National and regional collaboration through Web technologies.

In the association world, the partnership between a national organization and its regional offices is vital to the growth and common mission of the organization. To achieve successful partnerships, organizations must strive to adopt best practices, refine business processes, and use technologies to maximize efficiencies and enhance collaborative efforts. Ultimately, this approach powers strategies that deliver better value to members and achieve the organization's mission.

The challenge

National organizations and their regional offices have long been challenged with managing information in separate regional databases. Keeping database records in sync requires constant staff involvement, with countless hours spent on generating and tracking mounds of information as it is exchanged between regional and national offices via reports, e-mails, faxes, and disk mailers. Such a business model is terribly inefficient and costly, not to mention error-prone, and a cause of member frustration. You may have asked:

* Why does the same data need to be tracked in so many databases and spreadsheets?

* Where do we go for a single version of the truth?

* What could our organization achieve if less time is spent on administering information?

Breaking down the barriers to collaboration

Web-based association management software (AMS) suites are providing new answers. Fundamentally, Web technology breaks down geographic barriers and lowers costs. However, the intrinsic value of AMS systems to support national and regional collaboration is only recognized when the AMS provides advanced security features and member self-service mechanisms that allow national headquarters, regions, and the individual constituents themselves to interact through a single database. This model virtually eliminates redundant efforts and dramatically improves operational efficiencies. Information is accessed, exchanged, and updated in real time.

The national organization hosts the AMS to provide regional offices and remote staff with instant access--through the Internet using only a Web browser--to robust applications for membership management, meetings, e-marketing, reporting, and much more. Regional offices maintain autonomy and membership privacy with virtual private databases that integrate with their regional Web sites and accounting packages of choice. This ensures that regional offices continue to tailor services to address regional variations and local needs.

Incorporating true self-service applications brings members on board with secure, on-demand access so that they can pay dues, register for events, update contact information, and so forth. This information is instantly captured in the AMS. Consider the operational efficiencies and improved customer service when members are empowered with 24/7 Web access.

This is not futuristic conjecture. This is a reality today with Web-based AMS systems.

A case study

In an effort to improve efficiency and reduce cost, a well-known professional association with 28,000 members, 41 state chapters, and 400 staff sought to consolidate its national database with more than 150 independently managed databases throughout its chapter offices. It was increasingly costly to maintain and support interfaces to these systems. Because of overlap in the data among the different chapters, the association would need to allow for sharing of data in some areas, while keeping data private in other areas.

After implementing a centralized Web-based AMS, with the national office hosting and all 41 offices provided with access via the Internet, the association now tracks its members' activities throughout the organization. This solution has eliminated duplicate data entry, provided information accuracy, improved customer service, and has proven valuable in assessing the overall picture of the organization for better governance.

The goal of cost reductions from minimizing redundancy has been achieved, but the association also has a better understanding of best business practices. Even better, the relationships between national and regional offices are closer than ever before.

Business advantages

In summary, the solution facilitated the following improvements:

* Lower operating costs.

* Improved customer service response times.

* Resources focused on the mission.

* Better visibility into the entire organization.

* A brand that is enhanced and strengthened.

* An AMS that is affordable for regional offices.

Lessons learned

Although the advantages of such a system seem obvious, it is important to take the following steps to ensure the success of such a change.

* Build consensus among the national and regional organizations to share resources before introducing technologies.

* Choose a Web-based AMS provider carefully. Go beyond the fancy proposal and demonstration to interview customers that have implemented the same product you are interested in.

* Make sure that the product has advanced security and self-service functionality that has been in production over the Web for many years.

* Step carefully, but don't be afraid to step up.

Dan Kasprow is chief technology officer and cofounder of ACGI Software, Columbia, Maryland. E-mail: [e-mail].

[ILLUSTRATION OMITTED]

COMPANY BIO

ACGI Software is the trusted leader for Internet-based technologies that meet the unique demands of membership organizations. Its flagship product--AssociationAnywhere 5.0--is a comprehensive association management software suite designed to enhance communication, improve staff productivity, and reduce overall operating costs. Built on 100 percent pure Internet technologies, Association-Anywhere provides the ultimate flexibility to integrate with critical business applications, Web sites, portals, and finance systems. Start enabling the collective power of your organization. Contact ACGI Software today.

Contact:

410-772-8950

www.acgisoftware.com