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OSCPA - Propfuel Case Study

Deliverables

  • Targeted Member Re-engagement
  • Real-Time Feedback and Data Capture
  • Personalized Outreach at Scale

The Challenge

OSCPA faced a persistent retention challenge: a growing number of lapsed members and limited visibility into why they had disengaged. Traditional email and direct outreach had yielded diminishing returns. The organization needed a smarter way to:

  • Reconnect with lapsed members.
  • Understand why members left.
  • Update and improve contact records for more accurate, personalized follow-up.

The Solution

To meet these goals, MGI partnered with OSCPA to implement a re-engagement campaign using PropFuel, a platform built to drive two-way dialogue and capture member feedback at scale.

Key components:

  • Conversational Email Campaign:
    A five-touch email sequence over six months posed simple, personalized questions to lapsed members. Example: “Are you aware your membership has lapsed?” This low-friction opener served both as an alert and a call to rejoin.
  • Real-Time Interaction and Automation:
    PropFuel captured responses instantly, enabling automated follow-ups or routing to staff for personal outreach.
  • Insight Collection:
    The campaign also asked why members lapsed, feeding OSCPA critical data to improve future retention efforts.
  • Data Cleanup:
    Contact records were updated based on interactions, improving the quality and effectiveness of future campaigns.

The Result

Metric

Outcome

Engagement Rate

14% of all recipients responded to at least one question

Reinstatements

65 lapsed members rejoined directly through the campaign

Feedback Captured

91 respondents shared why they left—offering actionable insight

Data Integrity

Updated member records enhanced OSCPA’s follow-up accuracy

OSCPA Testimonial

Our association has greatly benefited from MGI’s expertise. Though technically an external partner, they truly feel like an extension of our team. Their experience and innovative strategies have strengthened our membership efforts and elevated our key learning events. We shortened our membership renewal campaign by a month and still matched the previous year’s results—while staying at or under budget thanks to strategic planning. Their professionalism, reliability, and preparedness make them an invaluable part of our success. They’re a real asset to our team!

Christina Fuduric | Director, Business Excellence

The Ohio Society of CPAs | ohiocpa.com

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