For associations of all sizes, one of the most powerful tools for building deeper connections with current and prospective members is storytelling. Facts and figures have their place in communicating value, but shared experiences are what truly resonate with the audience. Storytelling transforms benefits into tangible outcomes, creating an emotional connection that inspires members to stay engaged and prospective members to join.
Why Storytelling Matters for Associations
Associations exist to serve their members, yet one of the biggest challenges many organizations face is showing the real impact of membership. Traditional approaches, like listing benefits, services, or discounts, often don’t fully capture what it means to be part of a professional community.
Storytelling bridges that gap. When members hear directly from their peers about how an association has supported them, advanced their careers, or helped their businesses grow, they can imagine themselves experiencing those same benefits. Stories humanize the association’s mission, making the value of membership more relatable and compelling.
Beyond that, storytelling builds trust. People are far more likely to remember a story than a list of features. For associations competing for attention in a crowded marketplace, stories help cut through the noise and leave a lasting impression.
A Case Study: CHPA’s "ChooseDay" Campaign
At the Corporate Housing Providers Association (CHPA), storytelling is a key part of member engagement efforts. During the annual membership renewal cycle, CHPA runs a campaign called ChooseDay. The campaign highlights member stories through videos that showcase why they continue to renew their membership.
These stories are promoted through email and social media, reaching both current and prospective members. The videos highlight a range of perspectives, with some members focusing on networking and professional development, while others emphasize access to industry resources or advocacy efforts. By telling multiple stories, CHPA demonstrates that membership benefits are not one-size-fits-all but can be tailored to meet the needs of professionals across the industry.
For prospective members, ChooseDay offers a candid and authentic look at what it really means to be part of CHPA. Instead of reading a bullet point list of benefits, they hear real voices talking about why membership matters to them. That authenticity builds credibility and makes the decision to join more compelling.
For current members, seeing their peers reinforces a sense of belonging and community. It also creates pride in membership, reminding them of the value they receive and encouraging them to share their own stories.
How Associations Can Use Storytelling Strategically
Storytelling doesn’t happen by accident, it requires intention, structure, and consistency. Associations looking to adopt a storytelling approach for their marketing efforts can keep a few best practices in mind:
- Highlight a variety of voices. Different members will value different benefits, so showcasing multiple stories ensures that more people can see themselves reflected in your community.
- Keep it authentic. Highly polished marketing language may look professional, but people connect with real, honest accounts of member experiences more.
- Leverage multiple channels. Utilize written testimonials, podcasts, blog posts, or live event spotlights. Repurposing content across platforms extends reach and impact.
- Tie stories back to your mission. Make sure member experiences connect with the association’s larger purpose. This reinforces the “why” behind membership.
Storytelling as a Long-Term Engagement Strategy
The true power of storytelling lies in its ability to create an ongoing dialogue with members. Its purpose extends past recruitment and renewals to focus on building stronger relationships throughout the member journey.
When members regularly see and hear stories from their peers, they feel part of something bigger. They understand what the association provides and what it stands for. That deeper level of engagement leads to stronger retention, more active participation, and a more vibrant community overall.
Final Thoughts
For associations, storytelling isn’t just a marketing tactic, it’s a way to bring the mission to life. CHPA’s ChooseDay campaign demonstrates how powerful member voices can be in showing the real value of membership. By elevating authentic experiences and sharing them widely, associations can engage their communities in meaningful ways, inspire prospective members to join, and build lasting loyalty.
Emilee Wilson
Emilee Wilson joined RGI as a Marketing and Communications Coordinator in 2025, bringing with her a strong background in marketing, content creation, and digital media. Her creative spirit and passion for communication drive both her professional success and personal interests, and she brings energy and innovation to all of her marketing projects. Outside of work, Emilee is an avid wakeboarder, reader, and Swiftie.