For too many associations, the AMS and website exist as separate islands. Members log in with different credentials, data doesn’t sync, and staff manually bridges the gap. It doesn’t have to be this way.
Why AMS Integration Matters
When your AMS and website work together, powerful things become possible:
- Single sign-on: Members log in once with their existing credentials
- Personalized content: Show different content based on membership level, interests, or history
- Self-service: Members update profiles, renew memberships, and register for events without staff intervention
- Real-time data: Membership status is always current, not synced overnight
- 360-degree view: Website behavior feeds back into member profiles for better engagement
Without integration, you’re leaving value on the table and creating unnecessary friction for both members and staff.
Integration Approaches
There’s no one-size-fits-all approach to AMS integration. The right method depends on your systems, needs, and technical resources.
API-Based Integration
Most modern AMS platforms offer APIs (Application Programming Interfaces) that allow external systems to read and write data. This is typically the most flexible and powerful approach.
Pros:
- Real-time data exchange
- Bidirectional – data flows both ways
- Customizable to your exact needs
- Scalable as requirements grow
Cons:
- Requires development expertise
- API quality varies by vendor
- Ongoing maintenance as APIs evolve
Middleware/iPaaS Solutions
Platforms like Zapier, Make (formerly Integromat), or purpose-built association middleware can connect systems without custom development.
Pros:
- Faster to implement
- Less technical expertise required
- Pre-built connectors for common systems
Cons:
- Monthly subscription costs
- Limited to what connectors support
- May not handle complex requirements
Native Integration
Some CMS and AMS combinations have built-in integration features. For example, certain WordPress plugins are designed specifically for iMIS or Salesforce integration.
Pros:
- Designed to work together
- Vendor-supported
- Reduced development time
Cons:
- Limited flexibility
- Dependent on vendor roadmap
- May not cover all use cases
Common Integration Use Cases
Authentication & SSO
The most common starting point. Members use their AMS credentials to log into the website. When they log in, the website knows who they are, their membership status, and their access levels.
Technical approaches:
- SAML-based SSO
- OAuth/OpenID Connect
- API-based credential validation
Profile Synchronization
Member profile data syncs between systems. When someone updates their email in the AMS, the website reflects it. When they update preferences on the website, the AMS records it.
Key considerations:
- Which system is the “source of truth” for each field?
- How quickly do changes need to sync?
- What happens when data conflicts?
Event Registration
Event registration on the website feeds directly into the AMS, creating proper registration records without manual data entry.
What’s needed:
- API access to create registrations
- Payment processing coordination
- Confirmation and receipt handling
Member-Only Content
Website content is gated based on membership status retrieved from the AMS. Different member types see different content.
Variations:
- Binary access (member vs. non-member)
- Tiered access (different member levels)
- Component-based (access to specific resources based on purchases or subscriptions)
Directory and Community
Member directories pull from AMS data, keeping listings current without manual updates. Advanced implementations allow members to opt in/out and control what’s visible.
Platform-Specific Considerations
iMIS
iMIS offers robust API access (iMIS API) and is commonly integrated with WordPress and Drupal. The iPart framework also allows iMIS functionality to be embedded in external sites.
Salesforce
Salesforce provides extensive APIs and a large ecosystem of connectors. Organizations using Salesforce often build custom integration layers or use tools like Salesforce Connect.
Aptify
Aptify offers web services for integration. The complexity of Aptify implementations often requires experienced integration developers.
MemberClicks / YourMembership / Wild Apricot
These platforms vary in API capabilities. Some offer solid integration options; others are more limited. Evaluate carefully before assuming integration is possible.
Fonteva
Built on Salesforce, Fonteva inherits Salesforce integration capabilities with additional association-specific features.
Planning Your Integration
Start with Use Cases
Don’t start with technology – start with what you’re trying to accomplish. Document specific use cases:
- “A member logs in and sees their upcoming event registrations”
- “A member renews their membership online and the AMS is immediately updated”
- “Non-members see a join prompt when trying to access member-only content”
Assess Your AMS Capabilities
Not all AMS platforms are created equal when it comes to integration:
- What APIs are available?
- Is there documentation?
- What are the rate limits?
- Are there additional costs for API access?
Define Your Data Model
Before integrating, understand:
- What data lives where?
- What’s the source of truth for each data element?
- How will conflicts be resolved?
- What data privacy considerations apply?
Plan for Maintenance
Integration isn’t set-and-forget. Plan for:
- API changes from either vendor
- Data cleanup and quality issues
- Scaling as usage grows
- Troubleshooting when things break
Common Pitfalls
- Underestimating complexity: AMS data models are often messy. Budget for data cleanup.
- Ignoring edge cases: What about lapsed members? Complimentary memberships? Multi-organization members?
- Skipping testing: Integration bugs are frustrating for members. Test thoroughly.
- No monitoring: Set up alerts for integration failures so you catch problems before members do.
Next Steps
If you’re planning an AMS integration project:
- Document your use cases and requirements
- Assess your AMS integration capabilities
- Talk to your AMS vendor about integration options
- Find a development partner with specific experience in your AMS
- Plan for ongoing maintenance, not just initial implementation
Done right, AMS integration transforms your website from a standalone brochure into a genuine member service platform. That’s worth the investment.
Need Help With Your Integration?
We’ve built AMS integrations for associations running iMIS, Salesforce, Fonteva, and more. If you’re planning a website project that needs to connect with your member data, we should talk.
Reach out and tell us about your systems. We’ll help you understand what’s possible and what it takes to get there.