The Challenge

The Association of Rehabilitation Nurses (ARN) had long known that a significant portion of its members joined the association to earn their Certified Rehabilitation Registered Nurse (CRRN®) credential. However, the existing onboarding communications treated all new members the same, regardless of their intent. Using one-way tools like SurveyMonkey, ARN could collect feedback but not truly engage in two-way conversations. Without the ability to segment or personalize messaging, they risked missing key engagement and conversion opportunities with members who were certification focused.

The Solution

To better understand member intent and improve personalization, ARN began asking new members why they joined and segmented them based on their responses. Unsurprisingly, more than 62% of respondents said they joined specifically for certification. With this insight, ARN built targeted certification campaigns to walk these members through the CRRN process, providing guidance, resources, and timely reminders.

One standout tactic within these campaigns was a series of five weekly certification quiz questions. Originally designed to promote ARN’s CRRN study exam product, the quiz evolved into a highly engaging tool that served multiple purposes: nurturing prospects, engaging certified members, and driving non-member interest.

The Implementation

The strategy unfolded in layers:

• Onboarding Journey: New members entered a 12-month welcome campaign with touchpoints focused on ARN benefits, including volunteering and education opportunities. This journey kicks off with the question asking why they joined.
• Segmented Nurture Track: Members who indicated interest in certification were automatically funneled into a CRRN nurture campaign.
• Quiz Content: A five-question weekly quiz was added to drive engagement, reinforce learning, and highlight CRRN prep resources.
• Website Integration: The quiz was promoted on one of ARN’s highest-traffic web pages, attracting not only members but also non-members and already-certified professionals.
• Feedback Loops: ARN continuously reviewed quiz responses and participant feedback, including repeated calls for “more questions, please,” indicating a strong appetite for continued engagement.

The Results