When writing to inform, engage, and inspire, association professionals often assume members will be so eager to get to the point of their content that they can forgo the tried and true elements of what make a narrative work – but skipping out on storytelling is a mistake.

Many associations understand that video content is essential to engaging the next generation of members. Often, these savvy organizations have been educating members for generations, yet when it comes to video programming, they can’t decide what to produce. 

Associations are as relevant as ever, but the factors that attract and retain members are completely different than they once were. While in the past, people joined associations for a sense of camaraderie, today the driving force behind association membership is education.

Most associations wouldn't think twice about offering its associate advertisers space in a magazine or directory. However, these same organizations struggle to visualize how video could be sold in the same way. In this blog, we discuss how MHI used it's conferences to create advertising revenue using video.