Chambers Share Their Thoughts on Member Value and Lack of Diversity Efforts in 2023 Survey

GrowthZone surveyed 474 chambers of commerce professionals across the U.S. and Canada at the end of 2022. 59% believe members clearly understand the value of their chamber and the specific solutions offered to them. Do you agree?

Member needs and your chamber’s strengths can change over time. Here’s how to determine if your value proposition needs a refresh, and ideas on how to do it.

Test the Strength of Your Current Value Proposition

Review your value message internally. During your strategic planning cycle, formally ask board members what they believe members think are the strengths of the chamber. In an unsolicited process, are your strengths among the ones you publish in your value proposition?

If they do (mostly) align with your value proposition – congratulations! Make sure your strategic plan includes strategically building on those proof points. If they don’t line up, a purposeful conversation is in order so that you can either adjust your value message or take the steps to make sure you deliver what you promise.

If you’ve ever been frustrated by the lack of response to surveys, programs, events, and even renewals, watch the on-demand webinar as member expert Beth Brodovsky helps you explore:

  • The differences between relationship and conversion marketing – and which to use when
  • The two marketing stages you need to move through before people can take action
  • How to discover what your key audiences consider a benefit
  • Which audiences to research to uncover answers

Does Your Diversity and Inclusion Plan Need More Attention?

In regard to diversity efforts, 65% of the do not have a documented diversity and inclusion policy that they use regularly.

If you’re not sure you need to implement a plan at your chamber, providing an atmosphere that welcomes all personality types is not only critical for growth, but also helpful in increasing member engagement among all members. At your networking events, be sure to offer a blend of free-for-all visiting along with intentional mingling activities with a purpose. Structure can go a long way to allow extroverts and introverts opportunities to meet several people comfortably when you describe the parameters up front. All personality types will appreciate understanding their expectations.

Chamber professionals can say they “know” their members and co-workers, but they often struggle to understand the cultural nuances of dealing with people of different cultural backgrounds, religions, languages, sexual orientations, socioeconomic status, and more. In case you missed it, we hosted diversity expert Jessica Pettitt of Good Enough Now to explain how to increase your comfort in interacting with people who are “not the same” as you are. Watch the on-demand webinar now.

Intrigued by these highlights of the 2023 Chamber Survey results? Read the full report to see how your chamber compares:

  • Challenges/Concerns/Worries
  • Reinstatement Strategies
  • Non-Dues Revenue Sources
  • And a LOT more!

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