A 14% engagement rate revealed unexpected audience interest—and helped shape a smarter event strategy.

The Challenge

Like many associations, VPPPA faced the challenge of accurately gauging member interest, especially for smaller, niche events. Traditional engagement methods, like email and registration metrics, often left gaps in understanding. If an event drew low registration numbers, the assumption might be that interest was low, when in reality, other factors like timing, cost, or competing priorities could also be a possibility.

At the same time, VPPPA was looking for ways to engage members outside of the inbox. With attention shifting and inboxes getting more crowded, the team saw an opportunity to connect with members and prospects directly on their website, where many were already searching for event and education information.

They needed a tool that could:

• Capture real-time interest and intent from website visitors
• Surface hidden signals that registration forms and email clicks might miss
• Provide actionable insights to inform future programming and strategy

That’s where PropFuel’s Website Engagement product came in.

The Solution

VPPPA launched a targeted Website Engagement campaign using a single, customized pop-up prompt:

“Are you planning to attend the upcoming summit?”

This prompt was deployed on both their main site and their event-specific landing page to reach a wider audience. The goal was twofold:

• Measure true interest in the event, beyond just registrations
• Collect input that could be used by the event planning committee to improve future programs

The Results

• 1,065 responses to the campaign
• 14% engagement rate, significantly higher than average for website pop-ups
• Increased level of expressed interest
• New insights into barriers like timing, pricing, or competing priorities

The results painted a clearer picture than registration data alone could offer. VPPPA discovered that many visitors were interested in the event but ultimately didn’t register due to external factors, such as timing, cost, or scheduling conflicts.

This engagement insight allowed the team to shift from “this didn’t work” to “this resonated, but we need to address the barriers.”

The Impact

✅ 1,065 Signals of Interest Captured

Instead of assuming low registrations meant low interest, VPPPA gained data-driven clarity about audience demand and avoided shelving a potentially valuable program.

✅ Smarter Event Strategy

With hard data in hand, the team was able to have more informed discussions with their planning committee around pricing, format, timing, and delivery for future events.

✅ Shifted Toward Journey-Based Thinking

The campaign inspired a broader conversation about the member journey. VPPPA began exploring how website engagement could be used to guide members from one step to the next, creating more continuous value.

✅ Effortless Setup and Customization

With simple implementation and strong support, VPPPA was able to quickly launch and style the campaign to match their brand, reaching site visitors where they already were.

✅ Next-Level Feedback Loop

While anonymous contacts initially limited follow-up, new features now allow for capturing contact information, unlocking even more future potential.

What Associations Can Learn

Website engagement isn’t just for clicks—it’s a tool for clarity. VPPPA’s campaign revealed hidden demand, guided internal decision-making, and reframed how they think about member interaction.

Even if an event doesn’t fill seats, that doesn’t mean it didn’t spark interest. Website Engagement gives associations a real-time window into member intent, offering the missing context behind the numbers. For associations looking to better understand member intent and drive smarter decisions, meeting visitors where they already are—on your website—can make all the difference.

“I’d recommend Website Engagement for any association already using PropFuel and looking to extend engagement beyond the inbox. It’s an easy, effective way to reach members where they are and to gather the insights email alone can’t always provide.” - Sierra