Matrix Group International

Author: Tanya Luminati

  • Seven Top Association Management Systems for Small and Medium Trade Associations in 2025

    Seven Top Association Management Systems for Small and Medium Trade Associations in 2025

    Summary

    What are the best association management systems for small and medium trade associations in 2025? The top AMS platforms for small and medium trade associations in 2025 include MatrixMaxx, MemberClicks, Novi AMS, GrowthZone, Cobalt, Wild Apricot, and StarChapter. These systems are built to support organization-based memberships, complex dues structures, company directories, industry-specific data, and advocacy tools. When choosing an AMS, trade associations should prioritize a company-centric data model, integration flexibility, scalability, and strong vendor support. This guide outlines key features to look for and highlights platforms that align well with trade association needs and budgets.

    Choosing the right association management system (AMS) is a critical decision for any organization, but it’s especially important for trade associations, where organizational membership structures and complex industry data requirements set them apart from other types of associations.

    Many AMS platforms position themselves as “all-in-one” solutions, capable of serving both professional societies and trade associations. And while it’s true that most systems offer similar core functionality like membership management, event registration, dues billing, etc., their underlying data structures and feature priorities often reveal their original design intent.

    Professional societies typically focus on individual members, their professional development, certifications, job boards, and academic resources. Their data models are optimized for tracking individual qualifications, career paths, and educational progress. 

    Trade associations, on the other hand, represent companies or organizations within a specific industry. This means tracking company-level information, product data, legislative issues, and potentially more complex, tiered membership structures where a company is the primary member, and individuals within that company are secondary contacts.

    Here’s a breakdown of what to look for in an AMS built specifically for a small to medium trade association, and some systems that tend to cater better to these unique needs:

    Key AMS Features for TRADE Associations:

    When evaluating an AMS, a trade association should prioritize systems that handle the following:

    • Organization-Centric Data Model: This is paramount. The system should naturally handle “company” or “organization” as the primary member type, with individuals linked to those organizations. This means:
      • Company Profiles: Robust fields for company size, industry sector, products/services, revenue, and other industry-specific data.
      • Hierarchical Relationships: Easily define parent-child relationships between companies, or track multiple locations for a single member company.
      • Contact Management within Organizations: Associate multiple contacts with a single member company, each with their own roles and permissions, and track interactions at both the company and individual level.
      • Dues based on company attributes: The ability to set dues based on company size, revenue, number of employees, or other industry-specific metrics.
      • Organizational vs. Individual Members: Can you easily track and report on companies as your primary members, and then individuals associated with those companies, often serving in specific roles (e.g., primary contact) with your organization?
    • Industry Data & Statistics Management
      • Customizable Data Fields: Can you add fields specific to your industry (e.g., types of machinery, materials produced, regulatory compliance status)?
      • Survey Tools to collect and report on industry data
    • B2B Networking & Directory
      • Enhanced Company Directories: More than just contact info; searchable directories that highlight company services, products, and certifications.
      • Supplier/Buyer Matching: Tools to help member companies connect with each other for business opportunities.
    • Meeting/Conference, Exhibitor and Sponsorship Management: Tradeshows and sponsorship opportunities are often critical revenue streams and engagement points for trade associations. Look for systems that handle:
      • Strong Meeting Registration tools offering validated member discounts based on company affiliation.  Can you offer group or bundled registration functionality? (Often, a coordinator is the one registering conference attendees, not the attendees themselves!)
      • Booth Sales & Management: Track booth assignments, payments, and exhibitor details.
      • Sponsorship Tiers: Manage various sponsorship levels and associated benefits.
    • Product/Service Tracking (beyond just events/dues): If your trade association offers specific products, publications, or services relevant to the industry, the AMS should handle this.
    • Advocacy Tools: Trade associations often have a strong advocacy arm. Look for a system that offers some level of support in this area, and/or can integrate with the various specialized systems available.

    By focusing on these trade association-specific needs, you can select an AMS that truly supports your mission and helps your member companies thrive.

