Skip to content

Category: Event Planning

Income Generating Community Masterplan with Rudy Flores

Miles Burdine Chamber Chat Podcast promo image.

Below is an auto-generated transcription. Because this is auto-generated there are likely some grammatical errors but it is still a useful tool to search text within this podcast episode.

Feel free to join our Chamber Chat Champions Facebook Group to discuss this episode and to share your own experiences and tips with other Chamber Champions.

Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.

Hello, Chamber Champions. Welcome to Chamber Chat Podcast. I’m your hosts Brandon Burton. And it’s my goal here on the podcast to introduce you to people and ideas to better help you serve your Chamber members and your community.

Our title sponsor for this episode is Bringing Local Back. Remember when your community could turn to a local TV station or newspaper for the latest updates and affordable ads? Those days may be fading, but the need for local connection remains. That’s why we created Bringing Local Back, a game changing platform that restores the local visibility and advertising power to your community. It’s more than just tech. It’s about driving engagement and creating new revenue for your chamber. Ready to see the future visit bringinglocalback.com to schedule your demo today. This is the future of local commerce.

Our guest for this episode is Rudy Flores. Rudy is the President and CEO of the Lincoln Square Ravenswood Chamber of Commerce in Chicago, also known as the LSRCC. He is a passionate advocate for small business and community development. Over Rudy’s 13 year tenure, he’s grown the LSRCC budget by 354% and led the creation of a community wide master plan that has driven significant public investments. He also manages the Lincoln Square Neighborhood Improvement Program and has secured grants to enhance organizational resilience and foster peer to peer training. Rudy serves as a chair on the US Chamber in on the US chambers, Institute for organizational management, Board of Regents and the Illinois Association of Chamber of Commerce Executives, demonstrating his commitment to advancing the chamber industry. Rudy, I’m excited to have you with us today here on Chamber Chat Podcast. I’d love to give you a moment to say hello to all the Chamber Champions who are out there listening, and to share something interesting about yourself so we can all get to know you a little better. Yeah,

Rudy Flores 2:16
thanks for having me today. You know, I am in a different type of chamber, I think, than most of our industry, where it’s in the inner city Chicago is a little different than most, where every neighborhood within the city proper has a Chamber of Commerce. So I’m in a square mile area that has 45,000 residents. So that’s usually shocking to people. And the business mix. We have about 800 business licenses within that square mile. So that’s something I think that’s unique. And then about myself, that’s something I that people usually find really interesting, is I just bought a car in March of 2023 so two years ago, I went 22 years without having a vehicle. I’ve always lived in more dense urban settings, Baltimore, DC, Philadelphia and Chicago, so never really needed a car, and decided to finally get one and do some more exploring and being on the two boards that you mentioned, I’ve been traveling a lot more to different chambers through my role, and it’s been really interesting and unique to go and visit, you know, rural chambers, suburban chambers. And the one thing I like to tell people is, like, you know what? We’re all the same. We all have the same struggles, the successes. It’s just our geographies are different. So it’s been really fun for me having a car and getting to drive around and, they, know, experience the chamber industry.

Brandon Burton 3:42
Yeah, that is, it is interesting. So was it an adjustment to drive again? Like to skip behind the wheel?

Rudy Flores 3:50
Yeah, I still rent cars here and there, you know. I mean, you still have to have a car originally, but, you know, it’s, I’m don’t have the downtime of, like, reading a book while on transit and stuff like that. So that’s a little different or, you know, but now I’m switching to podcasts.

Brandon Burton 4:07
Good deal. I’m glad, glad we could support that for you. Well, tell us a little bit more about the Lincoln Square Ravenswood chamber. Just give us an idea. I mean, you, you’d mentioned the 45,000 population, that square mile. It definitely is unique. But give us an idea, size, staff, budget, scope of work. I mean, it is a unique type of chamber. So just to dive into that a little bit and help help us get our minds wrapped around that, I guess.

Rudy Flores 4:39
Yeah, so when I started in was that 2011 it was just at two and a half of us, you know, two full time, one part time. Now we’re at five full time, one part time. We have a little over 300 members. Why? What else our budget is? When I started was right around three. 100,000 the last two years we’ve been over a million. So, you know, growth has been a really important thing, like trying to diversify our income, it’s been a big focus. And that’s that you mentioned in my bio, a peer to peer grant where we train other chamber professionals. It’s been about, how do you grow your budget without, you know, overworking your employees, or, you know, only having limited employees and stuff like that. So that’s been a big focus on mine, just because I love the industry that we’re in. But you know, in my community, in Lincoln, COVID area of Chicago, we’re on the north side. We’re about a mile and a half from Wrigley Field, where the Cubs play. So the members that we have, a lot of them are brick and mortar retail restaurants. So I know a lot of chambers have, like the CVBS or the main street organizations, so we kind of more aligned with that, but doesn’t mean we don’t have the professional services and stuff like that. So for us, it’s always having to find a balance of like, our bread and butter is that brick and mortar retail restaurant. So we’re doing a lot of events where it’s consumer facing, but still having to figure out the right mix of things we’re doing to create benefits for those lawyers, accountants, you know, insurance agents, things like that.

Brandon Burton 6:14
Yeah. So with one square mile that you’re working with when it comes to events and different things like that, do you have a venue that you go to, like your go to venue that you use? Or how do you when you don’t have the entire city necessarily to to pull from, or maybe you do, I don’t know. I mean, how do you, how do you approach that when you have different events and where you need to utilize a venue of sorts, yeah.

Rudy Flores 6:41
So, I mean, the public street, it’s like, our biggest venue. So we, Chicago is really well known for street festivals. You know, if you’ve been to Chicago, hopefully you’ve been in the summer, when our weather is amazing. If you’ve been in the winter, it’s a different amazing. It’s cold and windy. You know, earlier this week, it was a negative three windshell, you know, at eight o’clock in the morning. So, so we really, we had two street festivals that we do in one’s in the second week of July, and then the other one is the first weekend of October. The one in the summer has about 40,000 attendees. It’s music, craft beer, local businesses and food. And where the one in October is called Apple fest. It’s a Fall Harvest Festival where we bring farms in from around the Midwest and kind of celebrate the return of fall. We hit 70,000 people this year. The we closed down almost a half a mile of our main business corridor. And it’s all about promoting local businesses. And so that’s where, like a big, big money generator for us, is that those are fundraising efforts for the for the organization, but also our members are selling product and stuff and making money. But then we do our smaller things, like in the winter we have, we’re lucky, an industrial corridor that, over the years, has turned into more like event spaces and more artists and startups and galleries and stuff like that. So we do rent some of those venues and do things indoors. We used to do galas. We don’t really do that anymore, because our membership isn’t really looking for that kind of stuff. So we do a lot more business to consumer facing events. We do things like wine strolls and beer crawls and stuff like that, where you basically go and taste like for our wine store, we go, we get wine distributors to be within each of our businesses. They can be from dental offices to a retail store, and you buy a ticket as a consumer and go and taste wine. But it’s marketing the business, because you’re not walking into something. So we do a whole bunch of different things. We also run 22 weeks of farmers markets twice a week. So we have 78 days of programmed community events that we put on throughout the year. Wow, that’ll

Brandon Burton 8:54
keep you busy. It does well. That definitely helps give some more context around, you know, setting the stage for our discussion today, and we’re going to focus most of our conversation around that community master plan, and specifically with the income generation that comes from this community master plan. And we’ll dive in deep on this as soon as we get back from this quick break.

Joe Duemig
Hi, I’m Joe and I’m Rose, and we’re the founders of App My Community, a mobile app that can be customized to meet the unique needs of your chamber of commerce.

Rose Duemig
When we started App My Community, we envisioned a tool that would help communities thrive by simplifying communication and enhancing engagement, Chambers of Commerce face unique challenges, and we’re here to help you tackle them.

Joe Duemig
App My Community helps the Evergreen Area Chamber of Commerce to create an app that keeps tourists informed, even when their office is closed, they provide 24/7 access to local business information, which helps support the local economy and community engagement.

Rose Duemig
In Rocky Mountain House, we helped Rocky Chamber create an app with dynamic itineraries and digital resources for tourists, increasing local business engagement. The app has become an essential tool for the community, promoting events and boosting visibility for local merchants.

Joe Duemig
Today, we empower more than 200 Chambers of Commerce campgrounds and RV resorts to streamline communication, informing members about events, sharing business updates and providing a digital hub for the community all in one convenient

Rose Duemig
app. When you partner with App My Community, our team works closely with you to create an app that meets your Chamber’s unique needs. As your community grows, our app evolves with you. We are here to ensure you engage effectively with your members and streamline your operations.

Joe Duemig
Schedule a demo today AppMyCommunity.com. We can’t wait to meet you.

App My Community creates mobile apps that allow you to engage directly with your community. Enhance chamber membership by providing a unique advertising and communication channel to residents and visitors. Not just a member directory, App My Community has the tools to be useful to residents on a daily basis. Learn more at appmycommunity.com/chamberchat.

Brandon Burton
Chamber leaders, I know each of you works daily to boost your local economy and take your Chamber of Commerce to the next level. But let’s face it… it takes funding, and lots of it! 

You need to know Resource Development Group, for three decades they have been the premier economic development fundraising consulting firm dedicated to helping Chambers of Commerce and economic development organizations like yours thrive across the United States.

Their expert team specializes in crafting customized fundraising strategies that drive tangible results so you will be able to fully implement your community advancement and economic development strategies.

Imagine having a partner who strives to understand your community’s unique needs, brings national best practices to bear, and has the proven experience to secure millions of dollars in funding. Resource Development Group has successfully guided countless Chambers of Commerce in creating vibrant, sustainable economies.

With their comprehensive suite of services, from campaign planning and execution, to investor engagement management, to best practice studies, RDG takes the guesswork out of fundraising. You’ll receive personalized support and innovative solutions that make a real impact.

Don’t just take my word for it! Chambers of Commerce and EDO executives nationwide have praised RDG for their dedication, professionalism, and impressive track record of raising over $2 billion dollars for their clients. Ready to see what Resource Development Group can do for your Chamber? Visit them online at RDGFundraising.com to learn more.

Elevate your community, strengthen your Chamber, and unlock new possibilities with Resource Development Group by your side. They build organizations that build communities!

All right, Rudy, we are back, so let’s, let’s dive into this community master plan. Tell us what it’s about, kind of how the vision came to be implementation, and, of course, get to the money part of it. That’s what everybody wants to know.

Rudy Flores 12:47
Yeah. So we started in, let’s say, like around 2013 or 14, seeing a lot of interest in developers coming into the community, and we had one specific street the city came into and did a streetscape, meaning they came in and redid, all the sidewalks did decorative plantings, like the brick crosswalks and stuff like that. And the in that street that they redid had a lot of just parking lots or, like, old industrial buildings that weren’t really being utilized anymore and stuff like that. And all of a sudden, developers started coming in, buying these properties, started building and multi unit homes were ground floor, some commercial and upper floors being either condos or apartments. And I noticed, like the residents of the area, like complaining. You go to these public meetings and everybody’s super angry and and everyone seen, I’d go to these as the as the chamber director, and and listen. And one thing I noticed was that people kept feeling like they weren’t being heard, they weren’t part of the process, and saying there’s no plan. And I, coming from an urban planning background, I spent my bachelor’s and my master’s programs in community planning. I was like, we need to look at not just individual properties, the way they’re developing and having public meetings talking about it, but let’s look at our entire community holistically. Bring people together to weigh in on what’s the direction they want to see growth happen, or maybe not see growth, and also letting everybody have a say, because I feel like most people that go to the in person public meetings are typically the angry ones, exactly the NIMBYs. And there are NIMBYs. And if you don’t know what NIMBY is, it’s not in my backyard and NIMBYs, yes, in my backyard, yes. And so, and there needs to be a balance, right? You can’t make everybody happy. So there needs to be a give and take. And so we were like, what can the chamber do? Because. Is backing up a little bit. Our community, starting in 2000 started to see a decline in population, and it’s a fairly affluent community now. It was originally the German area of Chicago, and over time, it’s just it’s changed into just being a mix of different people. But what was happening was our public schools, our district was getting better, so we had families moving in, and they were taking, we call them flats. They’re homes that are like each level is a different apartment, basically, so two flat or three flat, and converting them to single family. So it wasn’t changing the look and feel of the community, but what was happening is we were losing the density. And what happens then is then the businesses have less customers, and so we’re like, we need denser housing. The Chamber doesn’t want to get involved in like, the residential area drama, that’s what I call it, but the arterials, which are our commercial corridors, that’s the chamber like, that’s like, you know, our our territory, doing air quotes here. And so we were like, how do we advocate for growth along those commercial corridors to have denser housing so younger people can move in, or maybe, you know, individuals or couples that don’t have children, that are probably going to go out more and spend more money and still keep the fabric of those residential areas the way they are. So we have, basically, in the chambers, the umbrella organization of a we have a business improvement district, a taxing district that focuses on like public way, esthetics, cleaning and greening, holiday decorations. Can do some marketing programming. We do street pull banners and things like that, things like Main Street organizations do, and I know some communities have business improvement districts, so we call them special service areas here in Chicago, so that has its own board called a commission. So both the board of the chamber and that board of that taxing district both agreed to kind of partner together to put some funds together to do this community plan. And one of our goals was like, we really want it to not just be about pretty pictures of like, this is what we want things to look like. Because I tend to think that when people create these, like, elaborate plans, that just they look beautiful and they sit on a bookshelf and don’t go anywhere. We wanted data. That was the biggest piece. We still had pretty pictures, but we really wanted to have the data of what the community wanted, and so what we did was a lot of surveys and public meetings and and built this interactive website because we wanted to meet the residents and and employee employees who come into the community and people just visit. We wanted everybody to have a say and be able to give their thoughts and opinions on the way that they felt most comfortable doing. And so with the website, the way we developed, it was almost like a Pinterest, if you’ve been on Pinterest before, where you could post ideas, pictures, comments, whatever, about what you would like to see, and then people could add to it, or they could actually rank it, and if you got more likes and stuff that posted to go higher up on that that page. So that’s one way of getting people’s thoughts and opinions. We also had a map where you could place things on a map, if you, if your brain works that way, where you like to see a map, you’re like, oh, this intersection is difficult to cross that or, Oh, this would be a great place for a park or whatnot. You could post things on a map, and then we would have digital surveys. People would fill those out, and then we would make sure that all these ways that we’re trying and then go, sorry, and then go back to, like, the public meetings. We also hosted public meetings so you could weigh in on that as well. What we did was, though, ensured that we were marketing this, not just through a newsletter, but also through different social media channels. We’ve, as an organization, currently have over 40,000 followers between Facebook and Instagram. We’ve always had a really strong marketing presence, and so we really utilized those tools, so newsletters and social media and some media as well. We we have a PR firm, so we do some to our like our local online paper, we do some TV, media and stuff like that to publicize what we’re doing. So trying to make sure that we were being thoughtful and looking and creating a plan on how to get the buy in. And so through the whole process, the three or four surveys we did, we’d have like, 2000 entries for each one, wow, and, and we always make sure we do it where it’s multiple choice, right? Because most people don’t want to write, you know, anything. But we’d also always put like the other or a comment box, and we would get. 1000s of comments. It was, it was incredible to see, because I’ve done surveys so many times, but people were so invested in the project that we just got all this really great data. And so it really, it was. It really created a really great plan. And then the reason it really took off after that was because our elected officials saw the engagement that we were getting, and they were like, Oh, wow, this is my constituents. Like, right? That are weighing in. And they’re like, All right, well, this is what we’re we’re seeing and hearing because of the chamber. What can we do to actually start implementing these pieces?

Brandon Burton 20:43
Yeah. And I can see that being replicated in chamber of any size, really. If you start developing a vision, start, you know, doing the surveys, getting the feedback. I like the idea of the Pinterest type website, the maps, the surveys, compiling all the data, but, but that’s a key factor right there, is having the the elected officials seeing, hey, something’s going on here, and I need to be involved. And let’s see if we can make some of this stuff happen. It’s a

Rudy Flores 21:13
it also, it also, though the community too was really exciting because, again, there’s those original meetings with those developers coming in and developing projects without really

Brandon Burton 21:22
having the feedback coming in. Like, do we want this or not? Right, exactly. So people

Rudy Flores 21:27
were like, Oh my gosh, I have an outlet that I can finally have a voice. And it started to make people understand the chamber more, start to sign up for our information, and we now became, like, a bigger leader in our community. And then our politicians were like, oh, I need to start working with the chamber board. That’s

Brandon Burton 21:50
right, that’s awesome. So how did this start gaining traction? Once the elected officials say, hey, we need to be involved more. Let’s see how we can make some of this stuff happen. How did, how did things actually develop in, you know, seeing the ball move forward. Yeah. So,

Rudy Flores 22:07
you know, our area is split with different council members and our state rep and our state senator and stuff like that. And so everybody obviously wants a piece of the pie, and they want their piece to be first, and so that was the tricky part. So what we did? So we adopted the plan in 2019 it took a little over a year to do the plan, and we decided to do the plans, a big, overarching plan, right? It’s not something that’s super detailed about any one thing. It comes, you know, just talking about all different pieces with some recommendations on what are the things you probably should start first? So what we did was those recommendations started to do like these bite sized studies each year afterwards, and balanced it between our two council members, because that’s who we work with the closest so we’re two we’re calling wards here in Chicago. So we have the 47th Ward and the 40th ward. And we did two different studies, one in 2020 in our 40th Ward and one in 2021 in our 47th ward. And that was a way for us to work with both offices so they both know they’re getting a piece of the pie and seeing how we can do a deeper study in these in two different projects. The first project was an underutilized block of a street that, over time, had been rerouted so it was just like an empty street of nothing. And we did this a temporary Plaza during the COVID years to see, would this space eventually be able to be turned into a park, like a city park, and it worked pretty well, and that, working with the council member, was able to secure, I think, like, $12 million not just for the plaza itself, but to redo the entire commercial corridor in the section of this area which was kind of a blighted part of our of our community. And then the following year, we did a deeper dive study around our transit station, which was is in the center of our central business district for our community, to re look at an under utilized Plaza and a parking lot that we use for our farmers market and some festivals occur there about how can we make the parking lot that look like a parking lot? So be for parking when it’s not being used for some activation, but then if it’s being used for the farmers market or festival, it doesn’t feel like you’re standing in a parking lot. So what’s going to happen is it’s going to be pavement converted into like brick pavers and stuff like that, and then the plaza that’s next to it that’s very under utilized is going to be incorporated into it. So it all feels like this, like nice little landscaped area. And so both of those studies happen year after year, much cheaper than the big project that we were doing originally, but came from that, um. And then that those two little projects, both of our council members took that information and then started to look for funding sources, through public dollars that could help implement them, so we would not have been able to fund the actual construction and the construction for the first projects occurring right now. Hopefully we’re wrapping up this spring, and the other one is starting this spring and will hopefully be finished within a year.

Brandon Burton 25:25
Okay, that’s awesome, but I like seeing that, the vision that gets caught, and then, you know, seeing that the ideas spread. So the idea of this being a so you get these, these big improvement projects right as part of the master plan, and there’s big expense that comes along with that. Like you said, you know, elected officials are going after the funding, looking for that, but we’ve also talked about this being income generating for the chamber. So how does that play into the overall master plan? Well,

Rudy Flores 26:02
there’s a couple, a couple of things. So the Some people ask, what does this have to do with a business organization? Right where in enhancing the public way? Well, the public way, you know, the prettier it is, the more likely consumers are going to come and support the businesses along that. And so the current businesses started. The ones that were part of members already knew what we’re trying to do. The ones that weren’t, oh, seeing that the chamber is really trying to invest in their area to ensure that they’re going to see growth of, you know, foot traffic and stuff like that. And then we also started to see, like, developers looking at now properties we have, I think, like 400 plus units now being built within this, this confined area because of the plan, because they know that all of this investment, public investments, coming. But we started having people like, message us, like businesses message us, and we’re like, Hey, I saw the work you’re doing. How do I get involved in this. Like, it just started to build a conversation, because we just became more noticeable. Like, it wasn’t just about the events that we do. If you’re not brick and mortar retail restaurant, you might not want to do some of our public facing events. It wasn’t about the networking. It was just this, this change that’s happening, I think, in the chamber world in the last couple of decades, where it’s not just about networking, because you can network in so many ways. It’s just another component to showing what a business organization is doing to try to create more business for businesses,

Brandon Burton 27:36
right? So it’s very organic. The revenue generating is organic, and these businesses seeing the value, wanting to be a part of the chamber, wanting to support, wanting to just be engaged more fully. So have you, I know construction, you’ve got two sides of the coin, right? It’s very positive. It’s exciting to see new growth, new development, and then you’ve got the headache of dealing with the reality of this road’s closed for some time, or I can’t go the way I normally would go, or access to my business might be altered a little bit. Yep. So are you hearing any of that feedback yet? Is, how do you how do you deal with that through I, I’m I’m in Texas, and we get we’ve got a lot of growth here and and we see that with construction, where, especially, you know, access to businesses, and it’s an opportunity where a chamber can step up and help provide some solutions, right? But what obstacles are you seeing coming up, and how do you go about helping to resolve those obstacles.

Rudy Flores 28:41
Yeah, so the research we had done before the construction started, we knew that usually, when there’s the construction happening on the street that you’re located on your your sales might dip by 25% you know, at minimum, sometimes. And yeah, because just getting to the business or finding parking or just being able to walk down the sidewalk becomes difficult. You know, we learned that the hard way, like having to communicate better, like more often trying to meet people where they need to find their the communication, like the one of the first projects I we could have done better, getting the word out about what’s what to anticipate, and so learning from the mistakes of like, maybe not. We didn’t walk door to door handing out flyers. Right now, we have the contractors on the construction team, like working with our local government, having them go and ensure that they’re handing out individual flyers. We’re already emailing and stuff like that, but we all know we get a bazillion emails, and if you’re a small business, you’re wearing so many hats, you’re going to miss a lot. So that was one thing. We also started to do weekly contract meetings. So the chamber attends it with the contractors, our government official offices, somebody also attends it, but it’s open to the public. So. So if a business has a concern about maybe, you know, they’re getting deliveries or stuff like that, they can join that call. Or if they have any grapes, you know, they can just make sure that the team that’s doing the construction and can hear it. The construction started to become phased instead of just doing a whole street at one time, like three blocks at a time, only on one side of the street, so you’re not just disrupting everybody and everything. Started to look at the way that logistics of each project were being done. So you know, we had to learn the hard way. But at the main takeaway is, there’s never too much communication, and I think it’s our role to ensure that we communicate the way that people want to receive the information. It’s not always about what’s easiest for us. It’s about how to get that message out there and then being able to show like I did a printed delivery, I did a email, I did a phone call, or whatever you can do, because then it really shows you care. And those little things, I think that’s what makes chambers really unique and special, and I think that’s what makes the businesses happier. And then they want to be a part of you and continue being a part of

Brandon Burton 31:15
you. Yeah, I think sometimes we’re afraid to try to reach out one more time or one other way, because we don’t want to over Burton, the recipient, right? The Chamber members, yes, and when it’s going to directly affect their business. I think if you feel that prompting, if you feel like maybe I need to call too, or I need to, you know, do a personal flyer, whatever it is, I’d say follow that gut instinct, yeah,

Rudy Flores 31:40
because it’s not us asking for money. Like, they probably, that’s what they’re not looking at your sales like, Hey, can you sponsor this or whatnot? This is like, hey, I want to ensure that you’re ready to anticipate any, you know, things that might put a pause and in your business, or, you know, in consumer spending,

Brandon Burton 31:56
yeah, well, it definitely seems like an exciting time you guys got a lot going on, great vision and and lots of opportunity. I like to ask for, for those listening, who are, you know, wanting to take their chamber up to the next level? What kind of tip or action item might you suggest to them and trying to accomplish that goal? So

Rudy Flores 32:19
the big thing for us is, was the the money that needed to be utilized right to do this project. And so, you know, having a reserve is extremely important. If you know you’re around around 2008 in the recession, hopefully your chamber started to make sure they were having a reserve after that issue, especially through 2020 Yeah, right, right. If you didn’t have a reserve, I know some chambers that you know, closed because of it. So we’re lucky that we, you know, have learned over the course of decades and had a large reserve, and so we had started to budget, to put money aside for this project. The way that we’re doing that is through our festivals, so communicating to the public that when you’re coming to our festival and donating money, because we asked for donations at our entrances, that money we’re saying is going towards these kind of projects. So being very transparent about where the money is going, I think the community then really, like, starts to notice and understand and they want to support you. So that’s been that was our biggest thing. So I just budgeting is extremely important, and really ensuring that you’re trying to raise money. I think that, from my perspective, a lot of chambers tend to be afraid to charge for what they’re doing. But we do great work, and we don’t work for free, and so we are a business at the end of the day, and so really looking at, how do you generate money, not only to grow but also to do bigger projects. And then if you can tell the story of why you’re increasing your fees or asking for donations because of what you the projects you want to do, I think that goes a long way.

Brandon Burton 33:58
So with those business and community improvements going on, and you incorporate that into these events, and saying that these the money, the funds that are donated here, help to support that. Are you seeing an increase of people participating with those donations? Has the needle moved with that, or as far as how that’s being communicated and then and reciprocated on the back end?

Rudy Flores 34:19
Great question from our local community, yes, but as we were becoming more well known, so like the event I mentioned that happens in the fall Apple fest, we went from 50,000 people in 2023 to 70,000 in 2024 we did not see an increase in our gate donations for that event, it stayed the same. So our thoughts are our community that’s been coming take care is hanging, yeah, but now we’re pulling from a much wider audience that’s not going to have the connection to our community. They’re coming for the event and not not for like I want to make sure that this community is strong. Yeah, and so we now need to relook at our messaging and stuff. And how do you communicate that when everyone’s trying just to walk into the event, how do you market like, why this event is more than just getting a slice of apple buyer or buying a bushel of apples?

Brandon Burton 35:14
That is really good feedback, though. It’s good information to know that it’s being supported locally. You know, the community locally understands and that messaging is getting to them. And I can see somebody coming from out of town like, Hey, I don’t live here. What do I care? Right? I just exactly so, yeah, now that is interesting. Well, I like asking everyone that I have on the show, as we look to the future of chambers, how do you see the future of chambers and their purpose going forward.

Rudy Flores 35:43
You know, I think that you it has to be very mission focused. The younger generation, we know is not joining our organizations like the older generation. And I think part of that is because, not because they don’t want to be a part of something, is that they want to do something that’s like ensuring It’s more meaningful to what their beliefs are. And so I really believe it’s us having to really stand behind what our organization stands for, communicating that and showing that value. So it isn’t about the events like it was. I just the events of getting together and meeting somebody. There’s so many ways of meeting other people. It has you have to have a purpose that people feel emotional about. And so I think that that is one of the things. And I think economic development, I think that, you know, government is pulled so thin, and we seem to expect government to do everything, and in this example we’re talking about today, we took the initiative to do the plan ourselves, because we knew that our local government didn’t have the capacity to do it like they’re doing projects in our downtown and not in our neighborhoods, which is fine, like our downtown needs it, but we wanted to ensure that we were in control of our own destiny and our own community. And I think that that’s a direction that a lot of chambers can go, and I don’t think they need to do it alone. You can partner with somebody, because these can get costly. So finding another nonprofit organization that has shared values that you can bring, you know, resources together to do these kind of things, or do little, you know, small little studies that grow into a bigger one. There’s, there’s so many different ways you can do

Brandon Burton 37:27
it. Yeah, I like that. Being mission focused and communicating with that mission is clearly so people understand that the cause, the purpose, like, what is it you’re getting behind? And it’s still, it drives me crazy to this day when somebody will ask me, What does the Chamber of Commerce do?

