Managing an association in the Salesforce ecosystem comes with its share of challenges. From tracking event registrations and maintaining your member database to integrating third-party systems for content management, the workload can quickly become overwhelming.
Yet, as a driving force for professional development and industry growth, your association connects professionals, shapes industries, and fosters the knowledge exchange that drives progress.
Technology should empower this mission, not complicate it.
That’s why we drew from years of experience working with professional and trade associations to create an Association Management System implementation guide.
Whether you’re considering your first AMS implementation or looking to upgrade your existing system, this guide will walk you through everything association leaders need to know about modern AMS solutions.
Our comprehensive blog will help you navigate the complexities of Association Management System implementation. From selection to deployment, from data migration to testing, we’ll explore how the right AMS can transform your association’s operational efficiency and member value delivery.
What is an Association Management System, Really?
Imagine juggling hundreds of member records, event registrations, communications, and payment tracking with just spreadsheets and emails. Sounds overwhelming, right? That’s where an Association Management System (AMS) or Association Management Software comes in. It’s like having a super-smart assistant that helps you:
- Keep track of all your members
- Process payments automatically
- Send targeted communications
- Manage events effortlessly
- Generate reports in seconds
So, Association Management Software (AMS) is an integrated software solution designed to provide professional and trade associations with the necessary tools to effectively manage their organization.
The AMS Journey: From Basic to Brilliant
Let’s take a walk-through memory lane and see how AMS has evolved to become more valuable for associations. This would also help you understand why AMS is important for an association to function at its best.
The Early Days (Pre-2010s) Back then, associations struggled with:
- Basic databases that couldn’t talk to each other
- Hours spent on manual data entry
- Scattered information across different systems
- Limited ways to understand member behavior
Why this matters: These limitations meant associations spent more time pushing paper than serving members.
The Digital Revolution (2010-2020) Things got interesting when AMS went digital:
- Cloud storage meant access from anywhere
- Members could update their own information
- Automated workflows replaced manual tasks
- Mobile apps made everything accessible on the go
- Online payments became smooth and secure
Why this matters: Associations could finally focus on growth instead of paperwork. Member satisfaction improved because they got faster, better service.
Today’s Smart AMS (2020-Present) Now we’re talking! Modern AMS is like having a crystal ball:
- Predicts which members might not renew
- Personalizes communication automatically
- Suggests events members will love
- Provides instant insights about member engagement
- Uses AI chatbots to answer member questions 24×7
Why this matters: Associations can now anticipate member needs, prevent problems before they happen, and create personalized experiences that keep members coming back.
What is the Importance of AMS for Associations in 2025?
In 2025, a modern AMS isn’t just a nice-to-have, but it’s essential for:
- Growing your membership
- Keeping current members happy
- Making smarter decisions with data
- Saving time and money
- Staying competitive in your field
Remember: Your AMS is more than just a software. It’s your partner in building a thriving association that members love to be a part of.
How to Choose the Right AMS for Your Association?
Selecting the right Association Management System (AMS) is a crucial decision for your association’s future. While the core functionalities like, integration capabilities, scalability, and budget are essential factors, the selection process itself deserves careful consideration.
One of the first strategic decisions many associations face is whether to bring in an expert consultant to guide their AMS selection journey. Let’s explore this and other key approaches to ensuring you make the right choice for your organization.
Should you Hire an Association Management System Consultant?
Some associations hire a consultant to help them select an AMS. A consultant can be a great resource, especially if your team is unfamiliar with the process. However, there are pros and cons to consider:
| Pros | Cons |
|---|---|
|
Expert Guidance: They bring industry expertise and help navigate complex AMS options. |
Limited Partner Networks: They may only work with selective partners, potentially missing out on other good options. |
|
Requirements Clarity: Help define your organization’s specific needs and goals. |
Costly: Hiring an AMS consultant can significantly increase project costs. |
|
Time Savings: Streamline the vendor selection and implementation process. |
Potential Bias: Consultants may favor certain AMS solutions due to partnerships. |
|
Vendor Management: Act as a liaison between your association and AMS vendors. |
Dependency Risk: Heavy reliance on AMS consultants can reduce internal ownership. |
Building Your Dream Team
Whether you hire a consultant or not, you’ll need your own team of champions. Here’s how to create one:
Find Your Point Person: The best person for this job doesn’t need to be the most knowledgeable about technology. Instead, they should be great at:
- Getting people excited about change
- Listening to different opinions
- Bringing people together
- Making things happen
Recruit Your Champions: Look for team members who:
- Get excited about new technology
- Know your current processes well
- Aren’t afraid to speak up
- Love helping others learn
Get Everyone on Board: People support what they help create. Here’s how to do it:
- Show how the new system will make everyone’s job easier
- Include people from different departments
- Keep communication clear and honest
- Ask for feedback (and actually use it!)