    Key AMS Features for SMALL Associations:

    Before diving into the top contenders, it’s crucial for small to medium trade associations to identify their specific needs and priorities. Here’s what to consider:

    • Core Functionality: At a minimum, your AMS should offer a foundational breadth of tools, particularly for membership, meetings, and basic commerce and communication.
    • Ease of Use: For smaller teams, an intuitive interface and user-friendly design are critical. You want a system that staff can quickly learn and adopt without extensive training.
    • Scalability: While you might be a small association now, you’ll want an AMS that can grow with you. Look for modular add-ons, or the ability to handle an increasing number of members and activities.
    • Integration Friendly: In today’s interconnected digital world, no single system does everything perfectly. Look for an AMS with a robust and flexible API (Application Programming Interface). This allows for seamless integration with “best-of-breed” solutions for website content management, marketing automation, online communities, learning management systems (LMS), and other critical tools your association may need. 
    • Affordability: Budget is always a key factor. Consider not just the initial cost but also ongoing licensing and upgrade fees. Will the fees change if you add a staff member? If the AMS is upgraded will you need to pay to bring your customizations along with the upgrade, or is it included in your basic licensing.
    • Cloud-Based Accessibility: A cloud-based AMS offers flexibility, allowing your team to access data and manage operations from anywhere, anytime. This is vitally important for distributed teams and remote work.
    • True Partnership: Small organizations rely on vendors who really know their business. How do you figure out which software vendors will truly be a partner to you and your organization? Look for a team who gets to know you and stays with you. Is the implementation team different than the maintenance team? Big yellow flag there. When you make that shift, the new team has no idea if you specialize in apples or electrical wiring, and they won’t take the time to find out.
    • Reporting and Analytics: Data-driven decisions are essential. Your AMS should provide a variety of easy reporting options, including 1-click charts and reports, advanced searches, and exports.

    Let’s now explore some leading AMS platforms for small and medium trade associations in 2025…

    AMS Platforms Built With Small and Medium Trade Associations in Mind

    While many AMSs are adaptable, some have a stronger heritage or direct focus on the unique needs of smaller trade associations. Here are some association management systems that generally cater well to trade associations and are budget-friendly for small to medium organizations. It’s important to request demos and specifically ask how they handle company-centric and industry data for your specific trade association.

    MatrixMaxx

    MatrixMaxx was one of the first natively web-based association management systems. MatrixMaxx is often cited for its strong focus on a company-centric data model, which is fundamental for trade associations, as well as the product’s breadth of functional modules, including meetings, commerce, sponsorship, donations, surveys, and advocacy. It provides robust capabilities for managing organizations as primary members, allowing for detailed tracking of company information, multiple contacts within each company, and complex membership structures that often exist in trade associations. The system’s flexible API ensures it can connect with specialized marketing, community, and advocacy platforms to build out a comprehensive ecosystem for industry engagement. 

    As part of the software division of Matrix Group International, MatrixMaxx offers the somewhat unique feature of being able to partner with its custom services division to provide custom applications and integrations as part of their soup-to-nuts solution.  

    MemberClicks

    MemberClicks (by Personify) specifically offers a solution called “MC Trade” which is tailored for organization-based member types. It is designed to handle complex administrative tasks with approachable financial management and automation tools. Its strength lies in managing company-level data and supporting the unique workflows often found in trade associations, including potentially more involved invoicing and financial relationships tied to member companies. 

    Novi AMS

    Novi AMS was built from the ground up with trade associations in mind, especially those heavily utilizing QuickBooks for accounting. Novi’s data structure natively handles organizational memberships, allowing for detailed company profiles and streamlined management of individual contacts within those companies. Their focus on the specific financial workflows of trade associations (e.g., industry-specific invoicing) and a commitment to understanding this niche makes them a strong contender. 

    GrowthZone

    GrowthZone is widely adopted by chambers of commerce and trade associations. While it serves a broader market that just associations, its features for managing business relationships, member companies, and associated individuals are strong. Its marketing automation capabilities can be particularly useful for B2B outreach and industry-specific communication. The modular nature and focus on membership growth align well with trade association goals, and its API allows for extension into advocacy and industry data management systems.

