Show Notes
Most lapsed member outreach follows the same playbook: another email, a longer list of benefits, a better subject line, a different send time. It feels like the right move, but more options and more messages tend to do the opposite. Members tune out, and the association is left guessing what they actually want.
Ryan Graham, Chief Revenue Officer at PropFuel, makes the case for winning members back through conversation instead of volume. Drawing on real campaigns from associations like the Pennsylvania Medical Society, the New York State Bar Association and the Air and Space Forces Association, he shows how a single question uncovers intent, timing and the real reasons people hesitate. Then he builds a lapsed member campaign live with one of the attendees.
During the session, he covers:
- Why more content, more emails and more benefits backfire with lapsed members, and what a grocery store jam study has to do with it
- Why “no” is one of the most valuable answers you can get, and how to act on the reasons behind it
- How to capture answers like a member’s preferred way to renew and use them to personalize next year’s outreach
- A live build of a lapsed member win-back campaign with PropFuel’s AI campaign builder