.
However, organizations that don’t use or plan to adopt Microsoft won’t be able to fully benefit from the integration. And because Protech leverages enterprise-grade Microsoft architecture, it may feel complex for very small organizations that only need basic tools.
Pricing
Reach out to Protech for a demo and custom quote.
Fonteva: Best for Associations Using Salesforce
Overview
Fonteva offers association management software built on the Salesforce CRM. Because it is Salesforce native, Fonteva is an excellent choice for large associations that already use Salesforce to manage their operations.
Fonteva offers almost every tool your association needs to manage members, plan events, hold fundraisers, and more. Create collaborative online communities with virtual forums and user-friendly membership directories. Generate real-time reports about members’ behaviors and preferences to better understand them and foster connections. Additionally, your association can maximize non-dues revenue through Fonteva’s eCommerce tools.
Our Favorite Feature
Fonteva is customizable and scalable, meaning that it can readily adapt to your association’s changing needs. The intuitive interface is easy for staff to use, such as its user-friendly drag-and-drop report editing feature.
Your association can further customize its functionality to fit your unique needs via the Fonteva App Marketplace and Salesforce ecosystem.
Key Considerations
Fonteva is an ideal choice for associations looking to leverage the extensive capabilities, security, and continuous updates the Salesforce platform has to offer. It’s a strong choice for organizations that want to consolidate their operations into one CRM and limit the need for disconnected third-party solutions and complex integrations.
Because it is an enterprise-level solution built natively on Salesforce, organizations without internal Salesforce expertise might experience a steeper learning curve.
Pricing
Reach out to Fonteva for a demo and custom quote.
StarChapter: Best for Local Chapters
Software Overview
StarChapter is an all-in-one association management solution designed to help associations boost member engagement. It offers robust membership management, event registration, and email marketing tools to build strong member communities. Additionally, eCommerce tools and board management capabilities help associations stay organized and maximize productivity.
Our Favorite Feature
StarChapter allows users to create a website and manage content from blogs to forums to videos. It offers a library of templates to build your site without the need for extensive coding.
Key Considerations
StarChapter is best-suited for volunteer-led local chapters that struggle with board turnover and need a structured, centralized hub to share critical information. By combining website hosting, email marketing, and event registration on one platform, small volunteer teams can save time and avoid the hassle of managing multiple subscriptions.
However, organizations with tight budgets might find the platform’s pricing prohibitive. Every plan includes a significant one-time setup fee, starting at $1,169 for the lowest tier.
Pricing
StarChapter’s plans start at $119 per month, plus the one-time setup fee.
MemberLeap: Best for Detailed Database Management
Software Overview
MemberLeap offers all of the membership management features associations need to collect and analyze member data. Its event tools can accommodate in-person, virtual, and hybrid events, and the platform has a streamlined Zoom interface for remote attendees. Associations can also improve member experiences by automating billing, setting up interactive online communities, and sending broadcast emails or texts.
Our Favorite Feature
MemberLeap’s event planning tool allows staff members to create interactive conference maps. Sponsors and exhibitors can then select a booth and upload information like their name, logo, and a description of their company, product, or service for attendees to view.
Key Considerations
MemberLeap can be a great option for associations that want granular control over how their membership data is categorized and displayed. The ability to create custom business categories or offer multiple membership tiers is a helpful tool for managing diverse member types.
However, organizations looking for simple setups might find the extensive configuration options overwhelming. Additionally, its pricing model differentiates between active and non-member records, meaning associations with large, fluctuating membership counts may struggle to estimate ongoing costs.
Pricing
MemberLeap’s pricing varies depending on the association’s size and needed features.
Uplifter: Best for Athletic Organizations
Software Overview
Uplifter is designed for sports-based associations and communities, such as skating or gymnastics. It enables these associations to automate enrollment, billing, and administrative tasks. Additionally, Uplifter has tools for data management, financial reporting, and email marketing. Uplifter’s staff are skilled and knowledgeable about the sports industry, making it one of the best options for associations in this field.
Our Favorite Feature
Uplifter prioritizes strong branding. Associations can customize their website, software interface, registration pages, and marketing materials with their brand colors, logos, and images.
Key Considerations
Uplifter is an excellent choice for athletic clubs, gymnastics centers, and sports federations that need to streamline complex class schedules and team rosters. It offers specialized features designed for this industry, helping these organizations enforce registration rules, handle family-linked accounts, and automatically calculate prorated fees.
However, professional and trade associations will likely find the platform’s features less aligned with their needs.
Pricing
Uplifter has a free plan available. Paid plans range from $29 to $149 per month.
MemberClicks: Best for Managing Trade Memberships
Software Overview
MemberClicks aims to help associations save time, boost revenue, and increase memberships. The software includes automation, financial, and reporting capabilities. Leverage automated online payments, a robust website and content builder, event and registration tools, and more to engage members. MemberClicks also integrates with other platforms to meet association needs.
Our Favorite Feature
MemberClicks offers committee management tools to help associations stay organized. With this tool, committees can track meetings and agendas, easily communicate with members, and quickly create committee reports.
