In interviews with the CEOs of several AMS providers (offered as podcasts on his blog and summarized in the latest issue of Association Trends), Wes Trochlil asked them for the greatest challenges associations have with their databases, and what are they not doing that they should be. Here are excerpts from their responses:
“Not knowing what the software can do or should do to help them run their organization.”
“Their ability to use just a fraction of the functionality and features that they have.”
“Some type of strategy or vision of what you want to accomplish technologically.”
“Single biggest challenge is to leverage the tools at their disposal, especially on the reporting side.”
“There are probably a lot more options that organizations have related to their data. With this plethora of options, organizations often have their data scattered everywhere, and it’s not integrated.”
“We’re not seeing assns use their database in a really meaningful way when it comes to targeted communications promoting their products and services. It amazes us that organizations will blanket communicate when they’re promoting a specific meeting or product.”
“They really need to use their data in a manner that lets them drive their strategy. Really focus on what they have, look at what the information is telling them, and let that help shape their strategy moving forward, so that they can really help their members.”
Similarly, in a recent comment on his blog, the ever-insightful Tony Rossell wrote, “I see very few [associations] using the web in a proactive manner with lead generation and lead management through responder specific microsites, email list rental, search engine ads, and pay per click banner ads. These will be some of the key tools going forward in association membership marketing.”
And yet, for the last week or two, the subject of endless (endless, endless, endless) conversation on ASAE’s executive listserve has been none of those things. In fact, other than primal screams of “I hate my database” you almost never hear these things discussed meaningfully or in depth.
Instead, the conversation has been about … Twitter.
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