Show Notes
Most associations have one real conversation with a member: onboarding. After that, communication shifts from asking to telling — newsletters, event blasts, benefit reminders — while the data collected in year one sits frozen, going stale as the member's goals and needs change. The members most likely to leave aren't the loud ones. They're the ones you haven't heard from since they joined.
Brittany Lancor, Senior Marketing Manager at PropFuel and former association membership professional, walks through how to build a "re-onboarding" rhythm for members past year one — a recurring, low-lift version of the onboarding conversation instead of a once-a-year survey nobody acts on in time. Using real campaigns from a professional association and a trade association with institutional members, she shows what happens when associations keep asking instead of just telling.
During the session, she covers:
- Why year-one data goes stale, and what to ask instead of running another annual survey
- A 10-step check-in framework covering why members stay, whether their goals have changed, and their real NPS score
- What happens when you ask one simple question right after renewal, and the kind of feedback it surfaces
- How to handle year-two engagement when the "member" is an organization, not a person
This is the second session in a series on the 11 months between renewals, the stretch where associations either stay relevant to members or quietly become background noise. The next session moves from ongoing engagement into using events as a listening opportunity.