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Lie #1 - “We already send emails, our members just aren’t engaging.”
The Belief
Many associations fall into this trap: “We send plenty of emails — newsletters, event promos, renewal reminders — but members just aren’t engaging.”
It feels like you’re doing everything right. Your communications calendar is full, your email tool shows solid deliverability, and your team spends hours crafting updates.
So when engagement doesn’t follow, it’s easy to assume the problem lies with your members — maybe they’re too busy, distracted, or simply not paying attention.
But here’s the truth: the problem isn’t the volume of emails. It’s the direction of the conversation.
Why This Belief Is So Common
Associations have long relied on email as their main communication channel. It’s fast, measurable, and familiar — plus, it’s built into almost every AMS or CRM system.
The logic goes: more updates = more engagement. But in reality, members aren’t ignoring you because they don’t care. They’re tuning out because they’re tired of being talked at.
Think about it — every “blast” you send adds to an already noisy inbox. Even the most loyal members eventually stop opening when every message feels like a broadcast, not an invitation.
Why It Doesn’t Work Anymore
Members today expect something different. They want relevance, personalization, and a sense that their input actually matters.
A recent study found that over 70% of association members say they feel disconnected from their organization’s communications — not because they’re getting too few, but because they’re not being asked to participate.
When emails only inform, they miss the chance to involve. And involvement is what drives real engagement — the kind that leads to renewals, event registrations, and advocacy.
How to Think Differently
What if, instead of sending more information, you started more conversations?
Imagine asking members short, simple questions like:
- “What topic would you love to see in our next webinar?”
- “How satisfied are you with your member benefits this year?”
Then — actually responding to their answers.
That’s where the shift happens: from one-way communication to meaningful dialogue.
How PropFuel Helps
PropFuel turns your static email broadcasts into real two-way conversations.
Instead of pushing out messages, you can ask questions, capture responses, and take action automatically — all inside the same platform.
It’s communication that feels personal, timely, and human. And it’s the kind that members actually respond to.
👉 Download the full guide: “10 Lies Associations Tell Themselves About Member Engagement”
👉 See how PropFuel works — book a demo here
Dave Will
While working for SAP, a multi-billion dollar software company, nearly 20 years ago, Dave Will was advised to "Walk faster and smile less, because perception is reality." Dave took this feedback to heart and started a business based on the antithesis of this advice. Fourteen years later, Dave successfully sold Peach New Media, a Learning Management System for associations, which is now part of Community Brands.
Since then, Dave and his leadership team from Peach built an engagement platform called PropFuel, the first Conversational Engagement platform designed specifically for member based organizations to improve member engagement using the Ask, Capture, Act methodology.
Dave lives on the South Shore of Massachusetts with his 3 boys, 3 boy dogs and his formidable wife, Nicole. He's an endurance runner and pretends to work from his boat in Buzzards Bay, MA as much as possible all summer long.