Books & Reports produced specially for association executives, available to purchase or included in membership.

The AAE publishes valuable reports and books specific to membership organisations.

Book: The Membership Database

'The Membership Database’, the new book from data expert and regular AAE congress presenter Michael Collins, establishes the role of data in the association, providing an understanding of how it can be used to support and drive member acquisition and retention, generating engagement, managing advocacy and building profitable relationships.

Written in an easy-to-understand non-techy style it explains how data should be acquired, how data quality should be maintained and considers its role in implementing a CRM strategy.

Readers will benefit from a step-by-step introduction to some powerful analysis and modelling methods, with recommendations for applying insight in the achievement of the commercial objectives. 

Michael has more than thirty years’ experience of working with data in organisations in most business sectors. He helps his readers understand better by using creative explanations. For example, he applies a novel railway analogy for explaining how to establish member journeys, introduces the difference between active and passive advocacy and explores the power of enriching database analysis by fusing the outcome of purposefully structured member surveys.

The book is published in paperback by the Association of Association Executives at GBP 29.00.

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"In my experience Michael is of a very rare breed: he is an established expert in his fields and … has a great understanding of how to help people get the best out of systems and data without being over complicated. A gem.”
David Duncan, CTO, Institution of Engineering and Technology and Board member at IFIS

“One of the top international experts in the field. Not only does he really know his stuff, but he is excellent at putting it across as well."  
Charles Dennis, Professor of Consumer Behaviour, Middlesex University

“In a world of Johnny-come-latelies, Michael brings decades of experience to topics such as CRM, data-mining and business intelligence.” 
Dr.Paul Jackson, Academic, trainer, consultant and management advisor.

About the Author

Michael Collins

Michael Collins is Managing Consultant at Database Marketing Counsel, a specialist consultancy providing advice and direction on developing data-driven CRM. He is a Chartered Marketer and a Fellow of the Institute of Direct and Digital Marketing and has taught database marketing and CRM at several London university business schools. With more than 30 years’ consultancy experience in providing direction on customer insight and building customer relationships he has worked with clients in most sectors especially membership organisations and charities.

Contact Michael at


Outlook Report: Research in Associations

Association’s stakeholders have access to a huge amount of information and now more than ever before they need proof that the information they are absorbing is reliable and authentic.
Research has never been more important for associations, but what are they currently doing, and what are their future plans?
AAE's research survey discovered which associations are conducting research, how they are researching, and what they are using their findings for. We also investigated what the likelihood of them conducting research in the future and how much budget and resource they are setting aside for this.

Download the Report (members only)