What Is an AMS? Finding Technology To Power Your Association

For many association professionals, their daily reality involves wrestling with disconnected spreadsheets, separate email tools, and standalone accounting systems. But managing a successful organization requires unity. 

Fortunately, modern association software is designed to solve exactly this problem. An AMS platform brings order to chaos by serving as the single source of truth (SSoT) for your organization and empowering staff to collaborate efficiently.

Regardless of whether you’re trying to boost member engagement, improve your website, or collect more non-dues revenue, this guide is your roadmap. Here’s what we’ll cover:

• What Is an AMS?
• What Are the Different Types of Association Management Platforms?
• What Are the Key Features You Need To Manage Your Association?
• Top-Rated Association Software: iMIS
• 4 Steps To Choose the Right AMS Database
• Best Practices for Using Your AMS To Boost Results

Your association has specific goals. That’s why you need a platform purpose-built for the unique complexity of your work. With the right technology, you can stop struggling with logistics and start focusing on your mission.

What is an AMS?

An association management system (AMS) is a specialized platform that unifies all aspects of running an association. Instead of using separate tools for different tasks, an AMS combines them into one system. It stores your member records, but it also handles the specific business functions you need to operate daily—such as processing membership dues, registering people for events, managing finances, and sending email communications.

The Benefits of an AMS

Implementing the right association software transforms how your organization operates. By moving away from manual processes, you can unlock:

• Streamlined membership management. An AMS platform automates the repetitive tasks associated with membership management, like processing renewals and updating records. This significantly reduces your staff’s workload, freeing them to focus on high-level strategy.
• Personalized member experiences. Your AMS database acts as a central memory bank, storing details on each member’s interests. Then, using this information, you can create and promote experiences that fit each individual.
• Higher retention rates. With features that automate renewal reminders and offer seamless online payment options, an AMS makes it easy for members to stay. In fact, around 18% of members who don’t renew simply forget. Specialized tools like automated reminders and recurring payments fix this!
• Data-driven decision making. Instead of guessing what works, you can track real metrics, like engagement scores and retention rates, directly in the system. This insight enables you to pivot your strategy based on facts, not hunches.

By adopting an AMS, you automate the routine tasks that slow you down. This frees your entire team to shift its focus from administrative busywork to strategic growth.

The Drawbacks of an AMS

While a traditional AMS can meet your most basic membership management requirements, modern associations need—and deserve—a more innovative solution tailor-made to support their goals.

Some of the main drawbacks of traditional AMS platforms include:

• Incomplete data. Your members engage with your association in various ways, from registering for events to purchasing your online resources. Association software without built-in tools for accounting and website management can create data silos and make it difficult for you to access a 360-degree view of your members.
• No native accounting tools. Depending on your membership model, maintaining accurate billing processes can be time-consuming and laborious for your staff. Traditional AMS platforms lack the native tools your association needs to support its complex billing structures, discounts, and payment processing.
• No native content management system (CMS). Your association must create personalized, high-quality web experiences to keep members engaged online. Without CMS capabilities, it can be challenging to use your member data to tailor your content and user experience to your members’ expectations.
• Limited non-dues revenue capabilities. Your association needs reliable sources of non-dues revenue to run a sustainable membership program. However, many AMS platforms don’t come with additional features that handle sponsorships, website advertising, job boards, and other opportunities.

Plus, many traditional association software solutions require extensive, complex customizations to be able to perform essential, everyday tasks for your staff. You’ll often need to rely on various third-party apps to assemble a platform that works specifically for your organization’s needs.

The Solution: To avoid these pitfalls, modern organizations are turning to an engagement management system (EMS). An EMS, like iMIS, eliminates these silos by combining your database, web, and finance tools into one purpose-built platform.

What are the Different Types of Association Management Platforms?

When it comes to finding association and membership management software, there are three main types to consider:

What Are the Key Features You Need To Manage Your Association?

Your association’s ideal platform should be an investment that you can count on for many years to come. Look for these top features and attributes to unlock complete visibility across all your member interactions:

1. Cloud-Based Architecture

A cloud-based AMS database ensures that your staff can run the association and engage with members remotely. Plus, your teams can easily collaborate to work together on your programs and projects, no matter where they’re located. A cloud-based system also helps create a single data source you can use to make informed decisions.

