W222: Stop Creeping Out Your Members: How to Connect in a New Age of Privacy Expectations (and Worthless Open Rates)
Wednesday, December 15, 2021
1:00 p.m. - 2:30 p.m. EASTERN TIME
Perceptions around digital privacy have evolved, and consumers are responding; already, 96 percent of U.S. users are opting out of Apple’s permission-to-track option. Across industries and especially in member-based organizations, consumers want (deserve!) a more human, personal experience with their intentional input.
Until recently, messaging has been based mostly on what consumers do (their behaviors, purchases and internet browsing), gathered through 1st, 2nd and 3rd party data sources. From there, a lot of guesswork happens: if they’re at this stage in their career, they want this, if they visited this web page, they probably want that. This segmentation is an estimation at best and makes your organization seem like a Peeping Tom at worst.
Instead of following your members, tracking what they do and then guessing what they want, what if you just asked them in real time and acted on it? That’s what American Academy of Pediatrics (AAP) did to better engage their members, and it laid the groundwork for a whole new engagement strategy. Within just a few months, the AAP put together multiple campaigns that increased recruitment numbers, gathered valuable information, and inspired a list of future campaigns to further strengthen their member interactions and communications.
Join us to explore how member attitudes, needs and wants are changing… and why your email open rate metric can be tossed in the trash for more meaningful measures of engagement.
Learning Objectives
  • Explore how changes in perception of privacy are affecting associations.
  • Learn why zero-party data is becoming more important than other data sources in engaging individuals throughout the member lifecycle.
  • Analyze how your organization’s communications strategy can be reshaped to align with changes in members’ perception of privacy and communication preferences.
Katy Lerman
Senior Manager, Membership Marketing & Engagement at the American Academy of Pediatrics
Katy Lerman is the Senior Manager, Membership Marketing & Engagement at the American Academy of Pediatrics. She is responsible for recruitment and retention of the association's 67,000 members and works closely with other staff and members to target communications that are effective, timely, and engaging. With the help of Propfuel during this past year, she has gained insights into her members' reasons for not renewing while increasing the number of reactivations and will share those success stories.
Brianne Wheeler
Director of Marketing at PropFuel
Brianne Wheeler is the Director of Marketing at PropFuel. has spent most of her career in marketing and communications roles, helping large healthcare associations communicate effectively with members. She leads the marketing effort at PropFuel, educating associations on conversational engagement, directing all inbound activities and supporting the sales effort.
Level Intermediate Delivery Group Internet-Based
CPE(NASBA Category) Communications & Marketing Reviewer Wade Tetsuka, CPA
CAE (Field of Study) Marketing & Communications CPE/CAE Credits 1.5
Prerequisites and advance preparation needed 1 year experience marketing for associations Cost $0.00
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