When every system in your association needs attention, where do you start? Your current association management system (AMS) isn’t making your job easier, your marketing and community tools aren’t driving member engagement, and your event platform limps along. While conventional wisdom points to the AMS as your starting point, there’s compelling evidence for beginning somewhere else: your learning management system (LMS).
We shared tips and insights on evaluating your association’s technology ecosystem during a recent webinar. Click here to watch on demand!
Understanding Your Technology Stack
Behind every successful association stands a network of interconnected systems:
Your AMS serves as the system of record, handling:
- Member data management
- Dues processing
- Financial operations
- Basic reporting functions
Your LMS powers professional development through:
- Continuing education delivery
- Certification management
- Skills tracking
- Revenue generation
Your event platforms, marketing systems, and community tools round out the ecosystem, managing everything from conference registration to member communications and peer-to-peer engagement.
Why Learning Should Lead the Way
Education has become one of the most potent drivers of association membership, representing a fundamental shift in what members value. Since 2019, we’ve seen unprecedented growth in virtual learning opportunities. Members aren’t just interested in professional development—they expect sophisticated, accessible online education as part of their membership.
The New Competitive Reality
The professional development marketplace has experienced dramatic change. AI tools have lowered barriers to entry, enabling for-profit training providers to create and distribute content faster than ever. This shift brings both challenges and opportunities for associations.
Commercial providers can now produce courses quickly and cheaply. But they can’t replicate what makes association education special: deep industry knowledge, peer-to-peer learning opportunities, and the credibility that comes from your position in the industry.
Modern learning technology helps you:
- Leverage AI for improved content development
- Enhance your data analytics capabilities
- Deliver sophisticated virtual learning events and on-demand content
- Streamline administrative processes
Solving the Right Problems
Before investing in any new technology, you need to distinguish between technical and business challenges.
Technical challenges typically include:
- Poor system integration
- Unreliable data synchronization
- Limited reporting capabilities
- Unstable performance
Business challenges look different, such as:
- Lack of strategic direction
- Insufficient staff resources
- Unclear ownership of processes
- Resistance to change
New technology alone won’t fix broken processes. But the right learning platform can address both technical and business challenges, while generating critical revenue to fund other improvements.
Choosing Your Learning Technology Partner
With over 1,000 learning management systems on the market, making the right choice is crucial. Look for platforms specifically designed for association needs that offer:
- Continuing education credit management
- Complex pricing rules for member/non-member scenarios
- Certification program support
- Integration with association management systems
More importantly, evaluate potential partners on their strategic alignment. Do they understand association business models? Will their future innovations serve your members’ needs, or are associations just a small part of their clientele?
Making Implementation Work
Success requires more than selecting the right technology. Focus on smart timing and sequencing—resist the temptation to modernize everything at once.
Your implementation strategy should include:
- A phased rollout based on optimal business impact
- Clear communication plans
- Comprehensive training programs
- Established feedback mechanisms
- Regular collection of member input
The Future is Skills-Based
Your learning platform should do more than deliver courses. Modern professional development demands:
- Detailed skill tracking
- Career pathway visualization
- Sophisticated assessment capabilities
- Progress monitoring tools
These features help position your association as the definitive source for professional growth in your industry.
Conclusion: Making the Strategic Choice
When every system needs attention, starting with learning technology might seem counterintuitive. But it offers some unique advantages, such as:
- Immediate revenue generation
- Clear member value
- Momentum for bigger changes
Your members aren’t just looking for courses—they’re seeking career advancement, professional credibility, and meaningful connections. Modern learning technology delivers all three. By making this your first step toward digital transformation, you’ll build both member loyalty and organizational strength.
Remember: You don’t have to fix everything at once. Choose your starting point strategically, execute effectively, and let success build on success.