Rudy Flores 37:44
Same here? Well, where do

Brandon Burton 37:47
we start, and which chamber are you talking about, right? Well, Rudy, this is great. And I think there’s you know, things that can be scaled too for other communities to be able to look at what you guys are doing here, and creating that vision and that sense of community, and driving that forward as to what the community wants things to look like and to be able to take some initiative on that. I wanted to give you an opportunity to share any contact information for listeners who may want to reach out and learn more about your approach or how you guys are doing things there. What would be the best way for someone to reach out and connect with you? Yeah,

Rudy Flores 38:22
well, first you can go to our website. It’s LincolnSquare.org on the far right drop down menu as our SSA. That’s our taxing district that shows the master plan and everything we’ve spoken about today is broken down into pieces and actually the entire process of how we did it. So that’s there publicly available. My name is Rudy, r, u, d, y, you can email me at rudy@lincolnsquare.org. Happy to chat. This is I nerd out into this kind of stuff. So happy to talk about it, or just contact us at the contact box on our on our website, and that’ll get to me.

Brandon Burton 38:58
That’s perfect. Well, we’ll get that in our show notes for this episode too, and make it easy to find you. But Rudy, I appreciate you taking time to be with us today on Chamber Chat Podcast and sharing some of these successes and vision that you guys have, and the really how you guys are moving the needle and seeing the the improvement of your community. It’s it’s fantastic.

So thank you so much. Yeah, thanks for having me.


If you are a chamber professional, please subscribe to Chamber Chat Podcast in Apple podcast, Google podcasts or Spotify. When you subscribe to Chamber Chat Podcast new episodes will show up in your podcast app each week as they are released. If you’re finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamber Chat Podcast with your colleagues that are in the industry.

Get started with your own Chamber Podcast and shortcut your learning curve with the Chamber Podcast Course offered by Chamber Chat Podcast.
Have you considered the many benefits of hosting a podcast for your Chamber? The options, leverage, and possibilities that a podcast offers are virtually endless. Download my FREE Chamber Podcasting Guide to learn how to start your own Chamber podcast!

Chamber Passion with Joe Aldaz

Miles Burdine Chamber Chat Podcast promo image.

Below is an auto-generated transcription. Because this is auto-generated there are likely some grammatical errors but it is still a useful tool to search text within this podcast episode.

Feel free to join our Chamber Chat Champions Facebook Group to discuss this episode and to share your own experiences and tips with other Chamber Champions.

Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.

Hello, Chamber Champions. Welcome to Chamber Chat Podcast. I’m your hosts Brandon Burton. And it’s my goal here on the podcast to introduce you to people and ideas to better help you serve your Chamber members and your community.

Our title sponsor for this episode is Bringing Local Back. Remember when your community could turn to a local TV station or newspaper for the latest updates and affordable ads? Those days may be fading, but the need for local connection remains. That’s why we created Bringing Local Back, a game changing platform that restores the local visibility and advertising power to your community. It’s more than just tech. It’s about driving engagement and creating new revenue for your chamber. Ready to see the future visit bringinglocalback.com to schedule your demo today. This is the future of local commerce.

Our guest for this episode is Joe Aldaz. Joe is the President and CEO of the Colorado Springs Hispanic Chamber and Education Foundation. He is a seasoned nonprofit leader with over 20 years of experience, he has revitalized the chamber, achieving national recognition for its growth, membership retention and impactful events. Joe is a passionate advocate for diversity and leadership development, founding the adelante Leadership Institute to empower marginalized communities. His as his efforts have created opportunities for bipoc business owners and fostered strategic partnerships at all levels, a sought after speaker and consultant. Joe’s expertise spans nonprofit management, small business ecosystems and veteran services, but Joe, I’m excited to have you with us today here on chamber chat podcast. I’d love to give you an opportunity to say hello to all the chamber champions who are out there listening, and to share something interesting about yourself, so we can all get to know you a little better.

Joe Aldaz 2:13
Sure. Well, you know, thank you for this great opportunity to kind of share our story about our chamber journey here in Colorado Springs, but something maybe not a lot of people don’t know about me is I have a journey into thoroughbred horse racing. So I am a micro share owner in a program called my race horse so it gives you the opportunity to to experience being a owner and watching thoroughbreds race across the country, so I’ve kind of dabbled in that with my son over the past few years, and it’s just fun being able to have very small shares, act like an owner and watch one of your horses win a great race. So that’s something a lot of people don’t know about me, but coming from New Mexico, a lot of horse racing there in the state of New Mexico, I kind of grew up around it and had the opportunity to experience it as An owner, beginning in 1995 but then stepped away from that and had the opportunity again, about five years ago, to purchase some shares in a stable of horses, very small percentage, but it’s just fun having that great experience to watch Your horse coming down the home stretch, and it’s a, it’s wins a race. Yeah,

Brandon Burton 4:04
no, that is interesting. I’m actually, I’m in North Texas, and so we’ve got a lot of, a lot of horse ranches, a lot of horse breeding that goes on around here and and a lot of these race horses come out of, you know, not, not too far from where I am, but that that is neat. It’s a something I don’t know a whole lot about, but I admire it is something very fascinating. Well, if you could tell us a little bit about the Colorado Springs Hispanic Chamber, just to give us an idea of the size of chamber, scope of work, staff, budget just kind of set the stage for our conversation today.

Joe Aldaz 4:45
Well, the Colorado Springs Hispanic Chamber was originally incorporated in 1988 and they had a pretty impactful run up until about the early 2000s and obviously has a small identity. City chamber where you were your your revenue is based on memberships and sponsorships of event. It’s very hard to sustain that unless you have an effective staff in place. So ironically, in 2006 I was in between jobs from the defense sector being retired Air Force, somehow they found me, and they asked me to come on board, to be their sole staff member as their executive and to rebuild the membership in the chamber and professionalize their board of directors. So not knowing a whole lot about chambers, I took on that role for a little over a year, grew their membership that had dwindled from probably close to 400 to less than 100 and built it to back over 200 in a year, uh, began to develop some programming and structure for the organization, but then had an opportunity to Move on to the USO and and serve in a position there. So I was far removed from chamber operations from beginning in 2007 but in 2009 the Hispanic Chamber closed its doors based on not having funding and able to continue operations. Four community members in 2016 reestablished and reincorporated the chamber as the Colorado Springs Hispanic Business Council. And they reached out to me in 2018 to come on their board that evolved to becoming their board chair in 2000 in the June of 2018 I volunteered to serve out that board chair’s term, but that turned into almost a two years as a volunteer board chair. At the time, I had a full time role in veteran trainings, facilitating and training veterans for Syracuse University in a program called onward to opportunity. So that was my full time job, as I was the volunteer board chair. But when I took on this role, we had 22 members in June of 2018 $6,000 in our account. And to make a long story short, I retired from Syracuse in March of 2023, and the board made me, asked me to be their full time executive. And since that time, in June of 2018 we’ve evolved to over 350 members, over $200,000 in assets, and we continue to grow. We have a very robust event schedule and programming. And believe it or not, when you mentioned about our staff, I am the staff for the Hispanic Chamber. Wow, all things that we accomplish are the support of our board of directors and myself, making sure that we deliver the high caliber programming, high caliber events to our community and our Hispanic Chamber members.

Brandon Burton 8:15
So that is very impressive. Great job. Sounds like they got the right man in the seat there. So keep it up. Man that that blows my mind to go from 22 members when you come in to over 350 now. So as I, as I reached out to you, and we were setting this up, we talked about, kind of focusing the discussion today on overall chamber passion. And you know, this kind of, these kind of results don’t happen without passion. So I’m excited to dive in deeper on this passion and kind of what drives you with this as soon as I get back from this quick break,

Joe Duemig
Hi, I’m Joe and I’m Rose, and we’re the founders of App My Community, a mobile app that can be customized to meet the unique needs of your chamber of commerce.

Rose Duemig
When we started App My Community, we envisioned a tool that would help communities thrive by simplifying communication and enhancing engagement, Chambers of Commerce face unique challenges, and we’re here to help you tackle them.

Joe Duemig
App My Community helps the Evergreen Area Chamber of Commerce to create an app that keeps tourists informed, even when their office is closed, they provide 24/7 access to local business information, which helps support the local economy and community engagement.

Rose Duemig
In Rocky Mountain House, we helped Rocky Chamber create an app with dynamic itineraries and digital resources for tourists, increasing local business engagement. The app has become an essential tool for the community, promoting events and boosting visibility for local merchants.

Joe Duemig
Today, we empower more than 200 Chambers of Commerce campgrounds and RV resorts to streamline communication, informing members about events, sharing business updates and providing a digital hub for the community all in one convenient

Rose Duemig
app. When you partner with App My Community, our team works closely with you to create an app that meets your Chamber’s unique needs. As your community grows, our app evolves with you. We are here to ensure you engage effectively with your members and streamline your operations.

Joe Duemig
Schedule a demo today AppMyCommunity.com. We can’t wait to meet you.

App My Community creates mobile apps that allow you to engage directly with your community. Enhance chamber membership by providing a unique advertising and communication channel to residents and visitors. Not just a member directory, App My Community has the tools to be useful to residents on a daily basis. Learn more at appmycommunity.com/chamberchat.

Brandon Burton
Chamber leaders, I know each of you works daily to boost your local economy and take your Chamber of Commerce to the next level. But let’s face it… it takes funding, and lots of it! 

You need to know Resource Development Group, for three decades they have been the premier economic development fundraising consulting firm dedicated to helping Chambers of Commerce and economic development organizations like yours thrive across the United States.

Their expert team specializes in crafting customized fundraising strategies that drive tangible results so you will be able to fully implement your community advancement and economic development strategies.

Imagine having a partner who strives to understand your community’s unique needs, brings national best practices to bear, and has the proven experience to secure millions of dollars in funding. Resource Development Group has successfully guided countless Chambers of Commerce in creating vibrant, sustainable economies.

With their comprehensive suite of services, from campaign planning and execution, to investor engagement management, to best practice studies, RDG takes the guesswork out of fundraising. You’ll receive personalized support and innovative solutions that make a real impact.

Don’t just take my word for it! Chambers of Commerce and EDO executives nationwide have praised RDG for their dedication, professionalism, and impressive track record of raising over $2 billion dollars for their clients. Ready to see what Resource Development Group can do for your Chamber? Visit them online at RDGFundraising.com to learn more.

Elevate your community, strengthen your Chamber, and unlock new possibilities with Resource Development Group by your side. They build organizations that build communities!

Joe Aldaz 12:09
I know the my passion kind of is centered around trying to create a lot of opportunity for Hispanic owned and multicultural businesses in our community. This is the fastest growing entrepreneurial market in the country. If you look at the just the the economic power the Latino population has in the United States, it’s 3.6 trillion GDP, which is the fifth largest in the world, resident in our country. So the indirect and direct impacts of that are, there’s going to be entrepreneurs that are going to be starting a business, because that’s opportunity to grow generational wealth, which the Latino culture continues to try to build in the United States. So that drives my passion, and I just want to be of service to those businesses, to help our community grow and continue to build that small business ecosystem here. Yeah,

Brandon Burton 13:19
I mean, you really are in a position to see lives change for sure. You know creating that, the generational ability to be able to create a place, tell us a little bit more about some of the programming, the the approaches you take, what how is the chamber stepping into this role that that really can be so impactful for these individuals and their families. Well,

Joe Aldaz 13:47
you know, we we provide, as an example, one of the programs we provide, and it’s a free service we have, what’s called the avanzar business accelerator program, that is a digital platform that we created through one of our board of directors who has been in the startup business space for several years. And what that allows us to do, and we are providing that as a free service to all startups and entrepreneurs in the Colorado Springs community. It’s a 24/7 digital platform. Entrepreneurs can register and go in and gain training in a lot of different topics, from building your financial plan, building your business plan, identifying the right type of client for your market, develop financial projections, all of those things that impact growing a business. And we’ve made that free for all entrepreneurs in our community. And as we grow, we believe that we’re going to reach and touch 1000s of entrepreneurs here in COVID. Colorado Springs. So that’s a unique program that we have that no other Chamber of Commerce here in El Paso County has here in Colorado Springs. Another unique program that we have is the adelante leadership institute that is a 10 month fellowship program through Education Foundation, and we’re developing a pipeline of emerging Latino and Latina talent to become more civically engaged and begin service on nonprofit boards and commissions in Colorado Springs to start to change that diversity of what boards look like in our community, since the Latino population is the fastest growing population here in Colorado Springs.

Brandon Burton 15:47
That’s that’s awesome, hey, and a great the business accelerator. I love that idea, and being able to have that as a free offering, a free resource to help these businesses really get their their business up and going. Definitely, I’m always fascinated being a Hispanic Chamber, aside from word of mouth, how do you how do you target people you’re trying to reach out to, versus a chamber that has a demographic, a, you know, more of a geographical footprint, you’ve got geographical but then also the subset,

Joe Aldaz 16:22
right? Well, I relied on having a very high caliber board of directors. Uh, Frank Sinclair, who’s on is one on our board. He is the, what we call the great connector and networker in our community. So he has a large network of organizations and businesses. He also has a show called The be encouraged show that he they host, pretty much on a daily basis, where they bring in small businesses to give them exposure and help them build and gain that that branding and access to our community. So I’ve used my board of directors networks. I’ve been in the community since 1999 and then the several different capacities, and I’ve leveraged that network as well, and kind of in essence, have called in a lot of favors. Hey, can you help us with our chamber and make a member investment or sponsor an event, and I get, I think my track record of the other positions I’ve been in, I think there’s some trust that has been built there and credibility to where they say, yes, we’ll we’ll make that investment. Perfect example of that is I met with a a colleague of mine who happens to be a 1983 Air Force Academy graduate. He was a classmate of mine in 1983 runs a major company here in Colorado Springs, and we met over coffee, and he said, You know, I want to help you. And he made a significant investment in our organization. So it’s those types of relationships has here in Colorado Springs and Frank, who’s on the call here at podcast as well. We’re very relationship driven community here. It’s not transactional. It’s, you know, having relationships like this, talking with people over coffee, meeting them and establishing that relationship, which I think the outcome directly is, if they see that it’s a valuable relationship, they’re going to make that investment in time or talent or their resources to help your organization. So that’s what I’ve really been passionate about is being a chamber that is relationship driven. If you go to our website to become a member, you have to click on partner. You don’t click on an icon that says member, because member, to me, is more of a transactional type word partner is we want you to invest in us and become a community investment partner, because we’re helping build community through business. So we’ve kind of changed that dynamic of membership to becoming a community investment partner with us, because you’re helping build the community through our your investment into our organization. So

Brandon Burton 19:23
when somebody goes through that process on the website and and instead of becoming a member, they become a partner. How long from the time that they sign up and they they say, Yes, I want to be a partner. I want to I want to join before they hear from you, to develop, start building that relationship. They’ll have for

Joe Aldaz 19:43
me pretty much immediately. You know, I will we, we send a welcome letter out to him, pretty much through our technology, and then I will reach out to them, to to to see if they will want to meet and ask questions we have. Believe what we call a member orientation sessions, where they can log in, and it’s a very free flowing discussion to answer any questions, whether you’re a new member or a current member, just to you know, to explore what their needs are, what their services are. But I have met with executives in the large companies here that are members, and I’ve met with those micro business owners over coffee that may have five employees to try to learn, you know, what their needs are on how they can, you know, help expand their market or grow their business, because every one of our members has different needs. Some of our members just want to come to our events and network. Others are trying to find business resources. Others are trying to figure out how they grow their business, to access more capital in order to enable it to grow so there’s a variety of needs that these different businesses have, and some of our major financial institutions and corporations that are invested in us as well?

Brandon Burton 21:03
Yeah, I was hoping that was going to be your answer, that they hear from me almost immediately. I’ve seen other chambers where the button says join. Click here to join, become a member, and it’s all about that transaction. They put in their credit card information, they get loaded into the database, and, boom, they’re a member, and then they may not hear, I mean, there might be an email sequence that they receive, but that personal communication they may not hear for months, and it very much is transactional. So going, you know, leaning into building these relationships and having it be, you know, something that ends up being really more of a transformational relationship. To be able to help these businesses thrive is so important. And I like how you mentioned every business they join for different reasons, they have their their reasoning for for being a part of it. And I think bottom line is they all want to see their business grow, right? That’s the That’s the common the common need. But it comes in different ways, whether it’s looking for funding or networking or those different opportunities, but being able to get to know these members and their needs helps you align them to you know those best fits and make those introductions to the people that that they need to meet to be able to thrive, right? Are there any other maybe unique approaches you take into building relationships with these partners?

Joe Aldaz 22:30
You know, one of the things that we established through our chamber is in late 2022 I reached out to all of the other local chambers here and asked them how their networking events were going, what the attendance was like. And they said, you know, we’re kind of getting the same people that come. They’re not really growing. So I threw out the idea of coming together and collaborating to host what we called quarterly business after our events. So we hosted our first, first one in March of 2023, and we had five chambers involved with it. And we called it the chambers of El Paso County Business after hours, every guest that comes registers through their own chamber. And we just had one chamber that kind of CO hosts to man the registration has members came in. And that initial one that we did in March of 2023, that we hosted, we had about 120 some guests. Since then, they have grown to a couple of our quarterly after hours to over 200 guests. Wow. That spirit of collaboration, of being, you know, trying to bring members from other chambers to connect with members of other chambers. I think it’s been a pretty great experience, because we’ve seen the the growth and at the same time. It’s a $10 investment. When we have a multiple of activities going on here in Colorado Springs, we found that if somebody’s going to invest their time, they’re seeing this event as an opportunity to be connected with several different organizations at one time. So that’s something that unique that we’ve done to try to build that relationship as well. We are very social type organization. If you come to our business luncheons, we have done a pivot on what a luncheon looks like. We bring in an inspirational speaker to speak to our audience, because we, I felt, feel that if they leave with a very inspiring, motivational message, they’re going to be a better business owner, and they’re just going to be a better individual in general, which I think will impact them as either a staff. Member of an organization, owner or an owner of a business. We’re having our last luncheon next Tuesday, and we’re bringing an Air Force Academy graduate and former MBA basketball player, Antoine hood, who led the Air Force Falcons in 2003 and 2004 to the Mountain West Conference Championship and the first appearance in the NCAA Tournament in I believe it was 42 years Wow, wow. He has a very great story on his journey trying to break into the NBA. And now he’s an entrepreneur that’s developed a very unique water bottle that you can use for your marketing, in your business and in sports venues. So you know, those are the types of individuals we bring in in June of 2023 we brought in an individual named Vince papale. His story was the Walt Disney movie, invincible, that Mark Wahlberg starred in. Yeah eagles, yeah about the Philadelphia Eagles. Great, great, great luncheon. People left just inspired. Everybody got his the book that he had just recently authored. So it’s that luncheon is very high energy. People establish relationships in there, and they look forward to coming back to the next quarterly luncheon. We don’t do a monthly lunch, and we do a quarterly luncheon just because of time and resources, but it’s now work become affected because they anticipate and look forward to the next one, because they know the types of speakers we bring in to leave those great and inspiring messages.

Brandon Burton 26:56
Yeah, so obviously, we’re on a podcast platform. I’m a big fan of podcasts, and I’ll, I’ll hear a lot of great, you know, motivational type people on podcasts. But there’s something different to being in the same room as giving a speech and and in the people that are there in attendance, they’re going to leave and tell other people, you know, I heard anvil hood talk about this, and you know, to be able to be there is going to generate more that word of mouth and the positive traction that you’re looking for. And I just I applaud you for getting these great speakers to come in and and be energizing and uplifting to those who are in attendance. That’s awesome. So you got your you’ve been innovative in your time there had just trying to make things work. You’d mentioned the quarterly networking, you know, the five chambers throughout the county. I’ve seen in some areas where some chambers may shy away from that regional collaboration when it comes to events like that, because they’ll get things, they’ll let things get in the way as to, like, who gets the money. You know when you register, you know if you’re hosting it, but you’re all registering your own chamber, like the logistics of it, trying to get everybody to agree on how that all works. What kind of structure do you guys use? How does it work to have black chambers work for you guys? We

Joe Aldaz 28:29
make it as simple as possible, so every individual registers through their own chamber, and they keep that revenue. And we ask that one chamber kind of hosts, it, select the venue, work with a venue to hopefully make complimentary appetizers. Usually it’s at a place that there is a cash bar that they can have a drink. And it’s worked pretty effectively, because it’s not really, we’re not really trying to make huge dollars. We’re using it as people connecting and networking. There’s no programming in the event, you know, initially there was thoughts, Well, should we have an educational session before the networking? And I said, this is a Thursday evening, and people are trying to decompress from the end of the week. They just want to come and enjoy themselves. The only remarks are made is the executive from the participating chambers make some brief remarks about some upcoming events, welcoming all the guests here, and that’s it, and it’s just socializing and networking. So as far as the lift and the logistics, everybody’s been very agreeable, and they can make a little bit of extra money through their their chamber for their members, and that COVID, that host chamber, just does all the logistics with the venue and appetizers and things of that nature. So there hasn’t been really any pushback. And, matter of fact, there’s been some other chambers when we initially started, how do we get involved and participate as well? The Philippine American Chamber of southern Colorado just established over a year ago. They’re going to host one next year. Awesome. So so it continues to grow, and it’s just a great collaboration. You know, people enjoy being around a lot of different people that they may not be connected with if through their own chamber. Is

Brandon Burton 30:32
there any sponsors with these networking events? No,

Joe Aldaz 30:36
because, you know, it’s not. It’s not something that we’re looking to make a lot of money, because once you get sponsored, then you’re that’s where we say, well, how do we share that sponsor revenue amongst the five chambers that are actually participating in it? Yeah, we just make it a straight networking event with no sponsors, because every chamber has their events scheduled where they can gain that sponsorship revenue, so we’ve made it as simple as possible. Yeah,

Brandon Burton 31:04
I like that very good. Well, Joe, I like asking this question to everybody that I have on the show, and I think it means a little more coming from you, because as as chambers listening may have a desire to take their chamber up to the next level. I’d argue you’ve taken the Colorado Springs Hispanic Chamber up several levels. But what kind of tip or action item might you share for those listening who are trying to accomplish similar goals?

Joe Aldaz 31:38
I think that what I would want to leave other chambers with is think out of the box and try to be innovative in the approach that you take to chambers. And I think chambers need to be community minded as well, and not so focused just on business. Because I think if you’re trying to build community and be active in your community, in community events, or have what you would call a community event that indirectly is going to impact business throughout your community as well. Perfect example of that is we are now in the process and have launched a campaign through one of our board of directors that is in the Latino health equity world, called one school, one vaccine at a time. And what that is, is we are working with a school district here right now, in Colorado Springs, and looking to build it to other school districts. We want to make vaccines accessible to Latino, specifically Spanish speaking families, because many of these Latino families are business owners, but they cannot make the window of opportunities for vaccinations for their kids and their families during the times that school have those so what? So what our board member has created, and she’s been in this space for several years, is we are hosting vaccination clinics that are outside of those normal working hours on a Sunday morning, on a Saturday evening, to make sure that those organizations, those individuals have access, and our school district that we’re working with has been very flexible to that, and we’re working with the county and the state to continue to mobilize and grow that program. So that’s where we believe that we’re community minded, because those business owners, business can be impacted if they’re not, you know, vaccinated and are not being able to work and own a business because they’re sick and they haven’t been able to get those types of vaccinations, because it’s a family focused thing. If your child is getting vaccinated at these clinics, that family is more apt to get the vaccinations they need as well. So that’s just one example that that we we have fostered. The other thing that we foster is our major signature event is not an annual gala type dinner. We have transitioned, and we’ll be in our fifth year, we have an outdoor Latin culture event called La vida love. It’s a community focused event. You come in, it’s a ticketed event. You come in and sample small bites of cuisine. We have distilleries and breweries or small pores, and then we have live Latin bands performed throughout the evening. So it’s a it’s starting to be tagged here in Colorado Springs, as the premier summer business social in southern Colorado. We’ve grown it since our inception in 2021 from about 250 guests. We. We’re close to 700 guests this past summer that we did it. We do it on a Saturday evening at a country club that’s attached to a a resort called the shine Mountain Resort, and it’s just a great a great event. The only programming that we have there is we announce our Hispanic Business Award recipients. So they get some branding, because they’re out there receiving an award in front of almost 700 guests. And that’s a very community minded guest. I mean, we it’s we have our Hispanic business members come, but the community comes, and they, pretty much now are marking it on their calendar to say this is the summer event that we want to be at. That’s

Brandon Burton 35:43
awesome. I love that. I love that it’s outdoors. I mean that that brings its own issues, as far as planning and hoping weather works out and all that. But we’ve

Joe Aldaz 35:52
been lucky for the five years we have, we have not had any rain, and it’s the setting. Is a very intimate setting. We are on a golf course beach over a lake overlooking the mountains with a large stage for our performers. And it’s just, it’s just a really nice setting, and people enjoy it. They enjoy the samples of food, the distilleries that with provide the small pores of bourbon whiskey lagers, and people have fun. And as you know, with our culture, Latin culture, if you have food, drink and music, we will be there.

Brandon Burton 36:32
That’s right. And having it be outdoors is very inviting to the community as well. Nice setting, yeah, if it’s indoors in a big conference center the community doesn’t see it, and being outdoors, yeah, and here

Joe Aldaz 36:45
in our community, there’s a lot of non profits and there’s a lot of annual dinners. So we say, what can we do different, to be our signature fundraiser, but be more of an attractive and separate us from the rest of the group to say, Hey, this is a more of an inviting event that we’d like to come to. Yeah,

Brandon Burton 37:04
you guys made a great choice. I love it. Well, Joe, I like asking everybody I have on the show, as we look to the future of chambers of commerce, how do you see the future of chambers and their purpose going forward?

Joe Aldaz 37:16
I think chambers need to the model that chambers currently work under, as far as memberships and sponsorships and being event driven, I think it works to a point, but I think chambers need to become more innovative and figure out how to create other revenue streams to help their organization grow. We believe our avanzar business accelerator program is one of those types, because we have the opportunity to provide sponsors and corporate entities to be part of that training module that we have on the platform. So if a financial institution wants to say, hey, we would like to provide a training module on access to capital. Well, there’s an investment to have your brand on our platform to provide that training. So that’s an example of another revenue stream. And just trying to develop partnerships with some of our businesses, and we’re always looking to explore those. I know a lot of chambers have what they call affinity programs, where you can get member discount, but what we did a little bit differently this year, and we experimented with it. One of our members is a coffee company called model citizen coffee, and what they did is they developed a specialized coffee that we could promote and get 20% of the revenue, called Rico Suave, so people into members could go to our website, link up to the company, and it every one of those bags of coffee sold, we would get 20% of the revenue. One of our members has a ather Vida beer company. She has done the same thing. They have developed a special lager that they’re putting in a lot of different venues, and we are getting 20% of the revenue from that lager being sold, not large checks, but there are additional revenue that comes into our chamber, and it’s helping build that business members brand as well, because they’re showing that they are engaged and participating with the work that we’re doing and helping us grow as well.

Brandon Burton 39:39
Yeah, it’s a win, win. And those little checks add up. You get enough lines in the water like that, they add up. Well, Joe, this has been great. I can feel the passion you have. I can see the the impact that you guys have been making. And and it excites me to see the revitalization of the Colorado Springs Hispanic chamber. And. And the impact, the true life changing impact that’s being presented there. I wanted to give you an opportunity to share any contact information for listeners who may want to reach out and connect with you. Where would you point

Joe Aldaz 40:13
sure our website is CSHispanicChamber.com, my email contact is info@cshispanicchamber.com, and if people want to contact me directly via phone, it’s 719-231-5353, and I’d be happy to to speak with anyone on you know, if they have more questions on what they heard today, and just looking forward to hopefully having some ideas that have gone out here today for other chambers that you know across the country.

Brandon Burton 40:52
Yeah, definitely some things that can be implemented. So I appreciate you sharing these insights and your experience and enthusiasm and just overall passion for the work you’re doing and the impact that it’s making. So thank you for being with us today. I appreciate it.

Joe Aldaz 41:08
Appreciate it.

Brandon Burton 41:11
If you are a chamber professional, please subscribe to Chamber Chat Podcast in Apple podcast, Google podcasts or Spotify. When you subscribe to Chamber Chat Podcast new episodes will show up in your podcast app each week as they are released. If you’re finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamber Chat Podcast with your colleagues that are in the industry.

Get started with your own Chamber Podcast and shortcut your learning curve with the Chamber Podcast Course offered by Chamber Chat Podcast.
Have you considered the many benefits of hosting a podcast for your Chamber? The options, leverage, and possibilities that a podcast offers are virtually endless. Download my FREE Chamber Podcasting Guide to learn how to start your own Chamber podcast!

