Show Notes
Most associations run a recruitment campaign, an onboarding campaign, and a renewal campaign every year. But they run them as three separate efforts — different teams, different timelines, different messages — with nothing carrying over from one to the next. What you learn during recruitment doesn't inform how you onboard, and what you learn during onboarding doesn't shape how you approach renewals. So every campaign starts from zero.
That's the problem this session was built around.
Brittany Lancor, Senior Marketing Manager at PropFuel and former membership professional, walks through what changes when you treat these three campaigns as chapters in one member story instead of three separate books. Using real examples from the Academy of Model Aeronautics, she shows what it looks like when every question asked and every answer collected carries forward into the next stage.
During the session, she covers:
- Why the three moments that make or break membership — first impression, first year, and renewal decision — are more connected than most teams treat them
- What a conversation-first recruitment campaign looks like, and how one homepage question led to 3,800 conversions and over $300K in revenue for AMA
- How an eight-touchpoint onboarding series doubled engagement by asking members what they wanted instead of telling them what to do
- Why the renewal decision is made months before the renewal notice goes out, and how asking one question — "Do you plan on renewing?" — drove nearly 12,000 conversions and close to $1 million in renewal revenue
This is part one of a three-part series. Upcoming sessions go deeper into each use case individually.