Slides

Dave: Yeah, all right, we’ve got a great turnout today—fantastic. You’re not going to hear much from me today. We have a lot of people who’ve volunteered to share their stories about nurturing their members. I have to say, I’m so impressed by all of you and the work our Client Success team has done. The fact that so many of you are here speaks volumes about your passion for what you do and my team’s passion for helping you get there.

And Cody, love the hat—way to represent! If you haven’t gone live with PropFuel yet, you’d better, because you’ll get a hat and other fun swag. Kudos to all of you and to Melissa, Ashley, Megan, and Cathleen—thank you for joining us today.

So today’s topic is really interesting. I didn’t select it, but I was happy to see it. Often with PropFuel, you’re engaging people, trying to get their attention, whether to renew, come back, join, or register for an event. When you’re using PropFuel, you’re capturing insights so you can give them a more relevant experience. Sometimes they say, “Yeah, I’m totally going to renew,” and about half of them do right away. But there are also laggards who say, “I’m going to renew later,” which is fine, but it’s important to build campaigns to nurture those members and help them follow through.

I’ve seen amazing examples of this, and you’re going to see some great ones too. This session is about inspiring you to not stop at the initial question but to continue nurturing members. Building automated nurturing components is just as important, if not more so, than sending the initial campaign. With that, I’ll step back—maybe even eat my lunch—and hand it over.

Melissa: Thanks, Dave. I’ll take over and share my screen. Before we dive in, I’d like to introduce Cathleen.

Dave: There she is! Thanks for mentioning that, Melissa. Cathleen is our newest Client Success Manager. She joined us about six weeks ago.

Cathleen: Nice to see everyone! I’ve been on a lot of calls already, so I’ve seen some of your faces, but it’s great to officially meet you all.

Melissa: All right, let’s dive in. Before we get started, I’d love for you to pop in the chat what you’re most hoping to get out of today. We have some incredible examples to share, thanks to our amazing clients who volunteered to talk about their campaigns.

I see some great responses coming in: new ideas, nurturing prospects, success stories, and ways to get people to act more quickly. All fantastic goals. We’re going to talk about strategies for nurturing members and moving them from intent—like saying they’ll renew—to action, without being too pushy. You’ll also hear about topics beyond renewals, like engaging sponsors, recruiting volunteers, and getting testimonials.

Now, before we bring on our first speakers, I’d love for you to share one campaign or engagement effort where you think you could be more nurturing. What’s an area where you could build an automated campaign in PropFuel? I’m seeing responses like lapsed-member win-back, post-event communications, new member onboarding, and committee engagement—these are all fantastic ideas.

If you feel inspired by someone else’s example, feel free to connect in the chat. And now, I’d love to introduce our first speakers, Margaret and Sabrina from ISTE. They have amazing onboarding and renewal engagement campaigns that include nurturing components. Margaret, Sabrina—take it away.

Margaret: Thanks, Melissa. I’m Margaret McGuiness, and Sabrina, feel free to jump in.

Sabrina: Hi, everyone. I’m Sabrina Henry, Community Engagement Manager at ISTE. I work closely with Margaret, and I’m excited for her to share what we’ve been working on.

Margaret: Thanks, Sabrina. As Melissa mentioned, we’ve added nurturing components to our onboarding campaign. One key question we ask members early on is, “What are you most hoping to get out of your membership?” We have options like synchronous learning, asynchronous learning, and networking, which are key benefits.

After six months, we follow up with a nurturing campaign tailored to their response. For example, if someone selected networking, they’ll get resources and reminders to help them connect. This makes members feel seen and supported, which is the magic of this work.

Melissa: I love that approach. You’re not just capturing data—you’re using it to guide members toward achieving their goals.

Margaret: Exactly. And it’s not just automated; Sabrina and I also use the data for more targeted outreach. For example, if someone expressed interest in networking, we’ll pull a list and send individual invites to networking events. We recently did this when launching a new community platform, inviting members who indicated interest in networking.

Adrian: This is great! We recently started a new member onboarding campaign, but I realize we haven’t been reviewing the responses. How often do you check the data, and what are your best practices?

Margaret: That’s a great question. We do monthly reporting to review numbers, but we also pull data as needed for specific projects, like inviting members to volunteer programs. It’s about balancing automation with targeted, human outreach.

Adrian: Thank you.

Margaret: Oh, of course. Thank you.

Sabrina: If it’s okay, I’d like to add a tip. I schedule time on my calendar each month—about three hours—for analyzing data from PropFuel and any other platforms we use. During that time, I review responses, jot down discussion points, and note any ideas that come up. Then I share those insights with my team later in the week.