Reinventing the Rubber Chicken Dinner with Michelle Epling

Miles Burdine Chamber Chat Podcast promo image.

Below is an auto-generated transcription. Because this is auto-generated there are likely some grammatical errors but it is still a useful tool to search text within this podcast episode.

Feel free to join our Chamber Chat Champions Facebook Group to discuss this episode and to share your own experiences and tips with other Chamber Champions.

Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.

Hello, Chamber Champions. Welcome to Chamber Chat Podcast. I’m your hosts Brandon Burton. And it’s my goal here on the podcast to introduce you to people and ideas to better help you serve your Chamber members and your community.

Our title sponsor for this episode is Bringing Local Back. Remember when your community could turn to a local TV station or newspaper for the latest updates and affordable ads? Those days may be fading, but the need for local connection remains. That’s why we created Bringing Local Back, a game changing platform that restores the local visibility and advertising power to your community. It’s more than just tech. It’s about driving engagement and creating new revenue for your chamber. Ready to see the future visit bringinglocalback.com to schedule your demo today. This is the future of local commerce.

Our guest for this episode is Michelle Epling. Michelle is a dynamic leader and the 2024 Alabama Chamber Champion as the President and CEO of the Madison Chamber of Commerce. Michelle has transformed the chamber by earning its first accreditation in 31 in its 31 year history, with a rich background in sales, business development and entrepreneurship, Michelle combines her passion for community engagement with the focus on professional growth, having completed three years of the US Chamber’s IOM program. But Michelle, I’m excited to have you with us today here on Chamber Chat Podcast. I’d love to give you an opportunity to say hello to all the Chamber Champions who are out there listening, and to share something interesting about yourself, so we can all get to know you a little better. Sure. Thank

Michelle Epling 1:57
you so much for having me today. Brandon, it’s an honor to be on this podcast. And again, I’m Michelle Epling. I’m the president of the Madison Chamber of Commerce in Madison, Alabama, which is very close to Huntsville, Alabama, for those that aren’t familiar, and it’s been my honor to be the president of the Madison chamber for the last three years. Something interesting a lot of people don’t know about me. I’ll say there’s two things. One, I have nine year old twins. They’re identical twin girls, and their hobby is Irish dancing. So we actually go to Irish dance competitions, and they look like little river dancers. It’s really quite fun. And then a family to bit is we actually run a family pecan farm on the side. So we have Newberry pecans that has over 1500 pecan trees, the largest pecan orchard in North Alabama. So if you think your family is nuts, my family, little literally sells nuts, and so we have a great time doing that. That’s been in a family business for about 10 years now, and it continues to grow, and really helps keep me having the perspective of the struggles of what we go through as business owners, because we’re right there on the front line as a family, figuring it out step by step. So yeah,

Brandon Burton 3:12
definitely helpful in giving you that perspective. I’ll say so, I’m in Texas, and we don’t have pecan farms, but we have pecan farms, so I think they’re similar, but yeah,

Michelle Epling 3:23
absolutely, absolutely, we don’t say pecan here in Alabama. But yeah,

Brandon Burton 3:27
yeah. So I’m originally from California, so it’s pecan to me, but there’s a lot of pecan people here. So anyway, well, tell us a little bit more about the Madison chamber. Give us an idea of the size of the chamber, staff, scope of work, just things you guys are involved with to kind of set the stage for our discussion today.

Michelle Epling 3:48
Absolutely. So I started at the Madison chamber three years ago. This month, actually, in November, we had about 259 members. Three years ago, they had not done any major events coming out of COVID. That was November of 2021 and really came into a chamber where the business owners were not happy with the chamber. They didn’t like us. Most of the town didn’t even know we existed, and really just stepped in from day one and always focused on, how do we add value to our members, and by doing that, we have now grown to over 500 members. In the last three years, we’ve grown the budget more than tripled it. We’re right about under a half a million dollar budget as a chamber size, and we put on anywhere between 25 to 30 events a year, on top of about 50 to 60 ribbon cuttings and groundbreakings a year, just due to the exponential growth in the city of Madison, we’re the number one school district in the state of Alabama, number one city to live in the state of Alabama. And we just had, we just opened our Costco last week. Week. So that was super exciting. We’ve also opened a BJ is wholesale this year. So I like to say we run with scissors. You know, Mom always says, don’t run with scissors. We literally run with scissors each and every day. And the team works very hard behind the scenes just to keep up with the growth.

Brandon Burton 5:14
That’s great. Yeah, it I know there’s chambers out there listening that are always a little jealous, and they hear of a community that has that kind of exponential growth. I’m always curious, is there a certain industry or something happening specifically that’s driving that growth?

Michelle Epling 5:30
So we are about 15 minutes next to Huntsville, Alabama, which was named by the US World Reports last year as the number one city to live in the state of Alabama, we have a huge presence of Redstone Arsenal, the FBI, and so we also have a big diversity of businesses in our county, being in the Huntsville metro area. So we just are very fortunate in the community, really, truly believing in regionalism and coming together. You know, we always say a win for Huntsville, a win for Muscle Shoals, a win for Scottsboro or any other surrounding city or Athens, Alabama, is a win for the whole region. And we truly all work together as chamber professionals to share that regionalism and work towards that regionalism together.

Brandon Burton 6:20
Yeah, that’s fantastic. I like the the regional approach, because it does make everybody better and and raises all the ships as that tide rises. So it does, it’s good. And hopefully the the community is starting to to recognize that the Chamber exists, that the Madison chamber is there. So keep, keep making those positive impacts. But for our focus, for our conversation today, we’re going to, we’ve titled this episode reinventing the rubber chicken dinner. And I think we can all relate. We’ve all been to these chamber dinners that were luncheons or whatever it may be, and the the chamber chicken, right? So we’re gonna take a fresh approach to reinventing this and see the approach that Michelle’s and her chamber has taken as soon as they get back from this quick break.

Joe Duemig
Hi, I’m Joe and I’m Rose, and we’re the founders of App My Community, a mobile app that can be customized to meet the unique needs of your chamber of commerce.

Rose Duemig
When we started App My Community, we envisioned a tool that would help communities thrive by simplifying communication and enhancing engagement, Chambers of Commerce face unique challenges, and we’re here to help you tackle them.

Joe Duemig
App My Community helps the Evergreen Area Chamber of Commerce to create an app that keeps tourists informed, even when their office is closed, they provide 24/7 access to local business information, which helps support the local economy and community engagement.

Rose Duemig
In Rocky Mountain House, we helped Rocky Chamber create an app with dynamic itineraries and digital resources for tourists, increasing local business engagement. The app has become an essential tool for the community, promoting events and boosting visibility for local merchants.

Joe Duemig
Today, we empower more than 200 Chambers of Commerce campgrounds and RV resorts to streamline communication, informing members about events, sharing business updates and providing a digital hub for the community all in one convenient

Rose Duemig
app. When you partner with App My Community, our team works closely with you to create an app that meets your Chamber’s unique needs. As your community grows, our app evolves with you. We are here to ensure you engage effectively with your members and streamline your operations.

Joe Duemig
Schedule a demo today AppMyCommunity.com. We can’t wait to meet you.

App My Community creates mobile apps that allow you to engage directly with your community. Enhance chamber membership by providing a unique advertising and communication channel to residents and visitors. Not just a member directory, App My Community has the tools to be useful to residents on a daily basis. Learn more at appmycommunity.com/chamberchat.

Brandon Burton
Chamber leaders, I know each of you works daily to boost your local economy and take your Chamber of Commerce to the next level. But let’s face it… it takes funding, and lots of it! 

You need to know Resource Development Group, for three decades they have been the premier economic development fundraising consulting firm dedicated to helping Chambers of Commerce and economic development organizations like yours thrive across the United States.

Their expert team specializes in crafting customized fundraising strategies that drive tangible results so you will be able to fully implement your community advancement and economic development strategies.

Imagine having a partner who strives to understand your community’s unique needs, brings national best practices to bear, and has the proven experience to secure millions of dollars in funding. Resource Development Group has successfully guided countless Chambers of Commerce in creating vibrant, sustainable economies.

With their comprehensive suite of services, from campaign planning and execution, to investor engagement management, to best practice studies, RDG takes the guesswork out of fundraising. You’ll receive personalized support and innovative solutions that make a real impact.

Don’t just take my word for it! Chambers of Commerce and EDO executives nationwide have praised RDG for their dedication, professionalism, and impressive track record of raising over $2 billion dollars for their clients. Ready to see what Resource Development Group can do for your Chamber? Visit them online at RDGFundraising.com to learn more.

Elevate your community, strengthen your Chamber, and unlock new possibilities with Resource Development Group by your side. They build organizations that build communities!

All right, Michelle, we’re back, as I mentioned before the break, we’re reinventing the rubber chicken dinner today, so that should get everybody excited. We can toss that that old menu, and it’s not just the menu, right? So talk to us about talk to us about how you’ve approached this, this reinvention of what a traditional chamber dinner is

Michelle Epling 10:47
absolutely well, I we have a saying in our office if me and the team does not want to be at the event, why are we putting on this event? Alright, so I think that also goes down to what you eat at the event as well. And you know, making the events in such a way that, does it have to be a plated serve chicken dinner? Is there a different way we can go about doing a state of the city that is still fun and interesting, and, you know, bridges the community together, but doesn’t have to just be in round tables. And so three years ago, when I started, our city had just built a brand new minor league baseball stadium called the Rocket City trash pandas. And yeah, they’re they’re really cool. They have the guy, the little mascot, is out of a trash can, looking like a rocket. I mean, everybody wears trash pan and merchandise. And so within our city limits of the city of Madison, we actually don’t have a venue space that can seat 500 people and round tables of eight like it physically does not exist. We would have to go to Huntsville or Athens outside our city limits. And so with my mayor’s encouragement, he said, Let’s re look at how we did the state of the city before COVID. You know, you’re the new chamber president. We have this beautiful new stadium. How can we reinvent this dinner? And so we actually, in partnership with the Rocket City trash pandas, open the gates of Toyota field. We give out 500 free hot dog Soda and Ice Cream, and we invite the entire community to come to our state of the city. We line the concourse with a business showcase that’s super popular, and we do a community state of the city on the field of our minor league baseball team. So it doesn’t have to be a rubber chicken dinner for it to be an official state of the city. And I think we’ve proven that. We just did our third annual State of the City this past year. It was super successful. Our members love it. The community loves coming out to it. You know, we’re going to even have a mayor showcase and city council showcase next year, where they’re going to be on the concourse, meeting the constituents. And so it’s just a fun way to highlight our community. We give out a Military Family of the Year Award during that presentation, the mayor shows videos. Really just a neat way to reinvent that rubber chicken dinner. And then, you know, thinking of the rubber chicken dinner, we also had our annual gala Monday night. And, you know, at a gala, you give out the membership awards. We gave out Business Person of the Year, and then you give out young professional of the year. And this is the first time in our 31 year history, we’ve actually done an annual membership meeting that was a formal event that was cocktail, long dresses, and, you know, giving out award after award after award. I mean, it’s the same, right? It’s someone’s getting an award on stage. And I went to the team and I said, you know, I saw this thing a few years ago. This influencer did in Nashville, and she had these Santa elves come out, and they carried a basket during the middle of one of her events, and everybody got a free whatever it is. I wonder if our business community could get behind this. So I made a few phone calls to our local downtown restaurant that’s iconic, that’s in the Old City Jail, that serves like the meat and three I called out back. I called Chicken Salad Chick and some local retailers. And between the rubber chicken dinner, the team came out, and I had one on the podium for me and my chairman of the board. And we put on a blue because our logo is blue. Santa hat. Played Christmas music, and we distributed what we call Madison favorite things, and everybody loved it. So again, as you were planning these rubber chicken dinners, we serve steak. By the way, don’t serve chicken service. Pay the extra money. People want to eat the steak. Don’t serve the chicken. And. And make it fun. Do you want to be there? Would you want to sit through this entire program? And if your team’s answer is no, what are you doing to add value to your members at that event? And that’s what we look at with every single thing we do at the chamber. I love that

Brandon Burton 15:18
man. I love the reinvention, thinking outside the box, these approaches that really drive engagement. I mean, the thought comes to me the business showcase and the concourse of the baseball field. Now, if you just did your typical annual you know, state of the city in a conference hall, you’re not going to necessarily have the space to do business showcase, but Right? You’re supporting the businesses, giving them that space, or interacting with people in the community. They’re there. I mean, just the whole idea of it is much more effective, much more in line. I would even argue with what a chamber is and should be focused on.

Michelle Epling 15:57
And we even find some of those sponsorship levels to nonprofits. So we will say to someone that’s willing to give us X amount of money. Look, you could either have two tables on the concourse, or you can donate them to two nonprofits, and they love that. Yeah, how are you adding value to those sponsors, with the money they’re investing in your chamber, what’s important to them and to those sponsors, it’s those nonprofits and those causes that they give a lot of time and money to. How can you then turn that sponsorship and giving it back to that member as well, and not just taking money from them for you to put on an event? I

Brandon Burton 16:39
love that, so help us. I think you’ve done a good job with the setup, with the state of the city, and at the baseball stadium, just being able to see and visualizing the displays of businesses in the concourse get people seated with their hot dogs and ice cream. And normally in that setting, we’re waiting for that first pitch to be thrown out. So is there a stage set up on the field, or are you utilizing the big screen? That’s how what? What’s that look like? We

Michelle Epling 17:10
do have a podium on the field. They have a huge jumbotron at the baseball stadium that we use, and then they have the announcer, just like you’d be like, coming on home plate is so and so, I don’t baseball, whatever. And he announces, you know, please direct your attention to the field. In five minutes, we’ll be starting our program. And then at the time, he will say, please direct your attention. We always start with the tripping of the colors, because that always gets everyone’s attention, and that gets everyone to quiet down. And then after the tripping of the colors we have, we incorporate our schools and they sing the national anthem. That also gets everybody to kind of get in their seat and settle down. And so that kind of starts the program itself

Brandon Burton 17:56
gets butts in seats too. When you involve the schools and parents, they’re going to come and watch their kids sing, and that’s awesome, absolutely.

Michelle Epling 18:04
And then I would say another thing we do that’s kind of unique to our chamber is because we did not have an a venue that could host, like a business, or what we call it best in Business Awards. Three years ago, we ended up having to host it at the high school? Well, no one told me, Brandon that. I guess I never got in trouble in high school. I didn’t know you couldn’t serve alcohol in an auditorium at a high school, and it’s against a federal law, even if the superintendent is nobody tells me this Brandon Okay, and so I’m talking to the superintendent, and I’m talking to him about, okay, we’ll have our cocktail reception out here with the bar. And he’s like, Michelle, you’re legally not allowed to do that. And I’m like, Well, what do you mean? I’m not allowed to do that? And he was like, Well, you’re not allowed to serve alcohol in my auditorium. You can still host your best in Business Awards, but there will be no alcohol served during this entire night. And so we had a bank come forward at the time and said, Michelle, let’s host an after party at one of the local restaurants and bars. I’m good friends with this restaurant. We will sponsor it. We’ll invite all the nominees. We’ll give out drink tickets and serve some like desserts. But then, because I have both insurance licenses, from an insurance standpoint, I’m like, it’s really not a good idea to let these hungry people leave an award show and go straight to drinking alcohol. That just seemed like a liability. Brandon, so we got with a local restaurant, and they made a charcuterie cup, like to go. So think of like a charcuterie platter, and they in a cup, and my ambassadors handed them out as people were walking out the door, headed to the barn, I made a joke on the stage and said, enjoy your Madison car snacks on the way to the after party. Well, then a few months later, we were recognizing one of our elected officials, was our former Speaker of the House, who is. Now our chairman of the county commission. We threw a welcome back party for him. We found out what his favorite snacks were, put them in a little lunch bag, gave them out to all those attendees. Called him a Madison car snack. So much so that that’s now a sponsorship item in my sponsorship guide, and it has been requested thing I had another chamber, the Athens chamber. President Monday morning at 7am said, Do we have Madison car snacks at your annual gala tonight? That’s all I want to know again. How can you create these little traditions within your chamber that makes everyone feel part of it, but then it lets the celebration continue, even if it’s just for the car ride home, to continue adding value to that event. And so Madison car snacks, you ask any of our members, they can tell you exactly what it is, what a great idea as a sponsorship, and everyone wants it. And so again, how are you reinventing that rubber chicken dinner is what we look at every day.

Brandon Burton 21:04
Yeah, man, that is, I love that. I love how it wasn’t necessarily a plan to have your Madison car snacks, but it came out of a, maybe an oversight, we’ll say, you know, and necessity and and then that kind of evolves to be in the thing people look forward to. And you know, kind of rolls off your tongue. You’re you want your car snacks, right? You gotta.

Michelle Epling 21:26
Can we put the members logo on it, and we have an actual logo that says Madison car. And the snacks is, like, crunched out of it. I can email it to you and show you, and we put them in little clear bags, or little lunch bags we buy at Party City, and then I get up on the stage of whatever event it is and say, Brandon, the CEO of chamber, chat, podcast, favorite snacks or Milano cookies and skinny pop and join them on your ride home. And everybody loves it. You know, it’s just such a fun way to again, how are we adding value in what we’re doing at these events. Yeah,

Brandon Burton 22:02
that’s fantastic. And I’m glad you learned about the no alcohol on the campus before the event. I mean, it is, it’s zero tolerance. I don’t know what would

Michelle Epling 22:14
that is not allowed so several weeks before we put that event on, and thankfully, we have members that stepped in to help solve that problem. So so now we always do also have an after party at one of our local bars. So when we do best in business, we partner with the local bar and we have the after party again. How are you making this fun? And also don’t give speeches. That’s the other thing we do the award shows. We do not do any speeches on that stage

Brandon Burton 22:44
that’s much appreciated by everybody there that your

Michelle Epling 22:47
great aunt Nancy inspired you to start the business. What we do instead is we have announcer that has, like the deep announcer voice, and he gets he’s there right next to my marketing director, and he will say, now please welcome to the stage. Brandon, who has started this podcast X number of years ago and has won so many awards and and really highlights that person in a much more professional way than people can. Sometimes, if they’re shocked, get up and say in front of the microphone. So we gave out 11 awards Monday night, plus recognizing our elected officials and all that, gave an annual report for about seven to 10 minutes in in in less than an hour, according to our mayor, from start to finish. Yeah, that’s good, adding value. You know,

Brandon Burton 23:37
I like the announcer telling about the business as they’re walking up, because otherwise you get applause, and by the time you’re at the fourth, fifth person, everybody’s like, Hey, we’re tired of clapping the whole walk up. So being able to utilize that time in an effective way and cut down in other areas is super helpful. Well, I love this. I love the energy. I love the outside the box thinking, the creativity is is wonderful as we shift gears a little bit. I wanted to ask you, on behalf of chambers listening, who are looking to take their chamber up to the next level, what kind of tip or action item might you share with them to try to accomplish that goal?

Michelle Epling 24:17
Yeah, something one of my consultants taught me, um, two things really is one, and I said it several times, how are you adding value to your members? You know, what are you doing that’s setting yourself apart from all the other noise, whether it’s the newsletter or the E blast, um, how are you adding value? And then the second one is, never make it hard for people to give you money. So Veronica cram is one of my consultants that helps our chamber with insight, strategic solutions. And she always says to me, Michelle, do not make it hard for people to give you money. And so I can’t tell you the number of times, especially, you know, when I started, it was me and one other full time employee if I got an email from. Somebody, and they said, Michelle, I’m trying to pay an invoice. I would stop what I was doing right then and there and get that payment immediately. And again, that drives the bottom line. And I’m a big believer that if you solve the income problem, all the other problems are a lot easier to fix. Yes, don’t make it hard for people to give you money.

Brandon Burton 25:22
Those two points of how are you adding value to your members, but also not making it hard for people to give you money, are great lessons for business owners to think about and implement as well. So there may be, there may be more there that can be taught and be you own programming there in its own to remove some barriers from people giving your members money, and for your members to learn how to add value to their customers every transaction. Absolutely. Michelle, as we look to the future of chambers of commerce, how do you see the future of chambers and their purpose going forward.

Michelle Epling 26:03
You know, I really see Chambers as being the convener. You know, when you think of a chamber, we are really in a unique position that can convene all the groups around the table as truly a neutral, unbiased third party. And so one of the things we’ve done at our chamber three years ago is we had the downtown businesses, we had rotary we had the Madison Street Festival. We had all these different the school system. We had all these different entities all doing great things in our community. But then sometimes their events would overlap, sometimes they would get upset that so and so’s doing something, and so and so is doing something. And we created the one Madison meeting, and we put the mayor with the chief of fire and police and all the festivals and all the organizations that really do those community events in our town, the trash panda baseball stadium people. And we meet once a quarter, and every organization gets five minutes to give an update on what their organization is doing. And the the amount of cross collaboration that has happened because we convened them together is immeasurable. I mean, the amount of initiatives that have come out of that meeting, and I think we need to continue to find ways to convene people together, whether it’s convening them in person, or being the convener on social media, on Instagram and Facebook, and being the one at the event going live, talking about what’s happening in and around your community. You know we really have a unique voice in being that neutral, unbiased third party to really share the good news. And so we call it celebrate Madison for our state of the city event, and we truly believe in celebrating our community. And I think chambers really could really make a big impact if they continue to find ways to celebrate their community, because you can go to any community and go to the what’s happening in ABC towns Facebook page, and you would think that city is on fire, and it’s the worst city in existence. How are you being louder on social media and in the groups you can lean around the table to celebrate your city. And I think that’s where chambers really have the future, is celebrating the communities they serve. And I think sometimes we forget that we have a unique opportunity to do that.

Brandon Burton 28:34
Yeah, I love that. When you It talked about Facebook and the, you know, saying it was on fire, I was thinking the other way, you have people talking about all the good things, but it’s really those communities online, online tend to be trash talking, right? Just really negative. So to be able to turn that and put it on its head and celebrate what your community has to offer and the good things going on, and build upon that there’s so much value there so but Michelle, I wanted to give you an opportunity to share any contact information for listeners who may want to reach out and connect with you and learn more about Madison, car snacks or anything else. What would be the best way for them to reach out and connect sure

Michelle Epling 29:18
they can email me at Michelle, at Madison Al, like Alabama, chamber.com, and I would be happy to have a conversation with them.

Brandon Burton 29:29
That’s perfect. We’ll get that in our show notes to make it nice and easy to find. But Michelle, this has been a fun conversation, energizing. Should give people some ideas of some new approaches that they can take to their annual banquets or awards night, or any other, I’m gonna say, old fashioned, traditional chamber event, right? Let’s, let’s reimagine some of these things and bring some new light life to them. Thank you for sharing your example and experiences and. Know, and building the excitement for the listeners to be able to bring that back home for themselves. No

Michelle Epling 30:06
problem, we love celebrating Madison and thank you for having me on the podcast today. I appreciate it.

Brandon Burton 30:12
If you are a chamber professional, please subscribe to Chamber Chat Podcast in Apple podcast, Google podcasts or Spotify. When you subscribe to Chamber Chat Podcast new episodes will show up in your podcast app each week as they are released. If you’re finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamber Chat Podcast with your colleagues that are in the industry.

Get started with your own Chamber Podcast and shortcut your learning curve with the Chamber Podcast Course offered by Chamber Chat Podcast.
Have you considered the many benefits of hosting a podcast for your Chamber? The options, leverage, and possibilities that a podcast offers are virtually endless. Download my FREE Chamber Podcasting Guide to learn how to start your own Chamber podcast!

Fox Cities Chamber-2024 Chamber of the Year Finalist with Becky Bartoszek

Miles Burdine Chamber Chat Podcast promo image.

Below is an auto-generated transcription. Because this is auto-generated there are likely some grammatical errors but it is still a useful tool to search text within this podcast episode.

Feel free to join our Chamber Chat Champions Facebook Group to discuss this episode and to share your own experiences and tips with other Chamber Champions.

Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.

Hello, Chamber Champions. Welcome to Chamber Chat Podcast. I’m your hosts Brandon Burton. And it’s my goal here on the podcast to introduce you to people and ideas to better help you serve your Chamber members and your community.

Our title sponsor is Community Matters, Inc. With nearly 20 years in the chamber industry and over 100 media awards presented to their chamber partners, community matters provides the R&R that every chamber needs, revenue and recognition.

When it comes to publishing a Chamber Map directory or Community Guide, Community Matters has a trusted experience to help your chamber accomplish your goals. With different advertising sales models and publication styles, Community Matters will help you create a non-dues revenue machine!

To learn how Community Matters can support your chamber with your next publication. Please visit communitymattersinc.com/podcast To request your free media kit and request a proposal to find out what kind of non-dues revenue you can generate.

Learn how you can partner with Community Matters, Inc. to produce your next Chamber Directory, Community Guide or Map.

You’re joining us for a special episode in our 2024 ACCE Chamber of the Year Finalist Series and our guests for this episode is Becky Bartoszek. Becky is the President and CEO of the Fox Cities Chamber in Wisconsin and having relocated to Wisconsin in 1998. And Becky’s previous experience included vice president of the Great Lakes for Alltel wireless market leader for the q ti group, and small business owner of a State Farm Agency. Becky currently serves on the ACCE board of directors. The new North board of directors, Wisconsin Chamber of Commerce executives is the current chair WMC board of directors and is currently appointed by Governor eavers to his Advisory Council on Workforce Investment, Becky and her husband Brian, or freedom residents, and they have the two of them together have two adult children as well. But Becky, I’m excited to have you with us today on Chamber Chat Podcast. And I need to start by saying a big congratulations to you and your team for being selected as a chamber to their chamber of the year finalists. This is exciting and, and reflective of the great work you guys are doing but wanted to give you a chance to say hello to all the chamber champions who are out there listening and to share something interesting about yourself so we can all get to know you a little better.

Becky Bartoszek 2:31
Well, thank you so much brand new appreciate being here today. And yeah, it is really, really exciting for our team to be able to celebrate being nominated as a finalist on our 100 and 50th year anniversary or ever chamber. So we’ve been able to do some really cool things bringing in past board members and you know, doing time capsules and everything this year, it’s been just a blast. So thank you for the you know, the background information. It’s I think people are always interested or find it interesting that my I actually grew up living in a convention center. So the chamber, our local Chamber of Commerce, would have events almost weekly at my house. So that was quite the preparation for getting into the chamber industry. Ultimately, when it was just kind of a normal everyday thing, the way that I had grown up. It’s quite

Brandon Burton 3:26
the training ground. I mean, most people enter the chamber world and they didn’t even know what a chamber was. And they started but you grew up with literally it all around it. So that’s absolutely, yeah, that’s cool. I think that’s a first for us on the shows having somebody that grew up in the in chamber. Yeah.

Becky Bartoszek 3:43
So next time when somebody’s clearing your plates at the dinner. I think that could be a future chamber.

Brandon Burton 3:49
Exactly. That’s right. That’s right. Well, and tell us a little bit about the Fox Cities Chamber just to kind of give us some perspective, the size here chamber staff budget scope of work, just to set the table for our discussion before we dive into the meat of this topic.

Becky Bartoszek 4:06
Oh, sure. Absolutely. The Fox Cities Chamber is hard to find on a map because the largest community in our in our region is Appleton, Wisconsin. So think of it this way. We are south of Green Bay and north of Milwaukee, Wisconsin. We serve two and a half counties. So we’re pretty good size, footprint. And we are not only the chamber, but we are the regional eto as well. We are current even though we’re the fourth largest community in the chamber, we are the second largest chamber as far as member count. We are over 1400 On our way to 1500 members currently, and we have a staff of 12 that most times 13 right now because I’m an intern, right revenues a little under 2 million about 1.8. And we just continue to grow and grow. In addition to our our traditional Chamber members. yours. We also have about 700 young professionals that have membership with us as well.

Brandon Burton 5:04
That’s awesome. So that’s in addition to the 1400. Members, that’s a different type of membership within the organization. That’s great. I know there’s I’ve heard of other chambers out there that are trying to get young professionals or even high school students involved with the Chamber in some degree, and trying to figure out a model for that. So that’s that’s

Becky Bartoszek 5:25
worked well, for us. We went from 140 to 700 in a year.

