The AMS Model is Evolving: What to Consider When Revising Your Association Tech Stack

Creating the ideal tech stack for associations has evolved beyond merely selecting an AMS and assuming that’s enough. Our recent webinar directly addressed this shift, featuring insights from industry experts Reggie Henry of ASAE, Gretchen Steenstra of DelCor, and Noel Shatananda of fusionSpan, all of whom have storied histories in the association technology space. They highlighted several key points, such as the pros and cons of using a hub-and-spoke model, exploring alternatives like iPaaS (Integration Platform as a Service), and emphasizing that the true core of any tech stack should be a deep understanding of your organization and its members.

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The Hub-and-Spoke Model for Association AMSs

Traditionally, the hub-and-spoke model has been a go-to for associations looking for a structured, centralized approach to managing data and operations. In this setup, the AMS typically acts as the “hub,” with other applications and systems as the “spokes,” funneling data and insights back to a central point. The hub concept was originally about bringing all data into one place to streamline and simplify operations. When this model emerged in the nascent internet and pre-API days, centralized managed package solutions made tremendous sense to associations that had previously been tasked with managing complex communications between disconnected technologies, all on their own.

The model can have significant advantages: a single source of truth, simplified reporting, and, ideally, a more manageable data flow. But as member expectations change and new tools arise to meet those needs, many associations are finding that they would like more agility and flexibility in their tech stacks. This desire has given increasing power to decentralized “best-of-breed” and “best-of-need” approaches that allow organizations to pick the best tool for their current needs and make as-needed changes to member-facing technologies without disrupting the core business functions that keep their association running.

Alternatives to the Hub-and-Spoke Model for Associations

iPaaS for Associations

As the technology surrounding associations evolves, we see alternative models gaining traction. Noel Shatananda walked us through an increasingly popular structure built around Integration Platform as a Service (iPaaS). While this solution is similar to a traditional AMS-centric approach with data at the center as a single source of truth, iPaaS allows different applications to communicate without necessarily funneling all data into a single, cumbersome database. Instead, the iPaaS passes only essential data between the central repository and external tools while allowing more transactional data to move directly between applications as needed. This iPaaS setup lets associations choose the best applications for each task without impacting the general flow of the broader system.

Associations often consider the AMS a hub because it’s familiar and makes the data accessible in one place. However, the iPaaS model lets you prioritize functionality by integrating best-of-breed applications without forcing everything through a single-core system.

A “Hub-less Approach” to Association Management

Reggie Henry gave us an overview of the result of ASAE’s recent system revision. Instead of a hub-and-spoke, Reggie described a system broken into three key categories: Member Facing Technology, “Run the Business” Technology, and Insights and Analytics Technology. These three categories are tied together by a middleware iPaaS solution. The middleware solution allows ASAE to plug and unplug member-facing tech as needed to keep up with changing expectations without disrupting the behind-the-scenes operations.

The Real Foundation of Your Tech Stack

We can’t overemphasize the importance of building your tech stack on a detailed understanding of who your members are and what they need from you. Too often, associations make tech decisions based on staff convenience rather than member experience. Associations should constantly ask themselves how their systems serve members and whether they align with the organization’s mission. It’s an essential reminder: technology should be a tool that enables member engagement, not just a repository for data.

Gretchen Steenstra stressed that this consideration must extend to overall useability for both members staff. Accomplish this by maintaining an ongoing and open dialogue between staff departments and be willing to prioritize simplicity over complex solutions. Just because it makes sense to your staff (the experts in your tech) doesn’t mean it will make sense for the end user (your members).

What to Consider as You Begin a Tech Stack Overhaul

This is a complex process that cannot accurately be compiled into a simple checklist. However, the experts agreed on a few fundamentals that you should nail down before moving further along the journey.

1. Understand who you are to your members and what they need from you.
2. Understand your organization’s capacity for system changes and maintenance – from a time, money, and talent perspective.
3. Draw your systems map.
4. Take your problems and goals to your vendor and partner community to crowdsource a solution.