Presented by:Cathy Kennerson, IOM, ACECEO El Centro Chamber of Commerce & Visitors Bureau
Membership Development &
Retention
Defining Terms
Membership Development– Growth
Membership Retention– Relationships– Involvement
Membership Retention around the Nation
Source: WACE Membership Retention Survey 2010Source: WACE Membership Retention Survey 2010
74
76
78
80
82
84
86
2010 2009 2008
All Chambers
Small Chambers
Medium Chambers
Large Chambers
Ratio of Members to Total Businesses
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
All Chambers
Small
Medium
Large
Source: WACE Membership Retention Survey 2010
Membership Income as Percentage of Budget
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2010
All Chambers
Small
Medium
Large
Source: WACE Membership Retention Survey 2010
Membership Investment
o Employee/business sector-based o Tieredo Combination (employee/Chairman’s Circle)
Membership Investment
Sample dues structure (business sector/employee)
Membership Investment
Sample tiered structure
Base Rate for 1 -2 Person Business
$0
$200
$400
$600
$800
$1,000
$1,200
Employee Tiered
All Chambers
Small
Medium
Large
Source: WACE Membership Retention Survey 2010
Recruitment
Whose responsibility?
– Membership committee
Ambassadors/diplomats
– Chamber Staff
Commissioned Sales
Membership Director
All
– Board of Directors
Recruitment
Potential members can be found through
– Local Publications
– City Finance departments (Business Licenses)
– Malls/Industrial Parks
– Member/Volunteer Referrals
– Self Referrals
– Businesses wanting to expand to the area
Recruitment
Commonly used programs
– Membership Campaigns (annual blitz and ongoing)
– New & prospective member orientations
– Networking events (mixers/after hours, coffees)
Recruitment
You’ve got their attention…now what?
– Follow-up
Phone call or personal visit
Invite to next chamber function
Temporarily add to chamber distribution list
– Track prospects in membership data system
Recruitment
One size doesn’t fit all
Board approval of new members
Charge a processing fee
No upper end to dues investment
Annual dues increases
Retention
It’s better to keep them than recruit them!
– Send thank you for joining
– Retention calls (staff/volunteers)
– Track Referrals
– Send personalized renewal letters
– Send regular e-blasts
– Build a relationship
Retention
Encourage use of chamber benefits– Business After Hours
– Professional Development Programs
– Trade Shows and Expos
– Recognize (newsletters, website)
– Compliance materials
– Promotional Opportunities
Keep “member” in Membership
Personalized Attention:
– If they have a restaurant, big box store or manufacturing business you better know if they:
Deal with labor problemsDeal with competitionDeal with a franchiseDeal with legislative wallsDo they have a competent work forceTraffic/ transportation issuesSignage, computer problems, etc.
Don’t just join the Chamber…
And….
– We will Create a Strong Economy for you
– We will provide Networking Opportunities for your business
– We will Represent your Business through Lobbying Political Action
– We will promote your Community
Industry Resources
WACE (www.waceonline.org) ACCE (www.acce.org) U.S. Chamber (www.uschamber.com) State Associations
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