Brandon Burton 5:29
Yeah, I would say something worked. Yeah. That’s awesome. Well, on these chamber the year finalist series, I like spending the bulk of our conversation really diving into and discussing the two programs synopsis that were included on your chamber, the year application, and we will, we’ll take a quick break and when we get back we’ll dive in deep on what those two programs are and how they’re moving the needle in your community.

Are you looking for a year round affordable and timely shop local campaign for your chamber or CVB Look no further build a custom each shop play mobile app with App My Community by visiting appmycommunity.com/chamberchat. App My Community mobile apps are not just simple membership directory listings. They provide many more capabilities to engage with your community. Provide your residents with a robust events calendar partner with a local fare festival or Farmers Market provide a schedule map and other resources to promote the event. Run a Small Business Saturday campaign any time of the year using built in scavenger hunts allow your membership to communicate directly to their customers via push notifications. Your app my community mobile app will be a unique member benefit allow you to generate non dues revenue with sponsorship opportunities and best of all provide a valuable resource to your community please visit appmycommunity.com/chamberchat now to receive 10% off your first year of an App My Community mobile app.

App My Community creates mobile apps that allow you to engage directly with your community. Enhance chamber membership by providing a unique advertising and communication channel to residents and visitors. Not just a member directory, App My Community has the tools to be useful to residents on a daily basis. Learn more at appmycommunity.com/chamberchat.

Are you struggling to manage your chamber of commerce and build a thriving commerce community? Chamber Nation is here to help! Our all-in-one platform allows you to easily manage member information, events, and communication. Plus, our community engagement tools help you connect with local businesses and residents to drive economic growth. With Chamber Nation, you’ll have everything you need to succeed. So why wait? Visit www.RichardsCalendar.com to learn more and start building

Visit ChamberNation.com to learn more.

Alright, Becky, we’re back. So as I as I mentioned before the break, we’re gonna dive into the the two programs that were submitted on your chamber the your application, if you would just tell us what the what the first program is that you’d like to highlight. And we’ll we’ll dive into that one. So

Becky Bartoszek 7:55
everybody’s always intrigued by our Connect free model. And that is a program that we started exploring in February of 2022. Basically, we brought in Sherry And Kelly from ACCE to do some strategic planning with our board of directors. And there was a great discussion about how we could come together as a community and specifically a chamber and really move the needle with the resources that we have, in our community, our biggest challenges, we just don’t have enough people for the growth that we’re experiencing. So in the state of Wisconsin, in general, if you remove international immigration, we’ve been net negative population growth for a while now not specifically in our market, but overall is it state. So we were trying to find a way that we could attract more people to want to come and live work and play and the Fox Cities Wisconsin area. Now we know that people can get a job anywhere now. And it’s really people decide where they want to live. And then they find a job. So it’s truly quality of life driving it. And we know that is driven by the small business environment. Nobody’s saying, Boy, I want to find the biggest Best Buy. And that’s where I’m gonna move. They want that fun restaurant shopping, kitschy experience. So we came up with a program that we launched six months later, which is called Kinect free. And it is a completely free membership for small businesses that have five or less full time employees, nonprofits that have 10 or less full time employees and all freestanding restaurants. So for example, if you’re a restaurant in a casino, it’s not free. But if you’re a freestanding restaurant, we just have a great robust package that we can provide you to help you get to the next level and to help track people attract people to our community.

Brandon Burton 9:55
So yeah, tell us tell us more how that model works. Oh, obviously, we can’t all work for free as nice as that would be able to do that. How does it operate? A? Are they you see them and participate in different programs and events that do have a cost to it? Or do they move on to a different membership tier? Or what how do you how do you make it work.

Becky Bartoszek 10:19
So that was our biggest challenge. And of course, I was I was very nervous going into this. So we had the first discussion with the board. And the first thing they asked us is, model this financially model it and see if we can make it work. So we spent three months modeling it, and the way that the financials work on this free membership model, from a chamber perspective, now you’re getting more members, you’re touching more people, so your marketing is worth a lot more. So that helped us to be able to recoup revenue, because we were able to sell our marketing at a higher value. In addition to that, you have more people that are invited to your events. So your membership revenue goes down, but your event revenue makes it up. And the only thing that’s not included in our free membership model are things like we don’t do free ribbon cuttings for now for free members. So they have to pay us for that. If they want to use our building or our meeting rooms, they have to pay us if they want to have discounted health insurance through us, that’s an additional add on fee. So there a lot of little ala carte functions that they all want to receive or benefits they want to receive that are an additional fee. So there’s a lot of reasons why somebody would want to get up to the paid level. Now, when we modelled this, we did anticipate number 150 year old organization, we did anticipate a lot of net negative, you know, revenue from migration to a free model. We anticipated on the on the higher end, it can be 80 to $100,000, right away in the first year. And what we’ve actually experienced over a two year period, we’ve only had less than $12,000 in revenue from people dropping down to the free model. And we’ve also seen a lot of our larger investors come forward and say I’m going to give you a larger economic development contribution to help pay for those free members. So it’s worked out quite well.

Brandon Burton 12:28
Yeah. Have you guys made any asks to any of those larger corporations to like that for the economic development? donations? Absolutely.

Becky Bartoszek 12:37
So we did see those contributions go up. And we didn’t know how it was gonna go. First of all, when we when we launched it, we were we were concerned about that. So we did spend another three months, making sure that we can market it correctly. So during that time, we actually did a full rebrand, and launched a new website, because we really, the the biggest challenge with a free membership model is it can’t be a big lift on your team. It has to be something that’s mostly automated. So we did spend about three months, you know, we did probably three years worth of work in six months to launch this. And I can tell you, we had a huge splash for the launch of this event where we actually invited the press in, we invited the politicians in the board, community leaders major investors, and made this big announcement. And we were the lead story on all of the local TV channels that night. And we had boy, probably about 100 Plus applications within the first few days. So that

Brandon Burton 13:42
was my next question. So the business still has to fill out an application. They’re not just getting a membership because they have a business in the Fox Cities area. So so they fill it out is is there any kind of approval process? Or do they fill it out? And then the remember or what you like you mentioned that the automation process, it has to be there. So it’s not too much of a load on your staff? Where Where does the staff interaction take place? What parts are automated, just to kind of give us an idea of how this works? Well,

Becky Bartoszek 14:15
the one thing that we did learn pretty quickly. Yeah, they fill out the application, and then it has to be approved. And the first thing that we were worried about was we were worried about upsetting the chambers around us. And so we were really trying to monitor that you had to be in our footprint to qualify for that membership. That was a crazy lift on our team because you know, we cover half a county here and you know, cities are split in half. So it took us not too long to figure out. We’ll just go and meet with the Chamber’s and talk to them about how to sell around us. And so we we actually did move away from monitoring that everything was in our footprint because it wasn’t a huge to impact but it was taken a lot of time. And then, you know, we are currently transitioning software systems so that more of our marketing touches, as follow ups, you know, 3060 90 days outreach can just be automated. But you know, of course, our ambassadors and our team, you know, we’re reaching out to everybody as quick as they could, especially when the first big group came in, I can tell you, the program has been launched by I think, about 22 months right now. And we have 632 small businesses that we’re supporting today that we weren’t in the past. Wow.

Brandon Burton 15:39
And I love that approach. Instead of we have 632, free membership level, free members, it’s 632 businesses, you’re able to support that you weren’t prior to this model. And that’s huge, because those are often the businesses that need the most support. And they’re underserved and, and end up being the ones that kind of go by the wayside and, and maybe don’t stay in business as long as they would have hoped so. And the cool

Becky Bartoszek 16:07
part, too, is that we’re finding partners in our community that want to do more with us. So for example, the YMCA came to us and said, We love your small business program, we’re going to put together a discounted package for you, so that we can work on the health of our small business owners. And then we had an insurance company that came to us and said, We see this as a great opportunity, we’re gonna offer discounted insurance for your members. So there’s, there’s been a lot of the community that stepped forward and says, We love what you’re doing. How can we help? Yeah,

Brandon Burton 16:41
yeah, I love that. So let’s shift gears a little bit into the second program, if you want to introduce that and tell us what it’s all about. Sure.

Becky Bartoszek 16:52
Our largest program that we hold each event that we have each year is a huge Oktoberfest event. So it’s actually two days. So on Friday night, we have a huge car show. And that car show is completely dry event. But it brings in about 100,000 people on Friday night. Wow. And then on Saturday is really the big event that we have. And that is a full blown Oktoberfest. But it’s not a lot of Oktoberfest bands. It’s not your traditional Oktoberfest with the German bands. We actually have really popular kind of pop pop bands fans

Brandon Burton 17:33
that people want to listen to. I’ll say it Yeah. And

Becky Bartoszek 17:39
we bring in it’s, it’s estimated between 200,200 20,000 People that day. And we started, the event actually starts at nine in the morning, with a big craft vendor business expo at one end. Then we have a ton of food trucks throughout the event. And then 13 hours of live music forum Friday night through Saturday. So

Brandon Burton 18:09
how long have you guys been doing the search? I guess first of all, is there a name branding it? Or is it just is it October fest is that just it’s

Becky Bartoszek 18:18
Appletons Oktoberfest so what we’ve actually talked about in our in our application for the award is focused on the past two years, because that program has Appletons Oktoberfest has been going on for 42 years now. And we were always involved, but it was always run by a community steering committee. And when ochman COVID hit, and you know the world shut down. Obviously, we didn’t want to be known as the super spreader events of the Midwest. So we didn’t have it the first year. And at the end of that first year, we lost most of our steering committee. And we also lost a lot of our volunteers. And to pull this event off the way that we have been doing it. It took about 1200 volunteers each year to make it happen. So come second year of the event, the world is starting to open up again. But our community was really scared about a surge. And we really didn’t want to put people in harm’s way. And some of our largest investors in our organization are our health care systems. And based on their input, there was a second year that we cancelled Oktoberfest. I mean, we planned it right down to the last minute. And we just could not make it happen because we didn’t have the volunteer population come out to do it well, and it would have been the 40th anniversary. So at that point, we took a step back and basically had to revamp the entire program. Now what’s is all about our Oktoberfest is it’s a gigantic give back to our community. So think of this as a street long or a mile long venue that’s just jam packed with people. And, you know, it’s free free admission, nobody pays to get in. But every food vendor that’s there has to have a sign in front of their location, saying which nonprofit they are sharing their revenues with. And then all of the money that is raised by beer sales, which we don’t tell people how much beer we sell that the proceeds from that go into a large grant fund, and those dollars go back into our community to support our nonprofits. And for many of our nonprofits, that’s their biggest fundraiser of the year. That

Brandon Burton 20:52
is huge. I love seeing chamber being able to sit to partner and support other nonprofits and their missions, and what a great way a big community driven event, and you’re gonna get the foot traffic, people are gonna buy food, they’re gonna buy beer, they’re going to do all the things, right. So being able to tie that in. And I imagine each vendor has the choice of which nonprofit they want to support. Do you provide a list to say, here’s our local nonprofits to choose from? Or can they go outside of a certain list of parameters? Or how is that structured?

Becky Bartoszek 21:28
No, it’s completely up to them. And if they come to us and say, Do you have somebody we can make a connection for them, but it’s really up to them to decide which nonprofit they want to support. So you know, we do we see everything from wrestling teams to the police department, you know, the police and fire departments are they’re, you know, challenging each other and, you know, chili cook offs, and everything else. But for us to be able to make this happen. And that’s really what our focus on the application was, we had to change some things, we had to bring really the bulk of the lift into the chamber directly to make this happened. And we bought a new software program where we were able to really get get our hands around the complete management of the of the process. In addition to that most of the food vendors historically that had been there were the nonprofits themselves setting up food booths. Well, we changed it so that it was food trucks and restaurants coming in to support those nonprofits and do revenue sharing. So our need for volunteers went from 1200, every year, to closer to 800. To have the same impact.

Brandon Burton 22:44
Oh, wow, that that helps. I mean, 800 is still a big number. But that’s that means 400 less, so that’s good. So you mentioned the software that you purchase, is that an event specific software? Or?

Becky Bartoszek 22:57
It is it is it helps us map out just about everything you can need on the mile that we’re putting together it, you know, historically, you know, the steering committee would have a spreadsheet and the first time we went through it afterwards, it said, you know, ice for Oktoberfest, okay, there’s ice for 200,000 200,000 people, you know, six bags or six trucks? It really, you know, helped us how was all of the information that we needed to know, to make sure no, no matter who we had on the team at the Chamber, that there was a footprint to follow. Yeah, and for years to come. So those are just a couple of the changes that we just really did a deep dive to help increase the efficiencies. Ya know, we even started doing surveys of people that were our food vendors, and getting net promoter scores on whether they would recommend that their peers and other people join the event. And that helped helped us fine tune a lot of the things that we were doing as well. Yeah,

Brandon Burton 24:00
that’s huge. Go get that feedback and be able to make those adjustments for year to year and really improve the overall program that the the event, that’s great. So each of the vendors who they register with you imagine they have to to be able to get everything in order and be able to have their spot and be able to, you know, tie it into whatever nonprofit and all that stuff. Exactly. It’s

Becky Bartoszek 24:26
quite a process. Because think about it this way it’s taking over our main street. So we have food vendors that we need to very carefully map this treat, so that we’re not putting a pizza vendor in front of a pizza restaurant, you know, and we do work with those local restaurants to give them the first opportunity to be on the street and to be able to capitalize on making the most revenue that day.

Brandon Burton 24:51
Yeah, so and I imagined whoever’s in front of, you know, whatever booth is in front of their business or restaurant, it’s still going to drive people in door ers into their shops, hopefully beyond to use the restroom. Right? Exactly. Spend some money, hopefully. So, exactly. Well, that sounds like an amazing event and being able to fine tune it and make improvements on it like you have that’s, it sounds like a fun one to to attend. So

Becky Bartoszek 25:21
well. And to tell you a little bit more about the economic impact. Now with the new software and partnerships that we’ve created, we’re finally able to figure out a little bit more about what the event is doing for our community. And working with our tourism, convention Bureau and state analytics, we’re able to get a better idea, but not completely. So this is a cash only event. So when we can track the actual dollars that are spent on credit cards, and the dollars that are spent on overnight stays, we’ve been able to find out how many people are coming to our community, where they’re coming from, and they’re coming from all over the Midwest for this. And we know before we even look at the cash input implications that this event is having, on average of $43.2 million impact on our economy.

Brandon Burton 26:14
Whoa, that is huge. That’s way more than I would have guessed it would have come nowhere close to that. Wow. So as we, as we start to wrap things up here, you guys are obviously moving the needle and making an impact in your community. And being a chamber the year finalist, you guys are kind of at the top of your game at this moment. And I wanted to ask for listeners who are interested in taking their chamber up to the next level, what kind of tip or action item or piece of advice you might share with them to try to accomplish that goal.

Becky Bartoszek 26:51
Well, you know, it’s funny, I was new to the chamber industry about five years ago. And I can tell you what, what worked for me and what worked for us. I actually did a deep dive into all the information I could find a both chambers of the year. So for example, when Ocala was the chamber of the year in our category, I stocked their website, I looked at everything they had. And I found that videos were really working well for them. And I thought, well, I don’t really have the resources to do that. And we talked about it as a team. And we actually went to the local TV station and said, Now, come on, your tagline is we are Green Bay, but you’re covering our market work with us. And it resulted in us for the past two years, having the opportunity to bring a guest onto a local show, and spotlights something going on in our community and having beautifully professionally done videos for zero cost. Yeah, yeah. None of that would have would have happened, had we not been looking at what the chamber of the years were doing. And it’s just given us great ideas to make them our own. Yeah,

Brandon Burton 28:03
but those news agencies are always looking for stories. They’re looking for content. And if you can provide bring a guest on and provide some valuable content to their viewership. Yeah. They cover your market, why wouldn’t they do that? So that’s great partnership and very budget friendly. So I like that I like Yeah. And Ocala is a great chamber, obviously being a chamber the like, they’re, they’re great. Kevin and his team, there are amazing. I like asking everyone I have on the show, as we look to the future of chambers of commerce, how do you see the future of chambers and their purpose going forward?

Becky Bartoszek 28:41
You know, it’s funny, because it’d be in our 100 and 50th anniversary this year, we always talk about our mission today. This is the same as it was 150 years ago. And it’s bringing our business community together to help those businesses thrive, but to create a better place in our community for people to want to live work and play, obviously. But you know, realistically, I think that that mission is going to continue, but we just need to continue to evolve. You know, when we’re looking at 2025. You know, we’re looking at cutting back awards programs, and launching AI opportunities for, you know, a summit and things like that. And it’s just constantly evolving, and really keeping an understanding of what’s impacting our businesses and our lives and making sure that we remain relevant. And I think as long as we can do that, now, we’re hopeful our chambers got at least another 150 years.

Brandon Burton 29:38
That’s right. That’s right. That’s great. Becky, I wanted to give you an opportunity to share any contact information for listeners who may want to reach out and learn more about how you guys are doing things there in the Fox Cities Chamber and more about the programs. You talked about what would be the best way for a listener to reach out and connect with you?

Becky Bartoszek 29:59
Absolutely. So Obviously all of our information is on our website FoxCitiesChamber.com. My contact information is on there as well. And you can always reach me at bbartoszek@foxcc.net.

Brandon Burton 30:12
Very good, and we’ll get that in our show notes for this episode as well. But, again, just big congratulations to you and your team for being selected as a finalist this year for chamber the year and I wish you guys the best of luck in Dallas.

Becky Bartoszek 30:27
Thank you so much, Brandon.

Brandon Burton 30:30
If you are a chamber professional, please subscribe to Chamber Chat Podcast in Apple podcast, Google podcasts or Spotify. When you subscribe to Chamber Chat Podcast new episodes will show up in your podcast app each week as they are released. If you’re finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamber Chat Podcast with your colleagues that are in the industry.

Get started with your own Chamber Podcast and shortcut your learning curve with the Chamber Podcast Course offered by Chamber Chat Podcast.
Have you considered the many benefits of hosting a podcast for your Chamber? The options, leverage, and possibilities that a podcast offers are virtually endless. Download my FREE Chamber Podcasting Guide to learn how to start your own Chamber podcast!

Opelika Chamber-2024 Chamber of the Year Finalist with Ali Rauch

Miles Burdine Chamber Chat Podcast promo image.

Below is an auto-generated transcription. Because this is auto-generated there are likely some grammatical errors but it is still a useful tool to search text within this podcast episode.

Feel free to join our Chamber Chat Champions Facebook Group to discuss this episode and to share your own experiences and tips with other Chamber Champions.

Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.

Hello, Chamber Champions. Welcome to Chamber Chat Podcast. I’m your hosts Brandon Burton. And it’s my goal here on the podcast to introduce you to people and ideas to better help you serve your Chamber members and your community.

Our title sponsor is Community Matters, Inc. With nearly 20 years in the chamber industry and over 100 media awards presented to their chamber partners, community matters provides the R&R that every chamber needs, revenue and recognition.

When it comes to publishing a Chamber Map directory or Community Guide, Community Matters has a trusted experience to help your chamber accomplish your goals. With different advertising sales models and publication styles, Community Matters will help you create a non-dues revenue machine!

To learn how Community Matters can support your chamber with your next publication. Please visit communitymattersinc.com/podcast To request your free media kit and request a proposal to find out what kind of non-dues revenue you can generate.

Learn how you can partner with Community Matters, Inc. to produce your next Chamber Directory, Community Guide or Map.

You’re joining us for a special episode in our 2024 ACCE Chamber the Year Finalist Series. And our guests for this episode is Ali Rauch. Ali is the President and CEO of the Opelika Chamber of Commerce. And she was a recent guest back in episode 266. So not too long ago. So if you wanted to go back and listen to what we talked about back then she’s kind of a firecracker and has a lot of energy coming into the chamber. So she’s been in a Opelika for I guess about three and a half going on four years now. Yeah, four years, four years and in that time of have earned a five star accreditation through the US Chamber of Commerce and really making a big impact there in Opelika. Prior to her role at the Chamber, she served in a wide array of industry including software manufacturing, higher education, and most notably, franchising and food services where she served eight years as director of marketing for Chicken Salad Chick. I remember stumbling on that last time as well. But Allie, we’re excited to have you back with us today on Chamber Chat Podcast. I want to start by saying congratulations to you and your team for being selected as a chamber the year finalists what an accomplishment. But good and saying hello to everyone listening. And if you’ve got another interesting tidbit about yourself to share, we’d love to hear it.

Ali Rauch 2:39
Thank you. I don’t remember what I shared last time, which was funny. I should have listened back to remember but thank you for having us. We are so thrilled I remember setting like watching the West Alabama chamber who was you know, a major leader in our state and in the country, watching them win and I had this little inkling like, I’m a competitive person, but I was like, Man, I really want I want to do that Sunday, and I thought it was going to take like a really long time. Like and honestly, it just, you know, I went on a walk with one of my board members last night and he told me he’s like Alec No, you have just gotten into hyperdrive it’s not that it doesn’t take that long to do great things you’ve just somehow you know gotten your the right people around you and have been able to make a major impact very quickly so we’re thrilled we’re excited we’re grateful can’t wait for Dallas but yeah, I guess let’s see. Little known fact about me is I am also I’m a shareholder of the Green Bay Packers wait I heard that was

Brandon Burton 3:39
my last I was

Ali Rauch 3:40
discussing okay different one. I used to drag race cars I drag race to 1973 Camaro nice all throughout high school I’ve won a Wally which is a the official trophy of the National Hot Rod Association.

Brandon Burton 3:57
Awesome. I’ve got a six random string. Yeah, so we do the cruise together someday.

Ali Rauch 4:06
Okay, that sound that sounded just love

Brandon Burton 4:09
it. Love it. Yeah. Awesome. Good deal. Well tell us a little bit about the the Opa Locka chamber your team your wonderful team that with you to to make this achievement and just give us an idea of size staff Scope of Work budget just to set the stage. I’m

Ali Rauch 4:28
so open like it is a smaller, I would consider to be a rural community in Alabama. We’re in East Central Alabama and we are the sister city to Auburn, which is home of Auburn University. So we have that like super cool college town adjacency but up like it is a tip older sister that has a really special and unique downtown area. We have a massive number of entrepreneurs and businesses in the area. It’s a very prosperous area that tends to be Knock on wood be a little bit recession proof, because between the university and the hospital, and we’re very much on a transportation kind of hub that we tend to still continue to do well, and we’ve got a lot of growth happening in our community. We’re the third fastest growing city in the state of Alabama. So very, very proud of kind of our growth. But our chamber is, you know, we are the Opalite chamber. So we represent the city of Oberliga. However, because we are in a larger MSA area of about 170,000 people, through Alberto Blanca and the county, we have a lot of businesses who fall outside of that actual city of OPA Leica. And so we’re kind of, we’re kind of in this in between where yes, we have, we have a town of 33,000. But we’re serving a larger region as well. So we have about 1000 Members, we’re 13 shy of 1000 members right now. And we are very excited to break 1000 and stay broken, stay over that 1000 home. In 2024, we’re almost there. We’ve got a budget of under a million dollars, we have a team of currently a team of seven. And then of course, we utilize some interns for help as well. But we have a really great partnership with our city where we have a contract for services where we’re responsible for entrepreneurship, we’re responsible for kind of business development, we do not do economic development, we do not do tourism, we have great partners for that. So we really stay hyper focused on making sure our business community has what it needs. And we do that and stay focused on our mission of strengthen our community as the champion for business. Awesome.

Brandon Burton 6:42
Awesome. Yeah. So you guys are kind of in a weird, not weird, but it’s a interesting situation. I mean, you’re not just the typical, you know, hometown chamber, right. It’s kind of a quasi Regional Chamber as well. So and

Ali Rauch 6:57
we have a fellow chamber right across the street, across the street, but you know, seven miles up the road in our other sister city who’s just as large and doing the right thing. So it’s really interesting.

Brandon Burton 7:08
Yeah, that is cool. Well, on these chamber the year finalist episodes, I like to spend the majority of our time really diving into the the two programs that you submitted on your synopsis and the application for chamber the year and we’ll get much deeper into those details and what those programs are as soon as they get back from this quick break.

Are you looking for a year round affordable and timely shop local campaign for your chamber or CVB Look no further build a custom each shop play mobile app with App My Community by visiting appmycommunity.com/chamberchat. App My Community mobile apps are not just simple membership directory listings. They provide many more capabilities to engage with your community. Provide your residents with a robust events calendar partner with a local fare festival or Farmers Market provide a schedule map and other resources to promote the event. Run a Small Business Saturday campaign any time of the year using built in scavenger hunts allow your membership to communicate directly to their customers via push notifications. Your app my community mobile app will be a unique member benefit allow you to generate non dues revenue with sponsorship opportunities and best of all provide a valuable resource to your community please visit appmycommunity.com/chamberchat now to receive 10% off your first year of an App My Community mobile app.

App My Community creates mobile apps that allow you to engage directly with your community. Enhance chamber membership by providing a unique advertising and communication channel to residents and visitors. Not just a member directory, App My Community has the tools to be useful to residents on a daily basis. Learn more at appmycommunity.com/chamberchat.

Are you looking for a way to promote your business community? Look no further than Pippily! With Pippily, you can get all the tools you need to connect with your members, promote your businesses, and grow your community.

Pippily offers a wide range of features, including:

  • A state-of-the-art community website
  • A Community Clicker mobile app for businesses, members and the community
  • A marketplace where businesses can present professional services or even sell their products and services
  • A powerful event management and community calendar system
  • A comprehensive commerce community management system
  • A complete membership services department all included

And best of all, Pippily is only $1 per member per month after a small initial setup. That’s a fraction of the cost of other management platforms.

So what are you waiting for? Sign up for Pippily today and start growing your business community!

Book a time to learn more at Pippily.com that is P I P P I L Y.com to book a time to meet and learn more. We’ll show you how Pippily can help you promote your business community and grow your subscriptions.

Visit ChamberNation.com to learn more.

All right, Ali we are back. So as I mentioned before the break we’re going to be diving into the two programs synopsis that were included on your chamber that your application I understand the first one has to do with food trucks or something like that. Yeah, dive into that and tell us what that program is about and the impact it’s made in the community.

Ali Rauch 10:09
Yeah, absolutely. A few years ago, it was actually in response to COVID. We had numerous restaurants closed in our historic downtown and our historic downtown. It’s beautiful. It’s, it’s very cool. We have a courthouse square, we’ve got a railroad tracks, and then we’ve got downtown merchants. And, you know, we had some businesses, specifically restaurants closed during COVID. And we are also home of the very first legal distillery for bourbon and vodka and everything in the state of Alabama, since prohibition is made right there in our downtown. And so we’ve got a distillery, we have two breweries, we’ve got a brew shop. So it’s a very eclectic, cool space. And people weren’t coming downtown, because they there were such few restaurants that they couldn’t get into them. They’re great, but they’re busy. And so they couldn’t get into those restaurants. And those brew shops and such were like, how can we get people downtown, we’re struggling. And so the idea came to maybe bring one food truck down. And then I thought, well, instead of just one want to, I don’t do anything small. So why don’t we do more and make it kind of like an event. And it started by almost by force, because our city ordinances do not allow food trucks in our downtown, that were a special event. So I had, I had to create a special event for the food trucks to get approved. But then on top of that, I had to go to our city council, there was a lot of advocacy efforts put into this because we had to convince the city council to allow us to create this event and bring these food trucks in. And it didn’t just stop with Okay, let us do it once we had to prove ourselves. So we came back every three months and reported on results and said, This is good for business, this is bringing people down. And so what we do is we bring about 20 to 25 food trucks to our downtown, we do not close all of the streets, because we’ve got a lot of street parking. And so it’s important that people can get down and be convenient. So we block off some parking spots, and we put the food trucks in place. And they’re right up against the sidewalk. So all that pedestrian traffic stays right there on the sidewalks next to the businesses. And it’s on the third Friday, every month from five to 9pm. We’ve got about 30 trucks down there. And we’re seeing an average of 3600 people every Friday night that come down for this, which is amazing. We have grown from having I think 11 Food Trucks registered to do business in OPA Leica to nearly 60. And so that’s sales tax revenue for our businesses. That’s, you know, permits for our city government. But then, of course, that also has driven membership for us. So we have a good number of food trucks who choose to be a member, you actually don’t have to be a member to be a part of food truck Friday. But you know, we charge a fee to every truck that participates. They’re required to be licensed and health department and pay their taxes and all of those things. And so it’s a really great partnership for us that has just built so much community for our for our citizens, we have, we have a very good community that’s about 5050 When it comes to African Americans and white people and and then we’ve got a growing Hispanic population. And I was always told that, you know, a lot of African Americans didn’t feel comfortable coming downtown, and it just didn’t feel like their place. And it could not be more different now, because of food truck Friday, it has been just life changing. Because again, a lot of the food trucks that we’re bringing, these are businesses, you aren’t ready, they maybe they don’t have their finances in order to have a brick and mortar store. But they can get themselves together for a food truck. And they’re traveling around. And so we also have, we have a ton of African American food truck owners, which then bring the African American citizens to come down and get that food. And it has just created this true melting pot that our community on future Fridays looks like our community in downtown and it’s just really special. That’s

Brandon Burton 14:27
awesome. I think it was just this past week, I had seen a meme if I remember right, I think it was put out by the 13 ways organization, you know, 13 ways. And it said something to the effect of show me a vital downtown and I’ll show you a vital community, right. So essentially, downtown is going to be a reflection of your community as a whole. So being able to put that focus on it, I see a huge value and I love being able to see that representation of your community in the downtown. You mentioned it started Did through the pandemic? And I’m sure restaurants shut downs and things like that. Are any of those restaurants? Did they go from a brick and mortar to a food truck? Do they still operate that way? Or how? What’s that dynamic look like today?