    Cobalt

    Cobalt focuses on CRM-based AMS solutions, and their “Engagement Dynamics” platform is built on Microsoft Dynamics 365. This makes it well-suited for trade associations that need to manage complex relationships at the organizational level, track detailed company data, and integrate deeply with other Microsoft business systems. Their emphasis on a purpose-built CRM-based AMS indicates a strong understanding of how to manage relationships from a business perspective.

    Wild Apricot

    Best known for its affordability, Wild Apricot was traditionally focused on individual-based memberships typical of smaller professional societies and clubs. However, it has evolved to better handle “organization” member types. Custom fields can be configured to manage small trade associations, too. Its API becomes particularly important here, allowing trade associations to integrate with more specialized systems for complex industry data, advocacy, or B2B community features that might not be as natively robust in Wild Apricot’s core offering. For smaller trade associations just starting out, it can be a good entry point if budget is a primary concern, provided they plan to leverage integrations for deeper industry-specific functionality.

    StarChapter

    StarChapter stands out for its integrated approach, covering event planning, membership databases, and website management specifically for local chapters. StarChapter offers built-in website management and content tools, providing a cohesive online presence for chapters and ensuring consistent branding and functionality across the organization. Its flexible API allows chapters to extend functionality by connecting with external marketing systems, specialized community platforms, or advanced learning management systems, tailoring their digital ecosystem.

    Finding the Best AMS for YOUR Trade Association

    Finding the right AMS is not about chasing the most features or the flashiest interface; it’s about choosing a system that aligns with the way your trade association operates. Start by mapping your core processes, identifying your data priorities, and asking the right questions during demos. With the right fit, your AMS won’t just support your day-to-day operations, it will strengthen the value you deliver to your member companies and the industry you serve.

    Whether you’re upgrading from spreadsheets or switching from an individual-focused AMS, the platforms listed above provide strong options tailored to the distinct needs of small and medium trade associations in 2025. Be sure to explore each one thoroughly, and choose the partner that understands your structure, your mission, and your members.

  • Unlocking the Power of Your Data: AI-Enabled Reporting in MatrixMaxx 24.2

    Unlocking the Power of Your Data: AI-Enabled Reporting in MatrixMaxx 24.2

    Your association’s CRM holds incredible potential. It’s packed with data—membership renewals, event registrations, content downloads, and more. But let’s face it, traditional reporting tools often struggle to make sense of it all. Finding trends or creating reports that span the full breadth of your data often feels like an impossible task.

    That’s why we’re so excited about the latest release of MatrixMaxx, featuring AI-enabled reporting. This upgrade is more than just a new feature—it’s a new way of seeing your data.

    Imagine being able to see three years of company engagement trends at a glance. Not just transactional data, but a full picture of how organizations are interacting with your association. Or, zooming in to uncover detailed insights about how an individual member is engaging with your events, communications, and services. And when it comes to events—a key driver of both revenue and engagement for many associations—AI takes reporting to the next level. With tools like the Meeting Insight Report, you can now evaluate event performance holistically, identifying key trends and future opportunities with ease.

    These AI-enabled reports connect the dots across your data, giving you insights you’ve never been able to access before. Instead of manually constructing complex queries—or settling for surface-level reports—you can now rely on AI to highlight patterns, opportunities, and challenges automatically.

    Curious to learn more about the MatrixMaxx AMS and how it can help transform your data strategy AND your organization? Schedule a demo today!

  • 5 Critical Facts You Need to Know About AI

    5 Critical Facts You Need to Know About AI

    Artificial Intelligence (AI) is not just a buzzword—it’s a technological revolution transforming how we live, work, and innovate. From automating routine tasks to delivering groundbreaking insights, AI is becoming indispensable in today’s world. 

    But with so much hype and noise, it’s easy to feel lost in the excitement. What’s truly important, and what’s just marketing speak? Whether you’re exploring AI for the first time or looking to expand its use in your organization, understanding the key facts is crucial to making informed decisions.

    Let’s explore five critical insights that will help you harness AI’s potential with clarity and confidence.