Margaret: That’s a great point, Sabrina. She’s our data queen! When she joined, she brought amazing structure to how we handle reporting, and I’ve learned so much from her. Having someone dedicated to digging into those reports is a huge asset.

Melissa: Love it. Thank you, Margaret and Sabrina, and thank you, Adrian, for the great question. Let’s move on to our next example.

Jason: One thing I’ve used in campaigns with GCSAA is the alert feature. If I ask a question, like a yes/no, I set an alert to email me when someone responds. That way, I can track feedback in real-time. It’s a fantastic feature, and your client success rep can walk you through it.

Melissa: Great point, Jason! Alerts and conversational inboxes are excellent tools. We’ll walk through more features if time allows, but for now, let’s keep moving with examples. Ashley, you’re up next.

Ashley: Sure! This next example is from AAP. They’ve been running a renewal campaign for three years, and it’s a fantastic “set it and (almost) forget it” campaign. Here’s how it works:

In their main renewal campaign, if someone says they plan to renew but hasn’t yet, they’re added to this nurturing campaign. A month later, they receive a simple question: “Are you planning to renew?” along with a reminder that their membership has lapsed.

Over three years, 1,800 people have entered this campaign. About 44% of the people initially said yes to renewing, and 90% of those who responded to the nurturing campaign confirmed they still planned to renew. This creates a warm lead list for follow-ups, such as sending resources or making a phone call.

Melissa: Such a simple yet effective example. You don’t need complex messaging—sometimes a single sentence and a question are all it takes.

Ashley: Exactly. It’s helpful to think through these nurturing steps while setting up your main campaigns.

Melissa: Thanks, Ashley. Tim, you’re next. Could you walk us through what New York State Veterinary Medical Society is doing with renewals?

Tim: Sure. Our renewal campaign integrates with our AMS and QuickBooks. When someone clicks “Yes, send me an invoice,” we use a PropFuel webhook to generate and send a QuickBooks smart invoice.

However, some invoices remain unpaid. That’s where this follow-up campaign comes in. PropFuel sends an email reminding them of the unpaid invoice and asks what they’d like to do. Options include:

• “Email me a payment link.”
• “I haven’t received an invoice.”
• “I’ve changed my mind.”
• “I already paid.”

It’s been helpful for cleaning up unpaid invoices and gaining insights into why some members don’t renew. For example, some find the cost too high, which we can address in future communications.

Ashley: I love how your answer choices anticipate potential blockers. Did you base them on common feedback?

Tim: Yes, we thought through all the reasons someone might not pay and included them as options. This approach helps us better understand and address members’ needs.

Ashley: Great example, Tim. Any questions for him?

Melissa: Thanks, Tim! Next up, Cody. Could you share your campaign example?

Cody: Sure. We offer several certifications, but ORM (Operations Risk Management) is our most widely applicable one. To drive engagement, we offered a free practice exam, which normally costs $50, as part of a limited-time PropFuel campaign.

Before launching, we used PropFuel to gather testimonials from current certificate holders, showcasing how ORM helped advance their careers. These testimonials were included in the campaign to encourage participation.

When someone responded, they could either purchase the certification immediately or indicate interest for the future. Those who expressed interest were added to a follow-up pipeline, keeping them engaged.

The campaign was a success—our first attempt at this approach—and it worked. For nonprofits like ours, finding ways to appeal broadly and drive revenue is crucial. I’d encourage everyone to think about what appeals to your members and use testimonials to build trust and drive action.

Melissa: I love that example, Cody. We’ll cover one later specifically on gathering testimonials and the kind of language to use around that. I also appreciate how you timed your cadences nicely—asking, waiting a few days, nudging, and finally creating urgency with “Today’s the day!” Being time-bound is such a great strategy, especially for people on the fence. Giving them something of value, not just a reminder, is key. Any questions for Cody?

Adrian: I have a question. Does the offer really end today? If it’s ongoing, how do you set an expiration date, or do you just say it ends today?

Cody: This screenshot is from the final email—it really did end that day. Earlier emails mentioned the deadline, like “If you purchase by May 25th, you’ll get this for free.” The last email emphasized that it was the final day to act.

Melissa: You could automate this into scheduled campaigns, setting them up to feed into different sequences as needed. That way, it truly ends on the specified day. Margaret, did you have a question?

Margaret: Yes, a quick one. From the people who say yes to pursuing the certificate, do you gather data to build a community or follow up with them later?

Cody: Absolutely. When they say yes, they’re directed to purchase immediately for simplicity. Not everyone follows through right away, so we keep track of who said yes or maybe. We nurture the “maybe” group by sharing testimonials and follow up a few months later, reminding them of their interest and offering another opportunity.

Margaret: Thanks, Cody. That’s really helpful.

