Show Notes
Most associations run their event campaigns the same way: save the date, registration's open, a reminder, an early bird deadline, a last call. It works well enough to fill seats, but it's one-directional — and for the roughly 90% of members who never actually attend, it teaches the association nothing. The members who quietly say no just disappear from the conversation, and the reasons why never get captured.
Brittany Lancor, Senior Marketing Manager at PropFuel and former association membership professional, walks through how to turn that same campaign into a two-way conversation with a single question: "Are you planning to join us this year?" Using real event campaigns from a research society and a case management association, she shows how the answer — yes, no, or undecided — branches into follow-ups that surface what members actually want, what's holding them back, and what would change their mind.
During the session, she covers:
- Why the real engagement opportunity from an event comes from the members who don't attend, not the small percentage who do
- How one question — are you coming? — branches into different follow-ups for yes, undecided, and no
- What a "no" response reveals that a registration report never will, and why those reasons often resurface at renewal time
- How PropFuel's Membership AI (Signals and Segments) automatically flags and builds outreach lists from event responses
This is the third 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 series continues in the weeks ahead.