Note: Many traditional association solutions are not cloud-based, meaning they must be maintained on-site or in a data center. Choose a cloud-based solution like iMIS to enable flexibility and seamless collaboration.

2. Unified CRM & Contact Management

Your association software should consolidate every piece of data you hold on a member—demographics, financial history, event participation, and communication preferences—into one accessible profile. When it comes to providing a 360-degree view of your members, traditional platforms are limited. A solution like the iMIS EMS provides a centralized AMS database for your staff to reference.

You can store contact data at the individual or organizational level and track every interaction members have with your association. Plus, iMIS keeps all your data clean with deduping and merge capabilities.

3. Advanced Membership Management

A solution with built-in membership management tools allows you to create detailed member personas and manage complex billing structures that align with your membership model. Many platforms that aren’t designed with associations in mind will require more expensive customizations to fulfill these specific needs.

4. Native Accounting & Payment Processing

With a platform that has built-in accounting functionality, you can avoid the headache of setting up complicated integrations. A native system allows you to:

• Manage financial batches, invoices, and adjustments directly.
• Offer secure, integrated payment processing for your members.
• Streamline your financial workflow without leaving the platform.

5. eCommerce & Sponsorship Tools

Your platform should be able to support advertising, sponsorships, and online stores to help your association strengthen its brand and earn more non-dues revenue. Look for a solution that goes beyond basic functionality to benefit from these opportunities.

6. Events Management

Your association software should streamline the entire lifecycle of your conferences, meetings, and webinars. From the initial sign-up to the final badge scan, effective tools remove the administrative burden of running events.

While most AMS platforms rely on third-party integrations to handle logistics, an EMS features native event management tools. You can tackle event logistics like:

• Processing complex registrations
• Managing speakers and agendas
• Generating badges for in-person, virtual, or hybrid events directly within the system

Choosing association software with built-in event management functionality ensures all attendee data stays in your central database.

7. Learning & Professional Development Tools

Top-tier association software includes learning capabilities natively or through learning management software (LMS) integrations. The system allows you to host courses, track Continuing Education (CE) credits, and manage complex certification programs. Because it is built in, course completion data is automatically recorded in the member’s profile without manual imports.

8. Email Marketing & Community Tools

To retain members for the long term, you need to stay top of mind. Your platform should combine powerful email marketing with community-building tools. Look for association software that allows you to:

• Send targeted emails based on member interests, history, and engagement data.
• Build private online communities where members can network and solve problems together.
• Launch a branded mobile app to deliver resources directly to your members’ smartphones.

9. Integrated Content Management System (CMS)

Your association should be able to create a strong digital presence by building and maintaining a high-quality membership website, member portals, and microsites. While many traditional AMS platforms lack CMS functionality, iMIS allows you to create stunning web pages and personalized online experiences for your members.

10. API & Integration Hub

Regardless of the association software you choose, there is a good chance you may need a specialty application. Your software should be able to offer two-way integrations with popular applications that don’t require coding or IT help. The iMIS EMS integrates with hundreds of apps built specifically for associations and their goals.

While these are the top features that your association should expect in an AMS platform, note that many traditional solutions will fall short. That’s why we recommend the iMIS EMS for modern, forward-thinking associations. Your software should ultimately promote your long-term growth and sustainability. Prioritize solutions that offer robust queries, reporting, and dashboards so you can make informed improvements based on real-time data.

Top-Rated Association Software: iMIS

With so many vendors and association software choices to sift through, it can be challenging to know where to start looking. When it comes down to it, an EMS like iMIS is the perfect choice for nearly all associations, encapsulating all the previously discussed features onto one platform.

Specifically, an EMS:

• Combines AMS, CMS, and CRM functionality on one platform. An EMS platform features event management, website management, dynamic dashboards, engagement scoring, learning management, certification, advertising, and application & review management. Plus, it has an open API for seamless integrations between your association software and top specialty applications.
• Improves the member experience. An EMS captures and manages the entire member experience. It knows when a member pays their dues, registers for an event, finishes an education class, or opens an email. With this information, you can send the right messages to the right members based on their previous engagement. 
• Delivers a SSoT. Members want to be able to engage with your association when and how it’s convenient for them. With an EMS, they can register for an event or purchase a subscription to a product on whatever device they choose, without having to log into multiple systems to get it done.
• Fuses your database and website into one system. An EMS combines your database management and website in one platform, so you can provide a personalized experience across all member-facing systems and offer all of your important resources, products, and services.

