The Anatomy of an AMC
What is an AMC and How Does Ngage Management Stand Out from the Rest?
Everyone knows that associations exist to bring like-minded people together for a common purpose. What people may not know is, what is an association management firm? The following paragraphs will not only answer that question, they will also explain why top national associations looking for representation are choosing Ngage Management.
An association management company, or AMC, is a for-profit firm that provides management and specialized services to non-profit and professional associations.
Services may include executive and administrative services, board orientation, training and development, strategic planning, membership support, lobbying, education, meetings and event management, financial management, marketing and graphic communications.
While AMCs have been a part of the professional landscape in the US for over 100 years, there are many common misconceptions about them. For example, some think AMCs are expensive and inflexible – unable to provide a unique fit for each client. Others say that AMCs cannot effectively serve clients for which they aren’t specific subject matter experts (SMEs). Some fear that the AMC will seek to override or overrule the decisions of the board. While these are legitimate issues for an association considering a move to working with an AMC, they are concerns based in fear, and not in fact.
In truth, an AMC is there to strengthen, streamline and improve the management capabilities of the client association, so the association can focus on mission, growth and genuine support of priorities. So, while it should not be scary for an association to enlist the help of an AMC, it is very important that they choose the right one.
This is where clients come to fully appreciate the unparalleled service and unmatched depth of talent that exists within Ngage Management. In the following paragraphs, we will shed light on these common concerns, provide information to increase understanding and share the difference between other AMCs and Ngage.
Experience the Ngage Difference
First, it should be understood, no two AMCs are alike. Each AMC has a different approach to how they structure their teams, grow membership, market the association and so forth.
At Ngage, we empower our clients to run like a business, maximizing their profits, and streamlining their processes for maximum efficiency. We fully integrate our team into our clients' organization and consider ourselves a direct staff member. Other AMCs take the status quo, apply every association client to a template blueprint and keep a separation between AMC staff members and the association.
We have found that our full client integration is key, and we have built our staff around the mindset that each employee of Ngage must be willing to learn the immediate needs and hot button issues of each client. Our entire team is available to each client, not just a single account manager, providing our clients with unparalleled flexibility, agility and financial advantages.
One notable difference at Ngage is that we have five team members in our marketing and communications department comprising of graphic designers, membership marketing and social media strategists, a professional writer and public relations specialists.
In our event and membership department, we employ both virtual and certified meeting planners. We are the only AMC in Michigan with a certified virtual meeting planner designation. We also have eight staff members who understand what true customer service means both growing new membership and retaining long-time members.
To keep fresh, creative and on the cutting edge, Ngage holds an internal “innovation hub” meeting every month to brainstorm new products and services for our associations to offer their members. Simply put, the Ngage team is 100% all in – for each other and for our valued clients.
A Partnership Built Just for You
To address the concern of AMC cost and lack of flexibility, Ngage believes in customized solutions for each client. Based on a client’s specific needs and budget we will create a unique proposal that is beneficial to both parties. Even before selecting an AMC, specific fears about cost should be balanced against the significant costs of going it alone. From office space and equipment, to staff, insurance, benefits and more, an association that chooses the right AMC will save money by outsourcing. Groups that select Ngage as their AMC get a true partner, and in doing so, get a partnership tailored to them.
At Ngage, partnering associations don't have to be a full-service client. Looking for only event planning, just communication support or membership management? We can do that. Our talented and diverse staff allows us to cater to the client’s needs and only perform the specific job functions they need to move their association forward.
Additionally, working with an AMC allows for a third-party assessment of your business structure and can identify ways to take your organization to the next level. In 2019, Ngage increased clients' membership by 42%, conference attendance by 30% and non-dues revenue by 42% due to our new and innovative ideas.
We Can Speak Your Language
When joining an AMC, the staff immerse themselves into the member's world. Though we may not be a nurse, doctor, teacher, etc., we can learn how to speak the language.
At Ngage, we hold several transition calls with past AMCs or association staff members to learn the ins and outs of their business, ask for the best active members and online resources to understand what they do so that we can serve them better. Whether the association is medical, educational or hobbyist, we know the truth that lies in the heart of every association – members join for advocacy, connectivity, communication and education. Framed around these key drivers our staff will quickly learn the best way to reach your selected audience.
Transition from a Working Board to a Governing Board
The board should see an AMC as the ladder leading them to a better position from which to govern and lead. Our staff are partners with the board, working behind the scenes to keep things moving strategically and efficiently. We bring in the AMC perspective, offering resources and crafted solutions to unlock ultimate potential and the ability to recruit new leaders, emphasizing an inclusive and collaborative environment.
Volunteer leaders are critical in the success of any association, and we position them to focus on strategy, connections and being the voice of the profession. We respect volunteer time and ensure we engage them at the strategic level to positively impact your organization. It is our goal to position our clients’ board to be well-informed, empowered and motivated to move the association forward.
We at Ngage understand that it’s the day to day duties that help an association run well but can also make for stumbling blocks for volunteer boards full of busy professionals. Allow Ngage and its knowledgeable staff to tend to the gears of the machine, and let your board focus on growth, key initiatives and overall direction.
Additional Benefits of Working with AMCs – and Ngage!
AMCs can do a full professional suite of work in-house, rather than an association hiring individual third-party companies. AMCs can also leverage extensive buying power by working with suppliers regularly, creating measurable annual savings for clients. Last year, Ngage launched its specific event and membership engagement mobile app. It served many of our clients' in-person events in 2019 and serves as the primary virtual platform for conferences in 2020, retooled due to COVID-19. Creating and managing the mobile app in-house provides our clients with a substantial discount rather than working with a third-party vendor.
Hear from Our Clients
We’re confident in our ability to exceed your expectations, but don’t take our word for it. These valued client testimonials shed valuable insight into what it’s like to work with Ngage.
We’d Love to Hear from You
The team at Ngage is ready to share our innovative strategies for growth with your association, but before you contact an AMC, you should ask yourself these questions:
Is your organization:
Experiencing a lack of staff expertise and resources to manage your association from top to bottom effectively?
Looking to lower multiple overhead costs and increase buying power?
Seeking more flexible staffing, whether it's for times of growth or downsizing?
Facing a lack of new initiatives, goals or ideas brought to the table on how to grow the organization?
Experiencing flat membership and or revenue growth?
If you can answer yes to any one of these questions, we’d love to talk about partnering with your organization to take you to the next level. Contact us today at 517-325-5308 or by filling out our online form.
