2017 MACE Annual Conference presentation from Shannon Full of the TwinWest Chamber of Commerce. We all have stories and examples of how our members are choosing to invest differently or not invest at all in our organizations. Membership organizations, not just chambers are declining across the country, yet some organizations are thriving. In this session explore some of the factors that are driving these decisions and some ideas on how to revitalize your chamber to build your resources, increase engagement and have a greater impact.

1. Chamber Investment:
Factors for Enterprising Chambers
MACE Annual Conference – May 2017
Shannon Full
President/CEO
TwinWest Chamber of Commerce

2. Is This You?

3. A Disruptors Approach:
Why do we exist?
What is our purpose?
How is our work changing?
What do others believe about us?
Are we still relevant?
What is our business model?
What is the future for the chamber?
How are we engaging our stakeholders?
Is it really all about membership?
What do our members/stakeholders want?
Can we deliver?

4. Current Realities
• Different Landscape – Mindset – Questioning the “Why”
• Membership Organizations are Being Challenged
• Increased Competition for Investment – Financial and
People
• Funding Models Challenged MoreThan Ever
• Influences Out of our Control Impacting our Success
YET….SOME CHAMBERS ARETHRIVING WHY AND HOW?
www.acce.org

5. A Closer Look
• “MoreThan….” - Business Model
• Money, Money, Money – Funding Strategy
• The “Meat” of it All - Programming
PEOPLE PROGRAMMINGPURPOSE

6. More Than, What???
• MoreThan…A Membership Organization
• MoreThan…Just Networking and Ribbon Cuttings
• MoreThan…Just Events
• MoreThan…”Butts in Seats”
• More than…Warm Fuzzies
Jim Collins – Hedgehog Framework

7. Membership
• Membership – Has it lost its’ luster?
• Membership – Defines Us or Funding Strategy
• Membership – Who does it serve – the chamber or the
business?
• Organizational Mindshift – Greater Good, Initiative-
based, Broad base of beneficiaries and partners
Lancaster, PA

8. Networking
Networking Provider
 Short-Term
 Event-Driven
 Direct Business Benefit
 Business Only
 Limited Impact
Purposeful Networking – Feeding America Example
Network Builder
 Long-Term
 Relational
 Multiple Stakeholders
 Greater Impact
 Purposeful

9. Events
• Continual Improvement – Assessment
• Putting Stakeholders First – Chamber Second
• Be the Thought Leader Your Members Want
Symposiums and Summits – Information is King
• Virtual Events – Use of Technology to Enhance not Replace
Redefining Engagement
• Identify Valuable Volunteer Opportunities
• Be Ok with Non-Engagement – Define Engagement
• Connect it to Great Good – Purpose – More than the Chamber
• Better Utilize Technology to Allow More Stakeholders to Engage

10. • Specific Program Funding
• Different Budgets from Dues
• Pain Point Issues
• Solution-Based StrategyApproach
• Greater Good
• Connection to Community.
Membership
• Traditional vs.Tiered
• Customized Packages
• All Inclusive
Initiative Real Estate/Other
• Co-working, Incubators,Accelerators
• Commercial Properties
• Industrial Parks
Partnerships
• Contracts for Service
• School Districts
• Municipalities
• Economic Development Orgs
• Non-Profits
Sponsorship
• Total Resource Campaigns
• Targeted Ask Once aYear
• Engages Volunteers
• $25,000 to $2 million
Show Me the $$$
Bedford, Chapel Hill, Columbia,
Dallas, Fort Bend
Huntsville, Oklahoma City,
Tulsa, Fox Cities Huntsville, Henderson County,
Tallahassee, Fort Collins
Waco,West Alabama, Green Bay
Conway and Scranton
Southwest Indiana, Fox Cities,
Green Bay

11. Small Business
Excellence
Foundational Pillars
Solution-Based/Purpose-Driven Programming
Talent/Workforce
Economic &
Community
Development
Public Policy

12. Looking past
WIIFM –Tell the
Greater Story and
Make the Ask
Innovative
Programming –
Volunteer Driven,
Data-Based
Identify our
Differentiator,
Their Needs,
Together Finding
Solutions
Customization is
Critical, Not
Everything to
Everyone
Relationships Win
out Everyday, Use
Technology as a
Support
Small Business Excellence
Metropolitan Milwaukee,Chapel Hill, Raleigh,Ashville

13. ATTRACT, RETAIN, DEVELOP & ENGAGE
Talent - Workforce
Attraction
• Needs Assessment
• TalentTargets (Pain points)
• Connected Programming
• Community Specialist
TalentUpload
Women’s Leadership
• Increases Engagement
• Collaboration/Partnerships
Retention
• Identify Needs
• Internal vs. External Culture
• Resource for HR Professionals
• Social/Personal Network Builders
Concierge Plus
Leadership
Forum
Your Future
Educator Immersion
Student Leadership
K-12
• Public-Private Partnerships
• Career-Based Learning
• Willing Parties
• Business Liaisons
Mosaic -Tulsa
YPWeek
Toledo,OH
Omaha, NE
Diversity and Inclusion
• CEO Led
• Welcoming and
Inclusive
• Business and
Community
• Major Funding
Millennial Engagement
• No KidsTable – Lead and Engage
• Impact and Influence, Difference
• Push the Envelope

14. Economic/Community Development
Significant
Opportunity
for Chambers
in Midwest
Public-Private
Partnership –
Resource for the
MunicipalitiesIncreases
Business and
Community
Competitiveness
GO Topeka
Tulsa
Springfield, MO
Little Rock, AR
Northern Kentucky
• Business Retention
and Expansion
• Community
Enhancement
• Placemaking
• Talent/Workforce
Services
• Business
Attraction/Site
Selection
• Asset Identification

15. Public Policy
Local,
Regional,
State,
National –
Area of
Focus
Advocate,
Educate,
Endorse,
Cultivation
Information
Source -
Thought
Leader
Philosophy –
Partisan vs.
Policy
• Longing for the
Sane Middle
• Polarization
• Fragmentation
• Need vs.Want

16. Questions…
Shannon Full
President/CEO
TwinWest Chamber of Commerce
shannon@twinwest.com
763-450-2222