The concept of Conversational Engagement is about how we can take the basic concepts of communication that work so well one-on-one and apply them to our communication efforts at scale.
In our newest ebook, we present the concept of conversational engagement and related topics, including:
-Engagement vs. Personalization
-Zero-Party Data
-Voice of the Member
-Engagement vs. Opens
-People, Not Personas
-Two-way Communications
-Conversations at Scale
Many associations have stuck to outbound communications - telling members about the association instead of asking individuals what they need and want - and missing out on valuable context in the process. Long term, this strategy results in missed opportunities for revenue and deeper engagement.
This eBook introduces the concept of Voice of the Member, which is part of the PropFuel engagement process: Ask, Capture and Act. Capturing the voice of each member tells you what your members are doing and what they need and want in real-time. No longer is there a need for guesswork based on what they purchased or clicked on in the past.
Our Fireside Fuel video series highlights associations who are using PropFuel and seeing big results! Watch to see how our clients are expanding engagement, gaining member insights and increasing revenue using PropFuel. Click on the association to learn more and watch each conversation:
Professionals in Human Resources Association
Special Libraries Association
Click on the image to learn more about each case study and access your complimentary copy.
with PropFuel to implement a conversational engagement strategy. This shift in communication style aimed to transform the traditional renewal process into a dynamic, interactive dialogue with members, ultimately increasing retention rates and member value recognition.
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Infusion Nurses Society utilized PropFuel for two innovative campaigns: one to explore Diversity, Equity and Inclusion (DEI) challenges, and the other gather accurate member profile data for improved future engagement.
What questions did they ask to start a conversation and move members to action?
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How are you capturing the voice of the member as part of your pre- and post-conference communications? Take an idea from Amazon's EMEA (Europe, Middle East & Africa) Consumer
Talent Acquisition Team.
How did they create a virtual event that felt personal for their 200+ team members?
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ASAE used PropFuel to build a sequenced, year-round campaign to connect directly with new and renewing members on various aspects of their career, member experience and needs.
How is ASAE engaging members daily using PropFuel's Ask-Capture-Act method?
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MSTA is utilizing PropFuel extensively to engage their members in two-way communications, from the prospecting stage with nonpaying students to active member referrals.
How is MSTA is using PropFuel to generate revenue and gain new information directly from the Voice of the Member?
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Special Libraries Association (SLA) had two common association challenges to solve: connecting with 700 new members in an individualized way and reengaging 4,500 lapsed members to encourage renewal.
What questions did they ask, what new data did they capture and how did they used that context to elevate member engagement and identify revenue opportunities?
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International Technology Law Association realized they had the opportunity to engage 1,300 nonmember webinar registrants with the intent of converting them to paid members. How did they do it?
How did they determine who was ready to join, and how did they call them to action?
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One PropFuel client in the healthcare industry utilizes what they call “guest accounts” (trials) as an acquisition strategy. They conducted a 3-month experiment to determine which method of post- trial communications would result in more conversions: their existing email technology or PropFuel.
Which campaign resulted in higher membership conversions?
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In summer 2020, Hospitality Sales and Marketing Association International realized it had an opportunity to win back over 700 lapsed members.
In an industry particularly hard-hit by COVID-19, how could they go about it while being sensitive to the realities of their members?
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When members of the New York Chapter American College of Physicians (NYACP) received an email with a clinical quiz question they could answer directly in the email, it was the perfect pattern interrupt from their normal incoming communications.
How did they set up the campaign, and what happened to their Net Promoter Score after implementing it?
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