C A S E S T U D Y F E A T U R I N G

ASAE USES THE ASK, CAPTURE, ACT METHODTO ENGAGE MEMBERS YEAR-ROUNDThe American Society of Association Executives, commonly known as ASAE, representsindividuals and organizations in association management. The organization providesexperiences, community and tools to help associations and the individuals within themsucceed. As such, digital engagement with members is an ongoing focus.

In the midst of COVID-19, ASAE wanted to roll out consistent communications with theirmembers to discover more about them and what they were looking to achieve, as well ashelp them align ASAE’s benefits with their current needs. To do so, the organization usedPropFuel to build a sequenced, year-round campaign to connect directly with new andrenewing members on various aspects of their career, member experience and needs. Thisis an ongoing campaign, which you get to experience if you are an active ASAE member!

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NEW & RENEWING MEMBERENGAGEMENT

ASK - CAPTURE - ACT

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Month 1

A typical new member communicationmight include a long email with a l istof member benefits and to-dos.

In the ASAE campaign, Month 1 istr iggered by a new or renewingmembership transaction. I t beginswith a simple check-in question:

Not only does this give ASAE theopportunity to see what eachindividual member values and thereason for joining, but i t also gives thenew member an opportunity to shareher voice.

A custom landing page is del iveredbased on how she answers;A direct email with moreinformation supporting her numberone goal for the year fol lows;On the data side, a specialty tagwith her response is added to themember profi le, with the capabil i tyfor ASAE to write back this newindividual ized context to their othersystems (such as the AMS).

When a member answers:

Month 3

After a few other monthly check-inscomes Week 10, with anotherquestion:

What is most importantto you as you manageyour career this year?

Are you interested involunteering for ASAE?

What do you value?What do you need?What are your pain

points?

A S K C A P T U R EInsights into

member wants,needs andinterests

A C TTo deliver tools,

opportunities andcommunity to

support membergrowth

Ask-Capture-Act ProcessA whopping 73 percent of memberswho have responded to this questionto date have said either “YES! Tellme More,” or “Maybe, what do youhave in mind?”

In PropFuel , this isn’t whereengagement ends. When a memberanswers this question, severalimmediate act ions are tr iggered:

In Month 5 of the campaign cycle, after a fewaddit ional learning and interest check-ins,ASAE dives a l i tt le deeper into memberbenefits with a question about supportneeded in tackl ing personal to-do l ists.

The member benefit to which they arebringing attention is a concierge service. I f amember responds that she needs taskassistance, she might also be interested intaking advantage of this benefit . When amember answers “Yes,” she receives a landingpage response to guide her to information onthe concierge service.

If the member responds "No," there’s no valuein giving the responder more information ona program she has indicated she doesn't needright now. Instead, she is directed to adifferent landing page with another ASAEbenefit for consideration.

To date, ASAE’s director has received 370 text responseemail alerts for follow up, and interest from nearly 800members who are ready and will ing to volunteer for theorganization. That is what we call a very good "problem!"

For those who respond “Yes” or “Maybe,” they aredirected to a landing page with a l ink to f i l l out theirvolunteer profi le r ight away, and are informed that thedirector of volunteer relat ions wil l be in touch soon. Theyreceive an email with the same information.If the member includes an open text response to let ASAEknow more specif ical ly about her volunteer interests, thedirector receives an email alert with this information fordirect , one-on-one contact with the member.

Could you use anextra set of hands

to help youaccomplish a

range of tasks onyour personal to-do list quickly and

efficiently?

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Month 5

800MEMBERS WITH VERIFIED

VOLUNTEER INTEREST

370INDIVIDUALIZED TEXT

RESPONSES

110MEMBERS WITH

VALIDATED NEED OFMEMBER BENEFIT

As the membership year begins to round out, Week 40 offers amore ref lect ive question on how a member's business interestsmight have changed throughout the year. This is anotheropportunity for ASAE to give members an individual ized voicein a digital sett ing.

I f the member responds “Yes” to this question, she has theopportunity to submit an open text response. This responsedoesn't f loat away into a database, never to be viewed.Instead, the member receives this s imple and human responseupon submission: “ I love hearing what you're working on! I ' l lreview what you told me and see i f there's a way I can help.”Responses go directly to an ASAE staff person for directengagement with their member.

In follow-up communications, members have reached out tosay they are very grateful ASAE is asking for their opinionand feedback. After years of not having an outlet, they canfinally share their voice. They see a staff person'ssignature and know it's a real person ready to l isten.

ASAE’s new and renewing member campaign in PropFuel isevolving how associations relate to their members.

Associations want to understand what members want andwhy they act (or not) - directly from their own voices.

Through two-way engagement, capturing the voice of themember and the ability to act with immediacy, ASAE is

unlocking rich, new data with context on members,resulting in deeper engagement with each individual.

We would love to get to know more about your organizationand how PropFuel's contextual engagement platform can help

you create super-members. Book a Demo

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Month 10

Lookingback on the

last year,have your

personal orbusiness

objectiveschanged?

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RESPONSES

F I R S T 9 M O N T H S