Key Considerations
MemberClicks is well-suited for small- to mid-sized professional associations and chambers of commerce looking to streamline administrative tasks.
While it handles standard association needs well, the fact that there are separate core products (MC Professional and MC Trade) means organizations with a complex hybrid of both individual and business members will need to choose just one solution. Additionally, pricing is variable based on the organization’s specific functionality needs, which could complicate budgeting.
Pricing
Pricing starts at $4,500 per year for MC Professional and $3,500 for MC Trade.
Raklet: Best for Interactive Engagement
Software Overview
Raklet is a great option for a smaller association with a limited budget that still needs a robust AMS. Its basic plan includes a CRM along with email marketing tools and membership management features. Using the CRM, associations can automate administrative tasks, tailor member communications, and streamline dues collection. Other features, like its job boards and custom member profiles, encourage members to collaborate, strengthening associations’ communities.
Our Favorite Feature
Raklet provides a white-label app that associations can customize with their branding. The app is ready for launch within four to six weeks and includes push notifications, a member-only social network, and custom profiles.
Key Considerations
Raklet is a strong option for organizations that want to prioritize interactive community building, while also supporting standard administrative tasks. Features like interactive discussion boards, job boards, and member directories help associations keep their members actively engaged throughout the year.
While Raklet provides robust engagement tools, associations with complex hierarchies might find the standard CRM capabilities limiting. Additionally, organizations that want their own custom-branded iOS and Android apps will need to pay a significant monthly add-on fee.
Pricing
Raklet’s most basic plan is free. Paid plans range from $49 to $399 per month, and enterprise plans have custom pricing.
ToucanTech: Best for Integrated Community Management
Software Overview
ToucanTech is a community management solution that serves many types of organizations, from schools to associations to nonprofits. Its association management tool allows organizations to manage member data, events, communications, billing, and payments. The platform offers personalized support to customers and assists with data consolidation, helping associations save time and get the most out of the software.
Our Favorite Feature
By working with ToucanTech’s support team, associations can create logical workflow automation that fits their needs. These workflows are created by humans and accommodate everything from custom memberships to reporting.
Key Considerations
This platform is a good choice for educational institutions and membership associations seeking to consolidate multiple legacy systems into one integrated platform. The built-in CRM tracks every member interaction, helping organizations improve constituent management and automate routine relationship touchpoints.
However, the emphasis on fundraising pipelines and donor management might feel unnecessary or overly complex for organizations that do not solicit donations. Additionally, smaller organizations might not need the extensive mentoring and peer-to-peer networking features.
Pricing
ToucanTech provides custom quotes upon request.
ClubExpress: Best For Clubs
Overview
ClubExpress offers membership management software designed primarily to help clubs, as well as professional associations and nonprofit groups, streamline their operations. The platform replaces disconnected tools and spreadsheets by centralizing member data, public-facing websites, event calendars, and communications. It is specifically built to accommodate organizations of all sizes.
Our Favorite Feature
ClubExpress offers multi-tier organizational support, making it easy to manage complex subgroup, district, and chapter hierarchies. National headquarters can share templates, branding, and event calendars directly with local chapters, ensuring operational consistency across the entire association.
Key Considerations
ClubExpress is a viable solution for hobby clubs, trade associations, and volunteer groups that want to consolidate all of their operational tasks into a single platform. The ability to easily manage multi-tier chapter structures makes it effective for regional or national organizations managing multiple subgroups.
However, organizations with complex financial or communication needs might find the additional costs the platform charges prohibitive. For instance, integrating the software with QuickBooks requires paying an extra monthly fee on top of the base hosting and per-member costs.
Pricing
Pricing starts at $0.42 per member per month, and the platform also requires a $24 minimum monthly hosting fee.
WildApricot: Best For Automating Member Management
Overview
WildApricot is a cloud-based membership management software that helps associations, nonprofits, clubs, and other membership-based organizations simplify daily administrative tasks. It automatically handles renewals, event registrations, and email communications and is designed to be a scalable solution that grows alongside associations.
Our Favorite Feature
WildApricot features an intuitive mobile app for both administrators and members, making it easy to stay connected on the go. Administrators can access the member database, track events, process payments, and communicate in real time. Additionally, members can update their profiles, register for upcoming events, and network.
Key Considerations
WildApricot works well for small to mid-sized organizations that need a user-friendly, out-of-the-box system to replace manual processes. Plus, its built-in website builder and automated email communications make it possible for organizations to establish a professional online presence without help from a developer.
While the system includes native payment processing, organizations that prefer to stick with their existing financial vendors may find this limiting. Choosing to integrate popular, third-party payment systems incurs an additional fee, increasing the overall cost.
Pricing
Pricing starts at $66 per month for up to 100 contacts.
GrowthZone: Best For Mid-Sized Associations & Chambers of Commerce
Overview
GrowthZone offers a suite of membership management software solutions tailored to a range of organizations, from professional associations to chambers of commerce. It streamlines day-to-day operations with marketing automation, event administration, data collection and storage, and centralized billing tools.
