Why More Associations Are Moving Membership Management to Salesforce (And How You Can Too)

Associations today are expected to deliver personalized, seamless experiences to their members. Traditional membership systems often struggle to keep up with rising expectations, which is why many organizations are turning to powerful platforms like Salesforce to modernize their operations. As a leader in customer relationship management (CRM), Salesforce offers associations the tools they need to automate processes, engage members more meaningfully, and make smarter, data-driven decisions. 

This article examines the advantages of Salesforce membership management, the role of platforms like AC MemberSmart in supporting associations, and key considerations when selecting the ideal solution for your organization.

What is Salesforce?

Originally designed as a cloud-based sales automation tool, Salesforce has evolved into a robust platform that serves industries far beyond its initial focus. At its core, Salesforce is a CRM platform that helps organizations manage interactions with customers, or in the case of associations, with members. Over time, Salesforce expanded to include marketing automation, customer service, analytics, application development, and community engagement.

Its flexibility and scalability have made it a top choice not just for commercial enterprises but also for nonprofit organizations, professional societies, and trade associations seeking a unified solution for their membership operations.

What is Salesforce Used For?

Salesforce is renowned for its CRM capabilities, but its utility extends far beyond that. Associations can use Salesforce to manage all aspects of the member journey—from initial onboarding and renewals to communications and event participation. Built-in marketing tools allow organizations to automate campaigns, while robust analytics and reporting features provide real-time visibility into key metrics like member retention and engagement. With Salesforce Experience Cloud, associations can create personalized member portals that serve as hubs for event registration, profile updates, community interaction, and access to exclusive content.

These capabilities make Salesforce a comprehensive solution for membership organizations that are ready to move away from siloed systems and toward an integrated, data-driven future.

How Salesforce Benefits Associations

One of the most compelling reasons associations choose Salesforce is the ability to create a 360-degree view of each member. Every interaction, whether it’s an event registration, donation, support request, or content download, is captured and centralized. This comprehensive view allows for more targeted communication, better segmentation, and ultimately a more personalized experience for each member.

Membership management tasks such as onboarding, renewals, and upgrades can be automated using Salesforce flows and triggers. This streamlines operations and reduces manual workloads, enabling staff to focus on strategic initiatives rather than repetitive administrative tasks. Automation also leads to better retention, as members receive timely reminders and follow-ups that keep them engaged throughout their lifecycle.

Salesforce also excels at enabling personalized engagement. By analyzing behavior and preferences, associations can design tailored member journeys that resonate on an individual level. This drives higher participation in events, increased resource consumption, and stronger overall retention.

Another major advantage is Salesforce’s support for self-service. Using Experience Cloud, associations can create branded portals where members can manage their profiles, access resources, renew memberships, and connect with peers. These self-service environments not only enhance the member experience but also reduce the burden on administrative teams.

With built-in dashboards and customizable reports, decision-makers have instant access to performance data, whether it’s fundraising results, event ROI, or member satisfaction trends. This empowers associations to respond quickly to shifts in engagement and adjust their strategies accordingly.

Real-World Results with AC MemberSmart

While Salesforce offers the foundation, purpose-built apps like AC MemberSmart provide the specialized features associations need out of the box. AC MemberSmart is a Salesforce-native solution designed specifically for associations and member-based organizations. It extends Salesforce’s core functionality by adding features like automated billing, advanced community tools, configurable membership tiers, and integrated event management.

Because it’s built directly on Salesforce, AC MemberSmart benefits from real-time data access, seamless integration, and enterprise-grade security. It enables associations to automate renewals, manage communications, launch engaging member portals, and gain powerful insights through pre-configured dashboards. Unlike bolt-on tools that require complicated integrations, AC MemberSmart works within the Salesforce ecosystem, ensuring data integrity and reducing maintenance overhead.

Using Salesforce for Associations: 5 Smart Strategies

To get the most out of Salesforce, associations should focus on five core strategies. 

1) Personalize and automate communications. With Salesforce, newsletters, reminders, and event invitations can be sent automatically, tailored to each member’s interests and engagement history. Personalized outreach results in higher open rates and better member retention.

2) Take advantage of the Salesforce AppExchange. This marketplace offers thousands of applications, many of which are tailored for associations, ranging from payment processors to event planning tools. Apps like AC MemberSmart allow associations to deploy industry-specific functionality without the need for heavy custom development.

3) Invest in building vibrant online communities. Salesforce Experience Cloud supports forums, content sharing, and peer-to-peer discussions, creating opportunities for ongoing engagement. Thriving communities are one of the most powerful retention tools available to associations.

4) Keep up with Salesforce updates. The platform evolves rapidly, with three major releases each year. Staying current ensures that your association can leverage the latest features and enhancements, improving both internal efficiency and member-facing experiences.

5) Use Salesforce’s flexibility to your advantage. Every association has unique workflows, membership structures, and goals. Salesforce allows you to customize automations, data models, and reporting to fit your specific needs and to evolve as your organization grows.

Association Management Systems (AMS): Why They Matter

An Association Management System, or AMS, is designed to help associations manage their daily operations, from membership and events to payments and reporting. A good AMS is crucial for centralizing data, improving member services, and driving strategic outcomes.

Over the years, the AMS landscape has shifted from basic contact databases to intelligent platforms that offer automation, insights, and member engagement tools. Today, many organizations are replacing legacy systems with flexible, cloud-based solutions like Salesforce, especially when paired with industry-specific tools like AC MemberSmart.

Choosing the Right AMS for Your Association

When evaluating AMS options, consider whether the system is Salesforce-native or standalone. Native platforms, such as AC MemberSmart, work directly within the Salesforce ecosystem, reducing the need for third-party integrations and ensuring seamless data access.

Ease of use is also critical. Look for platforms that provide intuitive interfaces for staff and members alike. AC MemberSmart offers mobile-ready, customizable portals that deliver excellent user experiences on both sides.

Automation should be another priority. The right AMS will minimize manual tasks through features like auto-renewals, triggered emails, and workflow automation. AC MemberSmart supports all of these out of the box.

Customization and flexibility matter, too. Whether your association has multiple membership tiers or complex pricing rules, the system should adapt to your structure, not the other way around. AC MemberSmart is highly configurable, offering advanced options without requiring heavy custom code.

Community features, reporting, and scalability are equally important. Members expect value and engagement from their associations. With integrated community tools, built-in dashboards, and growth-ready infrastructure, AC MemberSmart ensures associations are equipped to meet those expectations today and in the future.

Conclusion

Salesforce has emerged as a leading platform for membership management, offering unmatched flexibility, automation, and member engagement tools. When paired with purpose-built apps like AC MemberSmart, it becomes a powerful AMS solution that enables associations to operate more efficiently, scale with confidence, and deliver meaningful experiences to their members.

As more associations seek future-ready solutions, moving membership operations to Salesforce isn’t just a trend; it’s a strategic imperative. By embracing platforms that combine CRM, automation, community, and data into one connected ecosystem, associations can build stronger relationships, drive member value, and thrive in an increasingly competitive landscape.