What tier is WildApricot in the AMS marketplace?

WildApricot is classified as a Tier III solution in the SmartThoughts framework, designed for associations with operating budgets up to $2.5 million and 100-2,000 members. It offers good breadth across core features but less depth in specialized areas compared to Tier II enterprise systems.

What size associations is WildApricot best suited for?

WildApricot works best for small to mid-sized associations with 100-1,500 members, operating budgets under $1 million, small professional staff (1-5 employees) or volunteer leadership, and straightforward membership structures without complex organizational relationships.

What are WildApricot's main limitations?

Key limitations include restricted customization options compared to enterprise systems, basic reporting capabilities, limited sophistication for large complex events, and challenges with deep integrations to specialized accounting or CRM platforms.

Should growing associations choose WildApricot?

Associations expecting rapid growth beyond 2,000 members or increasing program complexity should carefully evaluate whether WildApricot's Tier III capabilities will meet future needs. Migrating AMS platforms involves significant cost and disruption, making growth trajectory an important consideration.

WildApricot AMS Software Review for Association Executives

Q: How much does WildApricot cost for associations?

WildApricot pricing ranges from $60/month for up to 100 contacts to $420/month for up to 5,000 contacts. Plans include website hosting, technical support, and core features. Additional costs include payment processing fees and optional professional services.

Marketing Specialist, Association
5 days ago
5 min read

WildApricot AMS being evaluated by association executives

Choosing the right association management software shouldn't be like looking for a needle in a haystack. However, with more than 130 membership systems vying for your attention, many association leaders find themselves overwhelmed by the options and disappointed by the outcomes.

At SmartThoughts, we have spent over twenty years assisting association executives in navigating the complex AMS marketplace. This review offers an unbiased analysis of WildApricot's features, pricing, and place in the association technology landscape. For organizations seeking a detailed evaluation tailored to their specific needs, we provide comprehensive Software Selection Services, including hands-on demonstrations, vendor negotiations, and implementation planning.

What is WildApricot AMS?

WildApricot positions itself as an all-in-one membership management solution designed for small to mid-sized associations, chambers of commerce, and nonprofit organizations. Founded in 2001 and now owned by Personify (acquired in 2019).

WildApricot serves over 20,000 organizations worldwide with a cloud-based platform combining membership database management, website hosting, event registration, email communications, and online payment processing.

Think of WildApricot as the Swiss Army knife of membership software—not the most sophisticated tool for any single task, but remarkably convenient when you need multiple functions without enterprise complexity or managing multiple vendors.

Purpose Statement: Why WildApricot AMS Exists

WildApricot's mission focuses on "assisting small membership organizations to prosper by offering affordable, user-friendly software that conserves time and money." The platform caters to organizations with 100 to 2,000 members that need more than just spreadsheets but don't require the advanced workflows or integration capabilities of enterprise systems. For these associations, WildApricot provides a practical balance between DIY solutions and complex platforms.

What Makes WildApricot AMS Fit for Associations

WildApricot succeeds by understanding that most small membership organizations lack dedicated IT staff, and their executive directors wear multiple hats. The platform's strength lies in accessibility—staff with limited technical expertise can manage administrative tasks without extensive training or ongoing support costs.

The integrated website builder removes a significant barrier. Rather than paying separately for web hosting or struggling with WordPress plugins, associations get a responsive website that connects directly to their membership database. When members update profiles, renew dues, or register for events, information flows seamlessly through one system.

Member self-service portals allow members to manage their own profiles, renew memberships, register guests, and access member-only content—reducing administrative burden while improving member experience. For associations where the executive director might be the only full-time employee, these time savings translate directly to mission impact.

WildApricot Core Functional Capabilities

Membership Management offers configurable membership levels, automated renewal reminders, member directories, and customizable profiles. However, organizations requiring complex structures—tiered voting rights, multiple organization types, or sophisticated committee management—may find customization limiting.

WildApricot Event Management supports registration, payment processing, waitlists, and check-in for both in-person and virtual events. Zoom integration enables virtual hosting. While adequate for most association events, large annual conferences with extensive session tracking or continuing education credits may need supplemental tools.

Website and Content Management provides responsive templates, drag-and-drop page building, member-only content areas, and basic SEO tools. Organizations seeking highly customized designs or complex e-commerce may feel constrained by template-based approaches.

Email Communications delivers broadcast emails, automated workflows, newsletter templates, and basic segmentation. The system tracks opens and clicks, enabling targeted communications. However, sophisticated marketing automation or advanced A/B testing capabilities are limited compared to dedicated platforms.

