It’s Our Business
The Association of Chamber of Commerce Executives conducted a survey with The Harris Poll last September and recently published the results.
The survey explores perceptions of a sampling of U.S. adults about their local chamber of commerce, the role chambers play in their communities, and the value of chamber membership to businesses.
Key findings
• Chambers are Trusted: 81% of respondents agree that their local chamber is a trusted resource and partner for businesses. And 90% feel that their local chamber has an impact on growing the local economy.
• Chamber Membership Strengthens a Business’s Reputation: 64% of respondents who are familiar with their local chamber are more likely to purchase goods and services from a business that they know is a member of their local chamber. 63% of these adults are more likely to recommend that business to someone else.
• Chambers Serve Businesses and Communities: 76% of respondents agree that local chambers are stewards of a strong local economy. 74% believe local chambers create jobs and promote local community development. 72% believe local chambers play a key role in addressing community challenges.
• Business Owners See the Value: 65% of respondents who are business owners see their local chamber as an advocate for initiatives and policies that are in the best interest of their business. 62% believe the chamber supports the growth and prosperity of their business.
• People Want to Learn More About Their Local Chamber: 70% of respondents wished they knew more about the work their local chamber does in the community. Specifically, they are most commonly interested in learning more about the type of impact local chambers have in their community (49%), more general information about chambers of commerce (43%), and which local businesses are members (42%).
The last key finding certainly reflects my experience during my first year leading our Chamber. To improve the Chamber’s communications with our members and community at large, we are implementing several initiatives this year.
First, we will be launching a new website combined with a CRM (customer relationship management) software. This will streamline members’ information, allowing the Chamber staff to offer more targeted ser- vices for our members.
For new/potential members, the value of joining the Chamber will be clearly defined. In addition, the community at large will be able to access more information about our members.
Secondly, we have reorganized our staff to focus more on our members and their businesses. In 2024, we expanded our newsletters from two to four. We added a quarterly economic update and a bi-weekly member newsletter.
In 2025, we will expand our social media presence to share relevant information about our members and Chamber activities. We also have a full time Director of Member Services to focus on identifying new programs and services that will increase value to our members.
Thirdly, the Chamber has added an important community amenity — the fingerprinting/background check service we began offering last August. Since we started, over 500 individuals have taken advantage of this service and avoided having to go to Austin or San Antonio. We are now averaging nearly 50 sessions per week. This does require a full-time employee to handle this service, and it is our members’ dues and program/event revenues that allow us to have this additional person on staff.
While we are committed to adding more value to our members, the true value of membership is the collective influence that we hold as an organization. It is this strength that allows the Chamber to be an effective voice with our local and state government officials by providing information to city staff about the needs and concerns of our business community.
The biggest strength of the Chamber’s members is the collaboration and networking among members to elevate all our businesses.
Mikula is president and CEO of the Fredericksburg Chamber of Commerce. jim@fbgtxchamber. org