Melissa: Thank you, Cody! Sarah from ASN was having technical difficulties, so I’ll walk through her example.

They automated a grace-period campaign for recently expired members and a lapsed-member win-back campaign. Both feed into a follow-up campaign targeting people who expressed interest in renewing but haven’t done so. After a week, a check-in email goes out: “Hey, you previously expressed interest in renewing. Are you planning to renew?” In their latest campaign, 80% of respondents said yes and were directed to the renewal page. This automation eliminates manual follow-ups and ensures no one slips through the cracks.

Cathleen: I’ll cue this next example. Jason from GCSAA, could you share your student acquisition campaign?

Jason: Sure! GCSAA (Golf Course Superintendents Association of America) focuses on student members in this campaign. We validate graduation dates for students graduating in May, then follow up to ask if they’ve secured a job in the industry. If they have, we invite them to join our professional network.

This nurturing campaign checks in multiple times. For example, if they haven’t secured a job, we guide them to career resources. If they’re working in the field, we encourage them to reclassify their membership to a professional level. This has worked well—15 students recently reclassified without additional effort.

Cathleen: That’s fantastic. Your response rate was impressive too.

Jason: Yes, we had a 33% response rate with over 75% open rates. The automated check-ins keep students engaged throughout the process.

Melissa: Thanks, Jason! Darrin, could you share your campaign for resident physicians?

Darrin: Sure. Resident physicians graduate on June 30, and we lose contact information as they move. Many plan to renew but delay until they start their new jobs in August. Our campaign asks: “Are you moving? If so, please update your address and email.”

In our latest campaign, out of 2,350 graduates, 465 responded with updated or confirmed information. This ensures we can follow up when they’re ready to renew. For those who don’t provide updates, we automate a follow-up email a couple of months later.

Melissa: I love that you’re also proactive about final-year residents.

Darrin: Yes, we ask, “What’s your biggest concern right now?” and follow up with tailored resources, like job opportunities, before making renewal requests. It’s all about building the relationship.

Sher: What subject lines do you use to get such great responses?

Darrin: We keep it direct, like “Is this the right information for you?” or “Are you planning to move?” People prefer answering a quick PropFuel prompt over navigating their profile to update information.

Melissa: If subject lines drive you nuts, PropFuel’s new magic wand tool can generate ideas for you!

On the topic of volunteering, Christie, could you share your example? Thank you again, Darrin.

Christie: Hi, everyone. I’m keeping my camera off because we’ve got storms here in Texas, which are causing some glitches. This campaign is managed by someone else at TXCPA, but I’ll speak to it.

We have about 28,000 members, and it can be challenging to connect with them and recruit volunteers who are interested in giving back to the CPA community. We use PropFuel across all our departments, including for this call-to-volunteers campaign.

We sent this campaign to about 22,000 individuals, received 1,588 responses, and recruited 368 volunteers. PropFuel helps us identify and engage with the most interested individuals—what we call our “hot leads.” When someone says yes, we pick up the phone, reach out, and ask about their specific interests. They can choose from options like serving on a committee or task force, contributing articles for our communications, speaking at CPE events, or visiting colleges to build the CPA pipeline.

For those who say they’re “thinking about it,” we add them to a secondary reach-out list. This campaign has been an excellent way to engage volunteers and tailor our outreach.

Melissa: I love it. Any questions for Christie? This is such a great example of making it easy for people to follow through.

Ashley: All right, we’ve heard some fantastic examples, and there’s more to come. In the chat, share any ideas you’re planning to implement or have been thinking about, inspired by what you’ve heard today. Things like subject lines, onboarding follow-ups, student campaigns, or resident outreach—put them in the chat.

We’ll also discuss some strategies for getting responses. For example:

• Ask your question in different ways—direct or indirect.
• Offer something of value when asking.
• Use the insights you gather as a member benefit by sharing them back.
• Plan and automate whenever possible, but don’t hesitate to add new elements if you notice gaps later.

Next, Jenna from NACUFS will share how they asked their question in multiple ways to engage sponsors.

Jenna: Thanks, Ashley. Last fall, we launched this campaign to engage sponsors and are revamping it for this year. Historically, we struggled with prospecting among our 600+ industry members. Blast emails and phone calls were staff-intensive and not very effective.

We started with a simple PropFuel question: “Are you interested in engaging with the College and University segment?” Options were yes, maybe, tell me more, and no. Most responses were positive, and we automated follow-ups. Our Director of Business Development received alerts and reached out with more information.

A couple of weeks later, we asked a new question: “What’s your greatest challenge in selling to colleges and universities?” Responses were segmented, and we tailored our follow-ups to address their challenges. For example, if someone wanted to meet operators, we promoted trade shows. If they wanted to showcase products, we focused on exhibiting opportunities.

