Be a Better Storyteller for Your Association

By: Bill Baker

Instead of pushing information at members and hoping it will stick, association leaders should pull their members toward important goals and concepts so that members see those ideas as their own. Storytelling can provide a powerful way for association leaders to convey important ideas and inspire members.

Leading, building engagement, and creating alignment are challenging within any organization and even more so within an association. The volunteer- and member-oriented nature of associations requires a different approach to leadership than what is typically used in corporations. In turn, association leaders who need to build understanding and focus around important strategic information—the association's strategic vision, its brand positioning, and its broader story—cannot apply the "do it because I'm telling you to" methodology used by many corporate executives. ...