Show Notes
Most renewal campaigns find out who's disengaged at exactly the wrong moment — right when you need them to recommit. The members who don't renew usually decided months earlier. The renewal notice didn't lose them. It just made the loss official.
That's the problem this session was built around.
Brittany Lancor, Senior Marketing Manager at PropFuel and former association membership professional, walks through why most renewal efforts end up as rescue operations and what changes when you start the conversation 90 days before the invoice goes out. Using real campaigns from trade and professional associations, she shows what it looks like when renewal becomes a conversation instead of a chase.
During the session, she covers:
- The three patterns that keep showing up in underperforming renewal campaigns — segmenting by tier instead of engagement, leading with a deadline instead of the relationship, and discovering who's at risk when it's already too late
- Why asking one question 90 days out — "Are you planning to renew?" — changes everything that follows
- How one professional association built a four-part renewal campaign around that single question and turned it into thousands of conversions
- How a trade association started even earlier by verifying they had the right contact before asking anyone to renew — and what they learned when they surfaced the hesitation behind every "no"
- Why you should always figure out what a member values before you ask them for money — and how each type of hesitation needs a completely different response
This is session three of a three-part campaign series. Session one covered recruitment, session two covered onboarding, and a bonus session on win-backs is coming next.