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Case Study: Ask, Capture & Act to Re-engage Lapsed Members

Dave Will
October 22, 2020

Associations are using creativity to drive revenue in 5 key areas: Member Acquisition, New Member Onboarding and Retention, Renewals, Conference Registration Drives, Lapsed and Dormant Members.

Hospitality Sales and Marketing Association International (HSMAI) focused on one of them this summer, when they had the opportunity to win back over 700 lapsed members.

They could’ve developed copy-heavy emails filled with membership benefits to send out. Instead, they simply asked the lapsed members,

“Did you know your membership expired?”

PropFuel’s Ask-Capture-Act methodology enables prospects and members to engage without the friction of traditional email. In this case, they simply asked the question, captured context, and in real time, delivered a personalized response based on whether or not the member knew their membership had lapsed.

See the surprising results in our HSMAI case study.

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