W260: How to Increase Engagement Through Personalization
Wednesday, May 4, 2022
11:00 AM - 12:30 PM (EASTERN TIME)

Are you still communicating to members as segments, based on their behaviors and transactions? Or to The Market of One?


Each individual in your community, member or not, has her own set of needs that your association is trying to meet. Traditional marketing has us speaking to segments based on behaviors and transactions. And often, traditional broadcasts are about what the association has to offer rather than what the member actually needs right then and there.


Instead of building campaigns around segments and broadcasting information, focusing on “The Market of One” connects associations and individuals by asking questions regularly over time to understand and immediately act on member needs.


See how associations are using a conversational approach to member communications – talking  to “The Market of One” – to gain member insights and drive action.

Learning Objectives
  • Understand the contrast between traditional and conversational methods of member communications and develop methods for starting conversations with individual members.
  • Explore The Market of One, and be able to implement strategies and use cases that enable one-on-one association staff to member communications.
  • Gain use case campaign examples in the areas of member recruitment/renewals, event engagement, member profile building and utilize them in future strategic planning.
Dave Will
Co-Founder and CEO, PropFuel
While working for SAP, a multi-billion dollar software company, nearly 20 years ago, I was advised to "walk faster and smile less, because perception is reality". I took this to heart and started a business based around the antithesis of this advice.​ It was 2001 when I started what became Peach, a Learning Platform software company, and recently finalized a successful sale to AKKR, a private equity firm. Currently, I'm working on PropFuel, a Conversational Engagement Platform designed to help make email, SMS and web communications more human. (
Jemilah Senter
VP, Marketing and Communications, MCI
Hey, you. Thanks for stopping by! If you are looking to learn a bit more about Jemilah Senter, you’ve come to a good place—read on and get in touch. While I sometimes find it jarring to realize that I’ve racked up 20+ years as a marcomm nerd, I admittedly sometimes also feel very much like I'm just getting started—and I LOVE it! Why? Because in the profession of marketing the field is CONSTANTLY changing. In fact, it’s the breadth of the discipline that convinced me back then that I would never have a boring day at work. And for the most part, that has held true. I’m fortunate to have had a career highlighted with incredible opportunities to do what I love for fantastic companies and nonprofits. In addition to being a change agent, people would describe me as being driven, visionary, creative, results-oriented, curious, passionate, persuasive, and savvy. Throughout my career I have demonstrated a can-do attitude, delivering results others believed to be impossible. I build and lead teams to success through being open, honest, fair, clear, and encouraging. I prioritize working strategically, cross-functionally, and collaboratively. I also have been known to bring about laughter in the workplace because I like corny jokes. It’s important to me that my work contributes to the greater good and betterment of society in some way. Whether through strategically-focused organizational advancement initiatives or integrated marketing and communications campaigns, I get excited about opportunities to do good, to make it better, and to strive for great. What do you say we collaborate?
Level Intermediate Delivery Group Internet-Based
CPE(NASBA Category) Communications and Marketing Reviewer Wade Tetsuka, CPA
CAE (Field of Study) Marketing & Communications CPE/CAE Credits 1.5
Prerequisites and advance preparation needed At least 1 year of association or nonprofit operations experience. No advance preparation required for course Cost $0.00
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