Ali Rauch 15:15
It has been so cool on to watch the growth. So we had, one of the ways that we really made this work was a few in the early days, we didn’t have that many food trucks. So we had some caterers that really wanted to grow. So we would let the caterers prepare their food in their Commissary Kitchen and then set up in the brewery. And then they would serve their plates from the brewery. And so we have had, let’s see, I think one caterer that became a food truck, we’ve had another caterer who now has one brick and mortar restaurant, she was just nominated for Business of the Year for our annual awards. She’s working on her second location. We’ve had trucks, we’ve had another truck that was just so popular, called last Latinas. They have now opened up their own Commissary Kitchen, for catering services and for takeout but are still operating their truck as well. So there’s been a lot of growth and success as a result of open like a having a hub for food trucks. And now it’s turned into brick and mortar and just expanded service in the area. That’s

Brandon Burton 16:21
awesome. So you had also mentioned you had to go back to city council, like every three months to state your case, and really show the evidence of why this works. What are some of those more compelling pieces that made them decide? Yeah, this is a good thing to have on a regular basis?

Ali Rauch 16:38
Well, you know, what we showed them is that when you’re when food trucks are parked, closest, like close to a restaurant, you might think, oh, that’s bad. We can’t do that, because it’s going to take business away from the restaurant. But what we were doing is that we were driving such an influx of people, the food trucks couldn’t handle the demand. So what we saw was that people would be hungry and decide, oh, I’m not waiting in that line. And they’d go into the restaurants. And so we provided photos of our restaurants being packed to the brim at seven o’clock on a Friday night. While there are still 1000s of people out and about downtown. So we proved that. I think there just was such a high number of people downtown, like the mayor would come out and get his Friday Night Dinner every Friday night. We had asked restaurants if they could provide reports if they were up or down. And the vast majority of them were up. Interestingly enough, the the restaurants who refused to have a truck anywhere near their restaurant, did not see success. They didn’t, they decided I don’t want to be a part of it. So we respected their wishes and kept the trucks farther away from them. And they’re the ones that aren’t experiencing that influx. My one of my biggest wins is there’s a brewery that was pretty against it. They didn’t like the idea. And so we respected them for the first couple of months. And then I went to them and I said, Will you just trust me? Will you let me try this for two months, let me close this street right in front of you. Let me put a truck right in front of your doors. And if you don’t see an increase, then we’ll go back. And now they’re our biggest advocate because their restaurants back or their breweries back doesn’t

Brandon Burton 18:29
say that, that seems like such a perfect match, you know, at the food truck so

Ali Rauch 18:34
well, they serve food. And so they serve pizza and pretzels. So they were like kind of standoffish about it. But again, now they’ve seen such an influx. And now we put this really great milkshake shake shop right in front of them. That’s beautiful. That’s, you know, got great LED lights on top. So it draws a crowd. It’s just like a, you know, a beacon of light to send them over.

Brandon Burton 18:56
I love it. That’s awesome. So our time goes quick in these chamber, the your interviews. So let’s let’s shift gears into the second program, if you want to introduce it. The second program was submitted on your application.

Ali Rauch 19:09
Yes, our second public. Our second program was the public policy program that we have put in place. And, you know, the world today has a lot of political fragmentation that we have to overcome. And it was really important for us to be that unified champion for public policy. And so we started by creating an issue focused public policy agenda to engage our public sector. We host candidate forums. We supported our school system by being the main voice and advocate for the five miltax referendum renewal. And then we also started distributing regular public policy newsletters to ensure our members understood that big picture impact of federal and state legislation on their actual business.

Brandon Burton 19:56
Awesome. I’m taking notes as you’re going you guys covered a lot of things lot of issues there from the candidate forums, the school district and the newsletters. Are you able to see like engagement with the newsletters as far as informing the community and any feedback you’re receiving as providing that information? You

Ali Rauch 20:13
know, funny enough, it’s quiet, always quiet and quiet is okay. Because

Brandon Burton 20:18
there’s something of buzzworthy right, then then everybody’s

Ali Rauch 20:23
quiet is okay, we’ve really taken that stance of trying to make sure that informing is the goal, we’re not taking opinion. And we’re not, you know, advocating one way or the other, we are simply informing and so our public policy emails, I think, have at least a 45%, open rates. And we do send them on a regular basis just throughout the year, we will send them no more often than once a month. But when our state is in session, for those two and a half months, we try and do it every other week, so that we’re updating people on Friday afternoons for what’s happened in the past week and or so. And so, it is, it’s a segment of our membership that’s interested, but they’re not really loud and vocal, but that’s okay. Our goal isn’t to create this movement, we’re simply trying to inform people and make them better educated. Right?

Brandon Burton 21:14
Yeah, I think in in so many communities across the country, there’s local newspapers or local radio that used to cover these things that now maybe they don’t have the bandwidth, they don’t have the reporters, some of them don’t exist anymore. And chambers perfect to fill that void to be able to keep the citizens informed of policies and things going on in the community and from the public policy arena. And it’s a it’s a perfect alignment. And I’m actually kind of surprised more chambers weren’t involved with it before there was that kind of need, where there was those local news outlets.

Ali Rauch 21:47
It’s kind of scary, you know, like, you don’t want to get involved. But at the end of the day, I think Sherry Ann has shared this in the past, there’s that I think it’s the Edelman barometer of trust. The community trust the business community more than they trust the government more than they trust the media. So why not us to be that communicating force. And so, you know, we do, we do a lot of intentional efforts. So we connect with our legislators through our leadership programs, we do a 20 under 40 leadership program where we bring our legislators into connect with them. We do our Lee County Young Leaders program for high school juniors, where we go to see them at the state capitol and visit with the governor and lieutenant governor. And so we’re doing all these little things that are getting just informational, just trying to create those relationships and connections. We also host our annual State of the City event, which is kind of like an inaugural address, but for our mayor, and that is a great way for him to celebrate what’s been happening at the city. It’s a way for us to really establish our foothold as the voice for business and our community on all things advocacy. And it’s really been, it’s been exciting to see us take that elevated approach. And there was nothing more prominent in that elevation than us leading the charge for the tax mill increase, or the tax mill renewal for our schools. We you know, we put out yard signs, and we did text messages and email reminders to people to vote, and we had a 92% voting approval rate for the tax bill. So like, Hey, it works.

Brandon Burton 23:24
That’s awesome. And I think I’ve shared it before but our, in our community, we had a recent bond being proposed for the school district and my wife works for the school district. So she had a little bit of insider knowledge as far as the conversations going on about the number of participants voters coming out to vote on this bond. And we’re talking obviously, millions of dollars for this bond. And there was such a tiny percentage of the community that is making big decisions for the entire community and, and committing the community and the school district to huge debt. I mean, it’s a it can be a good thing and good purpose and everything but when it’s such a small percentage of the overall community that participates, it’s so important for a chamber to take ownership of that to drive voter turnout and to just get the general public involved with sharing their voice and, and their values in the community. So kudos to you.

Ali Rauch 24:24
Thank you. And I will say I’m just going to pull out a little brag because I realized that 45% open rate was actually 57% which i Hey, wow.

Brandon Burton 24:35
That’s awesome. Yeah, and as far as email open rates go, that’s a that’s huge. Wow. That is awesome. So, as you know, recently being on the show, I like having my guests on the show talk about any tips or action items for listeners who are interested in taking their chamber up to the next level. especially as a chamber, the year finalist, you guys are kind of top of the game right now. So for those listening who would like to elevate their chamber, what kind of tip or advice would you offer for them?

Ali Rauch 25:12
I would say start small. You, you eat the elephant, one bite at a time. You know, it is not something where, you know, you go to sleep one day, you wake up the next day, and all of a sudden, you are this, you know, legendary public policy person on behalf of your community. It’s those little steps what our first step was to build a public policy agenda. We’ve never done that before we leaned on each other to do that. We connected with other communities that have done it before, to get a good baseline. We surveyed our membership, we built a partnership with other chambers in the area and said, Let’s do this together. So start small, what does that what’s that top priority and start there? And then we realized, okay, we need to do more. How do we update that our members on what’s happening every week in the legislation later, so then we started our newsletter. And then before we know it, we get asked to be the leading voice for the tax mail. And so it just kind of snowballs but start small, don’t be afraid to start small and it will grow and grow and grow as as you’re ready for it to grow.

Brandon Burton 26:16
I think great advice. I think the especially the point about partnering, partnering with other chambers, especially when a when you’re talking about public policy and advocacy efforts, work with other chambers work with your State Chamber, they provide so many great resources, that they’re doing a lot of the legwork and you’re able to pass along the information and and share it locally, right? Yes.

Ali Rauch 26:38
Well, that’s the important thing to note about our public policy newsletter, we are not writing anything from scratch in that newsletter, every single thing that we are sharing. It is it’s a press release from the governor’s office, it’s articles from the US chambers email or from ACCE easy now that it’s talking about specific policy that’s happening. We are simply copying, pasting it sort of shortening it for our format, from an informational prospective, and that’s it. And so you can absolutely do that. And they actually encourage it, which is really nice.

Brandon Burton 27:13
Yeah, yeah, it’s great having partnerships with these organizations that say, We’re doing this for you, please take this uses, your communities. They want you to do it. So. So the other question I like asking is, as we look to the future of chambers of commerce, how do you see the future of chambers and their purpose going forward?

Ali Rauch 27:35
I think you know, what I said last time still applies. I think we’re going to have an even bigger role and space to be those catalytic leaders for the future. How do we be I think, Sherry and says it, how do we continue to be the same center that makes sure that we are helping our business community in ways that matter? Let’s I think the future means that we’re not just going to do what we’ve always done. The the chambers that are going to be successful, that are going to make waves and do great work for many, many years to come. are the ones that are adapting and trying to do bigger things versus sticking to what has been traditionally considered what a chamber does.

Brandon Burton 28:16
Yeah, absolutely the same senators that it resonates very well. So especially in this crazy world,

Unknown Speaker 28:23
crazy world.

Brandon Burton 28:27
Well, Ali, I wanted to give you a chance again, to share any contact information for listeners who want to reach out and connect with you and maybe learn a little bit more about these programs that you guys are highlighting that are definitely making an impact in the open like a community what would be the best way for them to reach out and connect with you. You

Ali Rauch 28:43
can find us at OpelikaChamber.com or on any of the social channels at Opelika Chamber and we are of course you can find me as well my email addresses listed on the website and you can find me on LinkedIn and Ali Vice Rouch but I’m really excited, grateful and appreciative and looking forward to July

Brandon Burton 29:06
Yes, and I can I can say your your social media, your LinkedIn stuff you like eat, eat, drink, breathe everything chamber so great, great person to find you

Unknown Speaker 29:21
nothing halfway Brandon.

Brandon Burton 29:24
That’s right. We’ll get all of that in the show notes to make it easy for people to reach out and connect with you. But again, congratulations to you and your team. What an honor to be selected as a finalist and I wish you guys the best of luck in Dallas.

Ali Rauch 29:37
Thank you so much, Brandon.

Brandon Burton 29:40
If you are a chamber professional, please subscribe to Chamber Chat Podcast in Apple podcast, Google podcasts or Spotify. When you subscribe to Chamber Chat Podcast new episodes will show up in your podcast app each week as they are released. If you’re finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamber Chat Podcast with your colleagues that are in the industry.

Get started with your own Chamber Podcast and shortcut your learning curve with the Chamber Podcast Course offered by Chamber Chat Podcast.
Have you considered the many benefits of hosting a podcast for your Chamber? The options, leverage, and possibilities that a podcast offers are virtually endless. Download my FREE Chamber Podcasting Guide to learn how to start your own Chamber podcast!

Improving Corporate Sponsorships with Bruce Rosenthal

Miles Burdine Chamber Chat Podcast promo image.

Below is an auto-generated transcription. Because this is auto-generated there are likely some grammatical errors but it is still a useful tool to search text within this podcast episode.

Feel free to join our Chamber Chat Champions Facebook Group to discuss this episode and to share your own experiences and tips with other Chamber Champions.

Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.

Hello, Chamber Champions. Welcome to Chamber Chat Podcast. I’m your hosts Brandon Burton. And it’s my goal here on the podcast to introduce you to people and ideas to better help you serve your Chamber members and your community.

Our title sponsor is Community Matters, Inc. With nearly 20 years in the chamber industry and over 100 media awards presented to their chamber partners, community matters provides the R&R that every chamber needs, revenue and recognition.

When it comes to publishing a Chamber Map directory or Community Guide, Community Matters has a trusted experience to help your chamber accomplish your goals. With different advertising sales models and publication styles, Community Matters will help you create a non-dues revenue machine!

To learn how Community Matters can support your chamber with your next publication. Please visit communitymattersinc.com/podcast To request your free media kit and request a proposal to find out what kind of non-dues revenue you can generate.

Learn how you can partner with Community Matters, Inc. to produce your next Chamber Directory, Community Guide or Map.

Our guests for this episode is Bruce Rosenthal. Bruce is a corporate partnerships strategist, consultant, and educator. He specializes in associations and not for profit organizations, Bruce is dedicated to boosting revenue enhancing member value and promoting organizational sustainability. The Bruce, I’m excited to have you with us today here on chamber chat podcast that bio as concise as it is, I’m hoping pique the interest of everybody listening, that how we can bring more revenue into our chambers, but wanted to give you an opportunity to say hello to all the chamber champions that are listening and to share something interesting about yourself so we can all get to

Bruce Rosenthal 1:53
know you a little better. All right, thank you, Brandon, and excited about being here. So So an interesting fact that I’ve worked throughout my career for nonprofit organizations. Though, when I was when I was growing up, my dad and his brother had an insurance agency. And when I was in college, I was here in the Washington DC area. And they were in the Chicago area and, and my uncle was a senior partner in the firm invited me over and said, Bruce, we have an idea, all the kids are going to go into the insurance business. And I was here as a sophomore in college and all the political buzz and everything in DC and I still to this day, hope I wasn’t too rude to him by saying I’m here on spring break. But I’m going back to DC and I don’t think I’m going into the insurance business. So sorry to all of you who are thriving based on doing great things for businesses in your communities. I didn’t go into business, I went into the not for profit. But for the conversation today how we can take what I’ve learned over the years to help your your chambers grow. Yeah,

Brandon Burton 2:53
it’s always fun when somebody has a great idea for you. And here’s your path for you. Right. Right. Right. Great. Well, tell us a little bit about your company Rosen Bruce Rosenthal associates with the work that you do kind of we know nonprofits and associations, but kind of in a nutshell, what do you do these give

Bruce Rosenthal 3:15
you the brief history, it does go back about 15 years, but it’s not that long a story. I was working for National Association on not a sponsorship project. But the association completely revamped its sponsorship program because I realized the times were changing and needed to keep up with the trends and the revenue was really important. It was about 15 18% of the revenue the association was bringing in. So they did that complete revamp one of the components of the new sponsorship program was the senior level staff person to run the program. So the CEO asked me to be that person, I said, Be glad to run the sponsorship program. Got all signed up and got my desk set up. That was 2009 2010 just as the economy tanked. So we had some companies that were that were top level sponsors and a new program pricey a sponsorship program around and I knew there were some companies where we’re gonna get it going to get no new business from our members in the next couple of years because of the economy. So in hindsight, the good news is that kind of set me on the path, what are the real value propositions? What are companies really looking for? Why do they sponsor and the good news is we were able to keep all of the companies in the fold as the economy, the economy slumped, and then came back. And what we realized as part of that process is the companies were really interested less than less than that transactional, or as the CEO said to me at that time, when we want to move their program from the transactional to the transformational, and kind of the standard gold, silver, bronze logo, visibility, recognition, shout out from the podium. In fact, there was one company at that time when I was asking him for their their logo for our newsletter, and he said, Bruce, we’ve been a sponsor for 20 years. Everybody knows who we are. We don’t need our logo on your newsletter, and we definitely don’t need their logo next to five other sponsors. is in your newsletter. So, so we created a program that was that we’ll talk about today, there was much more what I call it marketing agency approach to really sitting down with companies. What do you need? How can we be helpful? Our association has audiences, we have communications channels, we have education opportunities, how can we truly partner with your company to be part of that process?

Brandon Burton 5:22
I like that, yeah, this is going to this is going to be one of those episodes where people are going to want to go back and listen to again, or take notes and present their board and say, here’s a new strategy of how we might want to approach sponsorships going forward. Right. So actually,

Bruce Rosenthal 5:39
just to put a cap on that, Brandon. So when I left that association, about seven years ago, I took what I had learned and in those six years building and revamping the program and and now is you net noted in the bio working as an advisor, an educator to Association on how I can take what I learned in that kind of deep dive with one association and now with seven years of experience with a whole range of organizations, different sizes, inside staff, on how there are opportunities for all of them to grow sponsorship revenue. Right.

Brandon Burton 6:10
So our topic for discussion today is you might have guessed it, it’s around improving corporate sponsorships. Bruce and I were talking before we hit record, were just a little bit about the uniqueness of chambers of commerce and, and we’ve all heard the line if you’ve seen one chamber, you’ve seen one chamber but I think one thing that is common amongst all chambers is that chambers rely on sponsorships to help fund their organization and their mission and envision to move things forward in their community. So it’s gonna be a lot of value in this discussion today. And I’m excited to dive into it much deeper as soon as we get back from this quick break.

Are you looking for a year round affordable and timely shop local campaign for your chamber or CVB Look no further build a custom each shop play mobile app with App My Community by visiting appmycommunity.com/chamberchat. App My Community mobile apps are not just simple membership directory listings. They provide many more capabilities to engage with your community. Provide your residents with a robust events calendar partner with a local fare festival or Farmers Market provide a schedule map and other resources to promote the event. Run a Small Business Saturday campaign any time of the year using built in scavenger hunts allow your membership to communicate directly to their customers via push notifications. Your app my community mobile app will be a unique member benefit allow you to generate non dues revenue with sponsorship opportunities and best of all provide a valuable resource to your community please visit appmycommunity.com/chamberchat now to receive 10% off your first year of an App My Community mobile app.

App My Community creates mobile apps that allow you to engage directly with your community. Enhance chamber membership by providing a unique advertising and communication channel to residents and visitors. Not just a member directory, App My Community has the tools to be useful to residents on a daily basis. Learn more at appmycommunity.com/chamberchat.

Are you a community leader or Chamber of Commerce looking to grow your non-dues revenue around your core community? Are you in an area not already served by a chamber of commerce? Look no further than Chamber Nation’s new platform, Pippily. Pippily is the perfect solution for adding commerce to areas where a chamber may not exist or to expand the reach of a regional Chamber. With Pippily, you can easily connect with local businesses and promote your services to a wider audience. Don’t miss out on this opportunity to expand your reach and increase your revenue. Visit www.RichardsCalendar.com to learn more about Chamber Nation and Pippily today.

Visit ChamberNation.com to learn more.

All right, Bruce, we’re back. So we’re diving into corporate sponsorships today and for chambers in particular to improve these opportunities for sponsorships. So what are some of these lessons, I guess that you’ve learned through your own experience, but also working with organizations on their sponsorship programs? I’m sure there’s been some things that have lights that have gone off in your own mind. Some notes that you’ve taken and experiences that are valuable to share.

Bruce Rosenthal 9:17
You know, the first thing so So back when I was working with that association, the economy tanked. I wasn’t sure if we were gonna keep these companies in the fold. So I brought in a consultant, I said, Could you interview our top 10 year long corporate partners, and all of the things we talked about today can be scaled. So some organizations might have two sponsors, some might have 10 or 15. So everything I say I might throw out some numbers, but that everything can be easily scaled up or down. So I brought in a consultant and she interviewed the top 10 corporate partners, and she came in to do this presentation and I was sitting next to our CEO and and some other senior staff folks. And she said the good news is all of your corporate partners said exactly the same thing. And I’m thinking that is great. You She said, however, what they are looking for is not what you’re offering. So I have interviewed along with my team, hundreds of companies over the last 15 years, and whether they are sponsors of small organizations, large organizations, whether they sell, technology, insurance, marketing, whether it’s a bank, whatever it is, they all pretty much have the same three reasons that they sponsor organizations. And those three reasons are, of course, they want new business. But that’s not the only reason. The second is they want some sort of brand elbow room. So not necessarily exclusivity, they don’t necessarily need to be the only sure insurance company that’s sponsoring or the only marketing agency that’s sponsoring the chamber. But they want some sort of recognition that among all of the the insurance companies of all the insurance companies that might be involved with the chamber, there’s something different or special about that one, that’s a sponsor. And the third one, which is really key is they want to be positioned as a knowledge leader. So they want to be known for their expertise. So going back to the comment I made earlier, there was a company that came two years ago and said, We don’t need a logo placement. Everybody knows who we are. It was a bank. And it was one of six banks, who was a sponsor of the organization. What made that one bank different? And it wasn’t just around the money, it was, how could they help members more how, what are some case studies of how they help members finance a new building, for example. So those three, those three value propositions are closely related. Because if we can actually start with Thought Leadership, and help organization help sponsors be on an education panel, or a podcast or webinar panel, or, or develop an article or white paper for Chamber members, if that company can be positioned as a thought leader, that checks off the box, the brand visibility, because they’re being known for something, and that will eventually lead to business development. And because that will differentiate them as having expertise doesn’t mean everybody’s going to buy from them. But as I’ve talked to companies, and ask them how they measure success, and how this plays out, they’ll say, Oh, so many people went to this webinar, we followed up with that, we were able to schedule 10 meetings, and that led to three contract proposals. And that led to one signed contract, that one contract paid the cost of the sponsorship, that was our win. So companies have three those three reasons. Among those reasons, I did not mention logo visibility, recreation, or a shout out from the podium. So I think the two challenges and what many of us in the association and chamber nonprofit world have done for years as we’ve gone out to companies with a kind of a prospectus of gold, silver bronze sponsorships for our conference. And we’ve said two things, we need money. Well, spoiler alert, that companies in many cases don’t care that we need money, because that’s not one of their main drivers. And we’ll talk about one exception to that later. But for the most part, they don’t need money. And we’re trying to sell them. Visibility recognition is shut off from the podium, and most of them don’t need that. And I would think, especially within the chamber area, whether it’s a small town is bigger city, probably these companies are fairly well known and don’t need another logo placement. So we’ve been trying to sell them something. And this has been for decades, or a bigger exhibit booth. The other challenge with what we’re trying to sell them as we’re usually selling them, or in many cases, we’re selling them a conference sponsorship. And there was a company I was interviewing, interviewing a couple years ago. And they said, Well, you know, the reality is Bruce is a fantastic conference three days, we get a lot of leads, a lot of folks come by our booth, we get a lot of business cards, it’s three days, our company markets 365 days a year, right? So even with a little pre and post conference visibility, how can we work with the association throughout the year doesn’t mean every day. But Can there be something like a podcast in the first quarter and a webinar on the second quarter and an article in the third quarter and the conference in the fourth quarter? Because as we all know, kind of the the the marketing maxim is that people need to see a message seven times before it resonates. So we need to help companies get visibility as thought leaders throughout the year and that’s when the companies began to really see the

Brandon Burton 14:31
value. And I liked the point about being a thought leader and correlating that to the logo on the newsletter. The logo on the newsletter almost cheapens the experience of being a thought leader. Because if you’re coming to the table as being that thought leader, the assumption is everybody knows who your company is, anyway, that’s why they’re asking you for your expertise on whatever the topic may be. And just throwing a logo on a newsletter without any context around it doesn’t really it I don’t know, I think I think it cheapens the experience a little bit.

Bruce Rosenthal 15:03
Right. But I and and I think right, and the key there is use it in context. So yes, sure. After you’ve done the webinar and the podcast and all of that, then to say, oh, and the logo. Oh, yeah, that would be a good add on. So it’s a great add on in context. But yeah, if most of the benefits are logo visibility, recognition, that’s when companies are like, we don’t need that. And the other challenge now it’s it’s a very competitive environment out there. And there was a corporate sponsor that I was talking to, recently for an association client. And and they said, actually, you know, I think in that case was like a $30,000. Sponsorship, they said, we get more business leads from $3,000 of Google ads, that from a $30,000 sponsorship. Yeah. So the game changer in the last few years, especially with the pandemic, people can sit in front of a zoom screen and get a message anytime they can. People see Google ads. So So that’s part of the competition. And I think often we’ve not thought about this as competition, we thought, well, we’re the only chamber in town or we’re the only whatever Association around, companies really want to come to us. And to some extent, that used to be true when I was working at that association, 10 years ago, and a company would come to us and said, well, we want to be positioned as knowing about, you know, how to finance buildings, or how to create websites, or whatever. And I’d say, Well, here’s the list of all the things you need to do. We have a webinar series, we can get you on the calendar in six months. And we have a conference, if you submit this five page proposal, maybe we can get you on the program. And now that post pandemic lockdown, we all know how to sit in front of a zoom screen and sign up for a webinar and check that little box on the webinar sign up that says you can use our name to contact us afterwards. All of a sudden companies are like, well, we’d like to affiliate with your chamber, we’d like to be part of your program. But if you’re going to make it too difficult, we as a company can go out there and put out our webinar in the next six weeks. And then we can you know, have access to the registration list and all that. So when companies are making choices than doing it on their own versus going through the chamber, that’s we need to think about what is the value proposition that we’re offering to those companies? Right?

Brandon Burton 17:24
So on the topic of competition, are there other areas of competition? You mentioned Google and the technology side, Google and Facebook, and where you can purchase ads for a fraction of what it might cost to sponsor a major competition?

Bruce Rosenthal 17:40
Competition? That is a great question, Brandon. And when I started a consulting seven years ago, and I would do competitive in that analysis for Association and organization clients, and you know, I would come up with a list of your five, six other associations that are kind of in the similar space to you. And now I’m coming up a list 40 5060 organizations, and because I’m looking at it from the company standpoint, and what I saw, and some of this comes about when I interviewed corporate partners, and I’ll say, where else are you exhibiting? Where else are you sponsoring? Where else are you advertising? So I’m hearing that not only similar organizations, and then also organizations in other trades and professions? So again, kind of back to the example of the insurance agent who might be interested in sponsoring the chamber. Are there other places in time zero retail association in the town or the state where that company might be interested in sponsoring, so all of a sudden now the retail Association is a competitor to the chamber? Or is there a Healthcare Association where the company could say, well, we wouldn’t have access to all these prospective buyers of our insurance product if we sponsored the Health Care Association or the hospital association. So there are those associations. There are an increasing number of for profit, especially on the state and national level for profit entities that are putting out webinars doing expos doing podcasts. And some companies are going that direction and reaching out to those entities. And I think among the biggest competitors, kind of the example I mentioned earlier, companies just doing their own webinars, yeah, within their own and that, you know, they used to be called kind of, you know, user group meetings and they were very techie and but now companies are realizing something that I learned from a an association Education Director a few years ago, the idea of educating the sell, not selling to educate so if companies either through the chamber or on their own can educate members with the idea that then they will gain some sales leads, that tends to be more successful than going out there and saying, Oh, we’re gonna go out there and get x number of sales leads. Yeah,

Brandon Burton 19:54
and I think this hits on an important point because there’s a The money for these things for sponsorships versus advertising could come from very different budgets. But when you look at a company like I’m thinking an example of a hospital, a hospital may be a major sponsor for a chamber for their annual banquet or just overall with their, you know, the highest tier membership program, but their your, your top sponsor, talk to your sponsor, but they could also use that several $1,000 and do a health fair in the parking lot of their hospital and it’s their own thing, and they draw their own crowd in. So being able to differentiate what’s your value proposition as a chamber? What sets us apart? Why do you want to associate with us as a chamber? What making it clear what the mission is of your chamber, the advocacy efforts that you’re involved with all the different benefits? Beyond, you know, you get your logo here, or we have this networking mixer in this, like, really, you got to set yourself apart? Because those dollars are competitive on where they’re going?

