Educate. Enrich. Enhance. Engage.

Chambers of Commerce are 501c6 Membership Organizations. That's their charter. That's their job. They are dedicated to serving those members who join the Chamber.

That being said, retention is KEY for all Chambers. That is also one of the hardest things to do. Sometimes.

I have worked for and at Chambers throughout my career. My favorite role was to find, bring in, and retain members. I have won awards for membership including American Chamber of Commerce, US Chamber, Women's Chamber and Illinois Chamber awards for membership growth. So, how did I do that?

I personalized every experience. I mirrored myself to make the member or potential member feel like I actually cared for them. Which I did.

Was it always easy? NO, but it was always worth it.

Make sure that you know about that member or potential member's business. Do research on them before you meet with them. How many employees do they have? What exactly do they do as a business? Have they ever been a Chamber member before? Arm yourself with information.

Not every business will join. That's okay. That also tells me that they do not see a value in that membership.

Not all businesses can be retained either. Closing, moving, and budget constraints are a few reasons.

I am not a fan of membership drives. Never have been. I have seen them in action many times. Oh, it's great to get in 50 new members at one time. But how are you going to KEEP them as members the next year? That's the most important key to all of this. Keeping them.

My tips:

Retention begins the moment they join your Chamber and never stops.

Onboard them immediately. Have a packet of information for them which gives them information as to the benefits you offer your members as well as events that may interest them.

Plan a member orientation at least quarterly. Have them at your office with coffee and rolls and let them hear about the services your Chamber provides. Listen to them. Member orientations are effective when the outcome is focused on them.

Let them see you more than one time per year! And I mean at THEIR business. Utilize your Ambassadors to assist with this process. Board members should also join in with this process. Doesn't take much time, but it is damn effective. Please don't get too rigid with your Ambassadors! Remember they have jobs, too!

Go see them without your hand out. No motives to visit them other than to thank them for their membership and see how they are doing. "Catch Then Doing Business" with a photo and post that to the Chamber's social media outlets. I LOVED doing that!

Build trust with them. If you say you are going to do something for them, DO IT. Keep your word.

Make sure you keep updated on any changes to their business from location to personnel. Update their online listing to show those changes.

Write personal notes after visiting them. Follow-up with anything you said you would do for them. One visit then dropping the ball is not retention.

Give them the "why" to keep engaged. If a member says "what's in this for me?", you may have already lost them. Your absence will cost you in the long run.

Chamber members are the soul of every Chamber. Every single one. When you bring them in, begin your retention of keeping them.

You cannot and will not retain them all. Having a plan in place for every member will assist you in keeping your retention rates above 90%. It can be done!

Remember, members are a Chamber's first priority. Not events. Members. Without them, there would be no Chambers.

Thanks for reading,

Sally