Association of Rehabilitation Nurses (ARN)
ARN had long known that a significant portion of its members joined the association to earn their Certified Rehabilitation Registered Nurse (CRRN) credential. However, their existing onboarding communications treated all new members the same, regardless of their intent.
🔹 Association Type : Healthcare / Professional Association
🔹 About the Organization: ARN supports rehabilitation nursing professionals through certification, education, advocacy, and networking opportunities to advance both patient care and professional development.
The Challenge
Using one-way tools like SurveyMonkey, ARN could collect feedback but not truly engage in two-way conversations. Without the ability to segment or personalize messaging, they risked missing key engagement and conversion opportunities with members who were certification-focused.
The Solution
To better understand member intent and improve personalization, ARN implemented PropFuel, a conversational engagement platform. PropFuel allowed them to ask new members why they joined and segment them based on their responses. Unsurprisingly, over 40% of respondents said they joined specifically for certification. With this insight, ARN launched a targeted certification nurture campaign to walk these members through the CRRN process, providing guidance, resources, and timely reminders.
One standout tactic within this campaign was a series of five weekly certification quiz questions. Originally designed to promote ARN’s CRRN study exam product, the quiz evolved into a highly engaging tool that served multiple purposes: nurturing prospects, engaging certified members, and driving non-member interest.
The Implementation
The strategy unfolded in layers:
- Onboarding Journey: New members entered a 12-month welcome campaign with touchpoints focused on ARN benefits, including volunteering and education opportunities.
- Segmented Nurture Track: Members who indicated interest in certification were automatically funneled into a CRRN nurture campaign.
- Quiz Content: A five-question weekly quiz was added to drive engagement, reinforce learning, and highlight CRRN prep resources.
- Website Integration: The quiz was promoted on one of ARN's highest-traffic web pages, attracting not only members but also non-members and already-certified professionals.
- Feedback Loops: ARN continuously reviewed quiz responses and participant feedback, including repeated calls for "more questions, please," indicating a strong appetite for continued engagement.
The Results
✅ 32% increase in certification exam applications since implementing PropFuel and the quiz campaign (alongside targeted digital advertising)
✅ 72% engagement rate on the weekly quiz campaign (an unusually high rate for email-based content!)
✅ 1,300+ quiz sign-ups, resulting in nearly 3,500 quiz responses over five weeks
✅ Discovery of a new non-dues revenue opportunity through potential quiz monetization for both current and aspiring CRRNs
What's Next
By identifying member intent and aligning communication accordingly, ARN transformed its onboarding process into a data-driven, high-engagement journey. PropFuel's conversational platform empowered them to move beyond one-size-fits-all messaging, resulting in measurable growth in certification interest and member satisfaction.
For associations looking to level up their engagement, this story proves that segmentation and meaningful conversation aren’t just nice-to-haves, they’re powerful levers for growth.