The Alternative Investment Management Association

Company overview

The Alternative Investment Management Association (AIMA) is the global representative of the alternative investment industry, with around 2,000 corporate members in over 60 countries. AIMA’s fund manager members collectively manage more than $2 trillion in hedge fund and private credit assets.

Solution summary

  • Dynamics 365 CRM platform
  • smartmembership – to manage member details and finances including subscriptions and multiple currency payments
  • smartconnector – for easier integration with other systems including Preside CMS and dotdigital
  • smartevents – to project manage event marketing, locations, speakers and registrations
  • smartengagement – to assist with understanding member interactions, provide indicative scoring to assist in focusing engagement efforts and as an early renewal warning system (pending)
  • smartGDPR module
  • Bespoke import solutions for matching research data relating to assets under management (AUM) and attaching delegate lists to events
  • Bespoke integration with Higher Logic to drive data to and from a Communities platform
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The challenge 

In 2013, AIMA’s existing CRM system had been in place for over 10 years. It had become clear to them that it couldn’t provide them with the flexibility required to meet their members’ growing needs. 

As a global association, AIMA has a wide footprint and therefore member expectation is very different in different locations. The new system had to be flexible and offer a range of appropriate functions to each group of users and members.

"Despite a lot of users having different requirements, I was impressed with how easily they embraced this project.” Kirk Taylor, Chief Administrative Officer

We implemented a new membership CRM system. We also built a finance platform that allowed them to invoice their members for subscriptions in various currencies dependent upon their location.

smartimpact managed our expectations well and the migration of our systems was near seamless.” Kirk Taylor, Chief Administrative Officer, AIMA 

An important innovation in the initial system was integrating Assets Under Management (AUM) data from a third-party provider. This removed a lot of manual cross-referencing that AIMA previously had to do, as well as reduced any errors. This was particularly important as AIMA charge their manager members according to the banding of AUM they fall under.

AIMA’s project continued to evolve as per their business strategy. Another key component was integrating their website with the CRM events registration process. Event registrations had previously been collected only online so data was not in a single location. We worked with AIMA’s website developer to deliver integration so they could see how active their members are and have an insight into any other engagements they have with their brand.

“We implemented smartimpact’s GDPR module so we're not only compliant with the new rules and regulations, but we can efficiently manage any requests under GDPR.” Kirk Taylor, Chief Administrative Officer

The results 

AIMA are very pleased with their ongoing digital transformation and especially how the roll out of the new CRM system has received internally – not just from their HQ in London but globally. It was viewed as a massive achievement – they went from having around six users to twenty, meaning half the organisation were actively using it from the go-live date.

The smartimpact CRM system has helped make the membership renewal experience much friendlier for our members, more efficient for us and contributed to ensuring we maintain our annual renewal rates at 90%. Kirk Taylor, Chief Administrative Officer, AIMA

AIMA has developed an online community using the HigherLogic platform, for members to have in-depth conversations and other interactions on topics of their specific interest. This fully integrates with smartmembership CRM along with data from their website (e.g. log-ins, downloads, page views), event attendance, finances, committees and working group participation, so AIMA have a 360 view of all the organisations and people that they represent.

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