Many professional associations rely on both an Association Management System (AMS) and a Customer Relationship Management (CRM) platform to manage member engagement and organizational operations. Running both systems concurrently allows associations to take advantage of each system’s strengths; however, without proper integration, it may lead to inefficiencies, data silos, and inconsistent member experiences. 

Common Use Cases for Running CRM and AMS Together 

There are three popular scenarios where associations benefit from running AMS and CRM side by side: 

1. Division of Functional Responsibilities
   The AMS handles core membership operations—such as applications, renewals, status updates, event registrations, continuing education tracking, member portals, directories, dues processing, and billing. Meanwhile, the CRM is often used for contact management, especially for institutional sales, major donor relationships, or broader marketing campaigns. 

1. Centralized Visibility for Membership and Customer Service Teams
   In this model, associations sync key financial and engagement data—like orders and invoices—from the AMS into the CRM. This gives membership and customer service teams a 360-degree view of each contact without needing to access the AMS directly. 

1. Phased Migration to a Best-of-Breed Approach
   Some associations adopt a modular tech stack, gradually transitioning to best-in-class solutions. In these cases, member data is moved to the CRM in phases while the AMS continues to manage transactional processes. 

While each system is powerful in its domain, they often operate in isolation unless intentionally integrated. The result? Fragmented data, duplicated effort, and a disjointed member experience. 

Why Integration Matters 

When data is synchronized between the AMS and CRM, associations gain: 

• A single source of truth for member and stakeholder data 

• Personalized, timely communication based on complete member profiles 

• Improved staff efficiency through automated workflows 

• Deeper insights with unified reporting and analytics 

The Role of iPaaS in Connecting CRM and AMS 

iPaaS platforms offer cloud-based solutions that integrate disparate systems and ensure seamless data flow. With pre-built connectors, transformation logic, and robust error handling, iPaaS platforms simplify complex integrations without the need for custom development. 

Key Benefits of iPaaS for Associations: 

• Real-Time Data Sync
  Membership updates in the AMS—such as new joiners, renewals, or contact changes—can immediately reflect in the CRM, enabling timely and relevant communication. 

• Automated Workflows
  Trigger personalized welcome emails, renewal reminders, or event invitations based on actions in either system. 

• Scalability and Low-Code Integration
  iPaaS solutions are designed for growth and flexibility, requiring minimal technical overhead while supporting evolving business needs. 

• Error Handling and Monitoring
  Built-in logging and alert systems help detect and resolve sync issues quickly, preserving data integrity across platforms. 

Examples of Integration Touchpoints 

With a robust iPaaS integration, the following data can be shared between AMS and CRM systems—often bi-directionally: 

• New member registrations 

• Membership status changes 

• Event registrations and attendance 

• Continuing education credits 

• Contact profile updates 

For example, when a member updates their profile in the AMS or registers for a webinar, those changes can automatically update their record in the CRM—enabling personalized follow-ups, engagement scoring, or targeted marketing. 

The Bottom Line 

By integrating CRM and AMS platforms with iPaaS, professional associations can build a truly connected ecosystem. This results in a smarter, more efficient organization—one that provides exceptional member experiences, empowers internal teams, and utilizes data for strategic decision-making. 

It’s not just about syncing systems. It’s about unlocking synergy and building a future-ready association.