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