Bruce Rosenthal 21:05
Yep, absolutely. It’s, it’s, and I think that’s a good way to frame it, Brandon, that’s to start off by saying, yeah, there’s nothing wrong with our chamber. But let’s think of our chamber is not, not sole source, not the only game in town, there is competition. And let’s just embrace that, and have conversations with companies. And I found a great starting point and a great differentiator, instead of as we’ve done for many decades, and you know, chambers are special and unique and in a variety of ways. From the company standpoint, it’s just another organization asking for money. So, again, no disrespect to chambers, but from the when I talked to companies, and they say, we get 612 15 Different prospectuses to sponsor conferences, every mods, and they put them all in the same category. And unfortunately, sometimes that category is, is the Delete box or the wastebasket, because it just they all begin to look the same. And so many of them start off with, we need money, our members will be eternally grateful, because in London, right, our registration fees, and again, companies, it’s like, well, how does that help my company? So I think one great strategy, as organizations chambers, think about revamping your sponsorship program, schedule a meeting with a few of the companies that have been sponsors in the past, or who are bigger exhibitors that your conferences and events and have a conversation with them and not to sell anything. And I found by scheduling those calls with companies and starting off by saying, I have no prospectus here. I’m not selling anything today, I want to talk about your company. And all of a sudden, and I do a lot of these on Zoom, but all of a sudden, they become available. Yeah, cell phones go down, the pins go down. It’s like, read Bruce, that’s, let’s talk about that. And just ask questions. You know, what are your company’s business goals? What are your marketing goals, and to try to focus it not on tactics. So if the company were to say, as some will, oh, our tactic, we want an email list of all the Chamber members? Well, that’s a tactic. That’s nice. Let’s put that to the side for a minute. Tell us about your company’s goals. Because what we want to do is position and this can work whether the chamber has one staff person, or dozens of staff, people or anywhere in between, to help the company solve those problems. Because if we can come in as a problem solver, and not just someone else asking for money that we grew that month, that becomes a differentiator. So I’ve had companies, including companies that sponsor nationally and internationally say, we have been sponsoring, you know, we sponsor 50 Different organizations every year, nobody’s ever asked us what our business goals are. And in some cases, these are companies that are $100,000 sponsors, and that’s when you begin to think, are they going to continue being a sponsor, because, again, the competition, the other competition, that kind of ties in with social media is that companies can create their own lists now. So one of my colleagues was talking to a company and, again, we’ll scale this up to the national level, the company had a online community of 10,000 members of that association, that they had just nurtured over the last six, mostly since COVID, over the last couple years, by putting information on LinkedIn downloads of white papers, webinar attendees, and the company said, Well, now that we think about it kind of begs the question, do I need to be a sponsor of the association? Because I already have a list of 10,000 professionals in that space. So I think, again, I think that can be scaled down to the local level and chamber level also, companies can create their own lists, and they can reach me they can reach and teach through social media and zoom without the chamber being involved. Oh, no, I think it’s also important to add to that, that the big one of those those key value propositions that associate the Chamber’s have to offer is the brand affinity. So while those companies can go off out and do their own webinars and offer their white papers to do that, to co brand that to do it in conjunction with the chamber, I think is a huge plus and a great reason that companies would want to affiliate. Right.

Brandon Burton 25:28
And I think that goes right along with asking the right questions. So when you’re talking to these corporate sponsors, or potential past sponsors, or potential sponsors to be able to ask the right questions, see what their motives are See, those top three reasons of why businesses sponsor, where do they fall? And then what aligns best with their needs. Now, I’m curious, as far as a, for lack of a better term, a sponsorship package? Do you go in with a package? Or do you assess the needs and then create a sponsorship opportunity to fit the needs? Or what? What type of approach should chambers considers they have these conversations? And just how do they start the conversation at some of these businesses? Yeah, great, great

Bruce Rosenthal 26:17
question on what to offer. So I don’t do packages we. So I often start and chamber can do this on their own with their their staff, or they’re more thinking about what do we have to offer? What are the different communications channels? Do we have newsletters, conferences, podcasts? who are who are our audience? What who is our audience? And also can that audience be segmented? So if it’s a company that wants to reach folks based on a certain type of business, do they want to be retailers? Do they want to reach construction firms or whatever it is, because what I also find that in many cases, companies, and this is also an interesting model to think about on the national level. And Association says we have 20,000 members, you can reach 20,000, folks, we have 10,000, folks that come to our conference, and then I’ll talk to a company and they’ll say, Well, based on what we’re selling, we really want to reach 300 people, how do we find those 300 Out of the 10,000 at the conference with a 20,000? Membership. So this is a great example, I think it’s for chamber, smaller chambers, when you can segment the membership to reach the folks that each company wants to reach. But I usually start by thinking what are all the things that we could offer. And then to have that exploratory call with a company or two. And again, this is where it can easily be scaled. If you have a small staff reach out to one or two companies among if you have a larger staff, it’s like, well, let’s talk to a couple of companies a week, and to have these exploratory calls. And then kind of to go back to the office and sit down and say okay, so based on what the company said their goals and objectives are, what do we have to offer the word fulfill those goals. And that’s a very different approach than usual. Here’s a standard gold, silver bronze, because again, I’m talking to more and more companies that say as soon as they see gold, silver, bronze, delete, yeah, because it means everybody’s getting the same thing. So this model, which I think a lot of businesses should be able to appreciate, is much is very much what I call a marketing agency model. Because if any of us goes to a marketing agency, either the chamber or one of your members goes to a marketing agency, and says I need help marketing agencies don’t have gold silver bronze packages. And from a couple experiences I had with a marketing agency, the marketing agency asked me questions for an hour similar to these exploratory calls we were talking about a few minutes ago about what is your product? What is your service? Who is your competition? What are you trying to accomplish? Who do you sell to? Do you want to reach a segment of the market? And then at the end of that conversation with a marketing agency, I said, what can you do for us? And they said, we will schedule a meeting for you next week, because we’re going to take all this information, and we’re going to think about it. And we’re going to come back to you with a series of solutions, services, or what we would call in the chamber space benefits. What can you offer and it’s going to be different for every company that does they can complicate it. In a way when I talked to associations that implement that model, they actually find it easier than having 20 companies that all they everybody gets a logo placement and everybody get this there. It becomes very assembly line ish, which is a lot of moving pieces. And kind of back to your comment earlier. Brandon is logo placement even worth it? Maybe not. So sometimes you come up with here are two or three big things we could do with the company during the year as part of the customized year long. So there’s kind of the two key things companies are looking for customized in many cases year long. And if we can come back to them with solutions, that’s when we see sponsorship fees, that in some cases are 510 times more than what they paid in the past because also sometimes in the past I see paid for a lot of pieces. So I think also if one, were going to talk to a company, as a company been an exhibitor and an advertiser and bought an ad and our gala program, what are all the things they spend money on, and realize that well, that’s kind of the minimum of what they would pay. And if they actually came in with a solution to their challenges, we can probably charge a lot more.

Brandon Burton 30:20
So when I think of a chamber making this approach, and this is going to come to the responsibilities, I guess, with the staff members or board members who might be involved, but so over the last, we’ll say, I don’t know, six or eight years, there’s been a big trend for chambers to go to a tiered dues membership model. So you’ve got your basic membership that gives you access to certain things, you get the next tier and you get other benefits, and it keeps going up see gold, silver, bronze, yeah, like you’re talking about. And these chambers typically will have a membership director that’s there. They’re doing a membership sales are attracting new businesses. And I know there’s other chambers that take an approach specifically for sponsorships where they’ll do what they call a one ask. So once a year, they’ll go out to some of the bigger players in the community. And typically, it’s the chamber CEO or Executive Director that will go and meet with these, these larger companies and potential donors and have that one on one conversation and say, here’s everything that we have to offer. In our case, I’m not really sure how to ask this question, because I’m thinking there’s just such a variety of how chambers approached us and come to it. What’s the least messiest way to way to approach membership and sponsorships? In at the same time, or should it be separate? Or is there a way to do it together?

Bruce Rosenthal 31:59
Well, there are probably ways to do it together. And each chamber does their members the best. And if it’s a company that kind of makes it as a joint decision, but a couple thoughts come to mind. One is that I also often find with the big year law, corporate partners, useful to find out when they make that decision each year. Yeah. So whether it’s 10,000, or 110,000, or a half a million, that I’ve had experiences of going to companies and saying, oh, based on our organization’s fiscal year, here’s where we want to talk to you. And the company says, Well, I wish we had talked two months ago, because we set our budget two months ago for the coming year. Let’s talk next year. So if it’s going to be a bigger sponsorship discussion, I think useful to find out months or even what the company’s fiscal year is, when do they actually put pencil to paper and start? We’re working on the budget.

And I think the there was another thought I had as part of that, which I don’t recall right now. So it will come back to me. So

Brandon Burton 32:55
maybe it had to do with the membership side of it with aside from the sponsorship?

Bruce Rosenthal 33:01
Yeah, I think, again, it depends on each organization and how you’re approaching that. But I think it’s again, asking companies the question about what what are their? Well, I think you also mentioned kind of going in with with either packages I go in with with no paper, I can tell them nothing about the benefits, even if they start to say what is the circulation of the magazine? How many people attend the conference? It’s like, well, let’s talk about your business goals. And we will get back to you. Because I think once we start going down that rabbit hole of talking about for tactical things, we lose the discussion. I think the other conversation that can be a little different for her chambers is there is kind of this other pot of money, which which some companies have the chambers have been asked accessing. And that’s one of the corporate social responsibilities. So that’s hospitals, for example, that are supporting the chamber, not because they think they’ll get more patients or doctors to come to the hospital, because they believe it’s the right thing to do for the community. And so I think, you know, when you’re reaching out to companies and asking questions, like What is your decision making budget here? But also asking him Do you have a separate department that’s in charge of corporate social responsibility, because all of us are going on to those marketing folks. And whether it’s with that insurance brokerage agency or, or with the hospital, and we’re all going to the marketing folks ask them for money from from their small pot at the same time. And the opportunity with this what’s often called Corporate Social Responsibility, money that hospitals in some larger businesses have retail stores and others is that it’s everybody’s not asking for that money at the same time. So it’s a little easier to being lost in the shuffle there. And it’s a somewhat different criteria. The marketing folks are back to thinking what is the ROI am I going to get X number of new contracts or X number of new customers? If I support the chamber in this way At, or the hospital is like, well, we’ve seen the Chamber’s impact statement. You guys are doing great stuff. We want to support you. So I think it’s different conversations but similar, because I think there is always an advantage in having these exploratory calls, and showing empathy and interests. And wow, tell me more about those goals, whether they be sales goals or intellectual responsibility. Tell me about your goals, what’s working, what’s not working? What are the barriers? And that’s what I just find that I’ve had companies, I’m shocked, I’d never heard of this in the sales. And because we’re still basically kind of selling sponsorships, where companies will say, at the end of the call, wow, this was a great call, can we schedule another call, we didn’t get to cover it all in a half hour. And then I talked to kind of folks that are have expertise in sales, and they’re like, schedule 15 minute sales calls, you should be able to get it all done in 15 minutes. So I think when we bring companies in, and this is where we kind of shift from, I have a slide in some of my PowerPoints is that the word partner is a noun and a verb. And we often talk about corporate partners, oh, they’re our partner. But do we truly partner with them using partners as a verb, so when we can bring companies in. And we did talk about things since the beginning of this conversation about the revenue, which is definitely important, but there’s also a huge component around member value. So another way to kind of shift the way we’ve done things in the past, is to actually start with not even a conversation with companies. But what is the chamber need? What are our members need, and I have not found any association and the surveys back this up, including associations with 100 200, staff, people, nobody has enough staff time expertise or money to meet all of the members needs all the time. Right? So do Chamber members need to have new information on cybersecurity? Are women in leadership capacities, or D AI are? And then to go to companies and say, Well, you know, our members really need information about cybersecurity, could we partner with your company, to take some of your company’s expertise, not a sales pitch, and we don’t want to hear about your specific products, position, your company has that knowledge leader around cybersecurity, and do a series of webinars, podcasts, white papers, something as the conference during the year, and really position your company for success. So then you’re bringing in not only the revenue for the chamber, you’re bringing in information for members. So then you kind of tie that into membership recruitment, when you’re going out to recruit members, oh, we have this great year long education program around cybersecurity, because we heard this as what businesses in town really need, or whatever the topic is, but actually start with what do members need? Can we find companies with that expertise? And that’s where I find calling companies and not saying, Oh, our convention is coming up, or a conference or Expo is coming up? And in 60 days, do you want to gold, silver bronze sponsorship a calling and saying our members really did it for information on cybersecurity, I looked at your company’s website, I did some research, did some work on my end. So that your company as you know, some white papers and some videos about cybersecurity, can we talk? Those are the calls that get returned? And those are the meetings we can put together.

Brandon Burton 38:11
Right? I like that question. A lot of great points there. One I wanted to circle back with was on the corporate social responsibility. For chambers listening. I know there’s been buzz lately, about chambers having foundations, a lot of chambers have established foundations. And that’s where you can really tap into some of those buckets of social responsibility for these companies where it’s not coming out of marketing funds, it’s a totally different bucket. But having, especially if a foundation is something new and there is buzz in your community about the foundation and the work that it will support, it’ll be easier to open those doors to be able to have those conversations. And in the end, it’s all supporting the mission of the organization. So

Bruce Rosenthal 38:56
Right. That’s, and that’s that’s a good point, just to underscore that, that every relationship that we’re talking about with companies, whether it’s from their marketing, budget, sponsorship, or corporate social responsibility, should always kind of meet the two major criteria in alignment with the Chamber’s mission in meeting the needs of members. Right. And it doesn’t work all the time. If a company says, Wow, what we really want, we need an email list of all your members, and we want our logo front and center on the Chamber’s website for the next year. It’s like, sorry, that that’s not going to work. Yeah. Let’s talk about some other things or less. Or

Brandon Burton 39:31
here’s what it’ll cost to do that right. Well.

Bruce Rosenthal 39:35
Sometimes we get on a slippery slope if we compromise ourselves. So I think it’s also fine in some cases to say this doesn’t look like it’ll work right now. Maybe we can get together in another few months and talk again. Because it we definitely want to make sure and I think also because sometimes boards are a little skeptical. What about sponsors? Are we endorsing products? Are we aligning with the wrong companies? It’s like, No, we have a set of guidelines and you Here’s how we can work with companies. And I think also by having these exploratory calls with companies and then going back to the companies with ideas, yeah, we’re sure that they’re in alignment with our mission and our members needs. Because we’ve developed it. We as chamber leaders have developed that not going to the companies and saying, What do you want? Because then they start telling you what they want. And then we’re like, Oh, what do we do now? Because we can’t do that. So when we can go to companies, and I think we there are even ways I turned it around if a company does come and say, We want to list your members. And I try not to say no, but I’ll say, well, that’s interesting. Tell me about your objectives and goals around that. Not I mentioned, you want to list but why do you want to list and I’ve had a number of instances where where I’ve realized as part of the discussion, they really don’t want to listen to everybody that just kind of what they’re used to asking for. They want to reach a segment, or they want to be positioned for their expertise, some something and I’ll say, well, well, what if we help you do a webinar? And we’ll only introduce Chamber members who are whatever retailers are in the health space? How would that work for your company? And more than nine times out of 10? They’ll say, oh, yeah, that’s a great solution. And they’ll never ask about the mailing list again. Yeah. So if we can find when we can find out what a company’s goals and objectives are. And then find ways to work with in the context of the Chamber’s mission and member needs. So offer solutions. That’s the real though I always look for the win, win win. Members. First, it’s got to meet the needs of members, chambers, Max, if it provides more revenue for the chamber, and then when we can position, the company, the sponsor is the third when then that’s when it’s successful. Yeah.

Brandon Burton 41:40
Now, this has been some gold nuggets all over the place. So as we, as we start to wrap up here, Bruce, I wanted to ask for chambers listening who are interested in taking their organization to the next level, what kind of tip or action item might you leave with them and trying to accomplish that goal? I’d

Bruce Rosenthal 42:02
say that for action steps, the first would be have conversations with companies. And based on your size and capacity, it could be reaching out to one or two companies start with the ones who have been supportive, or have had the, you know, bought the most number of ads during the year, whatever it is, however, you know, money’s always a good metric, the companies that have spent the most with the chamber, and it could be in terms of membership, as well as sponsorship and advertisers. And, and schedule a time to talk with them. And you might even start by saying we’re not selling anything today. Oh, and by the way, what’s what’s your budget year, we want to have this conversation when you’re working on your next budget, and have that conversation. And yet I find it as a huge differentiator, because most organizations aren’t doing that. And and then to kind of regroup internally and go back to the company and say, Well, we have some ideas and hard thing is often how do you price it but you know, look at what the company spent in the past. And, and you can probably increase it a significant amount. So I’ve seen organizations kind of on the national level, again, it can be scaled down. But companies, companies that have gone from a $5,000 conference sponsorship to the next year, a $40,000 year long partnership, because it has achieved. And I looked at one of the questions I may not have mentioned in these conversations with companies, ask them how they measure success. And they may be able to tell you, they may not. But again, I think it shows interest in empathy, because I’ve worked with companies like banks, where they say, Wait, if we get one new financial stake, this is finance financing as a result of his partnership with the chamber. that’ll pay the whole annual fee right there. Yeah. And if it’s a smaller marketing agency, they’re gonna say, wow, we’re gonna design a whole bunch of websites for local businesses to be able to pay for this sponsorship. So understanding who they want to reach and how they measure success. And I think most companies would be glad to answer that question. How do you measure success? And success should be in terms of, again, kind of objectives and results in that? You know, success is now we want the email list. So we can mail up, you know, 3000 brochures to your members or 500 brochures, who remembers that’s a tactic but, but what is kind of a business ROI success, and I also find companies are measuring a lot more than they used to. Yeah. And then they’re tracking every lead from the first conversation, the first touch point, the first downloadable white paper through the months until there’s a sale. So companies to a greater extent, I think this was partly just because we’re more data focused and things became more a lot online during the pandemic. Companies are measuring so I showing interest in empathy and saying, how do you measure how can we you know, if we have this Congress, if you become a sponsor, we come back over the months to talk about a renewal. What will be an indication of success for you and how can we help you with that? Right.

Brandon Burton 44:56
I like that. I like that question. With Bruce I A final question I like asking everybody that I have on the show is, as we look to the future of chambers of commerce, how do you see the future of chambers and their purpose going forward?

Bruce Rosenthal 45:10
I think for chambers and other nonprofit organizations, there’s a huge interest that companies have and companies are. Yeah, I think the opportunity for chambers that embrace a different sort of strategy for working with companies is has a lot of potential because I’ve talked to a lot of companies, and this is really over the last seven or eight years. So it’s not even specific to the pandemic, is that I’m talking to companies of all sizes, and they are saying, we are not cutting our sponsorship expenditures in the coming year. However, we’re cutting the number of organizations we sponsored by 30%. So again, that’s I don’t think there are too many companies that are going to be successful by cutting marketing budgets. So companies have a huge respect and want to support organizations and be aligned with the brand. So just one quick example, when I worked for an association, we had a year long corporate partner, they were sponsors of a major research study co branded with the Association. And what was interesting, the company did most of the research for that research study. And I looked at the different scenarios, and I thought, you know, they could decide to just publish that on their own. Yeah. Or they could co branded the reason they were like, and this is what will be at the scale it down to a smaller chamber level, but they were $160,000, sponsor of a national association. One of the key reasons they sponsored $460,000 was a co branding of that annual research study, which they did all the research they could have done around. So I think, you know, realizing that by having these engaging collaborative conversations with companies, bringing them in as partners is a huge differentiator, because companies value chambers, value, things like CO branding, being on panels, being invited as a thought leader, because I’ve talked to a lot of companies and associations I’ve worked with, and the company will say, you know, they call us a partner. But we’re a marketing agency. And I saw that the association did a webinar on marketing, and they never asked us to be on the panel. Yeah. Does it feel like a partner? Yeah. If I want to do that, I always said, Do you want our money? Or do you want our brains? Yeah. So kind of back to members need the information and the expertise. So again, if companies are going to be on that panel, they need to be coached, you’re not going to sell, you’re not going to put up your QR code. You can have that in the last slide or at the end or have a brochure if it’s in person to end at the end. But we want your expertise. Can you talk about marketing agency, how to design websites or how Chamber members can use LinkedIn or whatever without mentioning the name of your company that will be the educating to sell not selling to educate? So I think there’s huge potential because companies have sponsorship money to spend, but they’re going to spend it on fewer organizations where they

Brandon Burton 48:05
see value. Yeah, absolutely. But Bruce, I wanted to give you an opportunity to share any contact information for listeners who might want to reach out and connect or learn more about some of this that you shared today or just dive in deeper what would be the best way for them to reach out and connect with you?

Bruce Rosenthal 48:20
Great well name again is Bruce Rosenthal, and I’m on LinkedIn and post there pretty regularly a couple times a week with sponsorships success ideas, and my website is BruceRosenthal.associates. br uc EROSE, e n t h a l dot Associates, and there’s some white papers there some webinar recordings and then there’s a calendar with listing of upcoming webinars and speaking that I’ll be doing so a lot of resources for chambers.

Brandon Burton 48:51
Yeah, that’s great. We will get that in our show notes for this episode make it easy to find but, Bruce, this has been a blast having you on chamber tap podcast. I appreciate you setting aside some time and sharing some of your expertise and experience that you’ve learned throughout your career. As to corporate sponsorships. This has been a valuable episode and I appreciate your time.

Bruce Rosenthal 49:12
Right always planned to talk about sponsorship success.

Brandon Burton 49:16
If you are a chamber professional, please subscribe to Chamber Chat Podcast in Apple podcast, Google podcasts or Spotify. When you subscribe to Chamber Chat Podcast new episodes will show up in your podcast app each week as they are released. If you’re finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamber Chat Podcast with your colleagues that are in the industry.

Get started with your own Chamber Podcast and shortcut your learning curve with the Chamber Podcast Course offered by Chamber Chat Podcast.
Have you considered the many benefits of hosting a podcast for your Chamber? The options, leverage, and possibilities that a podcast offers are virtually endless. Download my FREE Chamber Podcasting Guide to learn how to start your own Chamber podcast!

Engaging Meetings with John Chen

Miles Burdine Chamber Chat Podcast promo image.

Below is an auto-generated transcription. Because this is auto-generated there are likely some grammatical errors but it is still a useful tool to search text within this podcast episode.

Feel free to join our Chamber Chat Champions Facebook Group to discuss this episode and to share your own experiences and tips with other Chamber Champions.

Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.

Hello, Chamber Champions. Welcome to Chamber Chat Podcast. I’m your hosts Brandon Burton. And it’s my goal here on the podcast to introduce you to people and ideas to better help you serve your Chamber members and your community.

Our title sponsor is Community Matters, Inc. With nearly 20 years in the chamber industry and over 100 media awards presented to their chamber partners, community matters provides the R&R that every chamber needs, revenue and recognition.

When it comes to publishing a Chamber Map directory or Community Guide, Community Matters has a trusted experience to help your chamber accomplish your goals. With different advertising sales models and publication styles, Community Matters will help you create a non-dues revenue machine!

Let’s hear from Becky Womble, President of the Bastrop Chamber to hear about her experience with Community Matters.

Becki Womble 1:03
I’ve been using Community Matters for probably six or seven years now. And in a previous life, I sold commercial printing so I can highly recommend Community Matters because it’s a complete turnkey job for any busy chamber exec and it’s a wonderful, beautiful printed product whenever you’re finished. And I just I’m very sold on Community Matters. And with a printing background I just big endorsement from me.

Brandon Burton 1:44
To learn how Community Matters can support your chamber with your next publication. Please visit communitymattersinc.com/podcast To request your free media kit and request a proposal to find out what kind of non-dues revenue you can generate.

Learn how you can partner with Community Matters, Inc. to produce your next Chamber Directory, Community Guide or Map.

Our guest for this episode is John Chen. John is the author of the number one Amazon hot new book release “Engaging Virtual Meetings”. He’s been meeting virtually for over 38 years isn’t could say he’s a pioneer. He has produced over 4000 virtual meetings, including an eight language meeting and the only 100% live virtual conference in the training industry. He’s a certified speaking professional by the National Speakers Association. Let’s welcome John Chen to Chamber Chat Podcast. I’d love to give you an opportunity to say hello to all the Chamber Champions out there listening and share something interesting about yourself so we can all get to know you a little better.

John Chen 2:39
Thank you so much, Brandon, this is John Chen reporting live from Seattle, Washington. And well maybe we’ll have to incorporate this fact later into the show that I once walked across 40 feet of fire back to you, Brandon.

Brandon Burton 2:52
All right. That sounds intriguing. It sounds like maybe a Tony Robbins type of experience. Awesome. Well tell us a little bit about what you do in the speaker realm just to kind of set the stage for our conversation today and how it’s applicable to chambers who are listening to the show today.

John Chen 3:13
Yeah, thank you, Brandon. And I have been a member of Seattle’s Chamber of Commerce in the past. So I think I know the audience. This is my 38th year of being in business after spending 10 years Brandon at that little software company up here near Seattle for a while and I shipped him products and got two US patents and then I really decided I wanted to do something with that I had my three passions in it which is technology adventure to help create human change. So I created a company that did team building using geocaching. Now Brandon, do you know what geocaching is?

Brandon Burton 3:48
I have kids. So yes, I’m familiar with geocaching. Geocaching

John Chen 3:53
was invented in Seattle, it is a high tech scavenger hunt that uses billions of dollars of satellite known as our global positioning system. And to help you find containers hidden all around the world. And I converted it into a team and leadership event where I was actually able to do 160 events a year brand and teaching team and leadership skills using high tech scavenger hunts all around the world. And by the way, for those who are in chambers in cities, it’s actually a great promotional activity to get people to all the different locations and businesses in your city. So I did that, you know, for a good portion of time, Brandon,

Brandon Burton 4:31
I love it. That’s a great idea, especially localized within a city to really get to know the community and get out there and engage with people in the community as well as you’re doing the scavenger hunts. That’s awesome. Well, as we focused in on our our topic for conversation today, we wanted to focus on the idea of engaging especially as we, I guess if we’re a chamber there’s different levels of engagement. So there’s oftentimes engaging from the stage maybe it’s at a chamber luncheon or annual banquet, maybe it’s at a training of some sort maybe there’s new business law in your state and you’re trying to educate your your Chamber members about this new business law or maybe the engagement is in trying to express the value your your value proposition of membership. So all these different ways we hope to address and talk to today’s we have John on the show to talk about engaging on all these different levels so I’m excited to dive into this much deeper as soon as I get back from this quick break.

Are you looking for a year round affordable and timely shop local campaign for your chamber or CVB Look no further build a custom each shop play mobile app with App My Community by visiting appmycommunity.com/chamberchat. App My Community mobile apps are not just simple membership directory listings. They provide many more capabilities to engage with your community. Provide your residents with a robust events calendar partner with a local fare festival or Farmers Market provide a schedule map and other resources to promote the event. Run a Small Business Saturday campaign any time of the year using built in scavenger hunts allow your membership to communicate directly to their customers via push notifications. Your app my community mobile app will be a unique member benefit allow you to generate non dues revenue with sponsorship opportunities and best of all provide a valuable resource to your community please visit appmycommunity.com/chamberchat now to receive 10% off your first year of an App My Community mobile app.

