Why Use an AMC?

What does it mean for your organization to be managed by an association management company (AMC)?

2013 AMSN Annual ConferenceWhile there are thousands of associations managed by AMCs, most association members do not know what an AMC is, or if they do, are unaware of how an AMC works or how it can benefit their association.

Every existing association has two primary management choices: it can self-manage (stand-alone), or it can outsource to an AMC. Self-managed associations oversee and maintain their own office. They hire and review their own employees; purchase all technology, equipment, utilities, office space, and office supplies; keep membership records, subscriptions, and association data; and often locate and contract with companies for managing their conferences, providing marketing services, and publishing books, journals, brochures, and any promotional items.

When an association chooses an AMC for central office management, an array of opportunities and services are offered. Associations have the luxury of choosing the services they need, and AMCs provide a co-op system that is cost-effective for the associations that participate. This co-op (or time-share) between an AMC and an association presents a one-stop shopping experience for the association, since many AMCs offer a full selection of services that are often outsourced by self-managed associations. A significant benefit of an AMC is that the association pays only for services that are needed, when they are needed.

Services Offered at AJJ, Inc.

Established in 1972, Anthony J. Jannetti (AJJ), Inc. is a national health care association management, marketing, communications, and publishing firm with headquarters in Pitman, NJ. Providing a broad spectrum of services to associations within the health care industry for more than 40 years, AJJ, Inc. offers full and partial association management services, depending on the varying needs of each client.

AJJ places a high value on recruiting the very best professionals to serve our clients. We have a staff of more than 70 employees, including highly qualified and experienced association executives and meeting planners. Our dedicated staff provide solutions in such areas as association management, marketing and sponsorship, education, conference and meeting management, public relations, information services, communications, creative design, and publishing.

NurseAJJ, Inc. provides full-service management to nine associations. These include:

  • Academy of Medical-Surgical Nurses (AMSN) (1991 to present)
  • American Academy of Ambulatory Care Nursing (AAACN) (1983 to present)
  • American Nephrology Nurses Association (ANNA) (1980 to present)
  • American Nursing Informatics Association (ANIA) (2012 to present; provided conference and exhibit management services from 2004 to 2012)
  • Certification Board for Urologic Nurses and Associates (CBUNA) (1995 to present)
  • Gerontological Advanced Practice Nurses Association (GAPNA) (2010 to present)
  • Medical-Surgical Nursing Certification Board (MSNCB) (2004 to present)
  • Nephrology Nursing Certification Commission (NNCC) (1988 to present)
  • Society of Urologic Nurses and Associates (SUNA) (1995 to present)

AJJ, Inc. also provides partial management services (such as conference, exhibit, registration, and publication management) for over 40 clients, including the Academy of Neonatal Nursing, the National Student Nurses' Association (NSNA), as well as associations affiliated with Lippincott Williams & Wilkins.

During its three decades of service, AJJ, Inc. has developed numerous innovative and sophisticated approaches to maximize membership, advertising, exhibit and convention registration revenues, as well as contain costs of services. Its expertise in the development of market research, readership, and membership needs surveys provides AJJ, Inc. and its affiliated associations the demographic and statistical data needed to achieve marketing objectives.

To put it simply, AMC's such as AJJ can offer associations what they need, when they need it. By contracting with an AMC, an organization can benefit from the many services available, and because associations pay only for what they need, it can result in saved dollars and association membership growth. A healthy, trusting partnership between the association and the AMC is key, with both working together as partners to build and maintain a successful association.

Full vs. Partial Management Services

Full-service management

Many associations can benefit from full-service management by an AMC. Full-service management refers to the AMC's ability to serve as the headquarter's office under the leadership of experienced associate executives, with a variety of services available to the client contained in-house (such as education consultation, art and design, publishing, information management, website management, conference and registration management, marketing and public relations, and sales and advertising).

There is continuity and stability when associations partner with an AMC, as they not only share resources, staff, and equipment, but also valuable information. Because of the time-share opportunity, associations can learn from the multi-faceted AMC staff and also share and learn from the other associations managed by the AMC. What has worked for one association may also work for another, and therefore, the collective intelligence between associations and AMC staff eliminates the process of "reinventing the wheel" (Lurie, 2002).

Associations have differing needs, and AMCs must have the ability to provide customized services and support for the partnership to be successful. For example, in order for associations to evaluate their membership, goals, objectives, products, and services, AMCs need to possess the knowledge to conduct research, hold strategic business analyses, and assist in implementing programs and services for members (Lurie, 2002).

Partial-service management

Many organizations require or prefer only partial-service management. AMCs may "unbundle" their services and offer them individually to clients on an "as-needed" basis. This not only targets the self-managed associations that may be looking for experienced outsourcing services, but it promotes AMC services to for-profit organizations and corporations as well. By contracting with an AMC for a specific service, organizations can benefit from saved dollars while maintaining a high-level of quality (Brownstein, 2002).

References

  • Brownstein, C. (2002). "Unbundling services - including meetings." Association Meetings, Suppl., 44, 46.
  • Lurie, J. (2002). "The right fit." Association Meetings, Suppl., 43.

Benefits of Partnering With an AMC

  • Cost-effective – Pay only for services you need, when you need them.
  • One-stop shopping – All services are provided under one roof.
  • Shared resources – Staff, equipment, office space, and knowledge.
  • Continuity and stability – Board leaders may change, and we will be here throughout the transition and every day as your headquarters staff. 
  • Leverage with outside vendors – Our relationships with hotels, drayage companies, and other vendors will save you money.