© Lehman Associations, LLC 2015 AMS and Technology Trends Tom Lehman Lehman Associates, LLC Lehman Reports February, 2015 Sponsored by Personify

© Lehman Associations, LLC 2015 Lehman Associates, LLC Associations, Nonprofits, and Supplier Companies Strategy consulting for technology and marketing Customer Satisfaction, Market & Member Research The Lehman Reports™ industry research series Founded 1992, Alexandria, VA

© Lehman Associations, LLC 2015 AMS Use and Satisfaction AMS International: CA, AU, UK 2010, 2013 Association Technology Study Donor Management Systems, NTEN, Snapshot Surveys and Special Studies

© Lehman Associations, LLC 2015 Evolving Role of Technology Technology Introduction Technology as Toolset Technology as Strategy™ Investment Cost Center Linear Exponential ROI Potential

© Lehman Associations, LLC 2015 Most Associations Use an AMS

© Lehman Associations, LLC 2015 A Shift to Vendor-Hosted AMS

© Lehman Associations, LLC 2015 Areas with Highest Satisfaction Basic reporting capabilities Customer self-service capabilities Ease of use Website / CMS integration Technical and customer support Supports out business process and workflow Areas with Lowest Satisfaction Executive dashboards 360-degree member view Engagement scoring Sales force automation Social media capabilities Mobile delivery and app options

© Lehman Associations, LLC 2015 AMS Purchase Decision Cycles

© Lehman Associations, LLC 2015 AMS is a Long Term Decision Still, a significant portion expect to install new products

© Lehman Associations, LLC 2015 Content Website Communication Collaboration Social Interlocking Content Marketing Highest growth and most effective models are in the overlaps Both internal and external perspective Circle of Engagement

© Lehman Associations, LLC 2015 AMS – a critical hub Central database for member records Data to target content and personalization Integration for website and applications E-commerce / online business hub Organization workflow and bus process Advanced reporting / BI – information and insight

© Lehman Associations, LLC 2013 CRM 86% Say CRM is Important Most want it as part of the AMS

© Lehman Associations, LLC  Member View Website activity Events registration Community actions response Advocacy participation eLearning / Certification Member demographics Member Record

© Lehman Associations, LLC 2015 Extensions to the AMS

© Lehman Associations, LLC 2015 Integration Challenges

© Lehman Associations, LLC 2015 Role of Enhanced Integration in New AMS Purchases Lehman Reports AMS Study, 2014

© Lehman Associations, LLC 2015 Recap AMS products and services are used by a majority of associations of all sizes Key strategic decision, likely to be a long-term one – system needs to support future requirements Full 360  member view drives personalization and content targeting Integration with functions outside the AMS is a critical consideration for the full member view Embracing technology as a strategy as well as a productivity toolset opens new opportunities

© Lehman Associations, LLC 2015 Questions and Discussion Tom Lehman President Lehman Associates, LLC / Lehman Reports Alexandria, VA