    1. There Are No Regulations Around the Term ‘AI’

    One of the most important things to understand about AI is that the term itself is not regulated or validated in any way. Essentially, anyone can slap the label “AI-enabled” onto their product, even if it’s not using any true AI technologies. For example, a simple chatbot that follows pre-programmed scripts (“if A then B…”) may be marketed as AI but without true machine learning or natural language processing capabilities. A more sophisticated AI chatbot might employ generative AI to produce more natural sounding answers, access all the information the model was trained on, and use its prompts and specific documents to generate a response specific to the field chatbot is designed for. 

    It’s critical to ask the right questions when evaluating products or services marketed as AI-powered. What kind of AI are they using? Is it machine learning, natural language processing, or something else? Which core AI technology is it built upon? If you’re investing in AI, you want to make sure you’re getting access to the full power and potential that true AI systems provide.

    2. Generative AI (Like ChatGPT) Is Just One Type of AI

    Generative AI, the type of AI used to create text, images, and even code (such as ChatGPT), is currently getting the lion’s share of the attention. However, it’s important to know that generative AI is just one subset of a much broader AI ecosystem. “AI” is an incredibly broad term, encompassing everything from how Netflix recommends TV shows, to how a Roomba figures out where to vacuum, to the technology that powers self-driving cars. 

    The most common applications of AI are:

    • Machine learning, which helps systems learn from data
    • Natural language processing, which helps machines understand and generate human language
    • Computer vision, which enables machines to interpret and process visual data.

    While generative AI may be the most accessible for everyday use right now, it’s only a chunk of the iceberg. 

    3. There Are Only a Few Big Players in the Generative AI Space

    Although many companies claim to be revolutionizing generative AI, the reality is that just a handful of major players are truly leading the charge. Tech giants like OpenAI, Google DeepMind, and Anthropic are responsible for much of the core AI technology that drives today’s innovations. These companies are at the forefront of AI research and development, creating the foundational tools that countless others build upon. 

    While these big players provide the critical building blocks, a growing number of companies across various industries are using these technologies to create unique and specialized solutions. These smaller players may not be developing the core AI algorithms, but they are applying AI in innovative ways to solve real-world challenges in fields like healthcare, marketing, finance, and more. By customizing and adapting AI to meet specific needs, they bring even more value to the table, pushing AI into new and exciting directions.

    So when you’re evaluating genAI solutions, don’t be surprised or discouraged if the product is built on technology from these big players. In fact, that often means the solution is grounded in cutting-edge, reliable advancements. What matters is how that technology is being adapted and enhanced to deliver value to your organization. With that being said, you should absolutely ask what core AI technology is being used to power their systems. It matters!

    4. It’s All About the Prompt

    It’s been said many times about many things that your outputs are only as good as your inputs. The same is true for generative AI: the prompt, i.e., what you input into the AI system, determines the quality and relevance of the output you get back. This is why “prompt engineering” has become a new skill that’s highly valued in the AI space.

    For example, if you ask a generic question, you’ll likely get a generic answer. However, a well-crafted, detailed prompt can lead to more nuanced, sophisticated, and useful results. Experimenting with different ways to phrase your prompts and providing specific context can help you get the most accurate and helpful responses from generative AI. For a deeper dive into AI prompting, check out our recent blog post on Creating a Custom GPT (the same concepts from the post apply to standard prompting!)

    5. Don’t Trust, and Definitely Verify

    AI is a powerful tool, but even the most advanced systems can make mistakes. Whether it’s generating inaccurate information, misinterpreting data patterns, or offering biased results, AI is not infallible. That’s why verification is key. The best practice isn’t to assume AI’s outputs are always right—it’s to treat them as one step in your decision-making process.

    Generative AI tools like ChatGPT, for instance, can aggregate vast amounts of information, but they sometimes pull together half-truths or inaccuracies from multiple sources. Machine learning systems can misread data trends, and autonomous technologies, such as self-driving cars, have demonstrated their limitations. Whether you’re using AI for content creation, data analysis, or decision-making, always cross-check the results and ensure accuracy before acting upon them.