To date, organizations using iMIS have saved over $220 million in staff & IT costs. The iMIS EMS is designed to illuminate, consolidate, educate, and—above all—engage. With complete and unlimited access to all of your member engagement data, you’ll have all the information you need to provide unmatched value to your members.

A Real Association's Success Story

To better understand how an EMS can be a game-changing addition to your association, check out this brief video about the National Electrical and Communications Association (NECA)’s experience:

As the video illustrates, the iMIS EMS platform allowed NECA to create a high-quality web presence that made it easy for members to learn about the association’s services, access tailored content based on their preferences, and even purchase products directly from the website.

4 Steps To Choose the Right AMS Database

How do you decide on the best solution for your association? To set your decision-making up for success, follow these steps:

1. Create a Digital Transformation Plan

A digital transformation plan is essential for any association that wants to stay ahead of the curve and prepare for unexpected challenges. Digital transformation refers to integrating digital technology into every corner of your association, allowing you to:

• Increase the value of your membership program. By evaluating your member base and the resources you provide, you can identify new, valuable ways to meet member needs.
• Improve and streamline your operational processes. By reviewing processes such as onboarding, event planning, product sales, and member communications, you can brainstorm ways to automate or streamline them for added efficiency.
• Adopt the right technology to support your goals. Your platform should provide a 360-degree view of your members and reduce your staff’s reliance on IT.
• Strengthen your organizational culture and team cohesion. Digital transformation provides opportunities to consider changing mindsets and make the most of untapped skills within your teams.

Because of all these benefits, 61% of associations have developed or are planning to develop a digital transformation strategy. To follow in their footsteps, you first need to create an innovation team that reflects every aspect of your association. These individuals should have varying skill sets, experience levels, backgrounds, and personalities. Then, start by conducting an assessment of where your association lies on the digital spectrum, where you want to go, and how the right software will help you get there.

Once you have a stronger understanding of your digital maturity, poll your team members on the most pressing issues your association faces and set specific goals to begin addressing those areas.

2. Outline Your Technology Needs

Every association has different technology needs. To guide your decision-making, refer to your association’s business strategy and determine which tools will best lend themselves to furthering your goals.

Keep your specific technology needs in mind as you build your tech stack. In general, your software should include these three major components:

• Core platform. Your platform should support key areas such as member management, website management, and accounting.
• Specific modules/apps. To facilitate other aspects of your membership program, your association technology should have features for multi-channel communication, event management, continuing education, non-dues revenue generation, and analytics.
• Integration tools. Your member management software should be able to integrate with the latest solutions on the market to provide the specific support you need in key areas. To avoid expensive customizations and promote convenience, your platform should offer no-code integrations, have an open API, and support Single Sign On (SSO).

As you start putting together a list of top membership software solutions to consider, make sure that they have all the features and functionality to meet your most important needs.

3. Explore Online Reviews

Chances are, many associations similar to yours have already been through the process of researching and adopting an AMS. To learn about their real-world experiences and use their insights to support your technology search, check out independent review sites such as:

• G2
• ReviewMyAMS
• Capterra
• Software Advice

For example, iMIS was rated as the top association management solution in the 2025 Best Software G2 Awards.

Beyond checking out review sites, you can also reach out to the association software vendors you’re considering and ask them to provide references from similar associations and video testimonials.

Additionally, you can reach out to the association software vendors you’re considering and ask them to provide references from similar associations and video testimonials, if possible. 

4. Preview Potential AMS Platforms

The most effective way to evaluate software is a system preview. This allows you to test a platform like iMIS in a real-world environment using your own data and processes before making a commitment.

The process is simple:

• Collaborate with the association software vendor to outline your goals and operational requirements.
• Preview the platform running your actual data.
• Decide if the solution is a good fit and addresses your challenges.

Even if you don't move forward, the requirements you gather during this process will help you create a sharper, more targeted request for proposal (RFP) later.

Whitepaper

Choose the right AMS without any guesswork.

In this guide, you'll learn how to:

• Find top-rated association software tailored to your needs.
• Master best practices for digital transformation.
• Build a tech stack that works for your organization.

Download your free guide!

