Win-Back
PropFuel asks every lapsed member why they left, then builds every message from what they say. Not a blast email to an indifferent list. A conversation.
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One question
Your membership expired on March 31. Did you know it had lapsed?
Illustrative example
The Problem
An expiration date passes. A “we miss you” email goes out. Maybe someone picks up the phone. But nobody knows why the member left, so every outreach is a guess.
Why did they leave?
Some left on purpose. Some just lost track. Some would come back if anyone made it easy.
The association can’t tell the difference, because no one ever asked.
Many lapsed members don’t even know they’ve lapsed. That makes “Did you know your membership expired?” a better first question than a request to rejoin.
The first reason a member gives isn’t always the whole story. When someone says they’re retiring or leaving the field, a follow-up question can check whether cost is part of it, so the offer matches the real reason.
“We’ve never actually asked lapsed members why they left.” That’s the starting point for most associations. PropFuel changes it, one question at a time.
Two Tracks
PropFuel runs a separate reengagement campaign for each lapse window. The recently lapsed track starts automatically when an expiration date passes without renewal, so members who lapse after your renewal sequence move straight into it.
Acknowledge the Lapse
Warm, personal outreach that says “we noticed.”
Ask Why
Surface the reason: cost, relevance, career change, or just forgot.
Branch by Answer
Cost concerns get a payment plan. Relevance issues get a value pitch.
Close or Escalate
Auto-renewal link or staff alert for personal follow-up.
Re-Introduce Yourself
They may not remember you. Lead with value, not payment.
Test Interest
Ask what has changed in their career. Find the new hook.
Make It Easy
One-click rejoin link tailored to their response.
Examples
These reengagement emails show how each track reads in practice. Every one asks a single question with one-click answers, and every click is saved to the member’s record in your AMS, so the next message matches what they said.
“Hi Jordan, your membership expired on March 31. Did you know it had lapsed?”
Writes back: Lapse awareness is saved to the member record. Members who didn’t know get a one-click renewal link right away.
“Thanks for letting us know. What was the biggest reason you didn’t renew?”
Writes back: The lapse reason is saved to the member record and decides which email comes next.
For members who chose cost: “Would a payment plan make it easier to come back?”
Writes back: Interest in a payment plan is saved, and a yes sends the payment plan link.
“Hi Sam, it’s been a while since you were a member. A lot has changed, from new CE courses to local chapter events. Which would be most useful to you now?”
Writes back: The interest is saved as a tag, and the rejoin link that follows is tailored to it. “None of these” removes the member from the track.
Illustrative examples. Names and dates are made up.
Which Engines Power This
Delivers personalized outreach that acknowledges the lapse and opens a real conversation, not another blast.
Manages two separate cadences for recently lapsed and dormant members, with branching based on responses.
Captures why members left, identifies common patterns, and reports on win-back conversion rates.
Scores re-engagement likelihood and recommends personalized messaging for each lapsed segment.
Your AMS
PropFuel reads each member’s expiration date and lapse status from your association management system (AMS), then writes every answer back to the member record where your AMS supports it.
Your AMS stays the system of record, so staff see why a member left in the tool they already use, and every reengagement campaign starts from current data.
PropFuel works with your AMS through 60+ integrations, including Nimble AMS, Salesforce, Fonteva, iMIS, Impexium, Personify, and YourMembership.
Results
FAQ
Immediately, within the first 30 days. The longer you wait, the harder it gets. PropFuel’s recently lapsed track starts sending reengagement emails automatically when a member’s expiration passes without renewal.
PropFuel’s dormant member track uses a different approach: re-introduction rather than reminder. Its reengagement emails acknowledge the time gap and lead with value rather than payment.
That response is captured and categorized. You learn the reason, the data feeds your retention strategy, and the member is removed from further outreach. Not every lapsed member should be won back, but you should always know why they left.
Yes. PropFuel can branch based on the stated reason for lapsing. If a member says cost is the issue, the follow-up can include a payment plan link or discount code. If they say irrelevance, they get a different value-focused message.
Results depend on your list and how long members have been gone. In PropFuel case studies, a medical society saw a 23% engagement rate on its lapsed list and AWHONN saw 18%, and 88% of AWHONN’s lapsed members who answered said yes to rejoining. Even members who do not rejoin provide data that improves your retention strategy.
Every lapsed member is a relationship that ended without a conversation. Some left on purpose. Some lost track. Some would come back if anyone asked. PropFuel asks.
The membership insights and engagement platform that helps associations understand what members want and act on it.