The CRM technology helps manage all the union’s relationships and interactions with members, potential members and other stakeholders. The CRM system also helps unions stay connected to members and potential members and streamlines backend processes. iMIS has an in-built Content Management System (CMS)-a software application that can be used to manage the creation and modification of digital content and websites. Coupling the CMS with the CRM can enable a truly dynamic and personalised website experience for each member.