Slides

Dave: Welcome to the April 2023 PropFuel client roundtable. Today, we’re exploring cross-organizational use cases—how conversational engagement helps members take action. Ryan will guide us through how different departments can benefit from PropFuel.

Ryan: Thanks, Dave! For those new to PropFuel, we help associations shift from broadcasting information to engaging in two-way conversations, capturing insights about member needs, interests, and intent. This allows for more personalized communication.

We work with about 180-190 associations, and many of our team members, like Megan and Ashley, have experience working at associations. This helps us understand the real-world challenges you face.

Associations typically use PropFuel for membership engagement—new member onboarding, renewals, lapsed member win-back, profile updates, and prospective member acquisition. We also see use cases in conference registration, advocacy, sponsorship, and donor engagement.

Dave: If you’re new, take a moment to think about where PropFuel could provide the most value in your organization. Drop your top three opportunities in the chat.

Ryan: Let’s start with new member onboarding. Many associations send long, information-heavy welcome emails listing all member benefits. The problem? Members have to sift through everything themselves, and you don’t know what truly matters to them.

ISTE improved this by sending a PropFuel check-in asking, "What’s your main goal as a new member?" Based on their response, they receive tailored follow-ups and are guided through their journey. A few months later, they get another check-in asking if they’ve achieved their goal. This creates a more personalized experience and helps ISTE provide relevant support.

Dave: ASAE does something similar. If a new member says their priority is earning a CAE, they enter a campaign that provides CAE resources and follows up in a few months to check on progress.

Ryan: Another key use case is conference registration. Most associations send multiple emails saying, "Register now," without knowing who’s interested.

ASPEN takes a different approach, asking members, "Are you planning to attend?" Those who respond "Yes" but haven’t registered get a tailored follow-up. Those unsure receive a question about their hesitation—whether it’s cost, timing, or travel—and the response determines how they’re nurtured. This replaces blind follow-ups with targeted messaging that meets members where they are.

Dave: This method prevents people from feeling overwhelmed by repeated emails. It also reduces opt-outs since members can express interest without committing immediately.

Ryan: Renewals and lapsed member win-back are major areas where PropFuel makes an impact. Standard renewal emails keep repeating the same message: "Renew now." The problem? If someone doesn’t renew, you don’t know why. Maybe they’re planning to renew but haven’t gotten around to it, or maybe they no longer see value in membership.

AAMFT improved renewals by sending a check-in 90 days before expiration: "Are you planning to renew?" If they say yes, they receive a reminder later. If they say no, a follow-up question asks why. This gives the association valuable insights while making it easier for members to take action.

Dave: ASAE takes a similar approach for lapsed members. One of their most effective check-ins simply asks, "Did you know your membership expired?" Many members genuinely don’t realize it, and this simple nudge results in higher re-engagement.

Ryan: In one case, an association with 2,200 lapsed members moved from standard emails to PropFuel check-ins. Within 30-45 days, they saw a 7.5% click-through rate and won back 268 members—far more than their previous approach.

Dave: We also see a lot of organizations using PropFuel for profile updates. Many associations struggle with outdated member data. Standard methods—long profile update forms, survey emails, or phone calls—are cumbersome for members and staff.

Missouri State Teachers Association improved this by asking members directly, "When will you graduate?" or "What’s your preferred email address?" Members simply click an option or type a response, and the data is automatically updated in the AMS.

Ryan: Trade associations use PropFuel for company profiles, ensuring directory listings are accurate. For example, TIA asks members, "Which regions do you serve?" Clicking an answer immediately updates their profile, making them more discoverable in the member directory.

ISTE used PropFuel to manage webinar invitations. Members received a check-in asking, "Would you like to receive webinar invites?" A "Yes" response updated their communication preferences in Fonteva and HubSpot, ensuring they received relevant messages without manual updates.

Dave: Kerry mentioned in the chat that birthday emails have been highly successful. It’s a great way to engage members in a personal, low-pressure way.

Ryan: Another powerful use case is SMS engagement. Associations can now use PropFuel to collect phone numbers and opt-ins for text messages. A check-in asks, "Would you like to receive updates via text?" If they say yes, they’re automatically subscribed. This ensures compliance and improves communication reach.

Some organizations also use PropFuel to re-engage unsubscribed members. ASM, for example, sent a check-in saying, "You’re currently opted out. Would you like to receive updates?" 60% of respondents opted back in. Those who declined were asked why, helping ASM refine their communication strategy.

Associations are also using PropFuel for DEI initiatives. One client in the entertainment industry is gathering demographic data, including gender and ethnicity, to better understand and serve their members.

Dave: We’ve had some questions about donor engagement. Ryan, do we have any examples?

Ryan: Yes! Texas Society of CPAs runs a campaign asking past donors, "Will you contribute again this year?" Association for Women in Science asks members, "Which cause resonates with you?" Based on their response, they receive tailored donation opportunities.

AWIS also restructured their fundraising messaging. Instead of asking, "Will you donate?" they ask, "How would you like to support STEM?" This small wording change assumes engagement, leading to higher participation.

Dave: That’s a great point—framing the question differently can increase responses. Asking "How would you like to help?" instead of "Would you like to help?" makes a big difference.

Ryan: Another creative use case is weekly member polling. MTI sends a check-in every week asking about industry trends. They receive 20-25% response rates, and the results are shared in their newsletter, increasing readership.

NYACP runs a weekly quiz for medical professionals, asking them to diagnose a case study. The correct answer is revealed in their newsletter, encouraging engagement.

Dave: I was initially skeptical about sending weekly quizzes, but it turned out to be one of the most successful campaigns. Members love it, and it drives ongoing engagement.

Ryan: Lastly, embed campaigns allow you to collect insights outside of email. For example, an association embedded a check-in on their website asking, "Were you satisfied with your order?" The response triggers support follow-ups and helps improve the ordering process.

Some associations embed questions in their newsletters or onboarding emails. Kevin from CEC is using embeds in their onboarding campaign instead of moving the entire sequence to PropFuel.

Kevin: Yes! Our onboarding is complex, so we use PropFuel for insights while keeping the rest in Informz. It’s been very effective.

Dave: Thanks, Kevin! We’re wrapping up, but if you’re new to PropFuel or exploring a new use case, reach out to your client success manager. We’re happy to help.

Ryan: Thanks, everyone! Great discussion today.

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