Tips for Creating Programs with a Strategic Purpose

When you're creating a program or event, are you thinking about how it relates to your strategic plan?

Or are you just worried about whether it's promoted properly?

Or are you hitting your numbers for the amount of attendees you budgeted for?

At the end of the day, that's the wrong way to look at this process.

Instead, think about whether this program or event directly relates to your strategic plan/mission and does it make money?  For more information on a blog post I did about program-based budgeting go HERE or about making money go HERE.

The reality is that only 15% - 20% of your members actually attend your events.

As stated in the Horizon Initiative: Chambers 2025 report you need to base your recruiting on the mission and not your organizations events.

Bottom line, let's get out of the special event business and get into the advocacy business.  I know, I take hits all the time when I mention this concept at different venues across the country, but at the end of the day, you need to be the advocate for your members not the special events coordinator.

Consider getting out of the ribbon cutting business, the golf tournaments or the fireworks shows!

For more information on the Horizons Initiative: Chambers 2025 report by the Association of Chamber of Commerce Executives (ACCE) go HERE.

Good luck in changing the focus of your chamber from one of events to one of being the leader in the community through advocacy and community development programs.

Until next time!

Give a Great Speech: Think EATS

Did I capture your attention?

When thinking about giving a speech, you really need to think about the fundamentals of giving a good/great speech!

I recently attended a seminar with Jeff Porro, a specialist in communications, and his talk was spot on!  For more information on Jeff go HERE.

He laid out his thoughts on giving a great speech using the EATS theory!

EATS

• Event - research the group and the specific event.  Understand what the group expects to get out of your presentation.

• Audience - who's attending and what is the demographic?  Millenneals, X, Y, or is it the Boomers?  Or is it all of the above?

• Theme - what's the theme of the event?  What is their expectation?  At the end of the day, it's what they want is what you need to deliver.  Figure out what that is and knock it out of the park!

• Speaker - that's you!  Obviously, you're experienced or they wouldn't have invited you to address the group.  Relax, create your story for this group and deliver the goods!

Now let's get to the speech.  Make your speech personal (tell a story about yourself at the beginning of your speech).

Use stories not statistics.  He said he gets a lot of push back here - but stories about statistics, is the way to go.  People remember stories, not statistics.

Repeat yourself REPEATEDLY - rule of three is another tip I gained at Jeff's presentation.  Tell them what you're going to tell them, tell them, and finish with what you've told them.

He also talked about how conflict can be a good thing in a speech.  Most people are not comfortable with this concept, but once you've mastered it, he says it's the way to go!

He ended his presentation with a couple of odds and ends: don't tell a joke to start - tell a story about yourself instead.  And end your speech with the facts and the story that you began with.

For more information on giving great speeches go to Jeff Porro's website HERE or for a great article titled 8 Tips on Giving a presentation Like a Pro from Entrepreneur Magazine go HERE.

Sponsorships: Make it a Win Win For Both Parties

Sponsorships have been a great source of income over the year, but are we spending the right amount of time and energy to make sure they are working for both the sponsor and the chamber?

I like to use the word "partner" instead.  It just makes a statement that we’re in it together.

And that's the way it should be.  They need to see value, if they get it, they’ll be there for the long haul and that means you have to spend less time on the next deal.

Do you have exclusive deals?

In other words, limit the about of “partners” you will have and focus on those opportunities in your program of work.

I’m a fan of less is more, that's an example of fewer “partners,” but paying more for that opportunity, which is a win win for both entities involved.

What are some of the things you could be doing together:

• Joint marketing letter/email showcasing their product/program;
• Logo placement throughout the year on your social media platforms and website;
• A chance to introduce a speaker/s at your monthly programs; and
• Allow them to write a blog post (you have editing rights) etc.

Again, what’s key is your future sponsorship deals is to think of them as “partners."

Something to think about!

3 Things to Consider When Creating a Grassroots Network

When it comes to creating a grassroots network, it’s important to keep your members involved, while having fun and know that they are making a difference for your organization.

How do you do that?

I’d suggest the following three things:

• Communication
• Activation
• Share your work/results

Communication

It’s imperative that you communicate on a regular basis with your grassroots army even when you may not have an issue that is hot.

Activation

Make sure you have an easy way to activate those grassroots participants that will go to bat on any specific issue.  Remember, you should be able to segment by issue so you’re getting the right message to the right people and that will show in their response to your call to action in a timely manner.

Share your work/results

Keep everyone apprised of the work that your grassroots army is doing on behalf of your membership and community at large.  Give them credit in your social media outlets, document that fly-in program with pictures and stories.  And celebrate the successes you’ve made.

In the advocacy business there are three elements to an effective program.  You can find that previous blog post HERE.

Create a Job Description for the Volunteer to Set Expectations

Creating a job description is one of the easiest things you can do that will have a lasting impact for your chamber.

If you’re like me, you hate uncertainty, well if your volunteers don’t have any expectations of what is expected of them, their in the same boat you are.

What should be in that job description?

Explain to any potential volunteer what their responsibility is as a board member.  Legally, in a nutshell, we all know it’s:

• Duty of Care - competence to make good decisions on behalf of the organization;
• Duty of Loyalty - act in the best interest of the organization and not their self-interest; and
• Duty of Obedience - follow the mission.

In addition, the three things I always want to make clear in any volunteer job description are the following:

• You want their intellect;
• You want their passion; and
• You want their financial support (money).

Other things that could be spelled out in the job description could include, but not limited to:

• Attendance requirements;
• Recruitment responsibilities; and
• Advocacy participation.

That's a recipe for success for all involved!

3 Tips for Enhancing the Volunteer Experience

One of the challenges I hear all the time from chamber execs is the non commitment or lack of participation from the volunteers.

I attended a recent program by Lowell Aplebaum, CAE on this very subject although his session title was a little different.

The three things he focused on to elevate a volunteers experience in your program of work, and by the way, it also gives you a chance to see who might be a potential great volunteer in the future for your chamber, were:

Micro volunteering is a great way to get the younger generations involved in your program of work - use them as content specialists - write a blog, etc.

Create a quick volunteer role at an existing program - volunteer behind the registration desk, then recognize them and ask them to do more.

Micro opportunities to participate in your organization - What can they do?  Photograph your next event if they love photography.

The other thing he mentioned that I thought worth noting here is to make it personal, allow your volunteers to share their professional, personal, and family stories with each other and staff.

If you’ve had a chance to read a previous blog post of mine HERE, you’ll know I’m a fan of creating a job description for each level of your governance structure:

• Board
• Standing Committee
• Task Force

And in that job description you want to make it crystal clear that you expect their:

• Intellect
• Passion
• Money

In return, they’re getting recognition for serving on the chambers board, standing committee or a task force.

Always make sure you are thanking your volunteers publicly and often through your website, social media outlets and printed publications.

Your intended goal should be to have a list of potential board, committee, and task force members lined up to serve for years to come.

Make it meaningful and make it fun!

Defining a Customer Service Vision for your Organization

Let’s face it, we’re in the relationship business.

Never forget that!

Stated another way, it’s all about customer service.

Think about the last time you had a bad customer service experience with a retailer. I bet you shared that experience with your circle of friends.

Guess what folks, your members are paying you, “the retailer,” in this case, and buying your product/s every year.

Let’s not give them a reason not to rejoin!

Make every touch point they have with your chamber a great experience from a phone conversation to attending your monthly breakfast, luncheon or annual meeting.

Build a culture of customer service, make your members feel wanted, and they’ll return that back to your organization, in their participation, in your program of work.

For more information on customer service or the experience economy go HERE and HERE.