App My Community creates mobile apps that allow you to engage directly with your community. Enhance chamber membership by providing a unique advertising and communication channel to residents and visitors. Not just a member directory, App My Community has the tools to be useful to residents on a daily basis. Learn more at appmycommunity.com/chamberchat.

Are you a community leader or Chamber of Commerce looking to grow your non-dues revenue around your core community? Are you in an area not already served by a chamber of commerce? Look no further than Chamber Nation’s new platform, Pippily. Pippily is the perfect solution for adding commerce to areas where a chamber may not exist or to expand the reach of a regional Chamber. With Pippily, you can easily connect with local businesses and promote your services to a wider audience. Don’t miss out on this opportunity to expand your reach and increase your revenue. Visit www.RichardsCalendar.com to learn more about Chamber Nation and Pippily today.

Visit ChamberNation.com to learn more.

Alright, John, we’re back. Let’s dive into engagement. So I don’t know if before the break I talked about a couple different examples of how a chamber may be interested in in in leveling up their engagement with their membership and different events and things. Did any of those stand out that you would like to address first? Do you want to go from the stage scene?

John Chen 7:48
Yeah, let’s go for the person. Alright, so Brandon, let me know that a good majority of you chambers have back to the in person. And while I wrote a book called Engaging virtual meetings, here’s one of the secrets. The challenges of engaging on virtual are also the same challenges that you have in person. So one of the cool parts here is that I did earn this, just two weeks ago, I earned this certified speaking professional. And so then then the National Speakers Association gives away this designation. And it’s only given it away to 17% of their members. So that the CSP is supposed to designate you as one of the top speakers, I’d really like to share some onstage speaker tips. And I want to share two for chambers. The first one is so key, it’s the first five minutes of your chamber meeting are the most important. Let me say that again. The first five minutes of your chamber meeting are the most important. Now I’m gonna let Brandon guests a little bit like Brandon, why is this so important? Why do you think this is so important? You’re

Brandon Burton 8:55
setting the stage for what’s going to happen the rest of the event? Hopefully it’s a if there’s enough intentionality with it, maybe you can get people there in the room for the first five minutes. I think that’s huge to be able to have people there at the beginning. But I think overall, it sets the tone for what they’re going to expect. And

John Chen 9:17
now you have to think yourself, put yourself back in the seat as a new member. And I’m sitting in the chamber audience, and I don’t know anybody. Right? And in those first five minutes, I’m probably going to make a decision that will tell me and especially if I’m a guest, right, I haven’t even made the decision yet to join the chamber. Most of us in the first five minutes of the meeting will make the choice going, right. These are my people. Yeah, I belong here. Or they’re gonna make the other determination going. I’m out which ways I’ll give up my 45 bucks I registered with I got it. I’m out of the door now. All right, and so so that’s why those first five minutes are so important. So think about All the different ways so a lot of people in like some of the past chamber meetings that I’m imagining I’ve been to a lot of other different ones that kind of stat start out kind of lackluster. It’s like, you know, hey, we’re gonna start in three minutes, right? So just mergency exits are located here in here, right? He’s like you got on an airplane or something, as opposed to, right, you are going to love this meeting, right, coming up next is this speaker, he hosts the chamber chat podcast, and he’s got hundreds of people’s experience, and he’s gonna share at least three of them with you today. Let’s, we’re gonna welcome Brandon Burton, right. So something like that, how you open your meetings should really look for it. And I see this in virtual meetings. But I also see this in in person meetings. And in that first five minutes, you should really think about what are all the different ways that I can bring the meeting to order to bring to attention and saying, There’s something here for me today, like I need to pay attention, and, you know, get the return on the investment on my time and money for being in this chamber meeting. And doing that. So that’s the first one. Brandon, do you have any examples that you’ve seen of like, great ways that somebody opened a chamber meeting?

Brandon Burton 11:06
Um, I, I don’t know about great way. Like, I’m not the expert on it by any means. But what I have noticed at some, like chamber luncheons that I’ve been at is at the beginning, they will give a couple minutes for everyone at the table to introduce themselves to each other and get to know each other. Yeah,

John Chen 11:24
see, now that’s great, because you’re immediately actively talking to somebody else. You’re not listening to somebody talk and not talking. And you’re engaged because you’re meeting somebody else. And you most likely came to the Cambridge chamber to network. So I love that idea. I think that’s right on. I mean, another one, Brandon is invite one of your local musicians, who’s really good, and I have them open the first part for five minutes. And let me tell you, one, if they’re great musicians, people will pay attention to number two, it like changes the whole, you know, the whole mood of the meeting, especially if somebody’s inspiring, or uplifting, or fun, or something like that. So we’ve seen that happen. One of our conferences had the theme of the phoenix rising from the ashes. Okay, right. And so. So we actually had a singer come in, and she’s saying, Rise up from Andrea day. Yeah. And the whole place like everybody, like started, like looking at, like, you could hear a murmur in the back of the room going, This is so amazing, this is the best way to start a meeting. You know, this was like, right after the pandemic ended. And we’re like the first in person meeting. And so it added something to the meeting. Okay, so that’s the first tip, which is, is that the first five minutes are the most important. And the second one is that if you want engagement, Brendon engage, and so have a plan to engage every single attendee of your meeting before the end of the meeting. So one of them is Brandon, I think geniusly said, Let’s do a networking piece. So for the first time, welcome. I’m Brandon Wright, and I’m the host today, for the first five minutes, we want to immediately give you value. So take a moment and introduce yourself, make sure there’s enough time for everyone at the table, right? Take a minute or less, but introduce who you are, right, what you do, and what value do you bring to our community? Okay, go right. So, so now everyone’s talking. I mean, the other one is just walk out into the audience, Brandon, yeah. Or highlight your members might have two member highlights, ready to go and have them talk about their business, but also talk and have them talk about why they like coming, why they are a member of the chamber. Because if Brandon is like the executive director for the chamber, he’s always going to be saying, oh, you should join blah, blah. But when your members say it, it is so much stronger. So one of the things that I do Brown, and maybe this is not for all chamber meetings, but when I present, Brandon, I allocate up to 50% of the time for the audience to talk. Okay, and here’s the reason why. It is impossible for Brandon as an attendee to be checked out, right? checking his cell phone and checking his email. If I have a mic in his hand, and he’s talking in front of the group. Brandon has to be with me otherwise, he’s gonna like look like like, like the business chamber person. You don’t want to know who’s multitasking in the middle of a meeting, but

Brandon Burton 14:19
and you said, you know, walking out into the audience, and I know not to throw my wife under the bus at all. But if we’re at at an event and the speaker, somebody that performer comes out into the audience, her immediate reaction is Don’t come near me. Don’t come near me. Don’t don’t engage me. Don’t talk to me. Say and she will be petrified of the person but it keeps her engaged, right? She’s not looking at her phone. She’s watching the speaker, whatever to make sure

John Chen 14:45
she is she’s going like No, no, no, no, no. And so you know, even the negative engagement is engagement. It’s kind of like bad commercials, right? We would just watch the Superbowl right. Even the bad commercials will talk about going did you feel bad that was that was horrible. So I do believe That’s right. And then the second part as a speaker, there’s actually a good follow up to Brandon, right is that the psychological safety is the other thing you’re trying to build in your chamber meeting, which is that you feel safe. Taking a risk in front of your business peers. And so what you do is come up to as like, Brandon, What’s your wife’s name again? Brandon.

Brandon Burton 15:21
Sarah.

John Chen 15:22
Yeah. So Sarah said, Sarah, right? I see this terrified look in your face and said, Would you like to contribute something? Or would you like me to go to somebody else, and she’s gonna go to somebody else. But I’ll give her the choice. So because I don’t want her to be traumatized at my chamber meeting

Brandon Burton 15:37
right now.

John Chen 15:38
So you know, that’s the other part is to think about as like, I almost never call directly anybody in a chorus, but ox, I’m looking for volunteers. Yeah. But in a chamber meeting, too, especially if for the first time I’m doing this. I’m gonna work ahead, Brandon, and make sure there’s at least one or two people who are going to volunteer if nobody volunteers. There you go. And that way, we know it’s going to be a success.

Brandon Burton 16:01
Get your your plants out there, right. Yeah. So I’ve heard people that speak from stage talk about different levels of engagement. So maybe asking some questions at the beginning to get people to raise their hand or stand up or move to another table if you do this or that. So just getting them to do something as part of that engagement. Where Where would you see some value with having them actually do something rather than sitting there nodding, or? Yeah, so getting them to actually act. So

John Chen 16:38
Brandon, I come from the school of what’s known as experiential education, which is a big fancy way of saying, learning by doing Yeah. So if you were to hire me, as a speaker for your chamber, oh, my gosh, I have a great chamber story. Okay. So in one of the chamber stories, I have something and it’s so simple, right? It’s like a one foot of a screw rod. Right? And it has like, six wing nuts, or eight wing nuts on it. Okay. So the, the, it’s a, it’s a team building initiative, where every table is competing against other tables, okay. And I did this actually as a chamber speech. And so what we did with it is that you the rules are, you have to start with all of them off, then as a team, each person is responsible for putting their wingnut on, okay, and the wing that is like a task, right, and the screw, right is like a process. And then you it was a race to get all of them on and then off. And when you went off, that’s when the time expired for it. Okay? Okay. And I was trying to use it as a metaphor of like high performance business, like, if you can take a process in your business, and shorten the time to create that, then you can create more business, right? And so that you can produce more product or whatever. So anyways, this group does this. And, and the, the, so a bunch of people competed with this, and I think I was using it for customer service or something like that. And so what happened was is, so then I started talking about how to produce it. So one is that this team’s did it. And by the way, the high the energy gets really, really high when everyone is competing against each other, especially if you have like a fictitious or like even a low value prize, like a gift card. Okay. And then the funny part that came around is that when we started talking about customer service, and these groups are like, I kept talking about these, these tips about like great things that you can do for customer service, like try to protect your customers needs before they ask you. Okay, and there’s one group at this one table started laughing like a lot. And I finally had to go to the executive director going, what’s happening? Why are they laughing? Because it was kind of like weird and inappropriate. And she goes, finally, she leaned up to me and she goes, John, they’re morticians. Yeah. So I just told them this tip of like, like, you need to anticipate your client’s needs before they need them. And they’re dead. There’s like, use their first name, and they’re dead. And so it just became really, it was I was crying laughing from the stage, but everybody in the group was laughing and that was totally not planned. Brandon. Yeah. Yes, yeah, that was the stuff that people remembered. And then they actually did remember the tip. So anyways, I’m a big fan of, of if you are going to have speakers, yeah, make them do something, whether it’s a table exercise, talk to each other, you know, all these but there’s lots and lots of different ways that you can do that. And, and then use that, which is you debrief that activity and saying this is a metaphor for something in your business. Yeah.

Brandon Burton 19:42
So maybe we’ll shift gears just a little bit. So I know there’s a lot of carryover from speaking on stage to a virtual type of event. And I know chambers they all went digital during the pandemic. Most are back to in person so I’m still have a hybrid or maybe through the pandemic, they spin up a YouTube channel or regular webinar or things like that. So for those that are still engaged with the virtual type of meetings, is there anything that stands out on the virtual front? One thing in particular that I think of is kind of that waiting that awkward waiting room experience before the meeting starts? Like, they’re, they’re sitting there, they’re like, Am I really connected? When is the start? Like what? There’s an awkwardness? Right? So how do we overcome that and keep them engaged on that on the virtual front?

John Chen 20:40
Well, we created a new word for this right, Brandon, have you ever heard the word ZOC? Word?

Brandon Burton 20:46
No. Word. It’s,

John Chen 20:49
it’s a combination of zoom and awkward. It’s also like when you log into a meeting, and all the screens are black, and there’s no audio playing, and there’s no slide you’re like, Am I in the right room? Yeah. Did I just zoom bomb somebody by accident? But

Brandon Burton 21:04
and you get in a Zoom meeting now, never first thing anybody says? Can you hear me? Can you hear me? Yeah, the same technology on your telephone us to say hello, but a zoom. Can you hear me? Can you see me? Okay? So let

John Chen 21:17
me give two things. So you know that awkward pauses really something that we do work on? And there’s a cool piece of technology that almost nobody knows about? So Brandon, did you know that you can put a video in your waiting room on Zoom? I did not know that. Now, for a chamber. This is what I suggest you do. You could create like the the slideshow or a video of you, the executive director. And you can highlight right? This is the, let’s say, my hometown of Stockton, this is the Stockton, California Chamber of Commerce, right? This is what we represent. And do this is our mission statement. Here’s our upcoming meeting. And you can flash that or you can have audio. And so you’re building your brand, even before somebody comes into your virtual meeting.

Brandon Burton 22:02
I love that. That is a great idea. Yeah.

John Chen 22:05
Now in this other awkward parts that you have, I mean, you know, you’re talking about podcasts and all these other things. The good news is, is that there’s editing. So you can solve a lot of that. But if you don’t have editing, even kind of think about how you went back and been watching a lot of like old TV shows, and like an old live TV shows. They used to have people come out and warm up the audience. Yeah. Because they need them to laugh, right? When the jokes come up on stage. So you should be the same way. Even if you’re not recording, and you do have an audience, talk to them saying, hey, that’s so thank you so much for being a guest on our podcast, blah, blah, blah, you know, there will or will not be chances for you to ask question, you know, you can chat questions, and the moderator can decide to pick them up. So you just kind of talk to them about the you know, what do you have interest? Or why did you choose to log in today for this program. And so that person that ahead of time, can sometimes find some things out, I find that the great podcast hosts will then use some of that content, because now they know it’s going to solve a need for their clients, right? For the for the audience. And

Brandon Burton 23:10
I can see for a chamber maybe hosting a candidate form, you know, for an upcoming election or something to be able to do that virtually to be able to get those questions, but then to be able to have content to speak to and address and inform voters going forward. So great.

John Chen 23:24
You’re gonna do for me, right? Yeah.

Brandon Burton 23:28
Love it. So chambers inherently are their membership organizations, right? So they’re constantly trying to express their their value to potential members to retain current members. What kind of tips or thoughts would you have around engaging on the membership level, to express that value and to keep those members coming and staying with your organization? So Brandon,

John Chen 23:56
I’m a 15 year member of meetings professional International, one of the largest meeting organizations in the world. And I served all the way up to VP of education and VP of membership. And then I’m President Elect now of our national speakers Association’s Northwest chapter. And so I’m familiar with these challenges that we all have as as membership organizations about number one, the attraction. And then number two, the retention. You know, the fact that I’m a 15 year member now in MPI, makes me a bit of a unicorn so I as the VP of membership once charted the memberships based upon the number of people and how many years they’ve been in, and most organizations brand and I think you’ll probably agree with me, right? The like, over half of the members are one to three year members. Right? There’s a churn at the bottom of people who are like I’m in I’m out I’m in and mount. And so I would first start, you know, in terms of that engagement, one is take care of your, you know, five If you’re and plus members, they’re the easiest people you’re ever going to get. Although, if you piss them off, right, they will do a lot of negative damage to you that don’t ever join that chamber. Right? Right. And so I think that’s, that’s one of the key pieces around there is that if you take care of your longer term members, often, everything else will take care of itself. Now the second part, in drawing new members, which sometimes is easier, it’s more exciting, alright, to draw on the new member, because you take somebody who like knows nothing about your organization and talk about the value, you know, you sold them on the value. So number one is you got to sell them on the value. And so you need to go look at your chamber, and say, What’s at least one core piece of value that is worth this yearly membership and more, you’re gonna get a return on investment, right? Because there again, most of them are business owners, or very high in the business. And so they the time is actually probably what’s the most precious thing. So they need to know that there’s this great investment on time. And, and so they think that that’s the part they need to get a new member. So for instance, in our NSA membership, we have a multiple benefits, but one of the benefits is what we call an E speaker’s profile, which is how meeting professionals find other speakers. And the cost of that basic membership is $179. And our yearly membership is only $149. So basically, you’re getting more than the value of the membership immediately. And now every other benefit from us is gravy. So hopefully that’s a good example, Brandon.

Brandon Burton 26:34
Yeah, that’s good. I like that being able to have that one key element that no matter what else, however else, anything else shakes out there, just that one piece is going to be worth the value. I also heard a recent tip, and I don’t remember where I heard it from, but when talking to somebody that you’re trying to, I’m gonna say sell, I’m trying to sell a membership to ask them. What do you know about the chamber? Have you heard of our XYZ chamber instead of just going and, you know, just vomiting everything all over them? Start starting the conversation with what what have you heard about it? So have you? Because then if they’ve if they’ve heard anything negative, let them get that out? Otherwise, you’re going to tell them all the perks, and they’re going to have the Yeah, but I heard this or that. And so let them get that out first, and then you can add whatever the value is and overcome those objections they might have.

John Chen 27:28
So Brandon, I actually want to add my my next top tip. Have you ever read Chris Matthews book called hardball? I have not. So Chris Matthews is, of course one of those political experts. And in hardball, he detailed some of the top political tactics and techniques that politicians have been using for decades. And one of them is called the ask. And you reminded me of the story because somebody came up to me about NSA and and talked about like, they came to a meeting, like four years ago. And they were really turned off because one of the speakers started selling from the stage. Right, which is a is a big no, no, he shouldn’t have done it. But something happened. I wasn’t at that meeting. But something happened. And she goes, I was so turned off like I just didn’t ever joined. And I said, Oh my gosh, right. So I said, I understand. I think I heard about that meeting, I wasn’t at that meeting, I can tell you that we do have some things around that. So what I’d love to do is personally invite you Why don’t you come check it out again. Alright, May 11 is our next live meeting, you can either come virtual, or you can come in person because we run hybrid, right? And I’d love for you to be my guest. If you come I will introduce you around. Two hours later, she came around back to me and she goes, John, you know what, I just want to let you know that I’m going to come to the May 11 meeting and I want to let you know that your personal ASTs made a huge difference to me. So think about that for all your chamber board members. That one of the most powerful things they can do is personally invite somebody even despite they had a negative, you know, experience like acknowledge like, Okay, you’re right, maybe it was bad back then. I’m here now. When you come check it out. And you determine for yourself and my hope is that that’s how we grew membership over 63% last year, Brandon Yeah. 63%

Brandon Burton 29:16
That’s awesome. And I love the idea of having it be a board member or maybe a chamber Ambassador somebody who’s doing that talking positively about the chamber rather than a staff member trying to do is say no, I promise things of change. Let let a member let someone who’s actively engaged with your chamber extend that invitation in person I’d love that agree. This is going to be a heavy question but what else are we missing on engagement that we need to cover? The all encompassing right?

John Chen 29:50
Well, this is good I love that your answers Brandon because you know I teach another class and engagement is called the seeds of facilitation right so at I’ll do as a team builder. And in facilitation, quite often the thing that people don’t talk about or that we think we have too much of maybe here in America is controversy. Yeah, although, you know, people love a good fight. So

Brandon Burton 30:16
it drives engagement on social media for sure. Right. So

John Chen 30:20
why don’t you invite that? And so there’s two things I would say. Number one, though, is again, go back and think about, are you creating psychological safety? Meaning that can a business owner come and talk about a challenging issue that they are having, without people, you know, giving them negative harm for that saying, all right, you know, Brandon’s businesses, losing employees, but where are you know, something like that saying, because in earnest, they want to talk about these problems. So somehow or another, you need to make your meeting safe enough around that and that they can get, they can talk about it. And maybe ideally, then get another real idea from another chamber member saying I’m having I used to have the high turnover, and I got it down to like 15%. And let me share one other two or two of the tips how we did it. And so I think that’s really what you’ll find out. This is what I got a chance to interview Miranda de Santos. She is a certified Association Executive. And she has worked with over 20 associations prior to becoming an and working for National Speakers Association. And she says that the community at the National Speakers Association is one of the best she has seen. And because the community is so supportive, and even though we’re all speakers, and sometimes we’re battling it out for the same speaker dollars, but the way it’s set up, they had called it the one of the founders was a guy named Dick Cabot, and they call it the spirit of Cavett says, there’s enough for everybody. And we should share what we learned. Because we’re speakers, there’s very few of us speakers, that if we share what we learn, that we could all be better speakers. And I think business owners are the same way 10 business owners or less than 10% of the community. But they have a really unique position, again, as a member of EO Entrepreneurs Organization, as a business owner. And I think if business owners can collaborate together, they can do more. Tennessee’s EO did a stat and they said out of all their members of the total of all the employees that they have, they are the 10th largest employer for that state, as an organization, and I think that’s something that chamber should think about, too.

Brandon Burton 32:28
Wow. Yeah, that’s awesome. So as we start to kind of wrap things up here, I wanted to ask about any maybe tip or action item for chambers that are out there listening who wants to take their chamber up to the next level? What would you encourage or advise him to do to try to meet that goal?

John Chen 32:50
Well, we talked about those senior members. And I can tell you one strategy, again, I’m president of, of NSA, is that one of my strategies is that I’m attempting to talk to every member but we’re not we have an organization that’s kind of the right size. And all the Copic is brand, and it’s not to sell them on another year. I just calling to say, introduce myself as the president and say, How’s your how’s your membership going? That’s it. And what you get from that? I’ll tell you, number one, is that 90 plus percent of the organizations that I’m a member of don’t do that. Yeah. And if you do, you’re gonna hear I think, two great things, right. One of them is people complaining, I was just thinking about ditching my membership, which is a gift by the way, you have a chance now to intervene you before you didn’t even know. Or you hear the other part going, I am loving my membership. What’s the part you love the most? And they’ll tell you X and you’re like, Great, let’s do more of that. Right. And sometimes you can even get them involved. Because I think the other part about membership. That works is when you like to going back to this ask not only asking them as a member like Brandon right now, right? We are President Elect had to step down because he couldn’t you know, he’s got a family emergency. Brandon, would you be our next president for our chamber? And you’re like, Wow, and so the asker when he said that, you know, Chris Matthew said this about the house. He goes, the Ask has value whether Brandon says yes or no, sure. Yeah. Because Because of Brandon says, No, at least he knows that out of all the membership I chose him to ask. And then if he says yes, I get a whole bunch of time out of them because he’s gonna run. So I can think that’s the best thing you can do is engage your membership. One of the other things I do is when I call these members, because I’ll find out do I have a role for them? Some of them immediately told me I don’t want to be on the board. Right? I don’t have the time. I’m like, okay, that’s fine. I said, What if I could find you a committee position that was like one to three hours right? Totally self contained, do something that but also showcases something that you do and your job. I’m in there. Yeah. So that’s what I would say is go through your membership and figure out, how can you engage them? Yeah. And if you do that, I think your membership will grow and thrive.

Brandon Burton 35:14
And I think you touched on a great point that for a lot of chambers, there’ll be a reminder, they can think back to when the pandemic first happened. Everybody’s businesses shut down. And pretty much every chamber I can think of, they were calling every business to check in on him. How are you guys doing? What do you need? What can we do to help? And the stories that came back the feedback, they got back the value that their members saw from their chamber by making that personal, you know, extension to see how they’re doing and how they’re, you know, weathering the storm was so instrumental that afterwards chamber saw a huge wave of businesses that wanted to get back because now they see what the chamber does. And to be able to remember that experience, and to incorporate that going forward. Because those members will have that memory to Oh, yeah, you call me when things were really hard. And now you’re calling just to see how things are going now, it’s gonna have a lot of good rapport going forward. So that’s a great reminder that you put out there. Yeah,

John Chen 36:17
you’ll love this to brand new, which is like, you’ll get a lot of a you don’t need a pandemic to have to do that. And one of my favorite quotes is goosebumps don’t lie. And so while Brandon was talking about that, like I had goosebumps on my side and saying that, that was such the right thing to do. And why don’t people do that, like all the time?

Brandon Burton 36:38
So? Yes, yeah, that’s good. I love that saying to goosebumps don’t lie. So I like asking everyone I have on the show, about how you see the future of chambers and their purpose going forward.

John Chen 36:55
Well, rounded, I told you at the beginning of this meeting, that I’m a team builder. And I can tell you this too, after 28 years in my career of team building, that the one thing I know is that America in general is getting worse at cross team collaboration worse. Like, it’s it hasn’t gotten better. It wasn’t, it didn’t stay the same, it actually got worse. And so what I mean by that chambers give the opportunity for two or more businesses to collaborate to create more business. And they should do more of that. And they don’t. And so that’s the one thing that chambers can do. And when they do it that I knew though some of them do it well, like a business fair like a you know, a hiring fair, like solving the members challenges. But doing it collectively as a group instead of one person doing it is where I think many businesses and many organizations like chambers can add the most value to their community.

Brandon Burton 37:59
I love that. So as we wrap things up, I wanted to give you an opportunity, John to share any contact information for listeners who may want to reach out and engage with you like what they did there. Maybe maybe have you come in and speak at a state cup at a state conference or something like that, what would be the best way for someone to reach out and connect?

John Chen 38:23
I see what you did there, Brandon. Yeah, you can reach me on my website, engagingvirtualmeetings.com. Again, engagingvirtualmeetings.com. I do host a conference, Brandon, called The Engaging Conference on October 1, second, and third, it’s every October to every year if you’re listening to this later. And this year, it will be our first time that this conference will be running hybrid. And we’ll be showing the best engagement techniques, whether you’re in person or virtual or having it all at the same time. So if you run any kind of conference, Summit, masterclass, or meeting, you know, I invite you to come join us at the engaging conference and see the all the latest techniques around engagement. Thanks, Brandon.

Brandon Burton 39:10
You bet I could see somebody really nerding out at that conference and just taking notes of all the the tech and the approach to driving engagement on that virtual front. So I appreciate it. This has been a fun conversation, engaging conversation. I hope all the listeners found it to be valuable as well. And I appreciate you setting aside some time to join us today here on chamber chat podcast to share some of your experiences. I love the personal stories that you share. But most of all these tips and and action items that you shared for chambers to help take their organizations to the next level. So thank you for being with us today. John, I really appreciate it.

John Chen 39:48
Thank you, Brandon, and thank you to the chamber chat podcast.

Brandon Burton 39:52
If you are a chamber professional, please subscribe to Chamber Chat Podcast in Apple podcast, Google podcasts or Spotify. When you subscribe to Chamber Chat Podcast new episodes will show up in your podcast app each week as they are released. If you’re finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamber Chat Podcast with your colleagues that are in the industry.

Get started with your own Chamber Podcast and shortcut your learning curve with the Chamber Podcast Course offered by Chamber Chat Podcast.
Have you considered the many benefits of hosting a podcast for your Chamber? The options, leverage, and possibilities that a podcast offers are virtually endless. Download my FREE Chamber Podcasting Guide to learn how to start your own Chamber podcast!

New Teacher Program with Renee Earls

Miles Burdine Chamber Chat Podcast promo image.

Below is an auto-generated transcription. Because this is auto-generated there are likely some grammatical errors but it is still a useful tool to search text within this podcast episode.

Feel free to join our Chamber Chat Champions Facebook Group to discuss this episode and to share your own experiences and tips with other Chamber Champions.

Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.

Hello, Chamber Champions. Welcome to Chamber Chat Podcast. I’m your hosts Brandon Burton. And it’s my goal here on the podcast to introduce you to people and ideas to better help you serve your Chamber members and your community. You’re joining us for a special episode as part of our 2023 ACCE Chamber the Year Finalist Series.

Our title sponsor is Community Matters, Inc. With nearly 20 years in the chamber industry and over 100 media awards presented to their chamber partners, community matters provides the R&R that every chamber needs, revenue and recognition.

When it comes to publishing a Chamber Map directory or Community Guide, Community Matters has a trusted experience to help your chamber accomplish your goals. With different advertising sales models and publication styles, Community Matters will help you create a non-dues revenue machine!

Let’s hear from Becky Womble, President of the Bastrop Chamber to hear about her experience with Community Matters.

Becki Womble 1:03
I’ve been using Community Matters for probably six or seven years now. And in a previous life, I sold commercial printing so I can highly recommend Community Matters because it’s a complete turnkey job for any busy chamber exec and it’s a wonderful, beautiful printed product whenever you’re finished. And I just I’m very sold on Community Matters. And with a printing background I just big endorsement from me.

