Direction by Design, Direction by Design, Not by AccidentNot by Accident

Volunteer Leaders ConferenceApril 24, 2006

Volunteer LeadersVolunteer Leaders

Measuring success,Job #1 for chambers,Tough questions a habit,Challenge tradition, sharpen

focus,

““How do you measure How do you measure success in your success in your

chamber of chamber of commerce?”commerce?”

WACE Zoomerang SurveyWACE Zoomerang Survey

Net increase in membersImproved retention rateBottom-line...net income Growth in total revenuesReduced expensesIncreased number of visitors to

community

WACE Survey (cont.)WACE Survey (cont.)

Achieved goals & objectivesNumber of jobs createdNumber of new businesses locatedPolitical-legislative successesIncreased member participation

Achieved chamber’s program goals/objectives - 75%

Increased number of visitors - 9%Number of new businesses located

- 6%Number of jobs created - 4%

Are Our Program Are Our Program Goals/Objectives on Goals/Objectives on Target with Member Target with Member

Expectations?Expectations?

Are We Succeeding Are We Succeeding Where it Matters Most?Where it Matters Most?

Charlton Research Charlton Research and Tool Kitand Tool Kit

National pollster; two surveys in three years.

What businesses value most; how we perform.

More than 100 local chambers, similar results.

Core CompetenciesCore Competencies

Creating strong local economyPromoting the communityNetworkingRepresenting business to

governmentPolitical action

JobJob #1 for Local Chambers #1 for Local Chambers..

9 of 10 “creating a strong local economy” a high priority.

5 of 10 “great job”.Expectation/performance gap.

Tools to Help Close the Gap.Tools to Help Close the Gap.

Communications audit/member-speak,

Branding - key messages, advertising,

Local survey instrument - job #1 in your city.

““Strong Local Economy” in Strong Local Economy” in Your Community?Your Community?

Arts… It’s our Nature - Chico CA

Tracking Expansion, Retention, Start-ups - Tucson, AZ

Shop San Mateo - San Mateo, CA

Make a Habit of Asking Make a Habit of Asking Tough Questions.Tough Questions.

Develop and use filtersPlanning sessionsBoard/staff meetings

Direction by Design, Not Direction by Design, Not by Accident.by Accident.

Is Success Measured Is Success Measured By How Many People By How Many People

Show Up?Show Up?

Is Success Measured By Is Success Measured By What We Do to Strengthen What We Do to Strengthen

the Local Economy, and the Local Economy, and Serve Members?Serve Members?

Challenging “Traditional” Challenging “Traditional” Successes Can Be Healthy.Successes Can Be Healthy.

No luncheons in HaywardFewer members in Santa RosaNo Mixers in Medford

““Achieved chamber’s program Achieved chamber’s program goals/objectives.” 75%goals/objectives.” 75%

Tool KitCore competencies and Job #1.Habit of filtering.Challenge tradition, especially

when it sharpens focus.