Show Notes
Most renewal campaigns are a one-way conversation. Invoices, reminders, and benefit recaps go out to every member, but the only way anyone can respond is by paying... or not. By the time January rolls around, associations often have no real read on who's renewing and who's already gone, and there's nothing left to do about it.
In this session, Brittany Lancor sits down with Lauren Taggart of FelineVMA to unpack the single-question campaign that changed their 2026 renewal cycle. By asking members one simple question ahead of the formal renewal ask, FelineVMA moved from a purely broadcast strategy to a two-way conversation... and the results followed: a 20% engagement rate on their first check-in, a jump in retention from 74% to 82% year over year, and their highest membership count on record.
During the session, they cover:
- Why the moment right before renewal is the most important (and most overlooked) conversation of the year
- The exact question FelineVMA asked, and the three response paths it triggered
- How automatic suppression kept already-renewed members out of future touchpoints
- What happened to mailing costs and invoice volume once they knew who actually needed a physical reminder
- The full results: retention up from 74% to 82%, deferred revenue up over 20%, and a record membership count