Slides

Dave: Welcome, everyone! We aim to hold these roundtables monthly, though we did miss a few during the holiday season due to busy schedules. We're making some changes this time. Traditionally, we encouraged you to bring discussion topics and examples, often featuring a client presentation in the first 10 minutes. However, I realized we could add more value by bringing content to you instead. This approach might spark more engaging conversations, and of course, we welcome your thoughts and comments throughout.

We recently sent an email—thank you, Melissa, for handling that—asking which topic you'd be most interested in. I was surprised that the overwhelming favorite was "best practices." Melissa, do you recall the percentage?

Melissa: About two-thirds of respondents selected it.

Dave: That was unexpected! I assumed topics like member acquisition, new member onboarding, or progressive profiling would be the frontrunners. But no—it was best practices. So last week, Melissa, Ashley, and I, along with the team in Slack, brainstormed a list. We came up with 10 and a half best practices to share today.

Before we dive in, let’s align on what we mean by "conversational engagement." We send emails and ask questions—incorporating elements of surveys and email broadcasts. However, we are more than just a survey or broadcast tool. Conversational engagement is about sparking meaningful exchanges with your constituents—members, potential members, and past members.

Most associations have hundreds or even thousands of members, making one-on-one outreach challenging. Technology helps scale these interactions, ensuring each individual feels engaged. Think of it like a "choose your own adventure" book—each response leads to a tailored next step, guiding members through an automated yet personalized process. Eventually, a smaller, more targeted group may need direct human interaction, and we help facilitate that efficiently.

With that, I’ll share my screen. Ashley, are you starting us off?

Ashley: Yep! And as Dave mentioned, feel free to jump in with questions or comments—this should be a conversation. I'll also keep an eye on the chat if you prefer to drop your questions there.

Best Practices in Conversational Engagement

1. Use Open-Ended Questions Occasionally

Most PropFuel questions are action-oriented, such as multiple-choice or yes/no formats—quick and easy for members to answer. However, there are times when you want deeper engagement. For example, towards the end of a member’s first year, instead of asking a multiple-choice question about their experience, you might ask, "Looking back on your past 12 months of membership, what was most valuable to you? What could we improve?"

Since open-ended questions require more effort, they should be used sparingly. But when members do respond, their answers provide invaluable insights.

Dave: We usually recommend starting with structured questions and following up with open-ended ones. That way, engagement remains high while still collecting rich feedback.

2. Think Conversationally—Embrace the Human Exchange

PropFuel facilitates one-on-one conversations at scale by following an "ask, capture, act" model. Unlike traditional marketing emails that simply promote offerings, PropFuel creates a dialogue. Instead of saying, "We have this great event—click here to learn more!" a more conversational approach would be, "What’s your biggest challenge right now?" or "How can we support your career growth?" This humanizes communication and makes interactions more meaningful.

Dave: One of our core values is embracing the human element. When creating campaigns, imagine speaking to someone directly.

3. Don’t Be Afraid of the "No"

It’s natural to hesitate when asking questions that might prompt negative responses, such as "Why haven’t you registered for the conference?" But if members are already hesitating, it’s better to know why. Providing response options like "It’s not in my budget" or "The topics don’t interest me" allows you to address concerns directly—for example, by sharing financial assistance options or highlighting relevant sessions.

4. Balance Automation with Personal Touch

Automation streamlines engagement, but some scenarios require human follow-up. For instance, a membership renewal campaign might have automated steps, but members expressing concerns may need a personal outreach. PropFuel’s conversational inbox makes it easy to assign and track responses, ensuring timely follow-ups.

5. Focus on What’s in It for Them

Always frame messages around member benefits rather than association needs. Instead of asking, "Why did you attend the conference?" and merely collecting data, consider: "We saw you enjoyed X—check out Y, which may also interest you!" This approach fosters ongoing engagement and provides immediate value to the member.

6. Let Responses Guide Future Conversations

Member answers should inform future interactions. If someone expresses interest in certification, automatically enroll them in a follow-up campaign that checks in six months later: "You mentioned interest in CAE—have you taken the next step?" This personalized touch keeps members engaged.

7. Make It Easy for Members

Streamline processes to minimize effort on the member’s part. Instead of a multi-step registration flow, a simple "How will you join us?" question with direct links to registration makes it seamless. Shorter text, fewer steps, and intuitive options enhance engagement.

8. Build Profiles Over Time

Rather than overwhelming members with extensive profile updates, collect data gradually. A student member campaign might first ask for an alternate email, then, a month later, their expected graduation date. Spacing out requests ensures higher completion rates.

8.5. Keep It Conversational

Avoid overly formal or complex language. Read emails aloud—if they sound unnatural or lengthy, simplify them. Instead of a long membership renewal reminder, try: "Your membership expired on December 31st. We’d hate to lose you! Is there anything we can do to help?"

9. Don’t Ask What You Should Already Know

Instead of asking for basic details again, reframe questions in a way that acknowledges existing knowledge. Instead of "In which department do you work?" try "How would you describe your professional peer group?" This makes interactions feel more personal.

10. Measure Success Based on Campaign Goals

Not all campaigns are about high response rates. Some, like sponsorship promotions, may only require a few engaged respondents to be successful. Volunteering campaigns might have lower response rates but yield highly valuable commitments. Define success by the intended impact, not just numbers.

Dave: One client, Chalice, runs sponsorship campaigns where even a 0.1% response rate is considered a win because those connections are incredibly valuable. Measuring success by engagement quality, not just volume, is key.

Conversational engagement differs from traditional email marketing—it’s not about open rates but about meaningful exchanges. If you want to learn more, check out our Conversational Engagement eBook on our website.

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