Savvy associations evaluate AMCs in three areas: critical skills, experience and cost. Your ranking within these areas is tied to what is most important to your association. AMCs provide a full menu of services, but have areas of strength. Clearly understanding what’s important to you will help match your needs to an AMC’s strengths.

1. Critical Skills — based on the specific needs of the association in these areas
   • Communications
   • Planning & Organization
   • Leadership/Volunteer Management
   • Public Relations & Marketing
   • Meetings & Events Management
   • Finance & Accounting
   • Program Specific Skills (e.g. certification)
2. Association Management Experience
   • Years in business
   • Size/range of clients
   • Facility/technical resources
   • Continuity of management
   • Depth of staff
   • Personal style
3. Cost
   • Monthly fees
   • Additional expenses/direct expenses
   • Transition or start-up fees

To help draw up the list of what’s important to your association, consider two points. According to ASAE & The Center, associations cite these eight services as most important:

• providing member education
• planning and executing an association convention
• preparing an association newsletter
• leading and fostering the exchange of important ideas
• recruiting members and processing memberships
• maintaining acceptable financial control
• delivering accurate, appropriate, and timely information to elected leaders
• maintaining effective management control throughout changes in elected leadership

At Mariner we add a ninth — strategic planning. It’s the most essential service an AMC can and should provide clients. A well-crafted strategic plan ensures an association’s resources focus on programs and services which create the greatest possible value for the association’s members.