The Big Questions: Before you start looking for an AMS, gather your team and answer these important questions:
- Are you trying to keep better track of your members?
- Are you focused on membership growth?
- Do you aim to improve engagement with your members?
- Are you looking to make things less painful and automate operational processes and invest in AI?
If your existing system is failing to address your business objectives, consider what new features and processes would be necessary to bridge the gaps.
Be clear about why you need this technology and how it will help resolve existing AMS challenges.
AMS implementation comes with costs, including software, migration, and potential customizations. Assess how much you’re willing to invest.
Decide whether you need to migrate your entire dataset or just specific portions.
If you have budget constraints, consider leveraging out-of-the-box functionalities instead of extensive customizations to keep costs manageable.
Pro Tip:
For clients with tight budgets, we recommend focusing on standard AMS functionalities. Customizations can add complexity and increase costs, so keeping the project simple ensures efficiency and affordability.
What to Look for in an AMS in 2025: Vendor and Implementation Partner Research
As we’ve discussed the key questions to consider when selecting an AMS, it’s time to focus on the features your AMS should offer in 2025 and how to research potential vendors and implementation partners.
In simple terms, we advise you look for an AMS that offers:
1. Scalability: Future-proofing Your Association
Your AMS should be like a skyscraper, built on a foundation that can support growth far beyond your current needs.
True scalability means as your association expands, your AMS should handle:
- More members without slowing down.
- Expanding number of events without performance issues.
- Increased transactions and communications, as your association grows.
2. Integration: Creating Your Digital Ecosystem
Your AMS should be like a well-orchestrated symphony, where all your digital tools play in harmony:
- Seamless connection with your email marketing platform
- Integration with your event management system
- Synchronization with your learning management system
- API accessibility for custom integrations
- Real-time data synchronization across platforms
The success of your association depends on how well these systems work together, creating a unified experience for both staff and members.
3. Member Experience: Your Digital Front Door
Your AMS is often the first point of contact between members and your association. It should offer:
- An intuitive, mobile-friendly member portal
- Self-service options for common requests
- Personalized content and recommendations
- Seamless payment processing
- Easy access to member benefits and resources
4. Data Intelligence & Reporting: Your Strategic Compass
Modern AMS platforms turn data into actionable insights:
- Real-time dashboards showing key metrics
- Predictive analytics for future trends
- Custom report builders for specific needs
- Automated performance tracking
- Member behavior analysis
5. AI-Powered Intelligence: Your 24x7 Digital Assistant
Modern AMS platforms now act like a knowledgeable team member who never sleeps. Here’s what AI can do for you:
- Predict which members might not renew (before they even think about it)
- Automatically personalize content for different member segments
- Handle routine member queries through intelligent chatbots
- Identify trends in member behavior and engagement
6. Security & Data Protection: Your Members’ Trust is Paramount
Think of your AMS as a digital vault, it needs to be both accessible and impenetrable. In 2025, here’s what data security looks like:
- Enterprise-grade encryption protecting every piece of member data
- Multi-factor authentication
- Role-based access ensuring staff only see what they need
- AI security protocols and guardrails
- Regular security audits and compliance checks
7. Automation: Your Digital Workforce
Think of automation as your tireless administrative team that works around the clock. In 2025, your AMS should handle:
- Membership renewals from start to finish
- Event registration and reminder sequences
- Certificate generation and distribution
- Personalized welcome journeys for new members
- Revenue tracking and financial reconciliation
8. Vendor Partnership: Your Technology Ally
Your AMS vendor should be more than just a software provider:
- 24/7 technical support for urgent issues.