Best Practices for Using Your AMS To Boost Results

Once you’re equipped with a modern, cloud-based association solution that checks all of your boxes, use these best practices to make the most of your tools:

Identify How You’ll Measure Success

Every organization measures success somewhat differently. Your key performance indicators (KPIs) could be any one or a combination of the following:

• Membership Health: Total member count, new acquisitions, and retention rates.
• Financial Performance: Product sales, non-dues revenue, and annual budget growth.
• Engagement: Member interactions, event attendance, and participation scores.

By tracking these metrics within your association software, you can develop effective strategies that foster long-term growth and retention. You’ll move beyond guesswork with data-backed insights.

Focus on Increasing Member Value

Every service and resource you offer should answer one fundamental question: Does this deliver real value? Instead of relying on gut instinct, use your software to validate your offerings.

Here’s how to use your association software to ensure you’re meeting members’ needs:

• Analyze behavioral data. Use a cloud-based platform like the iMIS EMS to track different touchpoints, such as event attendance, email clicks, and resource downloads. These patterns reveal which initiatives are working and which aren't.
• Solicit direct feedback. Don’t wait for renewal season to gauge satisfaction. Use your platform’s mobile app or email tools to send quick, one-question polls about your website and products.
• Adapt to emerging needs. Combine your internal data with industry trends to identify gaps in your programming, then pivot your resources to solve today’s problems, not yesterday’s.

By basing your decisions on data rather than assumptions, you ensure that every benefit you offer drives retention and growth.

Earn More Non-Dues Revenue With A Year-Round Mobile App

While you may use a mobile app for annual conferences and other special events, you might not be leveraging the significant benefits of a year-round mobile app. With a platform that integrates with best-of-breed mobile applications, you can:

• Take advantage of two-way communication. With an app, you’re not just talking to members, they can communicate back to you and with other members.
• Provide your members with more control. With push notifications, members control the types of notifications they receive from you—so they only get the news and alerts they want.
• Generate non-dues revenue streams. In addition to banner ads, splash screens on start-up, and other advertising, you can empower your industry partners to sponsor content.

A year-round mobile app is an excellent way to increase member engagement and an efficient way to share time-sensitive information with members.

Develop a Formal Member Engagement Plan

Enhancing and expanding member engagement is essential for any association. 61% of associations use an ongoing engagement email series and 52% send out volunteer requests to keep their members invested in their programs.

By creating a formal engagement plan—and using your association software platform to execute it—you can increase retention rates, event attendance, website traffic, and online community engagement.

Start by:

• Improving your onboarding processes. Use your association software to document every step in the member journey, create mentorship programs, and regularly solicit feedback from members.
• Using your AMS to build member personas. A persona is the entire personality of certain members, not just demographic details. Use your association software to build a reservoir of information on their reasons for joining, the issues they care about, and their professional goals. Then, use these insights to tailor your communications, resources, and member benefits.

Your platform should provide you with the means to measure and score engagement, so you can continually assess your progress and celebrate your successes.

Adopt a Continuous Improvement Mindset

Remember that your association’s digital transformation plan and membership program should be ever-shifting to ensure your long-term success and sustainability. To keep your priorities top of mind for everyone on your team, be sure to:

• Share your digital transformation plan with your staff, board, and members.
• Ask for frequent feedback from members, staff, volunteers, and other stakeholders using polls and surveys.
• Regularly brainstorm new ways to use your association software to help meet your goal.

Every six months or so, gather with your team to reevaluate your plan. Taking the time to do so ensures that you’re always equipped to support your members and tackle any challenges that may come your way.

Maximizing the Impact of Your Association Software

Selecting the right association software is more than an IT decision—it’s a pivotal step toward your organization's future.

By approaching your search with a clear vision of your goals, you can move beyond basic management and find a solution that drives growth. With a purpose-built platform like iMIS’s engagement management system, you gain the unified tools necessary to streamline operations and deliver lasting member value.

To learn more about leveraging technology to improve member acquisition, engagement, and retention, check out these additional resources:

• How To Buy Membership Management Software That Fuels Growth: Looking for new association software to manage your members more effectively? Take a look at this guide that dives into common questions and key features.
• What is an Engagement Management System (EMS)? A Quick Guide: Explore why an EMS is the ideal solution for associations looking to stay at the forefront of the member experience.
• The Only LMS Implementation Checklist You Need: 9 Easy Steps: Specialized earning technology can power your association’s professional development program. Discover how to successfully implement this type of platform.