Communicating the value of chambers to members, prospects, the media or government officials is an important responsibility for all chamber staff. It’s easy to list chamber events and the benefits of membership, but explaining practical values of chamber membership takes more effort. For example, instead of listing the networking events your chamber offers, focus on actual value to be gained by the member: "At one Business After Hours event, which costs only $15, you’ll meet 200 potential clients in one hour." Instead of talking about the chamber as a business advocate, tell the business owner: "The Chamber's monthly breakfast with local legislators allows you to talk face-to-face with decision makers about issues that impact your business." The links below offer ideas, advice, and examples for how to communicate the value of your chamber.
Reports & Publications
Examples of Chambers Communicating Value
- Krawczak Formula for Member Retention - Telling your story is one of the key ways that Jaclynn Krawczak has communicated value and maintained a renewal rate of 95 percent or higher during her nine-year stint as Alpena Area Chamber of Commerce (Mich.) President and CEO.
- ROI Calculator - The Findlay-Handcock Chamber encourages members to see their membership adds up by using an ROI calculator.
- Top Ten Reasons to Join the Chamber - The Greater Greer Chamber of Commerce (S.C.) lists benefits of linking the chamber and area business to strengthen the community.
- Member Handbook and Benefits Guide 2014 - This guide from the Manatee Chamber of Commerce (Fla.) provides an extensive list of programs, initiatives and benefits available to members, as well as opportunities to become involved in the chamber.
- Member Benefits - This sample from the Roanoke Regional Chamber of Commerce (Va.) outlines the many benefits of Chamber membership, including exposure, information, and cost savings.
- Not Your Grandfather’s Chamber - This article, published in The Sheboygan Press, promotes the value of membership in the Sheboygan County Chamber of Commerce (Wis.).
- Working for You in 2014 - This publication from the Springfield Area Chamber of Commerce (Mo.) provides an overview of the value on investment in the chamber. The piece focuses on the big picture role of the chamber.
- Ten Reasons Why You Need to Join the Chamber Right Now - This article, which appeared in the August/September 2015 issue of Positively Superior, promotes the value of membership in the Superior-Douglas County Area Chamber (Wis.).
- I've Joined a Chamber - Now What? Measuring Your ROI - This checklist from Wake Forest Area Chamber of Commerce (N.C.) can be used to ensure that a Chamber member is getting the highest ROI for their membership value, with checklist items for 30, 60, 90, 120, and 180 days.
Articles & Blog Posts
- I have a Chamber of Commerce Membership, Now what?, by Yanik Ottenbreit via LinkedIn article, extolls the benefits of being a chamber member. (November 2016)
- Communicating The Value Of A Chamber Sponsorship In Six Easy Steps, by Michelle West, ChamberSpeak describes ways to "get through to your members" (2016).
- Magicians of Main Street, by Max Neal, Director of the Lamoille Region Chamber of Commerce (Vt.), shares applications of chamber history to current programs, events, and chamber membership value (November 2015).
- Communicating Value Starts and Ends with this One Word - Blog post on the value of listening to members from the Institute for Organization Management (IOM), a program of the U.S. Chamber of Commerce Foundation (2015).
- Top Twenty Tips to Grow Your Business for 2014, by Cathi Hight. Includes time management, marketing, and customer service suggestions.
- Stop Making Noise, by Mick Fleming, Chamber Executive magazine, Spring/Summer 2013.
- The New Motto: Access, Resources and Solution to Members, by Cathi Hight. Communicating value to a diverse membership base starts with an understanding of both members and prospects, what's important to them, and how the chamber can meet their needs (2013).
- Move from ROI to VOI, by Cathi Hight who recommends defining membership benefits in terms of "value on investment," and suggests ways of communicating this (2012).
- Value Propositions: Moving from ROI to VOI, by Cathi Hight, Chamber Executive magazine, Spring 2011. Explains the importance to chambers of expressing value propositions in terms of VOI and communicating benefits that go beyond a monetary exchange.
- Are You Effectively Communicating Your Value?, by Ben Wolf, Chamber Executive magazine (Summer 2009).
- Telling the Chamber Story, by Cathy Lada, Chamber Executive magazine (May/June 2005).
- Make Chamber Discounts and Savings More Noticeable - Blog post by Christina Green on FrankJKenny.com
- Should Chambers Promote Nonmembers? - Blog post by Christina Green on FrankJKenny.com
- The Tricky Things About Value and Chamber Members - Blog post by Christina Green on FrankJKenny.com
Videos, Webinars & ACCE U Resources
Convention & Seminar Resources
- The Art of Story-Selling - Handout from presentation by CeCe Clark, Entrepreneur and Author, from the 2015 ACCE Annual Convention
| Communications and Marketing
| Membership Management
| Communicating ValueLast Updated: 4/9/2018