1. A computer-implemented method for using data from an online social network to optimize subscription offers, comprising: during operation of the online social network, gathering data associated with subscription offers that were presented to members of the online social network, including information about which subscription offers were converted; using a machine-learning technique to train a model based on the gathered data; determining an inferred intent of a member of the online social network based on profile features, intent features and context features associated with the member, wherein the member is associated with more than one type of intent, and wherein each type of intent is associated with a different family of subscription offers; identifying an associated family of subscription offers based on the determined inferred intent of the member, wherein different subscription offers in the identified family provide different capabilities with different prices; and using the trained model to select a set of subscription offers from the identified family to present to the member of the online social network based on the inferred intent, wherein the set of subscription offers comprises at least one of the following: a less-expensive subscription offer with fewer capabilities, and a more-expensive subscription offer with additional capabilities.