Membership Pulse: What's Trending

Chambers of commerce are adapting their membership strategies to meet an ever-evolving business environment. As business needs grow, so do member expectations.

ACCE spoke with four chamber membership professionals about today’s most effective strategies and the changing needs motivating businesses to join. We also examine how today’s economic uncertainty is impacting members and the ways chambers are adapting to support strong, resilient communities.

Leveraging Volunteers and Peer Networks

Volunteers, whether you call them ambassadors or any other name, continue to be a powerful ally in fostering engagement and building relationships. It’s a strategy that has worked for the St. Cloud Area Chamber of Commerce (Minn.). “We recently revamped our version of an ambassador committee that we call our Connectors,” said Bradley Hoelscher, director of membership.  “The committee focuses on being more active as mentors for new members during their first year, and it has received a lot of positive feedback.”

At the West Hartford Chamber (Conn.), a team of volunteer membership committee liaisons keeps new members informed on programs and resources, while providing a contact beyond chamber staff whom they can rely on.

Similarly, at the McLean County Chamber of Commerce (Ill.), new members are assigned to an ambassador, one of a 30-person committee comprised of seasoned chamber members. “I make a warm email introduction between our new member and their ambassador within a week of them joining,” explained Brooke Fenske, the chamber’s director of membership development. “The ambassador then reaches out to meet with the member and introduces them to other members at our networking events.”

Prioritizing Personalized Outreach

Personalized outreach goes a long way in developing a long-term relationship with members. It’s an approach that strengthens connections, reinforces the chamber’s value and keeps members actively engaged.

However, some chambers are rethinking how they communicate. They are moving away from email campaigns in favor of more individualized engagement.

 “Our generic emails and mailers have not worked well for us,” said Hoelscher. “We have been having difficulties getting responses back from members via email, so we have started to try and make more calls or drop-ins if there is something pressing we need from a member.”

Leonard Robinson, director of membership at the Henry County Chamber of Commerce (Ga.) experienced the same. “Many emails are simply overlooked,” said Robinson. The chamber has now shifted toward a direct, relationship-driven outreach that resonates more, prioritizing personalized onboarding and engagement touchpoints within the first 90 days.

Filling the Need for Meaningful Networking

With the rise of remote work, Kate Kobs, director of development and programs at the West Hartford Chamber, has noticed that many professionals are seeking more meaningful connections. “Our networking opportunities help fill that gap by offering the kind of relationship-building once found in traditional office settings.”

Fenske is seeing it, too, in her community. “Most businesses are no longer brick and mortar. They are home-based, online or a member works as a rep in our county for a larger company that may not be based in our area.” To boost engagement, the chamber has encouraged those members to, for example, get creative with ribbon cuttings. “We can host them at our office. We have also done them in parks, restaurants and parking lots,” said Fenske.

She has also seen entrepreneur members grow exponentially in the past four years. “Solopreneurs are one of several resource groups we have for our members. It’s free for members to join, and they meet monthly at our office. They typically have 30-45 members in attendance at their meetings,” said Fenske.

Increased Interest in Access

Chambers of commerce are being recognized as more than just networking hubs. Many are joining for access to resources and community connections they can’t easily find on their own.

For instance, there is a strong demand for collaborative networking and business education at the Henry County Chamber. Robinson says members are turning to the chamber for mentorship, grant opportunities, inclusion-focused platforms and mission-focused community initiatives.

Meanwhile, the St. Cloud Area Chamber reports a surge of members specifically for its government affairs work.

“I have had conversations with some of our new members who have been very negatively impacted by the tariff situation and other big changes in the country,” said Hoelscher. “They come to us to get more information about what is going on and find support in our chamber community.”

In Hartford, Kobs’ community is home to many small businesses and entrepreneurial startups.  “We’ve seen a rise in membership to gain access to support providers, such as bookkeeping and accounting, legal advice, marketing support and banking and finance.” She added, “They view our network as a tool to build their referral networks and partnerships with complementary industries.”

Adapting to Today’s Economic Climate

With current economic uncertainty, including recession concerns and inflation pressures, Robinson is noticing in Henry County that many businesses are indeed tightening their budgets and asking for clear ROI and flexibility. “We’re seeing more interest in bundled sponsorships, flexible payment options and initiatives that offer sustained exposure.”

The chamber has responded by offering tiered membership options with scalable value and emphasizing year-round sponsorship visibility. They’ve also shifted their strategy and redefined their value proposition.  

“We’ve evolved our approach to highlight being connected, protected and respected, with a focus on advocacy, strategic exposure and influence. We’re not just an events organization, nor are we just selling memberships. We’re delivering access, visibility and leadership opportunities,” said Robinson.

In St. Cloud, Hoelscher hasn’t seen businesses cut spending yet, but he notes a growing sense of caution and uncertainty about the future.

“More people are actually joining our chamber to prepare themselves for the upcoming tariff impact. The biggest change in spending I have heard about is from some businesses spending more now to stock up on imported products before the tariffs take effect.”

As a result, the chamber is shifting its messaging to emphasize how it can support members amid ongoing economic and political shifts.  “We see ourselves as a weathervane in this upcoming storm, letting our members know which direction the winds are heading and then being there to help them as they make adjustments,” said Hoelscher.

The Silver Lining

Whether member needs evolve or economic conditions shift, chambers of commerce must find ways to adapt and support their members.

“The bottom line is, if a member sees value in your chamber and you are giving them an exceptional experience, they will always have the funds to renew their membership,” said Fenske. “You must give them a reason to stay a member. If something is not working, fix it immediately.”