Presented by: Cathy Kennerson, IOM, ACE CEO 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 2010

Ratio of Members to Total Businesses Source: WACE Membership Retention Survey 2010

Membership Income as Percentage of Budget Source: WACE Membership Retention Survey 2010

Membership Investment o Employee/business sector-based o Tiered o 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 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 problems Deal with competition Deal with a franchise Deal with legislative walls Do they have a competent work force Traffic/ transportation issues Signage, 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 ( ACCE ( U.S. Chamber ( State Associations