Over the past couple of years of hosting my Associations Thrive podcast, I’ve interviewed well over a hundred association and nonprofit CEOs about what they’re doing to help their organizations thrive. The conversations are inspiring, filled with examples of strategic initiatives, membership growth, innovative partnerships, and new revenue streams.
And yet, there’s one topic that rarely comes up unless there’s a problem: technology.
CEOs eagerly share how they’re redesigning governance, launching new education products, or revamping conferences. But when it comes to tech, I mostly hear about it when systems are broken, outdated, or failing. Too often, technology is an afterthought — something only discussed when a crisis forces the issue.
I believe we can, and must, do better. Why? Because technology constrains or powers an organization. Associations with great tech have the data, processes and reports they need to make good decisions and offer members and customers great digital experiences.
In fact, I believe every association CEO today should be a Tech CEO.
What Does It Mean to Be a Tech CEO?
It doesn’t mean being a tech expert or a coder. It does mean understanding the systems your organization uses and how technology supports your strategy and operations. Here’s what that looks like:
Know Your Tech Ecosystem
- Understand what systems you have: AMS, CMS, LMS, community platform, event platforms, financial systems, marketing automation, etc.
- Know what each system does, what functions it supports, and how it integrates with other systems.
- Be aware of customizations, integrations, and where there are gaps or redundancies.
Connect Technology to Mission and Strategy
- Be able to explain how the AMS powers membership applications, renewals, and engagement tracking.
- Understand how the LMS supports professional development and non-dues revenue.
- Know how your CRM drives marketing efforts and personalized member experiences.
Technology isn’t a separate line item; it’s core to your strategy.
Demand Visibility and Accountability
- Ask your team and your vendors for regular reports on system health, performance, and contributions to organizational goals.
- Request ROI analyses: How much revenue does the AMS support? How many members are using the LMS? Are system investments paying off?
- Monitor system adoption: Are staff using the systems as intended? If not, ask why. Where are the workarounds?
Stay Curious About Pain Points
- Make it safe for staff to share where systems aren’t working well.
- Investigate the pain points: Are manual processes needed because a system isn’t configured properly? Are integrations broken? Are outdated systems creating unnecessary friction?
- Insist that technology issues be identified before they become crises.
- Conduct a tech debt audit every year: ask every staff member what software they use, what version it’s on, and whether that version is the latest version. If you are not on the latest version, ask why, and then ask what security patches you haven’t been able to apply as a result.
Build a Culture of Continuous Improvement
- Integrate technology reviews into regular staff meetings and Board updates.
- Treat tech improvements like program improvements — constant, iterative, and strategic.
- Create a culture where technology is seen as a tool for innovation, not just overhead.
- Insist on the mindset that tech empowers the organization, so how are staff using tech to save time, save money, generate revenue, delight members?
Why This Mindset Matters
When technology is neglected, it becomes a constraint — slowing down operations, frustrating members, and draining resources. The Momentive 2024 Association Trends Survey found that technology adoption drives membership and loyalty. “Members who view their organization as an early adopter are 81% more satisfied, 74% are promoters, and 53% feel more connected.”
Wow, just wow! So, ask yourself, does your staff see your organization as an early adopter of technology, or do they complain that your tech is old and busted. If they think the latter, put on your tech CEO hat and take action. Because when technology is managed as a strategic asset, it has an amazing impact on membership, revenue, staff morale, and so much more.
If you’re an association or nonprofit CEO, how are YOU serving as a tech leader? Let’s start a conversation. I’d love to hear how you’re making technology a core part of your leadership strategy.
