Promoting Chamber of Commerce Benefits of Membership

Chambers of Commerce offer a wide array of benefits to their members, designed to support business growth and community development.

It is imperative that you are recognized as the go to organization for the business community.

Here are some key advantages of joining a Chamber of Commerce:

Networking Opportunities:

 

Make valuable connections: Chambers host regular events like mixers, breakfasts, and luncheons, providing platforms to meet potential partners, customers, and suppliers.

 

Build relationships: These connections can lead to collaborations, referrals, and long-term business relationships.

 

Increased Visibility:

Get listed in directories: Chambers often have online and print directories where members are listed, increasing your business's visibility to the community.

 

Promotional opportunities: Chambers may feature member businesses in newsletters, social media, and other marketing materials.

 

Credibility and Trust:

 

Enhanced reputation: Being a Chamber member can boost your business's credibility, as consumers often view Chamber members as more trustworthy and community-oriented.

 

Display your membership: You can display the Chamber's membership sticker or logo on your website and in your business, signaling your commitment to the community.

 

Advocacy and Support:

 

Voice in local issues: Chambers often advocate for business-friendly policies and represent their members' interests to local government.

 

Support and resources: Chambers may offer resources like training workshops, business advice, and access to industry experts.

 

Access to Resources:

 

Educational programs: Chambers often conduct workshops and seminars on various business topics, helping members enhance their skills and knowledge.

 

Discounts and benefits: Some Chambers offer discounts on products and services, as well as access to exclusive member benefits.

 

Community Involvement:

 

Give back to the community: Chambers often engage in community development initiatives, providing opportunities for members to get involved and make a positive impact.

 

Build a stronger community: By participating in Chamber activities, you can contribute to the growth and prosperity of your local area.

 

Additional Benefits:

 

Referral programs: Chambers often have referral programs that connect members with potential customers.

 

Access to market research: Some Chambers provide access to market data and research to help members make informed business decisions.

 

Business development programs: Chambers may offer programs to help businesses expand and grow.

 

How to Promote Chamber Membership:

 

Highlight success stories: Share stories of how Chamber membership has helped businesses succeed.

 

Offer incentives: Provide special discounts or promotions to new members.

 

Host events: Organize events that showcase the benefits of Chamber membership.

 

Use social media: Promote the Chamber and its members on social media platforms.

 

Partner with other organizations: Collaborate with other community organizations to promote the value of Chamber membership.

 

By actively promoting these benefits, Chambers of Commerce can attract new members and strengthen their role as a vital resource for businesses and communities.

Kicking Sacred Cows To The Curb

Sacred Cows. We all have them in our organizations.

What do we call programs that lose money? A member benefit! Do not get caught in that cycle.

I speak with chamber execs all the time that share their frustration of that new project initiated by the new chairman. We’ve all been there.

When we add new programs, do we delete a program? No. Use these economic times to shed those losers.

I wrote about scorecards in a previous post. Creating a scorecard can be very effective in sun-setting those programs, products or services that: don’t make money; members don’t value anymore, or have become a sacred cow of the organization.

A scorecard to measure the value of your programs, products or services should track at least the following items as a starting point:

• Revenue
• Costs - direct and indirect (i.e., staffing costs)
• Stated goal of program, product or service
• Evaluation of program, product or service by members
• Measure the results

As a sidebar, we should be reminded of the “Hedgehog Theory” stated by Jim Collins in his book titled, Good to Great, and include the theories’ three criteria in the final analysis:

1. Do we have passion for this program, product, or service?
2. Are we, or can we be the best in delivering this program, product or service?
3. Do we make money on this program, product or service?

After you’ve implemented this assessment tool in your yearly review process, it should provide a strong argument on whether to continue a program, product, or service in the coming years – or kick that sacred cow to the curb!

For a previous blog post on program based budgeting go HERE.

The Relevance of Chamber's of Commerce

Are Chamber’s of Commerce relevant? Are some more relevant than others?

Are all your members important? Are some more important than others?

The answer is yes to both, some chambers are more relevant than others and some members are more important than other.

The key is to fine what your chamber stands for and focus on executing that mission.

I’m reminded of the Hedgehog Theory – by Jim Collins in his book “Good to Great.”

As you may know, the theory uses three circles to make his point. Using these three circles, indentify what you have passion for, what you are or could be the best at, and what do you make money on. Where those three circles come together is where you should focus your energies.

Just a quick look at the numbers of chambers across the country are mind boggling. Differentiating your chamber from the competition is critical to your continued growth and success.

What makes us relevant? Based on a Winston Study in 2001, the following were identified by members of chambers across the country.

• Networking opportunities
• Economic/community development
• Issue advocacy/lobbying
• Tourism/Community promotion
• Leadership training
• We help our members grow their business

It should be noted that what is relevant for one chamber could be completely different for another. That again lies the real question. What do we want to be known for? What is going to make us relevant? If you don’t know, it’s time for you to conduct a board retreat and find out.

What’s Driving Change in Membership?

There are internal and external forces that are forcing chambers to change the way they do business. The following are just an example of the issues facing chamber execs each year, and as you can see, many are out of our control.

