New Technology Environment Technology as a Strategic Asset Tom Lehman Lehman Associates, LLC Lehman Reports Association TRENDS Live September, 2014

Lehman Associates, LLC Associations and Supplier Companies Strategy consulting for technology and marketing Customer Satisfaction, Market & Member Research The Lehman Reports™ industry research series Founded 1992, Alexandria, VA

AMS Use and Satisfaction AMS International: CA, AU, UK 2010, 2013 Association Technology Study 2011, 12, 13 Donor Management Systems, NTEN, 2013 New Snapshot survey series

Evolving Role of Technology Technology Introduction Technology as Tools Technology as Strategy Investment Cost Center Linear Exponential ROI Potential

Content Website Communication Collaboration Social Interlocking Content Marketing Highest growth and most effective models are in the overlaps Both internal and external perspective Circle of Engagement

Technology Map Complexity Third-party Services Adoption Lehman Reports Technology Study, 2013

Moving to Cloud-based Services

AMS – a critical hub Central database for member records Data for targeting content and personalization Integration point for the website and third- party applications E-commerce / online business hub Organization workflow and bus process Advanced reporting / BI – information and insight

Mobile & Market Complexity Not just another channel of access Changes interactions Situational segmentation

Responsive Design

Internet of Things Adding Complexity to the Technology Landscape A Leverage Point for Nonprofits Assistive technologies Leveraging consumer products to advance mission Collaborative, support for fitness, wellness, other Big data – greater insight and more effective strategy Traffic safety advances GPS-enabled monitoring Educational applications Your fridge is calling …

Changing Role of IT More about –Being a strategic resource to help leverage technology to achieve organization mission and goals –Management of the technology environment and providers –Big data, analytics, application integration –Technology education of possibilities, opportunities –A focus on outcomes, contributions Less about –Operating technology –Purely reactive support function –Application training –Focus on input and activities

Importance of Senior Management in Technology Technology as the key component in achieving organization goals Technology as Strategy for greater ROI Vision of the organization drives investments in technology, Bring the long view to decisions Include technology strategy at the senior leadership level – hire at a strategic level

Technology-independent IT Strategy Planning The pace of change requires it Resilient to rapid tech changes Flexibility to adopt new models / tech Importance of adoption cycles in technology decisions Investment in platform, direction, capacity – positions for future needs Specific Technology

Some Limiting Factors to Technology as Strategy

Technology Leadership Lehman Reports Technology Study, 2013

Expertise and Capacity

Technology as Strategy

Technology Maturity Model The technology ecosystem Alignment with organization goals Shift from a support function to a strategic asset Leveraged to meet objectives Alignment with organization culture and business practices IT strategy vision and plan

Alignment Organization goals driving technology Strategic investment vs. cost center Organization outcomes, not IT results –Tactical and strategic –Innovation and operational results Renewed emphasis on management reporting / BI decision information

Technology Strategy Plan Strategy aligned with organization goals Translate into technology strategy to achieve goals Technical assessment Core competency decisions Workflow, business process requirements Changing roles Tech – Org Alignment IT Decision Framework Tech Strategy Foundation Action Plan A Maturity Model designed for your organization tracks progress

Questions and Discussion Tom Lehman President Lehman Associates, LLC / Lehman Reports Alexandria, VA