American Veterinary Medical Association

Digital Transformation

The challenge

The American Veterinary Medical Association (AVMA), founded in 1863, is one of the oldest and largest veterinary medical organizations worldwide. With over 89,000 members engaged in diverse professional activities, AVMA is dedicated to advancing the art and science of veterinary medicine. 

The challenge

AVMA’s strategic plan identified the need for a comprehensive digital transformation for associations to strengthen its operations and deliver greater member value. This transformation required developing an overall vision, guiding principles, best practices, governance, and tactics. 

Recognizing the complexity of this undertaking, AVMA sought an experienced partner to lead the process and ensure success. Their goal was to shift from a traditional technology function to a strategic resource that drives organizational goals and delivers value to members. 

The Solution

AVMA engaged .orgSource to design and implement a digital transformation strategy tailored to associations. 

According to AVMA Chief Information Officer Shelly Lamb, ".orgSource’s approach and our needs were in total alignment." This partnership focused on creating a strategy that incorporated technology investments and cultural change, keeping member value at the forefront.
 

The strategy included: 

  • Customer-Centric Focus: Restructuring digital systems and processes to deliver exceptional member experiences. 
  • Cross-Functional Alignment: Gathering input across the organization to ensure all departments were aligned on priorities. 
  • Logical Roadmap Development: Building a roadmap to guide investments and manage resources effectively without overloading teams. 

 

“The report .orgSource delivered outlined a logical approach,” Lamb shared. “It highlighted the importance of foundational building blocks to support an enterprise-wide digital strategy and how to transform the technology function into a strategic contributor.” 

 

.orgSource’s team also provided guidance on project timing to maximize efficiency and minimize internal resource strain. This holistic approach ensured AVMA was well-prepared for the future. 

The Results

AVMA now has a clear understanding of how technology can act as a strategic resource to achieve its objectives. Early successes from the digital transformation roadmap include: 

  • Project Prioritization: Implemented a portfolio methodology for assessing and prioritizing initiatives. 
  • Project Management Office (PMO): Hired a project manager to establish the PMO and enforce project management standards. 
  • Reimagined IT Function: Redefined the IT division’s role, including a name change, to position it as a strategic partner in achieving AVMA’s vision. 
  • Technology Roadmap: Created a comprehensive plan for guiding investments and resource allocation. 
  • Digital Workplace Enhancements: Delivered several upgrades to improve internal workflows and collaboration.
     

Lamb emphasized the value of partnering with .orgSource, citing the team’s expertise in technology for associations, digital marketing, and project management. “Sherry and Kevin are very approachable, and I found the entire .orgSource team incredibly easy to work with.”

Key Takeways

Contact .orgSource today to learn how a comprehensive digital transformation for associations can unlock growth, build resilience, and achieve excellence. 

Ready to Transform Your Association?

  1. Digital transformation for associations requires a combination of technology and cultural change.
  2. A well-developed roadmap ensures strategic investment and resource alignment.
  3. Collaboration and cross-functional input are essential for delivering member-focused results.

 

By partnering with .orgSource, AVMA successfully executed a comprehensive digital transformation for associations, empowering the organization to advance its mission and deliver meaningful value to members.