Payment Processing integrates with Authorize.net, Stripe, and PayPal, enabling online dues payment, event fees, and donations. The system manages recurring billing and provides basic revenue reporting, though organizations requiring sophisticated fund accounting need supplementary tools.

Market Position: Tier IV/Tier III Modal Classification

In the SmartThoughts Tier Classification Framework, WildApricot is listed in both Tier IV and Tier III categories; however, it primarily serves a Tier III client base, focusing on associations with operating budgets up to $2.5 million.

This positioning is a result of deliberate design choices. WildApricot emphasizes ease of use, quick implementation, and an all-in-one solution over the extensive customization, open APIs, and specialized modules that define higher-tier systems. For organizations that fit WildApricot's target market, this trade-off is beneficial—they achieve functionality without added complexity.

Nevertheless, associations should consider their growth trajectory. Organizations experiencing rapid membership growth or expanding into complex programs might find WildApricot's capabilities insufficient within a few years. This is important because transitioning AMS platforms can involve significant time, cost, and organizational disruption.

WildApricot Investment: Understanding Costs

WildApricot's transparent, tiered pricing represents an advantage for budget-conscious associations.

As of 2025:

Personal Plan: $60/month for up to 100 contacts
Group Plan: $110/month for up to 500 contacts
Professional Plan: $210/month for up to 2,000 contacts
Network Plan: $420/month for up to 5,000 contacts

These prices include website hosting, technical support, and software updates. However, budget for payment processing fees (typically 2.9% + $0.30 per transaction), potential integration costs, and optional professional services.

Contact WildApricot directly for the latest pricing information, as subscription costs and features may change. Request detailed proposals clarifying setup fees, data migration costs, and training expenses before final decisions.

WildApricot Peer Reviews: User Feedback

User reviews on G2, Capterra, and Software Advice consistently rate WildApricot 4.0-4.5 out of 5 stars, with praise for ease of use, customer support responsiveness, and value for money.

Positive feedback highlights intuitive interfaces enabling non-technical staff to work independently, responsive customer support, and the elimination of multiple vendor management. One executive noted: "WildApricot gave our all-volunteer board tools to run professionally without complex system learning curves. Within a week, we had our website live and members registering."

Constructive criticism centers on customization limitations, email deliverability challenges, event management sophistication gaps, and basic reporting capabilities. A membership director shared: "WildApricot handles core needs well, but we've added Mailchimp for sophisticated campaigns and Excel for complex reporting. Still, it saves significant time and money."

The balanced reviews suggest WildApricot delivers appropriately for its intended market. Organizations with Tier III expectations report satisfaction, while those requiring Tier II sophistication express frustration.

Analyst Perspective: Strategic Considerations

After evaluating hundreds of association management systems across two decades, I see WildApricot occupying a valuable marketplace niche by understanding its audience and delivering appropriately scoped functionality.

WildApricot represents an excellent fit for associations with:

Operating budgets under $1 million
100-1,500 members
Small professional staff (1-5 employees) or volunteer leadership
Straightforward membership structures
Basic to moderate event requirements
Limited specialized system integration needs

Consider alternatives if your organization features:

Rapid growth, suggesting 2,000+ members within 3 years
Complex organizational structures or membership types
Sophisticated continuing education programs
Large conferences with extensive session management
Deep accounting or CRM integration requirements
Extensive workflow customization needs

Product roadmap considerations matter for multi-year decisions. WildApricot continues investing in mobile optimization and virtual events, but will remain a Tier III solution.

Organizations anticipating significant growth or complexity should factor this positioning into decisions.

Taking the Next Step

Selecting association management software ranks among the most consequential technology decisions your organization will make. The right system amplifies mission impact by freeing staff time. The wrong choice creates frustration and eventually requires costly migration.

WildApricot serves many organizations well, but "good for many" doesn't mean "right for you." Your association's unique combination of membership structure, growth trajectory, program complexity, and strategic priorities deserves individualized analysis.

SmartThoughts helps association executives navigate these decisions through objective, experience-based advisory services. With over 20 years of evaluating AMS systems and guiding hundreds of selection projects, we provide expertise to ask the right questions, interpret demonstrations, negotiate terms, and plan implementations.

Ready to find your best-fit AMS?

Visit SmartThoughts Software Selection Services or schedule a complimentary consultation to discuss your specific situation. Further, check out our other resources on the site here.

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