Storytelling That Builds Connection

There’s an old saying in marketing: “Facts tell, stories sell.”

That’s because people don’t just connect with data or bullet points—they connect with other people. For chapters, storytelling is one of the most powerful tools you can use to build community, engage members, and showcase the impact of your work.

The good news? You don’t need to be a professional writer to tell a great story. With a little structure and the right approach, you can capture the heart of your chapter’s work and share it in ways that resonate.

Types of Stories to Share

Not sure where to start? These types of stories are always effective for chapters:

• Member Journeys
  • Example: Why someone joined AMPP, how certification advanced their career, or the skills they gained from attending a course.
  • Why it works: Members see themselves reflected in these stories and feel encouraged to get involved.
• Event Success Stories
  • Example: A short recap framed through one attendee’s experience or a sponsor’s contribution.
  • Why it works: Makes events more memorable and shows the value of participation.
• Volunteer Impact
  • Example: Spotlighting a committee chair, or volunteer who went above and beyond.
  • Why it works: Recognizes contributions and inspires others to step up.
• Sponsor Partnerships (optional)
  • Example: A thank-you post highlighting how a sponsor made an event possible.
  • Why it works: Strengthens sponsor relationships and shows their impact to members.

• Scholarship Stories (optional)
  • Example: Highlighting a student who received a chapter-funded scholarship and how it’s helping them pursue a career in the industry.
  • Why it works: Shows the chapter’s commitment to the future of the profession, demonstrates real impact on individuals, and inspires members and sponsors to support fundraising efforts.

How to Collect Stories

Storytelling starts with listening. Here are simple ways to gather material:

• Surveys: Add open-ended questions to your event feedback forms, such as “What was your biggest takeaway?”
• Casual Conversations: Pay attention during networking time—great quotes often come up naturally.
• Emails: Invite members to share a quick testimonial about an event, course, or their career journey.
• Social Media: Encourage members to tag your chapter in posts. This can lead to organic stories you can reshare.
  
  Pro Tip: Always ask for permission before using names, quotes, or photos in public channels.

How to Tell Stories Effectively

Once you’ve collected a story, here’s how to share it in a way that makes an impact:

• Use names and roles: “Maria, a coatings inspector in Houston…” feels real and relatable.
• Add quotes: Let the member’s voice shine through.
• Include visuals: A photo or short video brings the story to life.
• Keep it short: Aim for 200–400 words in writing or 1 minute in video.
• Use a simple structure:
  • Problem: What challenge or opportunity did they face?
  • Action: What did they do (attend, volunteer, sponsor, support)?
  • Outcome: What changed for them or the chapter?

Tone tip: Keep it authentic and conversational. You don’t need to polish every detail—real stories are more engaging than perfectly crafted ones.

Quick Win Tip: Start a "Member of the Month" Spotlight

One of the easiest ways to get started is with a recurring feature like a Member of the Month.

• Ask one member each month to share a short story, a favorite memory, or a professional tip.
• Add their photo and a quick quote.
• Share it in your newsletter, on social media, and on your chapter website.

This is a simple, low-effort way to consistently highlight your members and keep stories flowing. Get started with this Member of the Month Spotlight Template. 

Final Thought

Facts and figures are important—but stories are what people remember. By weaving storytelling into your chapter’s content, you’ll create stronger connections with your members, show your value to sponsors, and make your chapter more relatable and engaging.

Start small: collect one story at your next event, share it with a photo and a quote, and watch how it resonates.

Because in the end, your chapter’s story is really the story of your people.

Have question or need help getting started? Reach out to chapters@ampp.org. We are here to help!

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