The ability to adapt to an evolving professional landscape is crucial for associations. If you’re struggling to grow your association or even seeing a decrease in membership retention, it may be worth reevaluating your toolkit. Ask whether your current software effectively supports your marketing efforts, facilitates benefits, and contributes to your organization’s growth. 

Associations should be aware of a wide range of software, from tools that deliver interactive content to event management platforms to solutions focused on engaging members. While your organization likely doesn’t need every tool available, expanding your tech stack might be the answer to scaling your association. 

To help your association assess its technology and invest in the right type of tool, this guide will look at seven types of software solutions trade and professional associations commonly use.

Association Management Software

A proper association management software system (AMS) is the centerpiece of your organization’s software, and a scalable platform is essential for continuous growth. While AMS features vary from vendor to vendor, a few core components include:

• Membership database

• Community engagement tools

• Email marketing and communication

• Financial management 

• Reporting and analytics

• Website builder and management 

Essentially, an AMS is your core tool for managing your association's day-to-day operations. From managing member dues to automating email outreach, your AMS is your go-to tool. 

If your association currently relies on spreadsheets and disconnected platforms, consider looking into an AMS to bring all of your tools together. 

Association Learning Management System

Trade and professional associations that offer educational courses need a tool to facilitate this offering. A learning management system (LMS) provides associations with a platform that can present courses to members in a user-friendly, streamlined format. 

Blue Sky eLearn’s guide to association LMSs goes into detail about a few core features of this tool:

• Certification and credentialing. At the end of specific courses, members should be awarded certificates confirming the completion of their training.

• Reporting and analytics. Track members’ course selection and progress to determine which of your educational offerings are popular and how members engage with them. 

• Virtual meetings. Virtual meetings and conferences are essential for live instruction, guest speakers, and group sessions. 

Ensure your LMS integrates with your AMS. This allows data that your LMS collects to flow smoothly into member profiles stored in your AMS. By documenting which members have completed which course offerings, you can better market future educational content. 

Data Analytics Software

Your association should be able to easily review and analyze your data to make informed decisions about your organization’s future. Leverage data analytics software with advanced reporting features, such as AI-powered predictive analytics, to assess your data. 

These platforms should gather insights on member interactions, event participation, and content engagement, transforming raw data into clear, actionable reports. With intuitive visual representations, your association can quickly identify patterns in members’ behavior at a glance without needing a data expert or full-time IT staff.

Marketing Automation Software

If you are looking to grow your member base and increase current members’ engagement, marketing automation software is a must. These tools enable your association to:

• Streamline repetitive tasks. By virtue of being automation tools, marketing automation software can reduce the need for manual labor spent on repetitive tasks, such as sending emails and posting on social media. 

• Manage a content calendar. Create a timeline of when you will post specific content to specific platforms. For example, you might set reminders for sending out your monthly newsletter, what content you will post on LinkedIn, and when you will launch a multi-channel marketing campaign for your upcoming event. 

• Maintain consistent communication. When an automatic system posts content and messages members, you can stay in constant contact as long as you have content ready to share. 

Connect your marketing tools with your AMS to create personalized content your members will respond positively to. For instance, you might create messages designed to auto-populate with details unique to each member, such as their name, membership tier, and engagement history. 

Member Engagement Software

Many associations offer just a handful of networking opportunities per year, making it difficult for members to take full advantage of your community. With member engagement software, you can cultivate an online community that allows members to connect with one another all year long. 

Tradewing’s guide to member engagement platforms shares a few of these tools' core features:

• Online community. A member engagement platform creates a social media-like site just for your members. Like on LinkedIn or Facebook, members can post content, comment on other members’ posts, and message each other directly.  

• Communication tools. An online member community is a great way to stay in touch with your members. Make community announcement posts and pin them to the top of members’ dashboards, or send out regular marketing messages highlighting new offerings hosted through your community to spark engagement. 

• Event management. Many member engagement tools have simplified event management features that allow your association to host virtual events on the same platform where you continually engage members online. This keeps members’ attention focused and can be more cost-effective than investing in a separate event management platform. 

Member engagement software significantly expands your association’s offerings by making networking easy and accessible all year round. To encourage engagement, make inviting members to join your online community a core part of your membership onboarding process. 

Conference and Event Software

Conference and event software eliminates the administrative burden that comes with organizing large-scale association events. Having everything you need in one place makes it easier for your administrative team to plan, market, and execute your events. 

Some other association tools, like community engagement software and AMSs, will come with limited event management tools that can help organize virtual gatherings and small-scale get-togethers. However, if your association intends to host major events, like industry conferences, then dedicated event software is a must. These tools provide features like:

• Ticketing and registration

• Schedule management

• Sponsor management

• Conferencing and virtual event engagement tools

Essentially, event management software helps facilitate every part of your event, from selling tickets and organizing presenters to ensuring workshops are engaging for all participants. If your association hosts multiple large-scale events each year, dedicated event software is essential to keep these activities organized. 

Accounting Software

As your association grows, so too will your cash flow from new memberships. As such, you need a solution to stay on top of revenue streams and monitor your finances. 

Accounting software allows associations to track all financial transactions efficiently and also helps staff understand where to cut expenses or invest more. While accounting software is not a replacement for a dedicated bookkeeper or accountant, it can make their jobs significantly easier by providing a consistent digital record of your financial transactions.  

All great organizations face roadblocks from time to time. To ensure success in the modern industry and growth for your association, utilize these tools and say goodbye to growing pains!

About the Author

Lomesh Shah is the CEO of Tradewing. With over 20 years of experience of product marketing experience across a range of industries—including marketing, finances, and nonprofits, Lomesh has founded and lead product strategy teams for multiple thriving nonprofit software companies. With a focus on innovation today, Lomesh aims to provide software solutions that help associations thrive in a rapidly evolving digital landscape.