Texas Society of CPAs

Autorenewal is the least glamorous thing an association does and one of the most important. The money renews itself, so nobody looks closely, and the members who are quietly drifting stay quiet right up until the day they are gone. The Texas Society of CPAs wanted to know something its billing process could never tell it. If renewal happens automatically, how do you know anyone is still with you?

• Association Type: State CPA society
• About the Organization: The Texas Society of CPAs serves certified public accountants across Texas and runs an autorenewal program for membership dues.

The Challenge

An autorenewal notice is usually treated as paperwork. It goes out, the payment clears, and the association learns nothing about the person on the other end. That is a lot of contact with a lot of members, spent entirely on a receipt.

The gap showed up on the website too. Event pages were getting clicks and not getting registrations, and there was no way to ask the person standing on that page what was stopping them. Meanwhile the team was refreshingly honest about its own limits. Like most association staffs, they have more tools available than hours to use them.

The Solution

The 2026 Autorenewal Campaign went by email to 1,502 members. Ask, capture, act. The notice asked members a question instead of only confirming a charge, the answers came back, and the team had something real to work with.

The website side kicked off in July 2026 and is being built now. On event pages that get clicks but no registrations, a prompt asks visitors the obvious thing: "why haven't you registered yet?" A second prompt shows a dues reminder only to logged in visitors who actually owe dues, so nobody is nagged about a bill they already paid. The society's own rule for all of it is to try not to be annoying, which is a better content strategy than most.

Melinda Bentley, who has been at the society 10 years, runs this with PropFuel's managed service rather than adding one more thing to an already full week.

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"I'm very grateful for the managed service thing." – Melinda Bentley, Texas Society of CPAs

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The Results

• ✅ 38.3% response rate – 595 of 1,502 members answered the 2026 Autorenewal Campaign.
• ✅ 99.49 percentile – that response rate sits near the top of its peer group for renewal email.
• ✅ 595 answers on the quietest renewal motion there is – autorenewal normally produces a receipt and nothing else.
• ✅ Email only, so far – the website work started in July 2026. Those numbers do not exist yet, and we are not going to pretend they do.

Why It Worked

• Put the question where the transaction already is. The autorenewal notice was going out anyway. It just was not asking anything.
• Ask on the page where people hesitate. A clicked event page with no registration is a question waiting to be asked.
• Target by what you already know. Showing a dues prompt only to people who owe dues is the difference between helpful and irritating.
• Capacity is the real constraint. A small team with a good plan still needs the plan to ship. That is what the managed service is for.

What's Ahead

The website campaigns roll out through the fall, and the measure the society cares about is attribution: being able to say this member renewed, or registered, because of what we asked them. Until those numbers land, the honest version of this story is the email one. A 38.3% response rate on autorenewal is a good place to start.

Ready to hear what your members are telling you? Schedule a call with our team.

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