    Takeaways

    AI has the potential to revolutionize industries and transform how we work, but understanding its strengths, limitations, and how to use it effectively is key. Take the time to ask the right questions, experiment with different AI tools, and always verify your results. The future of AI is bright, and with the right approach, you can harness its power to drive innovation and efficiency in your organization. So dive in, experiment, and see how AI can enhance your workflows!

    To learn more about the ways that Matrix Group is leveraging AI, check out some of our other recent blog posts, and if you are curious about the custom AI solutions we are developing, contact our solutions team at solutions@matrixgroup.net 

  • Transforming Data Cleanup into a Strategic Opportunity

    Transforming Data Cleanup into a Strategic Opportunity

    We work with a lot of associations, databases, and data. Unlike a fine wine, data does not get better with age. It ages rather poorly, in fact, like a loaf of bread. One moment it seems fine, and the next moment it is in the trash.

    While a handful of organizations are truly not connecting the dots (I had one staff person tell me, years ago, ‘Why should I care if there is a 75% bounce rate on our newsletter? What I care about is that the email is being sent, not whether it is being received’), most staff understand the cost of bad data. They understand that each email bounce, for example, means a member isn’t receiving information, isn’t being prompted to register for the next webinar, and isn’t being engaged in understanding the value of their membership dollar. Each bounce also chips away at the association’s all-powerful sending reputation.

    But many people just don’t see making time for data cleanup a priority. They approach data cleanup as an onerous, time-wasting expense. No one wants to touch it with a 10-foot pole and the poor staff assigned to ‘deal with it’ are desperate for the fastest, cheapest, most automated solution possible so that they can push the whole data cleanup experience behind them, like waking from a bad dream.

    The most successful associations take a different approach to data maintenance. They approach data review as a treasure hunt. There’s gold in them thar bounces! 

    In a recent membership department meeting with one of my trade association clients, we dedicated a portion of the meeting to studying bounces on the key committees. We had bounces in one browser tab and LinkedIn on another tab, following the trail of each bounce to a person’s work history. One man had moved from a member to another member; easy fix in the database. One woman had moved from a member to a prospective member and immediately the membership team member was firing off a LinkedIn message to her, hoping to connect and win a new member.

    An email bounce can also be a great excuse to engage members verbally. Yes, verbally. So often, people view a ‘cold call’ with great trepidation, but a polite inquiry to clarify contact information gets the foot in the door for a meaningful transaction, potentially leading to a conversation or even a conversion. ‘I’m calling from The Association. You are on our sustainability committee, but we noticed that our recent notes bounced from your email. Could I have 4 minutes of your time to update your record?’ and of course during that call, perhaps you note that they aren’t registered for the Annual Meeting … why not? Is it too far? Too expensive? Not valuable? Thank them for their time and insight, and tuck away your new tidbit of knowledge. After a dozen of these calls, you might even start to identify an even more valuable trend. 

    Here’s what I tell my clients, when they aren’t sure where or how to start with data cleanup:

    • ASAP – EVERYDAY – Deal with any email bounces on the core governance committees… i.e., the Board and Executive Committees. Why is this email bouncing and how can it be fixed? BOARD EMAILS SHOULD NOT BE BOUNCING. 
    • Then, slowly (1 or 2 a day) deal with email bounces on the other committees. Why are they bouncing? Has the person changed emails, or companies, or is there a delivery issue? 
    • What comes next will depend on your organization. You may start to look at bounces on special interest groups. Or perhaps you start to reach out to key organization members to verify their staff lists. Or perhaps you start to verify the titles/roles of your key C-level / upper management contacts. 

    Several years ago, I did a talk at the ASAE Annual Meeting, entitled “10 Minutes a Day Keeps the Data Doctor Away”. What I said back then is just as true today: data maintenance is a steady, ongoing process. Organization staff too often get so overwhelmed by the overarching task of ‘We need to clean up our data’ that analysis paralysis takes over. They don’t think that handling a few pieces of data each day will matter. But it will matter, and it will pay off.