Why Understanding Your Member's Needs is the Key to Engagement

Can we all say needs assessment survey?

If you don't ask your members what they want how can you deliver valuable programs?

Many chambers make the mistake of creating programs where no one or not nearly enough show up to make the program profitable.

What do we call a program that doesn't make money?  A member benefit! We're all guilty.  Let's stop doing that today.

I'm a big fan of the Hedgehog Theory discussed in Jim Collins' book Good to Great.  The concept is that your chamber should only be doing programs that:

  • You have passion for;
  • You are the best at or can be the best at; and
  • You make money.

Where those three circles intersect, those are the programs you should focus on and be involved with.

Kick the rest to the curb!