Finally, we asked, “What’s your ideal way to share your product?” We listed options like advertising or exhibiting, which gave us great insights into their needs.

Ashley: I love this campaign, Jenna. It’s a perfect mix of direct and thought-provoking questions. Any questions for Jenna?

Adrian: Is this campaign more about nurturing sponsors toward a paid commitment or building engagement opportunities?

Jenna: Both. It identifies prospects for paid opportunities, like advertising or exhibiting, while also uncovering leads for unpaid opportunities, like contributing thought leadership for our magazine. It helps us engage effectively without spamming.

Melissa: Thanks, Jenna! Mona, could you share your testimonial campaign?

Mona: Sure. At the New Jersey Chapter of the American Waterworks Association, we launched this during Member Appreciation Week. Struggling to get testimonials through direct asks, we used PropFuel to offer members a choice of prizes in exchange for sharing why they love being a member.

We got 86 great testimonials and a 21% response rate. The prizes were fun, but the real success was the testimonials we now use in our communications—on our website, in brochures, and on social media. Next time, we’ll refine the prize logistics to manage postage better, but it was a great success.

Melissa: I love it. Leading with generosity makes a big difference.

Mona: Agreed. It’s also a good reminder to use these testimonials in future PropFuel campaigns, which we haven’t done yet.

Melissa: Thanks, Mona. If anyone has questions, feel free to put them in the chat.

Ashley: Adrian, you’re up next! Tell us about your campaign.

Adrian: Thank you. Last August, we launched a "Question of the Week" campaign, an idea I borrowed from Terry Cardan at Nondis Apollosa. It sounded daunting initially, but Terry assured me that you only need about 50 questions total and can start with just 10 or 15. We launched with a few questions, and while it hasn’t been every week, it’s been consistently engaging for our members.

Our members are associations, so we use this to encourage them to share insights with one another. So far, we’ve asked 17 questions. Recently, we added a feature allowing members to submit their own questions directly through the campaign, which significantly increased participation.

Here’s how it works:

• Members receive an email with a question, like, “If your staff is still remote, how’s it going?”
• They can provide an answer, add comments, and submit their own questions for the future.
• Once they submit, they’re redirected to a private webpage showing the results from previous questions, including all comments.

This campaign has been hugely successful. With about 1,000 members, we’ve collected 1,600 responses across 17 questions. Members who don’t typically engage with us have participated, leaving detailed explanations. Many have said they look forward to these questions and love seeing what other organizations are doing. It’s been more active than our community platform because it’s so easy to participate.

Ashley: Thank you, Adrian! If anyone has questions for Adrian, feel free to put them in the chat.

Melissa: Thank you, Adrian. Laura, you’re up next. Could you share your student onboarding campaign?

Laura: Sure. We’re a CPA Society, and our student onboarding campaign gathers information about their career plans and helps them navigate the CPA exam process.

Here’s what we ask:

1. Why they wanted to become a member.
2. Their career plans—most aim to become CPAs, but we confirm and provide tailored resources.
3. Whether they have an alternate email address. This is critical because we lose touch when school emails go dormant after graduation.

The campaign includes links to the State Board of Accountancy, CPA prep courses, and exam details. It’s automated, which is essential for our small team of three. If we had to do this manually, it wouldn’t get done.

I’ve been inspired by this session to look at the data more regularly, and I’ll be adding that to my routine.

Melissa: I love how you’ve automated your student engagement. Using blueprints as a starting point and customizing them is such a smart approach.

Laura: Absolutely. Automation is a lifesaver for our small team. Managed Services has also been helpful—we hired Melissa to set up some campaigns for us, which has made a huge difference.

Melissa: Thank you, Laura! Cameron, can you share some of the exciting updates coming to PropFuel?

Cameron: Of course. We’re focused on automation and making PropFuel easier to use. Here’s what we’re working on:

1. Magic Wand Feature: Already available for email subject lines, this AI tool generates suggestions based on your campaign. Soon, it will be available for follow-up emails and landing page text. The goal is to turn you from authors into editors by giving you a first draft to work from.
   
   
2. Enhanced Reporting: We’re improving campaign-level stats to show aggregate engagement and simplifying reporting for embedded questions. Soon, you’ll see responses to follow-up questions in the original campaign report.
   
   
3. AI-Driven Summaries: We’re working on an automated summary email that highlights insights from all your campaigns—perfect for weekly or monthly updates.
   
   

These updates are designed to save you time and provide actionable insights.

Melissa: Thank you, Cameron, and thanks to everyone for joining and sharing your insights. If you have questions, connect with your CSM. We’re here to support you. This has been an incredible session—thank you all! We’ll stay on for a few minutes if anyone has additional questions.

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