Our Favorite Feature
GrowthZone offers built-in marketing automation, eliminating the need for expensive third-party email marketing tools. Users can build personalized member journeys with workflow-based automation that nurtures new prospects, re-engages lapsed members, and automatically tracks campaign results.
Key Considerations
GrowthZone is a strong option for chambers of commerce and mid-sized trade associations looking for scalable solutions tailored to their specific organization models. Groups can choose which of their core products is the best platform for their unique membership hierarchies and financial needs.
Although GrowthZone provides a highly configurable software ecosystem, organizations may need to purchase various add-ons to access its most advanced community engagement features. Associations operating on strict budgets might find these modular add-ons challenging to accommodate, particularly if they require extensive training or in-depth technical skills.
Pricing
Reach out to GrowthZone for pricing.
Hivebrite: Best For Fostering Digital Communities
Overview
Hivebrite is an online community platform designed to help associations, higher education institutions, nonprofits, and businesses connect with and engage their members. It offers the tools needed to build fully branded, customizable digital hubs complete with networking, mentoring, and event management modules. The platform focuses heavily on encouraging peer-to-peer interaction and fostering independent sub-communities to drive retention and collaboration.
Our Favorite Feature
With its AI Matching tool, Hivebrite can automatically match individuals based on shared interests, professional goals, and expertise, using data stored in the member database. This approach helps spark meaningful one-on-one connections and encourages collaboration, taking the heavy lifting out of networking.
Key Considerations
Hivebrite is worth considering for associations and alumni networks that prioritize peer-to-peer networking and knowledge sharing over standard administrative tasks.
On the other hand, organizations looking for a solution focused on complex back-office accounting and standard dues billing might find the platform’s emphasis on social networking to be unnecessary. Additionally, its starting price may be prohibitive for new or low-budget groups.
Pricing
Pricing starts at $895 per month, billed annually.
VeryConnect: Best For Complex Membership Structures
Overview
VeryConnect consolidates CRM, event coordination, communications, and payments into a single platform. It is designed to serve professional associations, trade bodies, nonprofits, and member-led networks by eliminating data silos and limiting manual administrative tasks.
Our Favorite Feature
VeryConnect offers a sophisticated engagement tracking and scoring system that takes the guesswork out of member retention. The platform automatically logs member activities, such as event attendance, email opens, portal logins, and dues payments, and translates them into a dynamic, real-time engagement score.
Key Considerations
VeryConnect is ideal for organizations that struggle to navigate complex operations and workflows but want to avoid a rigid enterprise system. The platform’s ability to handle intricate group memberships, tiered payment rules, and more makes it useful for associations with layered or complex structures.
But because VeryConnect emphasizes a hands-on partnership and custom configuration approach, small associations looking for a rapid, self-serve software deployment may find the onboarding process more involved than necessary.
Pricing
Reach out to VeryConnect for pricing.
What are some association CRM implementation tips?
After selecting one of these top options, you may not be quite done yet. While some CRMs for associations are out-of-the-box solutions, even those platforms require some setup. When evaluating different CRMs, consider the various steps of the implementation process, including:
- Customization. While there are many benefits to investing in a flexible CRM or AMS, be aware that doing so will require customization and potentially assistance from a developer. For large association that require custom workflows, this will be an essential part of the implementation process.
- Data migration. Whether you’re moving from one CRM to another or investing in your first CRM, data migration is a must to maintain a consistent experience for your members. Ensure any data stored in third-party platforms, such as your member engagement software, makes the jump to your new system and, ideally, has an integration with your new solution so it won’t need to be entered manually.
- Integrations. When choosing a CRM and AMS, look for solutions that integrate with each other and the rest of your association’s technology stack. For example, we highly recommend associations that rely on Microsoft’s technology suite look for a platform like Protech.
- Training. Your staff will need to learn how to use your CRM to make optimal use of it. Most vendors should provide basic training materials, such as resource blogs and training videos. Some may even host sessions with your team to walk through how to use essential features.
Last, consider whether your new software will cause any changes to the member experience. In some cases, there may be a slight disruption of services, such as needing to get your new AMS’s LMS component up and running. However, in others, the change might be positive. For example, your new AMS might have community engagement features that allow your members to network like never before.
Additional Resources
There are a few core differences between a CRM and AMS that you’ll need to understand in order to use each one effectively. However, it’s critical to understand that you’ll need to leverage both tools to streamline your association’s operations, give members valuable opportunities and experiences, and create strong member relationships.
To get the best of both association management worlds, invest in a CRM-based AMS like Protech. Contact us today to book a demo and learn more!
For more information on CRMs and association management software, check out these additional resources:
- AMS vs. CRM: Integrating Strategy and Software. For an in-depth look at the relationship between a CRM and AMS, read this guide.
- 20 Top-Quality Association Management Software Providers. Considering a new association management solution? Browse our list of the top eight AMS providers.
- Association Software 101: How to Find the Best AMS Platform. If you’re feeling overwhelmed with lists of features and integrations, take a look at this comprehensive guide to find the best AMS for your organization.
