These are difficult times for membership organizations. The Gen Zers, while they find group work exciting and love to be part of something, they think that something can all be done online. Other business professionals think of the chamber as an events organization and figure they don’t have time to attend events, so membership isn’t worth it. Still others, feel like they just don’t have the money to buy anything that’s not essential.
The only way to get any of these groups to open their wallets and invest in their businesses through chamber membership is by “showing them the value.”
But value is a personal thing, right?
What Makes Membership Valuable?
First, you need to understand what your members and potential members want. Study and get to know them. Creating business personas can be helpful to understanding their needs as can polling them. You can talk to other chamber pros to see what they offer their members. But however you get to that unique value proposition, you must be able to differentiate yourself from other organizations.
I recently set a goal to do more video. To do this, I needed a few things—good lighting, a mic, and a tripod. I also quickly learned that editing software could help improve my efficiency. But what software? My phone has some functionality. Did I really need others?
Why Do Businesses Need the Chamber?
As I’m auditioning software, I quickly realized a couple of things:
- Editing software does more than edit (these days)
- I didn’t know what I needed until I saw it (and it was articulated for me)
I went into my search thinking I probably didn’t need editing software. Then I found out some software posts to social media for you (eliminating a step), some can help you do research on topics that perform well, and provides excellent insights into what is working and what isn’t, including information about my competition.
Suddenly, my search for software changed its course. Now I realized all the things that could be done.
Chamber membership works in much the same way. When you poll members on what they want, they might not understand what you COULD offer. For instance, they may be largely happy with your events but might suggest finger foods instead of a sit-down meal, thinking that’s the kind of feedback you want. They may only be thinking about how things are currently and what you can do to make them better.
They are not innovating for the chamber. That’s not their focus. Their focus is feedback, not future.
But then you could ask them, “Would you find value in being able to get health insurance for your business through the chamber?” And then they’re excited to no end. But they hadn’t considered that as an option before.
If you want to improve your unique value proposition and give them a reason to become and remain a member, you need to focus on two key factors:
- Offering something members can’t easily do themselves
- Aligning with what they care about
Before auditioning that software, I had no idea what was available and what I would decide was non-negotiable. Your potential members may feel the same. They may not realize they need advocacy until they understand what you can do for them.
Creating an effective value proposition sometimes requires you to help them understand what they need and reframe its importance.
The Problem: Why Chambers Lose Members
Many chambers try to appeal to everyone, diluting their impact and making it hard for businesses to see the value. In a tough economy, businesses scrutinize expenses, and if they don’t see a clear return on chamber membership, they won’t renew or join.
If a business owner asks themselves (or a member of your board, ambassadors, staff, etc.), “What does the chamber actually do for me?” and doesn’t get an immediate answer, it’s unlikely they will renew.
Understanding Your Chamber’s Unique Value Proposition (UVP)
A UVP is a clear statement that describes the benefits you offer, how you solve your customer's needs, and what distinguishes you from competitors. It's essentially the reason why a member should choose chamber membership over others (or doing nothing). For instance, if a potential member desires to grow their business, your UVP will help them understand how chamber membership is the best way to do that and only the chamber can help in that specific way. You have a unique, valuable, and proven method to help them meet their goals. There is no one (including themselves) who can solve their challenge in the way that you can.
Here’s where most chambers make mistakes. They think they can provide these solutions to every business in town.
You just don’t have the bandwidth for that. Plus, you can’t meet everyone’s needs. While some people may appreciate your unique value proposition, they may not see the need to the point that they will pay for it. Take a luxury brand for instance. You may like the look, but what it offers may not be important to you enough to justify the price tag.
Chambers aren’t a great fit for every business. And that’s okay. One chamber pro told me recently, start-up entrepreneurs were not a good fit. They joined and left. The chamber spent money onboarding, and it was money wasted when a large percentage of that demographic didn’t renew no matter what the chamber did.
Chambers don’t need to be everything to every business, but they do need to be indispensable to the right ones.
That’s why it’s important to focus on impact over breadth—doing a few things extremely well rather than trying to serve every possible need.
Step 1: Identifying What Your Chamber Does That Businesses Can’t Do Themselves
One way to construct a UVP is to focus on what you do that businesses can’t do themselves such as:
Advocacy & Government Affairs – Chambers represent businesses collectively where individual voices wouldn’t carry as much weight.
High-Level Networking & Connections – Chambers can introduce businesses to key decision-makers, community leaders, and collaborators.
Education & Workforce Development – Chambers offer resources and training that would be costly or difficult for a single business to organize.
Economic Development – Chambers drive initiatives that benefit the business community as a whole.
Step 2: Aligning with What Members Care About
Businesses won’t engage unless chamber offerings solve a problem they actually feel. Having to educate businesses on a challenge they should be aware of is much more complicated and a more grueling process. It’s easier to draw attention to how you solve a problem they already know about.
You can do this by:
Segmenting your members (and creating marketing personas) – Different industries and business sizes have different priorities.
Speaking their language – Frame chamber benefits in terms of their goals (e.g., instead of “networking,” talk about “meeting potential clients”). Do I need to network? No. Do I need more clients? Absolutely.
Showing measurable impact – Use case studies, testimonials, or ROI examples that prove membership is worth it. Tell the stories of successful businesses in your community and how chamber membership impacted that success.
While it is easier to market to people who already understand a need, there are times when educating them into realizing it is a need is very important. Like I mentioned with software, I didn’t know what options were out there until I saw them. That reframed my vision and the sales process. A small business may not understand the importance of advocacy. You’ll need to help them by speaking to what’s in it for them. Don’t simply say you advocate for members and expect them to put it together.
Communicating Your Chamber’s UVP Effectively
Once you know your chamber’s strengths and how they align with member priorities, you must communicate them clearly:
Simplify the message – Avoid vague claims like “we help businesses succeed” and instead be specific (e.g., “We saved local businesses $500K in lobbying efforts last year”).
Use consistent messaging – Reinforce the UVP in all chamber communications (website, social media, events, email campaigns).
Train your staff and board – Everyone should be able to answer, “Why should I join the chamber?” with a compelling, value-driven response.
Quality Over Quantity
Again, chambers don’t need to be everything to everyone—just the right thing to the right businesses.
Your UVP is something that is a work in progress and should be refined and evolve based on member feedback and economic shifts.
Take a hard look at your current messaging and member engagement strategies—are they clearly articulating your unique value or are they pandering to the masses? The riches are in the niches, and it’s important to understand what you do well and who you best serve. After all, membership isn’t for everyone, and you shouldn’t want it to be. Your resources are too valuable to be wasting time on businesses that aren’t a good fit for what you do.
Share this post with your chamber colleagues, board, and members
Schedule a free 30 minute call with Frank
Take Advantage of Our Chamber Industry Services
Join with 12,000+ Chamber Pros in the Chamber Pros Community Facebook Group (For FREE)
Training and Resources for Chamber of Commerce Professionals
Done 4 You Social Media Content for Your Chamber Of Commerce
Board Retreats, Strategic Plans, Board Training, Consulting, and More...
Meet Our Authors
Hi, I'm Frank Kenny
Founder of the Chamber Pros Community
Hi, I'm Norma Davey
Founder of the Co-Chamber Pros Community
Most Recent Posts
Subscribe to the Chamber Pros Community eNewsletter.
Discover chamber tips, strategies, and best practices...
We value your privacy and will never sell your info