11/15/2017

Go Deeper with Member Storytelling

Associations can leverage the power of storytelling to unearth history, drive conversation

Meet Ken Dunham, the association exec who literally wrote the book on his members. In many ways, associations can leverage the power of storytelling to unearth history, encourage conversation and get to know your members at a much deeper level.

Too often, associations go looking for members willing to “tell us your story.” As membership blogger Joe Rominiecki once wrote in this space, this attempt at engagement usually falls flat because it puts the onus on the member to do the work, and as we’ve noted before, member engagement is a two-way street.

But storytelling that dives a little deeper can drive results, as the West Coast Lumber and Building Materials Association recently proved with the publication of The Legacy of Lumber, a new 98-page book that tells the stories of members who have been with the organization throughout its 100-year history.

Please click here to read the complete article from Associations Now.