Challenge

AAHFN faced a significant lapse in membership following a database issue that unintentionally dropped a large segment of active members. This created an urgent need to recoup lapsed members, retain current ones, and attract new prospects, all while reestablishing trust and reinforcing the value of membership.

Solution
The Association Headquarters (AH) MarCom team partnered with AAHFN to launch a comprehensive six-month membership marketing strategy, designed to address three distinct audiences: lapsed members, current members, and prospective members.

The multi-channel campaign included:

• Three segmented email workflows tailored to each audience segment
• AAHFN membership video highlighting benefits and member impact
• Full-page advertisement in AAHFN’s quarterly newsletter: The Connection
• Website audit and homepage renewal promotion
• Article and infographic: “Heart Failure Is Where You Are”
• Two targeted social media ads (LinkedIn and Facebook) driving to gated content
• New digital marketing assets and content templates

The email workflows were powered by AAHFN’s YM database to ensure accurate targeting and automation. Messaging emphasized member benefits, professional development opportunities, and exclusive content access, while spotlighting the real-world impact of AAHFN members.

Impact
The campaign yielded measurable success across multiple channels:

• Over 1,160 contacts reached via email, with an impressive 60% open rate
• 11,000+ views on the membership video in December 2024 alone
• 26% lead-to-member conversion rate in AAHFN’s first formal lead generation campaign

The strategic segmentation, compelling creative, and collaborative execution helped AAHFN increase membership levels, reengage its base, and expand its community with new, motivated professionals.

Key Takeaways

This case study demonstrates how strategic membership marketing and data-driven communication can reignite engagement and accelerate growth for associations.

Membership Revival: Through segmented outreach and personalized messaging, AAHFN successfully reengaged lapsed members and attracted new professionals to its community.
Engagement Boost: The campaign achieved a 60% email open rate and over 11,000 video views, signaling renewed interest and stronger member connection.
Conversion Success: AAHFN’s first formal lead generation campaign produced a 26% lead-to-member conversion rate, laying the foundation for continued growth and retention.

Ready to Grow Your Membership?

AAHFN’s success highlights the impact of a focused, multi-channel marketing strategy backed by expert association management. Whether you’re looking to reengage your audience, increase renewals, or build new member pipelines, AH delivers measurable results that drive mission advancement.

Contact us today at inquire@ahint.com to discover how AH can help your association strengthen its membership and amplify its impact.