- Regular training sessions for your team.
- Proactive feature updates and security patches.
- Strategic guidance for maximizing system value.
- Clear escalation paths for critical issues.
Review Vendors and Implementation Partners
Now comes the big question: Which AMS should you choose? Association management systems are quite different. None can quite tick all the boxes, no matter how advanced or expensive it is. However, there are some in our experience that are evolving with time and can prove to be a good option for you to consider.
Top Picks for Association Management Software:
For Salesforce Users:
1. Aplusify’s Salesforce for Associations:
Built on Salesforce, the world’s leading CRM, Aplusify integrates essential tools like Salesforce Experience Cloud, Marketing Cloud, Sales Cloud, and Tableau Analytics, along with third-party platforms such as Stripe, RightRev, and EVA Event Tech Hub.
Designed with Associations in Mind
While many solutions promise to optimize performance, we aimed to break the cycle of empty promises. Implementation can be overwhelming, and we understand that every association comes with its unique requirements.
So, we recommend this only for:
Associations looking to:
- Centralize operations and data.
- Enhance member engagement through member portals, LMS, and events.
- Gain actionable insights with real-time analytics.
Favorite Feature:
360° Member Ecosystem: Seamlessly manage marketing, payments, memberships, events, and reporting all within one integrated Salesforce environment.
Pricing: Contact Aplusify for a consultation and pricing details.
2. Fonteva
Fonteva is a leading AMS solution built on Salesforce, offering intuitive features to help membership-based organizations streamline operations and boost growth.
Why Fonteva Stands Out:
- Scalable & Flexible: Adapts to organizations of any size and integrates seamlessly with your existing systems.
- Comprehensive Tools: Supports big-picture planning and fine-tunes events, strategies, and communications.
Favorite Feature: Fonteva Payments simplifies secure, multi-currency payments, including ACH and digital wallets.
Pricing: Contact for a consultation and pricing details.
3. Nimble AMS: Best for Growing Associations
Nimble AMS delivers powerful association management features on Salesforce, combining robust functionality with flexibility to support growing associations.
Why Nimble AMS Stands Out:
- Comprehensive Features: From membership management to events, payments, and fundraising, all are available on a single platform.
- Built for Growth: Fully scalable to meet the needs of mid-to-large associations as they expand.
- AI Integration: Leverages Salesforce Einstein AI for predictive analytics, helping you make data-driven decisions.
Favorite Feature: Nimble AMS’s Automation Tools reduce manual tasks, streamlining processes like renewals, event registrations, and reporting to save time and improve efficiency.
Pricing: Contact for a consultation and pricing details.
Now that we’ve helped you identify potential vendors, let’s discuss how to choose between vendor implementation and partner implementation.
Choosing Between AMS Vendor and Implementation Partner
When implementing your AMS, you may have two options:
- Work directly with the software vendor.
- Partner with a certified implementation partner.
So how do you decide? Let’s explore the benefits of each.
| Criteria | Working with the AMS Vendor | Working with an Implementation Partner |
|---|---|---|
|
Expertise |
Direct access to the team that built the software. |
Certified experts with a focus on tailored implementations. |
|
Support |
Standard support with product-focused configurations. |
Personalized, hands-on support with higher-touch service. |
|
Focus |
Product functionality, configuration, and basic setup. |
Strategic alignment with association’s goals |
|
Cost |
Typically higher due to vendor overhead. |
Lower costs with significant savings over time. |
|
Customization |
Best for out-of-the-box solutions and standard setups. |
Greater flexibility to customize and integrate systems. |
|
Accountability |
Direct issue resolution with the software vendor. |
Potential for vendor-partner communication gaps. |
|
Best For |
Organizations with straightforward needs. |
Organizations with complex or unique requirements. |
Up next, we’ll walk you through the step-by-step process that we follow at Aplusify during an AMS implementation. This will give you a clear understanding of what to expect once the implementation phase begins.
Aplusify’s Step-by-Step Process of AMS Implementation
Successfully implementing your Association Management Software is a game-changing process, but it requires careful planning and execution. To ensure a smooth transition, there are a few key areas that deserve your full attention.
