Most associations know when a member doesn't renew. What they don't know is why. The record says "lapsed," the dues weren't paid, and you're left guessing — was it the price? A life change? Did they stop seeing the value? Without real answers, you can't fix what's broken, and you're likely to repeat the same patterns next renewal season.

This webinar set out to change that.

Ryan Graham from PropFuel is joined by Lauren San Martin, Director of Membership and Marketing at the Veterinary Emergency and Critical Care Society (VECCS), to walk through how VECCS shifted their renewal process from a guessing game into a triage system — one built on real member intent, not assumptions.

During the session, they cover:

• Why "lapsed" is the least useful data point you have — and what to capture instead
• How to identify at-risk members before they've made their final decision
• How to segment your renewal audience into committed, undecided, and definite departures
• Real results from VECCS's renewal and win-back campaigns, including $286K in directly attributed revenue and a 22% increase in retention year-over-year

One moment worth highlighting: when VECCS asked lapsed members whether they knew their membership had lapsed, 78% said no — despite receiving multiple renewal communications. That single data point reframes a lot of assumptions about why members leave.

If you're tired of flying blind on renewals and want a practical framework for understanding what's actually driving lapse at your association, this recording is worth your time.