Membership is more than a transaction. It’s an experience shaped by what happens after a member joins and before they decide to stay.

In this episode, host Rhoni Rakos, ASAE Tech Council member and digital strategy consultant, leads a cross-functional conversation with association experts who are rethinking how we design the membership experience. Together, they explore how behavioral cues, design strategy, and member data can help associations build more intentional, trust-driven journeys.

Guests include:

• Michelle Wroblewski, Director of Association Growth and Strategy

• Brittany Lancor, Senior Marketing Manager at PropFuel and incoming Chair of the ASAE Marketing Professionals Advisory Council

• Evan Reid, Senior Director of Analytics and ASAE Tech Council member

This episode is part of Decoding Membership, a three-part podcast series by the ASAE Technology Professionals Advisory Council. Each episode brings together diverse voices to explore how associations can evolve recruitment, retention, and renewal strategies using behavioral science, data analytics, and cross-departmental collaboration.