Members Aren’t Responding—Now What?

Course Description: When your best marketing efforts fall flat, what’s really going on? This session helps you dig beneath the surface to discover why members tune out—and how to turn it around. Through interactive exercises, case studies, and honest conversation, learn how to spot whether the issue is segmentation, messaging, or product fit. Work with peers to rethink your approach, uncover fresh strategies for connecting with your audience, and leave with clear steps to boost member engagement and deliver genuine value for your association. Learning Objectives: – Diagnose the real reasons behind poor member engagement using segmentation, messaging, and product-fit frameworks.​ – Evaluate member data and campaign performance to identify what’s working—and what’s not—in your marketing strategy.​ – Differentiate between symptoms of marketing problems (like low open rates) and underlying product or value gaps within the association.​ – Redesign core marketing messages to align with meaningful member needs and motivations, avoiding one-size-fits-all communication.​ – Collaborate with peers to create actionable solutions and engagement strategies that can be applied immediately within your organization.​ – Implement a feedback and measurement loop to continuously improve marketing, segmentation, and product relevance over time. Speaker: Laura Sparks, Director of Marketing and Communications at American Society of Appraisers CAE: Marketing & Communications NASBA: Communications & Marketing