Internal

• Budget cuts
• Staff cuts
• Doing more with less (doing away with or cutting back on services – 24 hours just became a 48 hour turnaround time – is that acceptable)

External

• Economy (your members have fewer dollars)
• Internet (free or pay as you go)
• Competition (bookstores, state & regional chambers, local chambers, our members)

It’s important to revisit your value prop on a regular basis. You know the equation, Benefits – costs = value. The challenge is to communicate that value effectively to your membership, non-members and community alike.

I subscribe to the philosophy that all businesses in your community are either members of the chamber or are going to be members of the chamber.

Membership Is Everybody’s Business

Membership is what’s on everybody’s mind today, as is -- “How do we keep growing in these uncertain times?”

What is your organization doing to continue growth during the challenging months ahead?

My new pitch – “Membership is everybody’s business!”

I recently participated in a session on “Driving Change in Membership Services.” With fiscal year-end upon us, now is the time to review your organization's activities to ensure you are doing everything possible get back on the track of continued growth many of us experienced in the 80’s and 90’s.

General Themes

Membership is a labor-intensive activity. I would suggest the day of the phrase “build it and they will come” no longer applies. How about these phrases (sound familiar): “Where’s the beef” – “Show me the money” – and today I hear “What’s the value of membership.” As membership organizations, we must always be prepared to answer that fundamental question.

Membership is everybody’s business. We must remember that a bigger membership base means more book sales, program registrations and potential advertising dollars that the entire organization will benefit from – not just the membership department. All staff and all volunteers need to know the importance of membership and the key role they can play in influencing that process.

Continue to be innovative while still delivering the goods! I’m reminded by a book I read written by Anthony Bourdain titled Kitchen Confidential. In it he gives an analogy on why people continue to go to the same restaurants and purchase the same meals over long periods of time. They do it because they know they can expect the same quality of a specific dish on any day of the week or week of the year.

What’s Driving Change in Membership

There’s no question the past 12 to 18 months have created challenging times for all of us. Budget cuts, staff cuts and doing more with less are just three internal factors we're are dealing with everyday as we continue to deliver value to our members. Once you add the economy, the Internet and competition (sometimes from our own members) as three external factors we face, it’s no wonder recruiting new members is getting tougher and tougher each year.

When organizations and companies are affected by the economy, memberships are one of the first things that get reviewed, which leads to one of the most important equations membership professionals face today. Showing the value of membership! I’m sure you’ve read or heard that phrase before. Putting an actual dollar figure next to each could be problematic, but the following equation is what I suspect many of our members are calculating in their heads during invoice time:

Benefits - Costs = Value

An Eye Towards The Future

The future looks bright! It was reassuring speaking with many of my colleagues with all the creative membership campaigns being done in the membership arena. Now may be the time to look at that new class of membership your Board was thinking about creating to grow membership over the past couple of years (students, global, retired, etc.).

Members want a place they can call home - deliver the value – that’s our job!

What's Your Brand?

That is the $64K question.

Has your brand changed over the years?

Building a brand is important, it’s built over time, and you need to review your brand every five to ten years if you want to stay relevant.

Which leads me to my next question.

As I visit with the chamber community across the country, I’m always asked the following four questions.

1. Are Chamber’s of Commerce Relevant?
2. Are some more relevant than others?
3. Are all your members important?
4. Are some more important than others?

As you might have guessed, the answer is yes to all four. But, let’s not fool ourselves, some chambers are more relevant than others, and some members are more important than others.

Based on the Winston Group study, a question was asked – “What makes chambers relevant?” The top 4 answers:

1. Networking opportunities (41%)
2. Economic/community development (37%)
3. Issue advocacy/lobbying (16%)
4. Tourism/Community promotion (15%)

That being said, I’m quick to point out a conversation I had with a chamber CEO last year who stated, “If you’ve met one chamber, you’ve met one chamber,” which leads me to my next question.

What is your Chambers Value Proposition?

You’ve seen the equation: Benefits – Costs = Value.

What is your Chamber’s Golden Handcuff? What do you provide that every member wants to be a part of. That’s your golden handcuff, and that’s a question only you can answer.

I’m reminded of two books I’ve read and wanted to share two concepts that I keep “top of mind.”

The first, is by Jim Collins. The book is Good to Great, and it talks about how organizations make the leap. Mr. Collins refers to a concept called the “Hedgehog Theory.” And, in a nutshell, it’s a business model for lines of business. Think of three circles:

1. What do you do better than anybody else?;
2. What do you have passion for?; and
3. What do you make money at?

The book suggests to focus on where the three meet.

The second book, Kitchen Confidential, by Anthony Bourdain. Mr. Bourdain was the executive chef at Les Halles in New York.

He talks about why people go back to the same restaurant year, after year, after year for the same meal. I’m guilty. I went to Café Dalat, in Arlington, VA, for 15 years, and I order the same thing every time (without exception).

I’m so guilty, I go cross country to California and order the same meal at Lares, a Mexican restaurant, every year – that little tradition has been going on for 20 years.

Mr. Bourdain states that people order the same meal, from the same restaurant, because they know the quality of the meal will be the same every time.

I suggest the message to chamber leaders (volunteer and staff), is too never forget why your members join.

Your members will want you to innovate, push the envelope, create new products and services, but at the same time, you need to deliver the core goods that your members expect from your chamber.

As you look towards the future: show the value; communicate, communicate, communicate your brand; build partnerships/alliances; and never take a member for granted.