Gain actionable insights for your organization, while saving money and time!
WEBINAR RECORDING WITH CATHI HIGHT
From Assumptions to Insights – Rethinking Renewals with Data-Driven Engagement
DURING THIS WEBINAR RECORDING, YOU WILL:
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Explore how to use a conversational approach to gather actionable member data during the renewal process.
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Understand strategies for turning member feedback into personalized actions that deliver immediate value and increase retention.
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Look at real-world examples of how to move beyond static, one-way communications to dynamic, two-way engagement that builds stronger member relationships.
Discover how a different renewal approach leads to better data, earlier signals, and smarter decisions about where to invest your time and energy with Cathi Hight, Melinda Bentley, and Brittany Lancor.
Many organizations blindly assume renewals will always be there:
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- Is your renewal process running on hope instead of data?
- What if you could turn your renewal campaign into a two-way conversation with members?
- Are you ready to stop guessing what your members want and start listening?
It’s Time to “Flip the Script” and Listen to Members.
Most organizations follow a familiar and often ineffective formula when it comes to member renewals: send reminders and hope for the best. This “one-size-fits-all” approach leaves you in the dark, without insight into why members did or didn’t renew. It’s an approach that creates static, one-way communication and leaves valuable data on the table. The result is a missed opportunity to understand what truly motivates your members to stay.
In this webinar, we’ll share a new approach, initiated by the Texas Society of CPAs and PropFuel, that flips the script on traditional renewals. You’ll learn how to transform your renewal campaign into a data-driven engagement channel, moving from a monologue to a two-way dialogue with your members. By asking the right questions at the right time, you can uncover insights about what members really think about your value, events, and future plans.
This “Ask, Capture, Act” methodology enables you to respond promptly to member needs, creating a personalized experience that fosters engagement and retention. Join us to discover how this approach leads to better data, earlier signals, and smarter decisions about where to invest your time and energy.
Are you ready to turn assumptions into insights and start listening to your members?
Melinda Bentley
Guest Speaker:
Melinda Bentley, CAE, COO, Texas Society of CPAs
Melinda Bentley is the Chief Operating Officer for the Texas Society of CPAs, where she has served since 2000. In this role, Melinda leads the marketing and communications, membership, and chapter operations teams in delivering programs and services to 28,000 members across the state.
Melinda is a graduate of Baylor University with a degree in marketing. She is a Certified Association Executive (CAE), a member of the American Society of Association Executives (ASAE) and currently serving on the ASAE Marketing Professionals Advisory Council. Melinda also belongs to the American Marketing Association (AMA) and the Texas Society of Association Executives (TSAE).
Brittany Lancor
Guest Speaker:
Brittany Lancor, Senior Marketing Manager, PropFuel
With nearly a decade of experience in the association space, Brittany has a deep understanding of membership growth, engagement, and marketing strategies. Before PropFuel, she held various marketing and membership roles with healthcare associations, where she crafted strategies for driving member growth and engagement.
Now, she’s dedicated to helping associations unlock the power of conversational engagement to help enhance member engagement and support organizational goals. Brittany is currently Chair for the ASAE Marketing Professionals Advisory Council and also volunteers with the Association Forum Publications Working Group.
Cathi Hight
A Promoter of “Good Change”
Cathi is President of Hight Performance Group and a trusted advisor to chambers of commerce and associations across the U.S. and Canada. Known as The Strategic Whisperer, Cathi helps member-based organizations turn challenges into crystal-clear solutions.
Her work focuses on building bold strategic plans, developing value-based membership models, and transforming Boards into engaged, high-performing teams. Through data-driven insights and practical strategies, Cathi equips leaders to align around purpose and deliver real results. Whether leading a retreat, presenting a keynote, or facilitating a strategy session, Cathi brings clarity, candor, and a deep commitment to helping organizations do more with meaning.
Cathi is recognized nationally for her work and is the author of The Member Retention Kit and A New Approach to Tiered Membership, and developer of the Work Smarter, Not Harder program. She provides resources to help organizations stay relevant, effectively communicate the value of membership, and increase their bottom line.
She has presented at many state and national conferences for associations and chambers of commerce and has been an instructor for Institute for Organization Management (IOM) since 2004.
