© Lehman Associations, LLC 2015 Technology as a Strategic Asset Key Trends and Implications Tom Lehman Lehman Associates, LLC Lehman Reports Association TRENDS Live September, 2015

© Lehman Associations, LLC 2015 Lehman Associates, LLC Associations 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, In collaboration with NTEN

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

© Lehman Associations, LLC 2015 Adoption Curve Time Market Adoption Early Adopters Early and Late Majorities Laggards Disruptive products New models Adoption Curve Series

© Lehman Associations, LLC 2015 Changing Technology Proposition Time Value Today Transformation Adoption Improvement & Refinement

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

© Lehman Associations, LLC 2015 Enterprise software used to be about making existing work more efficient. Now, the opportunity for software is to transform the work itself. Aaron Levie, CEO, Box cloud computing

© Lehman Associations, LLC 2015 A Greater Focus on Outcomes Member Database CRM Toolset Engagement

© Lehman Associations, LLC 2015 Content Website Communication Collaboration Social Content Defined by Topic and Role Rather Than by Channel Highest growth and most effective models are in the overlaps Circle of Engagement Digital Assets Strategy Plan

© Lehman Associations, LLC 2015 Mobile as Market Context Not just another channel of access Situational segmentation

© Lehman Associations, LLC 2015 A message from your thermostat Internet of Things And Big Data Billion devices by 2020 High-volume, continuous streams, global nervous system Business, personal, public sources Advanced analytics and predictive analysis – greater insight Drive personalization Enhance policy, advocacy, cause Most nonprofits lack expertise Signal to Noise challenges

© Lehman Associations, LLC 2015 Ten years from now, when we look back at how this era of big data evolved … We will be stunned at how uninformed we used to be when we made decisions Billy Bosworth, CEO, DataStax

© Lehman Associations, LLC 2015 Inbound Marketing and Marketing Automation Marketing automation enables associations to reach members with tailored content and communications based on characteristics, activities, behavior, and interests

© Lehman Associations, LLC 2015 Technology Complexity Third-party Services Adoption Lehman Reports Technology Study, 2014

© Lehman Associations, LLC  Member View Website activity Events registration Community actions response Advocacy participation eLearning / Certification Member demographics AMS Member Record AMS remains the hub for most associations

© Lehman Associations, LLC 2015 Integration Challenge

© Lehman Associations, LLC 2015 Move to Cloud-based Solutions Also represents a move to subscription-based pricing / pay as you go models with included / continuous upgrades

© Lehman Associations, LLC 2015 Issues and Changing Roles Who is responsible for marketing? For marketing technology expenses and decisions? Expertise to create and execute advanced marketing strategies and technology IT role shifting to being a resource to help the association to gain value from technology Senior management roles in both marketing and technology to incorporate both in strategy planning and policy

© Lehman Associations, LLC 2015 Technology Leadership Challenge

© Lehman Associations, LLC 2015 Getting started 1.Embrace Technology as Strategy 2.Develop an IT Strategy Plan – aligning technology with mission and goals 3.Use automation to increase value and effectiveness, not just task efficiency 4.Contract for or hire executive-level technology and marketing expertise

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