1. Discovery
We’ve discussed this previously, but repeating it only underscores how crucial this step is. Before embarking on the AMS implementation journey, we recommend you start with:
- Identifying key goals and challenges your AMS must address.
- Mapping out workflows and processes to align with your association’s priorities.
- Engaging stakeholders to gather input and ensure the system meets everyone’s needs.
2. Requirements Gathering
It is a crucial phase for us and here we focus on defining what your new AMS must achieve. Thorough requirements gathering ensures the project stays on track, within budget, and delivers the expected value. Key activities include:
- Documenting functional and technical requirements.
- Prioritizing features based on what’s essential, what’s desirable, and what’s optional.
- Confirming integration needs with existing systems like email platforms, payment processors, and LMS.
3. Data Cleansing
Accurate and clean data is the backbone of a successful AMS. We understand this, and thus, this phase involves:
- Data Audit: Reviewing existing data for inaccuracies, duplicates, or outdated records.
- Standardization: Ensuring all data is formatted consistently to align with the new system.
- Deduplication: Removing redundant entries to create a reliable database for migration.
4. Configuration
The whole point of an AMS implementation is to establish a system that works for your unique requirements. Thus, this involves:
- Configuring core modules like membership management, events, and fundraising to best fit your association.
- Assigning user roles and permissions to control access.
- Designing a member portal for self-service, enabling profile management, membership renewals, and resource access.
5. Data Migration
Moving your data into the AMS involves a structured approach:
- Extraction: Exporting reliable, functional data from your current system.
- Transformation: Cleaning, deduplicating, and reformatting data for compatibility with the new AMS.
- Loading: Importing the transformed data into the AMS, ensuring accuracy and completeness.
6. User Acceptance Testing (UAT)
Testing ensures your AMS performs as expected before going live. This phase includes:
- Unit Testing: Checking individual components for functionality.
- Integration Testing: Verifying how modules and integrations work together.
- User Acceptance Testing (UAT): Engaging end-users to evaluate usability, functionality, and identify potential issues for resolution.
7. Training and Documentation
We take this seriously! A software no one can use is useless. Therefore, we prioritize comprehensive training and documentation to ensure your team and members can fully leverage the new AMS. This includes:
- Training Materials: Developing user guides, FAQs, and video tutorials.
- Staff Training: Conducting hands-on sessions to familiarize staff with AMS features.
- Support Channels: Establishing a help desk or support team to address questions and troubleshoot issues.
8. Launch Planning and Execution
Now, we’ve reached the final stage of ensuring a smooth rollout of your AMS. We recommend the following steps to ensure everything runs smoothly:
- Launch Plan: Create a detailed cutover strategy outlining key activities and timelines.
- Member Communication: Notify members about the transition and provide guidance.
- Post-Launch Support: Monitor performance, address any issues, and gather feedback for continuous improvement.
So far, we’ve focused on everything needed for a successful AMS implementation. But, as with all things, even the best-laid plans can face challenges.
That’s why understanding your challenges is just as important as knowing the ideal plan.
Project Management Challenges and Solutions in AMS Implementation
| Challenges | Solutions |
|---|---|
|
Team Formation and Governance:
Difficulty in assembling a skilled team and establishing clear governance. |
Clearly define roles and responsibilities for all team members. Set up a strong project steering committee for oversight and decisions. Appoint a dedicated project manager to lead the effort. |
|
Timeline and Milestone Planning:
Challenges in accurately estimating timelines and identifying delays. |
Create a realistic timeline with clear milestones and deadlines.
Add buffer time for unexpected issues. Align the timeline with your association’s busy and slow periods to avoid disruptions. |
|
Budget Planning:
Difficulty in estimating costs and allocating funds. |
Build a detailed budget covering all costs (software, services, training, data migration, etc.). Set aside a contingency fund for unexpected expenses. |
|
Data Migration Strategy:
Issues with migrating data from old systems and ensuring accuracy. |
Audit and clean your existing data to fix quality issues. Create a step-by-step migration plan, including mapping and validation. Test the migration process to reduce errors or data loss. |
|
Change Management:
Resistance to change from staff and members. |
Dependency Risk: Heavy reliance on AMS consultants can reduce internal ownership. |
|
Risk Assessment and Mitigation:
Identifying risks like technical issues, security problems, and vendor delays. |
Dependency Risk: Heavy reliance on AMS consultants can reduce internal ownership. |
Best Practices for a Successful AMS Implementation
With over 300+ Salesforce– certified experts, 50+ Fonteva-certified experts, and having worked with 100+ active customers, we have gathered key tips to ensure a smooth AMS implementation for your association.
