🔹 Client/Organization: Emergency Nurses Association (ENA)
🔹 Industry: Healthcare / Professional Association
🔹 About the Organization: The ENA is the leading professional association for emergency nurses, advancing excellence in emergency nursing through education, advocacy, research, and leadership.
Challenge
Emergency nurses face one of the highest risks of workplace violence in the healthcare sector.
ENA wanted to support its members and prospects with a meaningful resource while simultaneously capturing new contact data and increasing membership. They needed a way to start a human, values-driven conversation and turn early interest into actual membership.
Solution
ENA used PropFuel to launch a Workplace Engagement (WE) campaign centered around a deeply resonant question:
“Have you ever experienced workplace violence in the ED?”
Answer options included:
- Yes
- Not yet, but I’m worried about it
- Unsure, what counts as workplace violence?
Upon response, visitors were then directed to a contact capture form with a high-value offer: a free workplace violence toolkit, which they received via landing page and email upon submission.
At the same time, they were automatically enrolled in an acquisition email campaign designed to continue the engagement journey and encourage membership conversion.
Implementation
Here’s how ENA set the campaign in motion using Propfuel:
- Launched a web engagement campaign with a single emotionally resonant question
- Used a contact capture form tied to a valuable resource as the incentive
- Immediately delivered the toolkit on-screen and via email upon form completion
- Triggered an automated email nurture campaign to follow up and drive conversions
- Tracked responses, contact submissions, and conversions in real-time
Results
📊 Key Outcomes:
✅ 9739 responses collected from the campaign question
✅ 395 people submitted their contact information to receive the toolkit
✅ 19 new member conversions, including:
• 16 before the email campaign even launched
• 3 additional through the follow-up emails
✅ A sensitive and important topic became a successful engagement and recruitment tool
Key Takeaways
This campaign showed that meaningful engagement doesn’t require flashy tactics, just the right question, the right resource, and the right system to bring it all together.
- Ask a real question your audience cares about
- Provide instant value in return
- Use automated follow-up to drive conversions
- Let a system like PropFuel do the heavy lifting in the background
By using PropFuel to start a timely conversation, ENA turned empathy into action, and action into measurable outcomes.
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