10/05/2017

Why Your Association Should Start Storytelling

Storytelling is a powerful way to communicate

Storytelling is a powerful way to communicate. Here’s how the International Sign Association incorporated a storytelling strategy in its marketing efforts.

Storytelling is powerful. I see it with my kids. For instance, I sent my daughter off to kindergarten this year, and in the days and weeks leading up to her first day, we chatted a lot about what she could expect. But picture books like Miss Bindergarten Gets Ready for Kindergarten, The Pout-Pout Fish Goes to School, and Monsters Love School just seemed to say it better than I could. But stories aren’t just for kids; they also resonate in the association world.

“Associations are successful when they are working on behalf of their members,” said Alicia Auerswald, CAE, vice president of marketing, membership, and communication at the International Sign Association (ISA). “Stories provide a way to showcase that work by telling it through members and others affected by it. Members see themselves in their peers and stories resonate in a way that a list of activities does not.”

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