1. Take a Phased Approach
Think of a phased approach like building a house, step by step. Instead of trying to do everything at once, you break the project into smaller, manageable parts. This way, you can see results more quickly, focus on what matters most, and make changes as you go along. It minimizes disruptions and helps you learn along the way. It’s not ideal for systems with lots of interdependencies, but for most organizations, it’s a great way to stay on course and get early wins.
2. Prioritize Governance
Good governance is like setting clear house rules. It makes sure everyone knows what changes can be made, how they’re made, and when to execute it. A solid governance plan keeps the team focused, helps decide what’s most important, and makes sure your information is well-organized. It helps avoid problems and keeps the project moving forward.
3. Focus on your Data
Your data is one of your biggest assets. It drives decisions, helps you engage with stakeholders, and shows the impact you’re making. Bringing all your data into Salesforce means everyone works from the same page. But to make this work, people need to trust the data. Clean, accurate data builds that trust and sets the foundation for a culture where data guides your decisions and amplifies your impact.
Remember: Collaborating with your AMS implementation partner is key to identifying the best practices and strategies for your organization. By aligning on a phased approach, governance, and data management, you can set the foundation for a successful implementation that delivers lasting value.
Life After Go-Live: Post Implementation Guidelines
Your new AMS is live – but this is just the beginning of your journey. Here’s your roadmap for post-implementation success:
| Do’s | How To |
|---|---|
|
Ongoing Support |
|
|
User Adoption |
|
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Performance Issues |
|
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Feature Enhancement |
|
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Knowledge Management |
|
Key Tips for Long-term Success:
1. Stay Connected with Your Implementation Partner
- Schedule regular check-ins
- Keep up with system updates
- Maintain a good working relationship
- Don’t hesitate to ask for help
2. Keep Learning and Improving
- Join user groups and communities
- Attend Implementation Partner’s conferences and webinars
- Share experiences with other organizations
- Stay updated on new features and capabilities
3. Measure Your Success
- Track key performance indicators
- Compare results against implementation goals
- Calculate return on investment
- Share success metrics with stakeholders
4. Empower your Staff
- Provide ongoing training and onboarding plans for new hires.
- Encourage certification for power users in key modules.
- Use built-in LMS tools for easy access to training and certifications.
Congratulations on reaching the end of this guide! We hope you’re now equipped with the knowledge to choose the right AMS, ask the right questions, and know what to expect throughout the implementation journey.
AMS implementation can be challenging, with costs and timelines tied to training, data migration, and testing. It’s a long process, and that’s why it’s crucial to partner with the best.
At Aplusify, we’ve helped over 100 associations successfully implement their AMS. Our experience reflects our ability to guide you through every step—from implementation to ongoing management. We understand that the right technology can take the pressure off your team, allowing them to focus on delivering real value to your members.
We’re here to support you through it all.
Let’s Explore Some Case Studies
Curious about what implementation looked like for other associations? Want to see the results and how they benefited? Keep reading.
FAQs
AMS helps associations manage their members, events, communications, and finances all in one place. It helps in day-to-day operations and improves member engagement.
An AMS is designed specifically for associations, handling memberships, events, and renewals, while a CRM is more general and focuses on managing customer relationships across various industries.
Key trends include AI-powered tools, automation for member engagement, mobile-friendly systems, and integration with other software for better data management and general consolidation in the market.
AI like Einstein AI and Agentforce helps AMS systems automate tasks like member segmentation, personalized communication, and event predictions, improving efficiency and engagement.
An AMS database stores all your member data securely, including contact information, membership status, and event history, making it easy to track and manage members.
An AMS offers a complete solution for managing memberships, events, finances, and more, while a Member Management System focuses mainly on tracking member information and membership status.
