Announcing: Member Relations

I’m excited to launch the second Spark whitepaper – Member Relations: An Association-Centric Approach to Customer Relationship Management, which, with the assistance of George Breeden and Tom Lehman, I recently completed.

This week, I’ll be blogging about the contents of the whitepaper.

The basic premise is:

Associations are starting to look at CRM (customer relationship management) software, either as an adjunct to or a replacement for, their more traditional AMS systems. However, without a proper understanding and adoption of CRM as a philosophy, the software itself it pretty pointless. Moreover, AMS and CRM are not a one-to-one replacement for each other, so it’s important to understand what they can each do (and not do) and how that matches (or doesn’t match) your association’s needs before taking the plunge. Finally, I offer case studies of three associations that have each taken a different path to meeting their audience data needs, and share what they’ve learned and their advice for others who might be considering the same approach.

I’ll be writing more about each of these points this week, but in the meantime, pick up your free copy at, no divulging of information about yourself required.

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