It can be a struggle to keep members engaged. A recent study showed that targeted communication is key to connecting with your membership—25 percent of associations reported that it boosted engagement; but personalizing communication for hundreds, even thousands of members, can be a nightmare.

That is where a customer relationship management system comes in. In this article, we will explore how a CRM can transform the way an association engages with and manages its members—and what considerations and solutions to keep in mind.

How a CRM Can Enhance Management and Member Engagement

Managing all those profiles and communication preferences used to be a real headache. But some associations found the solution by implementing robust CRM systems. Not only did this change the way data was handled, but they also came with a bunch of other benefits.

Flexible data. One of the really cool things about using a CRM for association is how flexible it can be for capturing details. For example, if you run a medical association, with a good CRM, you can track each member’s specialty certifications, hospital affiliations, research areas, etc. Using that information, you can send them personalized newsletters with the latest clinical updates pertaining to their field.

Automated workflows. Another major benefit of CRM software is automated workflow capabilities. Think about it: Instead of manually sending emails to welcome new members, the CRM can trigger that entire communication sequence. It sends a customized welcome email and schedules follow-ups with helpful resources and contacts. These automated touch points improve engagement without straining staff resources.

Data-driven reporting. CRM reporting is invaluable for guiding strategic decisions. While member data on its own provides limited insight, a CRM’s robust reporting tools illuminate broader trends across regions, demographics, etc. If an industry group is facing attrition of members, analyzing lapsed memberships and demographics can help target recruitment efforts.

Key Considerations

A CRM can revolutionize member management. But choosing the right one requires careful consideration. It’s easy to get overwhelmed by the variety of options and feature overload. Also, you can be misled by flashy marketing, leading to a choice based on superficial rather than actual functionality. You might want to get CRM consultants or technology advisors to check if a solution truly meets your needs.

Association size and budget considerations. If you are a small regional association operating on a shoestring, shelling out six figures annually for a CRM is probably overkill. More cost-effective cloud options might check all your boxes at a far more palatable price point.

But those low-cost options won’t be robust enough if you are a major national player with more than 50,000 members and a decent-sized tech budget. You will want to look at heavy hitters that can scale with your size and complex requirements.

Prioritizing features and requirements.Think of your CRM as a toolbox for your association. The key features are the essential tools you can’t live without, like member management, communication channels, and reporting. What else you need depends on your priorities. For example, if events are your bread and butter, look for a CRM with strong event management features.

Speaking of requirements, you have to get granular about what CRM features are must-haves versus nice-to-haves. If event management is critical, look for robust capabilities there. But if you are more volunteer-driven, prioritize solutions with powerful volunteer tracking.

Deployment model: cloud versus on-premise. Imagine the CRM as a software box you keep in your office (on-premise) or a service you access online (cloud). Cloud options are popular because they are easy to use, update automatically, and let you access your member info from anywhere. But for cloud CRMs, data security is crucial. You have to deeply understand things like data encryption, backup processes, where your data is stored, and more. Don’t just take the vendor at their word.

On-premise might be a better fit if you need super tight control over your data. However, these solutions often necessitate a dedicated IT team. Additional support—such as internal training or staff augmentation services—may be necessary if your team lacks specific expertise in integrating a CRM.

Integration Capabilities

Whatever option you choose, your CRM should play nicely with your other software. An open API is like a universal adapter that lets you connect everything seamlessly. The goal is to avoid information getting stuck in separate systems (data silos) and ensure everything works smoothly together.

CRM Solution Types: General Versus Purpose-Built

Another big question is whether you should you use a general CRM or an AMS, association management software, which is specific to association needs. There are pros and cons to each approach.

General-purpose CRM solutions. These are industry juggernauts like Salesforce, Zoho CRM, and HubSpot. They offer unmatched robustness, customizability, and integrations, with a vast ecosystem of apps and tools. The trade-off is that you will likely need to heavily customize and add third-party apps to handle association-specific functionality.

Many associations go this route to tap into the bells and whistles. They have built out completely custom event management, online communities, and membership renewal workflows.

Association management software. As the name implies, these platforms are tailor-made for associations’ unique needs. They come preloaded with features for member databases, event planning, online communities, and more. Providers like Award Force, and MemberPlanet bundle an association’s most common workflows into one integrated suite.

Smaller associations often gravitate toward this option for the faster time-to-value versus complex implementations.

There is no universal best tool—it depends on your specific needs and priorities. A general CRM could be the right fit if you have the resources for customization. If you want tailored features that are ready to use right out of the box, you might want to try an AMS solution.

To Sum It Up

A CRM can streamline your association operations, personalize communication, and boost member engagement. It’s a central hub to keep members connected and valued—happy, engaged members are crucial for any association. Let a CRM help you build those relationships and elevate your organization.