When I work with clients on their data management systems, one of the most common requests I get is that the association would like to get a “360-degree view” of the member. What the client means, of course, is they want to be able to see everything the member has done with the association, from years as a member, to committee service, to event attendance, to product purchases, to CEs earned, and so on.

Last week I was working with a client and one of the staff members referred to this as “the member’s story.” As she put it, “When I look at a member’s record, I want to be able to see her story.”

I really like this formulation. Knowing someone’s story implies that you know everything important about them. Having a 360-degree view of the member would certainly help you know their story.

As my kids like to say (much to my befuddlement) “You know my swag, not my story.” Do you know your members’ stories?