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|  Outgrown Your Software? Association Management systems: What’s New, What’s Better By Brent Dey The recent boom in association membership, coupled with advances in technology means many associations have outgrow their association management software. What they need now is to be able to work more efficiently. They need for their membership data to interface with other types of software, they need to have real-time access to information, and they need the ability to work over the Internet anytime from anywhere. Association management software vendors are taking notice and offering association executives a rapidly expanding array of new products. In fact, the very definition of association management software is changing. AEs are no longer content with a tool that will merely keep track of member records, dues payments, and education credits. Today, AEs are looking for software that will help them manage every aspect of their association—from keeping Web site content current to generating broadcast e-mails to maintaining an online store. Today there are out-of-the-box software packages and specialized solutions to fit any association size and budget. Out-of-the-box options Most associations have two primary association management software needs: front-end and back-end. Associations need a system that can handle office support tasks such as accounting and resource planning. They also need a system that can communicate with members. For instance, a system that offers members the ability to access and update their own records or register for events online. Jeff Levin, technology coordinator for the Missouri Association of Realtors®, uses a combination of tools to satisfy both his front-end and back-end needs. Levin knew that he didn’t want to spend money on extra features his members wouldn’t use, and he knew that he wanted a user-friendly system. So Levin hired a local company to program just his back-end system and offsets the overall cost by using MemberClicks, a low cost, out-of-the-box package, to communicate with members. “MemberClicks has a warm, intuitive interface,” he says, “and it’s easy to use.” For him, it’s the perfect affordable, custom arrangement. Although, it’s low cost, the MemberClicks software comes with an option that allows members to build and maintain personal Web sites, along with the more common task options of paying dues, accessing online forms, and searching member profiles. “Our package wasn’t designed specifically for Realtors® associations,” Levin explains, “but it accomplishes most everything we need it to do.” Most of the out-of-the-box association management packages offer the same functionality because most professional associations have very similar requirements. But Realtor® associations have specific needs. In addition to the usual member directories and dues-collection services, Realtor® associations need to track industry-specific member accreditation, coursework, and licenses. Out-of-the-box solutions have varying degrees of flexibility. When an association outgrows a low-cost option, they can either interface it with other software or buy a new system. Full-featured systems, usually available at a higher cost, can be reprogrammed or upgraded to continually adapt to association needs. Some management solutions can cost associations hundreds of dollars, while others can range as high as $10,000 a year. oni, have kept up with clients’ needs by offering custom add-ons, upgrades, and various packages of services. “Our package just keeps getting better each year,” explains Cindy Pelz, director of administration for the Iowa Association of Realtors®, of the Rapattoni system she uses. “I don’t know how we got by without an application like this before.” Pelz cites easy integration with other software packages as a beneficial feature of her system. “For the longest time, the only system out there for a state association was from the company we had been using,” says Joe Poole of the Texas Association of Realtors®. “They provide a great service, but it’s nice to see that the field has become a bit more competitive.” SPECIALIZED SOLUTIONS Poole needed a way to access information, especially financial information, in real time. By working with Maryland Management to develop a system that synchronized directly with the National Realtors® Database System (NRDS), he got exactly what he needed. “Now, our accounting department can punch a button and get a report, so we know immediately what our financial position is,” he says. “The interface and tables are much easier to use and we can look at data in ways we never dreamed of before.” The only thing Poole regrets is that his system doesn’t have a browser-based interface. “Our designers, who work on Macintoshes, have to keep a PC at their workstations just so they can access our database. If we were browser-based, it could be accessed from any system.” Browser-based solutions are becoming more popular with associations because they can be accessed anywhere, anytime. The Mississippi Association of Realtors® uses a browser-based solution, BravePoint’s Lightweight Association Management Processing System (LAMPS). “It’s the ultimate in flexibility,” explains association Vice President William Fulton. “It allows us to do online registrations and enter information directly into NRDS and our own system simultaneously, so we don’t have to re-key information. That’s a huge time saver. It cost about as much as it would have cost to upgrade from our previous system.” There is an array of options to meet the needs of almost any association. Finding the right one for you will take a little research and foresight, but can save time and money in the end. When assessing an association management software upgrade, Fulton has two recommendations—ask other associations for their advice and buy the most up-to-date technology you can afford. “Each purchase or upgrade is an investment,” he explains. “Choose a solution that supplies the functionality you need. Try not to pay for a bunch of stuff you aren’t going to use.” Whichever system you choose, Poole thinks the investment is worth it. “Thanks to advances in technology, we’re able to do more than ever for our members,” he says. “And member satisfaction is really the best way to judge our return on investment.” Five Questions to Ask When Purchasing an Association Management System How much does the system cost? Different packages are right for different associations. Large associations may have more needs and be able to afford a bigger system while smaller associations may simply need a way to organize data and communicate with members. Does the system meet your needs? Believe it or not, it’s a question that’s often overlooked. Make up a list of the ways in which you envision using the product (for example, accepting RPAC contributions) and then make sure the system you are reviewing has that functionality. How flexible is the product? Make sure the product can easily interface with your other products or periodically be updated to reflect new needs. Ask if the source code can be made accessible to your own IT staff so they can make minor adjustments. Watch out for expensive upgrades or large fees for custom programming. How responsive is the support? Not all Realtor® associations have a dedicated IT team, and not all association members are computer-savvy. With this in mind, you’ll want a simple interface, and a responsive support team to back it up when you have problems. Was the package designed for the real estate industry? Although most out-of-the-box solutions work fine, Realtor® associations have industry-specific needs. If your package wasn’t designed for Realtor® associations, make sure it is flexible enough to be customized to your needs. Does it have real-time access to NRDS? Real-time synchronization to NRDS will save you time and give you immediate access to the information you need the most. Although larger vendors are moving towards NRDS synchronization, a select few already have the technology. Is the system browser-based? A system you can use from a Web browser (like Internet Explorer) will give you flexibility to run your application anytime, anywhere, and on any operating system. Association Management Software Vendors The eight association management vendors listed below are a representative sample of the dozens of available software options. Advanced Solutions iMIS™ http://www.advsol.com/ Bravepoint Lightweight Assoc. Mgt. Software (Lamps)™ http://www.bravepoint.com CitySoft Community Enterprise for Associations http://www.citysoft.com Euclid Technology ClearVantage™ http://www.euclidtechnology.com Integrated Software Solutions IMPak MemberClicks Mothership™ http://www.memberclicks.com/mothership/ Maryland Management The Director™ http://www.mmsi-usa.com Rapattoni Corp. Magic http://www.rapattoni.com This list isn't comprehensive; NAR doesn't evaluate or endorse these products and isn't responsible for changes in company information. Note: Many of these systems are available in a variety of configurations, which will impact both the price and the features of the system. To access contact information for many more association management software vendors, visit the Vendor Directory at the American Society of Association Executives' online Supplier Directory and browse by category: Association Management Software Brent Dey is a freelance writer based in Atlanta, Ga. He can be reached at realtorae@realtors.org. Click here to Send feedback on this article. |
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