Brandon Burton 1:44
To learn how Community Matters can support your chamber with your next publication. Please visit communitymattersinc.com/podcast To request your free media kit and request a proposal to find out what kind of non-dues revenue you can generate.

Learn how you can partner with Community Matters, Inc. to produce your next Chamber Directory, Community Guide or Map.

Our guest for this episode is Renee Earl’s Renee has proudly served as a president and CEO of the Odessa Chamber of Commerce in Texas. Since 2016. Native of Odessa, Renee believes that she has the best job in town. She works alongside a team of staff and volunteers to promote her hometown community through special events, membership, Economic Development and Tourism. Renee is a graduate of Texas Tech University where she obtained a bachelor’s degree in broadcast journalism. So I do have Renee on Zoom and I see the guns up so you guys can’t see that. Sal? Yeah, you got to do it. Right. But she started her career as a reporter and morning anchor at the Odessa Midland ABC affiliate. Then she spent 14 years in the health care arena serving as a community community as the communications Marketing Executive Director for Medical Center Health System. After volunteering for the Odessa chamber for decades and serving as our board chair Renee was thrilled to take on the role full time. She also has what she calls her midnight job. In 1999. She and her husband became the fifth owners of the Odesain. Magazine, a bimonthly community publication, which has been in print since 1964. Renee has served on numerous boards locally including the Odessa college and Ector county ISD Education foundations, and nonprofit management center of the Permian Basin United Way of the Junior League of Odessa. Renee serves as elder at connection Christian church. She’s a board member for the Texas Chamber of Commerce executives, having just completed the year as vice president of professional development and chair of the annual State Conference, which was held in Odessa this last summer. For 2024, she will serve as the TCC II VP of Governmental Relations. Together with her husband rich, they have three grown children, two grandchildren, and her motto for a successful life is whatever thy hand finds to do do it with all thy might. Rene, I’m excited to have you with us today on chamber chat podcast, I’d love to give you a moment to say hello to all the chamber champions that are out there listening and to share something interesting about yourself so we can all get to know you a little better.

Renee Earls 4:21
Wonderful. Well, thank you for having me. And thank you for allowing me to talk about what the Odessa chamber does. You know, we’re out here in West Texas. But as you mentioned, we hosted the State Chamber conference this last summer and we just have great feedback. You know, I’m blessed to be from this community born and raised, left long enough to go to college and came back and I honestly would not live anywhere else. And I’m a huge champion of my community and I just encourage those who haven’t been to West Texas in a while to come visit us come see us. We have a lot of opportunities here. So

Brandon Burton 4:55
absolutely. And I was at the TCCE conference and it was was a it was a success if you guys did a fantastic job, the venue and hosting and just everything about it was just fantastic. So great job. No, I

Renee Earls 5:09
think one of the the the most important thing that we have in our community, world oil and gas community. So obviously the resources below the ground are what is literally fueling the world. But it’s our people here who are just fantastic very much roll up your sleeves, get the job done, leave a lot of grids, and you won’t find better people than here in Odessa and West Texas. Yeah,

Brandon Burton 5:33
no, that’s that’s, that’s fantastic. So that’s a little bit about Odessa, tell us a little bit about the Odessa Chamber, just to give us an idea of the size of your staff Scope of Work budget, just that sort of thing to kind of set the table for our discussion today.

Renee Earls 5:48
So our chamber is one of the few chambers left in the in the industry that actually is the three legged stool. So we have the operation side, we have you know, the membership, the events. One of the programs that we’re going to talk about today from the membership side of the of the office, the operations, We’re also fortunate to have a contract with our city to run the economic development aspect of the community through our Odessa Development Corporation. So we have a economic development staff. And then we also have the tourism arm that we received funding from the city through Hotel Motel. So as a total, we have a staff of 18 here in our chamber. And those are pretty well divided between those three departments. We also have a community foundation, where we just focus on you know, just as it says community projects, things that come up in the community. And we have about 775 Members, we’re having our first membership drive in January for the first time in almost 20 years. And we are turning 90 in 2024. So we are looking to hit that 900 mark. And it would be nice if we went over the 1000 mark. So that’s kind of a little bit about our chamber, our operations department itself is a little over 1,000,003 in budget. So overall, we’re about a $3.4 million chamber budget wise with the three departments.

Brandon Burton 7:19
Yeah, that’s very good. That definitely helps give that perspective and 90 years coming up. That’ll be exciting, especially to cross that 900 threshold. It’ll be huge. Yeah, and I know it’s there. I know you guys are going to do it. So yeah, that’s awesome. Well, for our topic today, we kind of settled on the idea of talking about the new teacher program that you guys do there Theodosia chamber. I’m excited to dive into this learn more about the kind of the unique aspect and approach you guys take to it. And we’ll dive into this much deeper since get back from this quick break.

Are you looking for a year round affordable and timely shop local campaign for your chamber or CVB Look no further build a custom each shop play mobile app with App My Community by visiting appmycommunity.com/chamberchat. App My Community mobile apps are not just simple membership directory listings. They provide many more capabilities to engage with your community. Provide your residents with a robust events calendar partner with a local fare festival or Farmers Market provide a schedule map and other resources to promote the event. Run a Small Business Saturday campaign any time of the year using built in scavenger hunts allow your membership to communicate directly to their customers via push notifications. Your app my community mobile app will be a unique member benefit allow you to generate non dues revenue with sponsorship opportunities and best of all provide a valuable resource to your community please visit appmycommunity.com/chamberchat now to receive 10% off your first year of an App My Community mobile app.

App My Community creates mobile apps that allow you to engage directly with your community. Enhance chamber membership by providing a unique advertising and communication channel to residents and visitors. Not just a member directory, App My Community has the tools to be useful to residents on a daily basis. Learn more at appmycommunity.com/chamberchat.

Exciting news! Introducing Pippily by Chamber Nation, the innovative solution to manage and promote your community for unstoppable growth.

Joining the Chamber of Commerce means one thing: COMMERCE. Businesses want to thrive, and Pippily is here to make that happen.

With Pippily, your members can experience remarkable benefits even if they can’t attend events. It’s a game-changer for retention.

Say goodbye to ordinary directories and embrace a transformative Commerce Management System. Unlock the true power of commerce management.

Picture a centralized Pippily dashboard, combining top mobile technologies for subscriptions, event registration, community communications, and more. It’s incredible!

Don’t miss out. Visit Pippily.com to learn more. That’s P-I-P-P-I-L-Y dot com. Schedule a demo at RichardsCalendar.com. It’s affordable and delivers more.

Pippily by Chamber Nation – your community’s future starts now!

Visit ChamberNation.com to learn more.

Donna Novitsky 10:13
Hi, it’s me, Donna from Yiftee. Have I mentioned that we’re working with chambers and other leaders on community cards in more than 500 cities across the US. Yiftee is the undisputed leader in community cards because we did it first and have learned a lot and because it’s free for you to set up and free for your members to participate. Plus, we do all the heavy lifting for you. Many chambers have chamber checks or other similar programs. Imagine the benefits of those without the extra costs of staffing, creating and tracking checks and reconciling payments. Community cards are all digital, sold online and always available on the cardholders cell phone. We provide tons of training and marketing materials. Come check us out yiftee.com or email sales@yiftee.com. Back to you Brandon

Brandon Burton 11:08
All right, Renee, we’re back. As we dive into the discussion today about your new teacher program. I guess first of all, do you guys have you? Is it branded with a certain name? And just answer that one first, I guess we

Renee Earls 11:24
host right before school kicks off and into July 1 part of August. We call it our new teacher reception. It’s been a breakfast. It’s been a tailgate party. It’s been a reception. So it’s basically just a big party for our new teachers with our school district. I

Brandon Burton 11:44
love it. So I guess let’s just start at the beginning the origins How did this program come about? What was the need? Was it presented you guys you guys come together just tell us how this became how it started and how it’s evolved? Sure.

Renee Earls 12:02
So we were actually approached by one of the superintendents at the time, just a little over a decade ago, maybe 12 years ago, the chamber was approached about hosting something new for teachers coming into the market. The Odessa market is somewhat unique in that at one time, you know, we have between three and 400 vacancies for teachers. You know, we’re talking in like June, before school. That is a huge number. And so we obviously wanted to do something that made them really, you know, learn about the community. And most of those were coming from out of the area. You know, we were they were the district was recruiting Ector County ISD was recruiting from not only all over the country, but they also bring in teachers from different parts of the world. And we wanted them to learn about Odessa, we wanted to connect them with our businesses. We wanted to just thank them for taking on a profession that is, you know, probably one of the most valued most important professions, you know, teaching our students, our future, our workforce. So the superintendent came to us and said, Let’s do something. So we came up with at the time, a new teacher breakfast. So we brought him in to our big can What if the time what we would call our you know, our Coliseum a big event center. And it was like a pep rally. You know, we had the students out there, the cheerleaders and the band and the mascots and they would come in and you know, they ran under the tunnel and it just really set the tone for the school year. They would come in there are you know, 50 to 60 booths from our Chamber members because when they come into town, they need a bank, they need an insurance salesman, they need to find a place to go get their hair cut, they need a place to dry cleaners, they need to get their nails done, they want to go shopping, I mean all the things that a person when they moved to a community they need so it was a win win. The teachers felt wonderful. They left there with literally bags full of goodies. We were giving out door prizes, T these, you know cash rewards gift cards, the vendors that we had, were just giving away incredible gifts and breakfast and we had speakers we had, of course our superintendent, we had our mayor, we had our county judge, we had our state representative, all the leaders in the community welcoming these teachers, again, some coming from far away some coming from, you know the area or maybe they lived here and we’re going back into the field. I remember one gentleman told me this was about five years into it. He said he had literally driven his car from out of state moving to Odessa and that was he had literally driven into the parking lot that morning and this was his first impression. Wow. Um, so um, and through the years, you know, after COVID hit, we couldn’t have an indoor breakfast. But you know, we’re still having school we still have new teachers coming in. So we went to the famous Ratliff Stadium, which is known for Friday Night Lights, where the Friday Night Lights community, we go to Ratliff stadium and we had a tailgate. So they literally would drive through the parking lot to the vendors and, you know, had their windows down, and they were throwing stuff in their bags that we would give them. And again, it was just a lot of fun. You know, we gave them food, we gave them coffee, and they never got another car. And the cool thing about that is many of them had their kids and their families in the cars with them. So even though COVID had hit, we did that for a couple of years. And it worked out great. So once COVID was over, and we could go back inside, we did the tailgate in the morning, it rained, we did the tailgate in the afternoon, it was really hot. So we said, you know, we’re gonna go back indoors. So we went back to the Marriott where, you know, we have a beautiful new hotel, we wanted to show that off, what a beautiful reception with lots of food. And again, going through the booths, this last year, we had it at one of our other hotels here, the fundo, a little larger. And it was just it’s a fun time we give out incredible prizes. And the district really, you know, they really encourage those new teachers to come in, they’ve had two days of training, and they end up their their training time at our events. And our members love it because it gives them an opportunity to see you know, 400 people in a two hour time span and get their product and their information in front of them. And it just really kicks off the school year with a fantastic culture and attitude.

Brandon Burton 16:57
Yeah, I love it. So what a great way to welcome these teachers into a new community for it sounds like a lot of them, it’s a new community for them. Let’s talk a little bit about the logistics of it. Right. So you had mentioned vendors a few times. So I anticipate that they’re, they’re paying to have a booth of some sort, they’re sponsoring the program somehow. So kind of walk us through what does that look like, as far as the logistics of obviously, you’re serving food of some sort, whether it’s a breakfast or dinner, whatever, some something at this reception. So there’s moving parts to it. So kind of walk us through what that looks like,

Renee Earls 17:37
you know, any chamber professional knows that the leading up, there are hours of planning, and then you have this two hour event, it’s kind of like a wedding, you plan and plan and plan the minutes over. And we do have sponsors for this, we have a program, our Platinum sponsors where they at the beginning of the year, they commit to sponsoring every event we have. So we have about 25 of those. So they’re premier sponsors of that event. And then we also have a presenting sponsors. And like $1,000, you know, we probably have 10 or so of those. And then we have breakfast sponsors at about $500. And we might have about 10 of those. And depending on where we have it, obviously we haven’t a hotel, you know, they’re they’re responsible for where we’re purchasing the food from them from the catering. We have one particular credit union, that since we’ve started they every year, they get, you know, a very nice Yeti style mug, they fill it up with either, you know, if it’s breakfast, they’re doing a great coffee setup with every kind of flavor, you can imagine, they probably have 10 or 15 of their staff members, they have aprons, they it’s a huge deal for them, and that everyone wants to get to that booth. In fact, a couple of times they’ve run out because everybody goes people want to go to in the afternoon they’re filling it with you know different flavors of of tea from HTO. So these vendors will either they’re either a sponsor a breakfast sponsor, or they can just purchase a booth space. I think we’ve we’ve gone from you know, about two to $300 for the booth space. And we have the draping, we provide the table a couple of chairs, and they come in and dress that booth that almost like a business expo. Yeah. And basically that’s what it is because they’re going up and down rows to to learn about these different industries. We give them a piece of paper to encourage them to go to everyone and so once it’s complete, and they’ve seen it, you know, they’re putting their name in a big drawing. So, it there’s a lot of logistics to it. But again, our members love it. We start promoting it several months in advance and we fill up and honestly we’re Are, we’re running out of space. So. But it’s a great opportunity, it’s a lot of fun.

Brandon Burton 20:05
I think it is a great opportunity when you have, like you mentioned three to 400 new teachers coming in, to be able to match them up with local businesses in the community. So that I think that’s so key. When you’re new to a community and you’re looking to get established in a new community, you need a place to bank you need an insurance person, you need a physician, you need a dentist, you all these different things to get established in the community. So being able to help match them up with those Chamber members that are vendors or sponsors that the program, I think,

Renee Earls 20:37
benefit of being a chamber member to, you know, we have other groups who will come in and say, well, we want to have a booth, well, you’re not a chamber member. So that encourages them to to become a chamber member, I will say Chevron is has been our host or our our major sponsor from the get go. And every year we give the teachers are really nice, special gift. And for years, we were giving them something that they would put in the trunk of their car, it was like a trunk holder. And you know, it’s like a cloth bag, it had the chevron logo, it had the ECSD logo, it had our logo. We did that for years. And we listened to the teachers this last year, because they said, you know, many of our teachers are going from classroom to classroom and they they drag along that little, you know, things. So we’ve got them a wheeled cart that had the logos on it. And, you know, they love that. And again, I mean, they just filled it up, and we’ve had teachers, you know, post on social media, they’re getting all these awesome items. And many of our vendors will do things that they can utilize in their classroom, you know, supplies, because we all know, teachers are having to go and spend money out of their own pocket for supplies, and so many of our vendors will just fill them up with things that they can use in their classroom. And, you know, these teachers come to us and they’re emotional, and they’re just so thankful. And it’s it’s a great feeling. And we’ve been encouraged other chambers to do this, you know, in the in the chamber industry. We have that very important R&D that we talked about, which is rip off and duplicate. We want everyone to rip off and duplicate this program because it’s great. It’s a it’s an easy way to really promote your members and and make these teachers in such an important profession feel good. Yeah,

Brandon Burton 22:27
I love the idea of the wheelie tote, right. So it’s got your logos on it, they’re gonna use it every day, it’s being seen every day, all the other teachers are using them, versus something that sits in their trunk, and nobody’s ever gonna see it. I mean, it serves a purpose, and it’s a great gift. But to be able to have that win win, you know, all the way around. I love that. And then just to be able to see the involvement that the Chamber has with the schools. My wife actually works at our kids elementary school and not as a teacher, but front office and through COVID. You know, the kids weren’t allowed to drink out of the drinking fountains, right. So there was a realtor, local business realtor came in, he brought two pallets of water bottles to the school. Now, the kids all had water bottles. I don’t know how many months that lasted. But so just to see that involvement, when whether it’s a business or the chamber, getting involved with the schools, everybody notices, you know, they’re appreciative they see, you know, they’re grateful that somebody cares about them and providing tools and resources that they need. So, so important. And I know you guys are very connected with your local school district there. A while back, we had Chris Mead on the show, and he talked about the pen pal program that that you guys started with Odessa, Ukraine. You want to take a moment, just kind of tell your point of view story on that.

Renee Earls 23:54
Chris Mead, this was a fabulous idea that he had, he reached out to me and and he had some connections there in Odessa, Ukraine. And they are, you know, our sister city, if you will. And he just had this wonderful idea to connect students in Odessa, Ukraine was students in Odessa, Texas. So we got a hold of our school district, they then put us in touch with, I believe some of the social or history teachers. And so those teachers and those students started literally writing back and forth. Some of them had zoom meetings back and forth. And it was just amazing to see these students from two different worlds. Connect and at a time when things were so volatile in Odessa, Ukraine and they just really needed to hear from others that they were supporting them and, you know, the art of writing is really gone as well. You know, the pen pal program. I mean, that’s just not something people don’t write personal notes anymore. And we saw this too. units do that, and the teachers loved it. And again, that all goes back to Chris Mead and the idea that he had, so kudos to him. Yeah.

Brandon Burton 25:07
But what I love about that is a program like that doesn’t happen unless you already have that relationship with the school district. And just the lives that are being touched on both sides, both here and in Odessa, Texas, and there, and in Odessa, Ukraine, lives are being touched, stories are being shared, they’re being enriched by each other. And it’s all facilitated by having those relationships, through things like this through the new teacher welcome program and building that goodwill.

Renee Earls 25:37
You know, that’s what chambers are all about are about relationships. And we’re so fortunate to have very healthy relationships with our educational partners either in the our school district, we just recently passed, our community passed a bond for our school district, and our chamber really got behind that, as far as endorsing it in just that. One, we wanted people to go to the polls and vote because we’ve seen such voter apathy. Not very many people, you know, going to the polls, so we encouraged a very active voting awareness program. But also, these, again, are our future workforce, these students who are in school today will be working for us, they will be our bosses, they will be running these companies in this community, and we have to have a strong education program vient, the ISD. We have private members here that are private schools, we have charter schools, and then of course, our community college, and our university, we are so fortunate to have really good programs and partners with our education.

Brandon Burton 26:49
Industry. Absolutely. So it’s so important. I love it. And appreciate you highlighting, you know, this, this new teacher program or reception new teacher reception, I’d love to give you an opportunity for any chambers listening who wants to take their chamber up to the next level, what tip or action item might you offer to them to to consider maybe implementing at their own chamber?

Renee Earls 27:14
You know, one thing I think that is so valuable is just talking to other colleagues in the chamber industry, find out what other chambers are doing, find out what will work in your community and make it your own. Um, you know, we talked about this new teacher program at a Texas chamber conference probably five years ago, just highlighting what we do, in a room of about, you know, 100 people, and it was a, it was almost like speed dating, you find out, you know, a program that’s working in a community, you get some info on it, you go to the next person, well, we all got, you know, five to 10 ideas that day. And I think it’s so important to just find out what other groups are doing, don’t reinvent the wheel, find out something that you can take in your community and make it make it your own. And, you know, again, those relationships are so valuable, and not only the relationships with our own members in our own community, but with colleagues throughout the state in the country, and what’s happening and just like listening to your podcast, people get so many ideas, and can again, take that into their own chamber, and make it work for them.

Brandon Burton 28:23
That’s the idea. That’s the hope everybody listens, gets those ideas, and then, you know, takes what may be valuable to their own community and implemented and do their R&D and be a successful chamber, right? Well, Renee, I like asking everyone I have on the show, as we look to the future of chambers, how do you see the future of chambers and their purpose going forward?

Renee Earls 28:49
You know, chambers have have really changed a lot. membership organizations in general have changed over the many decades. We’re not your grandmother or your grandfather’s chamber anymore. And we can’t think that way. We can’t act that way. I think it’s so important that you know, because we are a membership based organization. If you look at any chambers budget any more. A large portion of your budget is not tied to actual memberships, because we’ve had to think of other ways to be successful and to create dollars for different programs. So I see, you know, the chamber is a major part of any community, or at least it should be, you know, our chamber is fortunate in that we have we’re we’re built on 90 years of just incredible volunteers who have served prior to us and have made our community what it is. And it’s so important for us to I tell people for an organization that’s supposed to be non political, you know, chambers are political. We we work with our all members, we work with all leaders, regardless of, you know, our, our party affiliation. And regardless of how we feel on certain issues, we all have to get along, we all have to work, our goal should always be with our community in mind. And I think for any, any chamber to thrive and continue to grow, is we have to continue to build those relationships, continue to meet in the middle, if you will, and just be the community cheerleader that talks about all the things that are happening in community, good and bad. But be the the person in the middle who can bring the people to the table to have a respectful conversation about how your community can grow, you know, be the be the liaison be the one who pulls everyone, the collaborator who pulls everyone together.

Brandon Burton 30:59
Absolutely. Yeah, chambers are political, but hopefully not divisive, like politics. Typically, you’re bringing into the middle. So I love that point. And in showing that role that chambers have in the future of being that same center and helping to be at the table and bring parties together to be able to come to a common goal and moving your community forward. I love that. Well, Renee, I wanted to give you an opportunity to share any contact information for anyone listening, who might want to reach out and connect and learn more about the new teacher reception or anything else you guys are doing there in Odessa, what would be the best way for someone to reach out and connect? Well, we

Renee Earls 31:40
would love to hear from you. Again, I think it’s so valuable for chamber professionals to connect with each other. So you can always reach out to us on our Facebook, Odessa chamber, make sure it’s Texas, there are a couple of chambers throughout the country at Odessa chambers, you can always, you know, email me at renee@odessachamber.com. And reach out to us here at the Chamber 432-332-9111 with lead to visit with you put you in connection with any of our staff on any of our programs that we’re working on. And follow us on social media. Again, I think we have to support each other as chamber professionals and just rely on each other to work us through you know, chamber profession is, as we said, at the beginning of this, you know, I feel like I have the best job in the community because I get to promote the chamber in my own community. But chamber work is hard. Chamber work is stressful. We’re working with a lot of personalities and a lot of people a lot of volunteers but at the end of the day, I wouldn’t be doing anything else. It’s it’s the peak of my career that I’ve I’ve enjoyed every minute of it. And you know, take time for yourself and rely on each other to see what’s working in what’s not.

Brandon Burton 33:02
I love it. So we will get your contact info in our show notes so people can pull that up and connect with you. But Renee, this has been so much fun having you on the podcast and learning more about the new teacher reception and the relationship you guys have with the your local school district there. And I appreciate your example and willingness to be with us today and providing all this value for us. Thank you for being with us today.

Renee Earls 33:25
Well thank you so much for giving the chambers a voice and for all of us to be able to learn from each other and through the programs that you do. And thank you for having me and thank you for allowing me to highlight great things happening here in Odessa, Texas.

Brandon Burton 33:41
If you are a chamber professional, please subscribe to Chamber Chat Podcast in Apple podcast, Google podcasts or Spotify. When you subscribe to Chamber Chat Podcast new episodes will show up in your podcast app each week as they are released. If you’re finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamber Chat Podcast with your colleagues that are in the industry.

Get started with your own Chamber Podcast and shortcut your learning curve with the Chamber Podcast Course offered by Chamber Chat Podcast.
Have you considered the many benefits of hosting a podcast for your Chamber? The options, leverage, and possibilities that a podcast offers are virtually endless. Download my FREE Chamber Podcasting Guide to learn how to start your own Chamber podcast!

Elevating Engagement with Amanda Lea Kaiser

Miles Burdine Chamber Chat Podcast promo image.

Below is an auto-generated transcription. Because this is auto-generated there are likely some grammatical errors but it is still a useful tool to search text within this podcast episode.

Feel free to join our Chamber Chat Champions Facebook Group to discuss this episode and to share your own experiences and tips with other Chamber Champions.

Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.

Hello, Chamber Champions. Welcome to Chamber Chat Podcast. I’m your hosts Brandon Burton. And it’s my goal here on the podcast to introduce you to people and ideas to better help you serve your Chamber members and your community. You’re joining us for a special episode as part of our 2023 ACCE Chamber the Year Finalist Series.

Our title sponsor is Community Matters, Inc. With nearly 20 years in the chamber industry and over 100 media awards presented to their chamber partners, community matters provides the R&R that every chamber needs, revenue and recognition.

When it comes to publishing a Chamber Map directory or Community Guide, Community Matters has a trusted experience to help your chamber accomplish your goals. With different advertising sales models and publication styles, Community Matters will help you create a non-dues revenue machine!

Let’s hear from Becky Womble, President of the Bastrop Chamber to hear about her experience with Community Matters.

Becki Womble 1:03
I’ve been using Community Matters for probably six or seven years now. And in a previous life, I sold commercial printing so I can highly recommend Community Matters because it’s a complete turnkey job for any busy chamber exec and it’s a wonderful, beautiful printed product whenever you’re finished. And I just I’m very sold on Community Matters. And with a printing background I just big endorsement from me.

Brandon Burton 1:44
To learn how Community Matters can support your chamber with your next publication. Please visit communitymattersinc.com/podcast To request your free media kit and request a proposal to find out what kind of non-dues revenue you can generate.

Learn how you can partner with Community Matters, Inc. to produce your next Chamber Directory, Community Guide or Map.

Our guest for this episode is Amanda Lea Kaiser. Amanda is a keynote speaker and author of Elevating Engagement: Uncommon Strategies for Creating a Thriving Member Community. Through her research, Amanda is at the forefront of exploring how member and attendee engagement is rapidly changing when within professional communities. I’ll have to say as a side note, as I read through her book, I very much was able to visualize all of you as listeners, both attending your state and national chamber conferences and engaging on those levels, but also taking some of these lessons learned to your local chamber organization. So as we go through our conversation today, I hope you can see some of those parallels as well. But Amanda, I wanted to welcome you to the show give you a chance to say hello to all the Chamber Champions that are listening and if you wouldn’t mind sharing something interesting about yourself so we can all get to know you a little better.

Amanda Lea Kaiser 2:58
All right. Hey, Brandon, thank you so much for having me here on your podcast and hello Chamber Champions. It’s it’s great to be here. Okay, something interesting about myself. So I got my start at Crayola and I rose up the ranks and marketing so I’ve got a classic marketing background. And and now I’m the keynote speaker but maybe even more interesting than that. I’ve got a two kittens adopted me during COVID I don’t know if if you’re a cat dad, but they adopt us I don’t think we adopt them. And and I named them after Muppets. So I love the Muppets, Kermit and all of those guys. So so my cat’s names are Robin in between. And you might see them running in and out because that’s what they do. Awesome.

Brandon Burton 3:44
Yeah, I did notice the Kermit quote in the book as well. So that carries through. I’m not a cat, dad. But I understand what you mean. It doesn’t matter how much you like the cat they have to like you to adopt. Right? Well, I am excited to get into our topic of conversation today. I think chambers across the country, even globally, are constantly thinking about the ways to elevate the engagement of their membership or their investors or those who participate in their organization at at any level. I often will out I’ll hear chambers talk about doing the yellow highlighter exercise where they will print out their membership list and then with a yellow highlighter, go through and mark any chamber member who’s participated or actively engaged with the Chamber in any way. And that may be the main sponsor of their annual banquet. It may be the sponsor of their board room, or maybe just somebody who’s constantly liking their Facebook posts. So literally any level of engagement and as they do this yellow highlighter exercise, oftentimes there’s not a whole lot of Yeah, low on that sheet once it’s marked up. So I think we’ll, we’ll be in for a treat today with a lot of these tips and ideas around how to elevate engagement with our memberships. So we will dive into this discussion as soon as we get back from this quick break.

Are you looking for a year round affordable and timely shop local campaign for your chamber or CVB Look no further build a custom each shop play mobile app with App My Community by visiting appmycommunity.com/chamberchat. App My Community mobile apps are not just simple membership directory listings. They provide many more capabilities to engage with your community. Provide your residents with a robust events calendar partner with a local fare festival or Farmers Market provide a schedule map and other resources to promote the event. Run a Small Business Saturday campaign any time of the year using built in scavenger hunts allow your membership to communicate directly to their customers via push notifications. Your app my community mobile app will be a unique member benefit allow you to generate non dues revenue with sponsorship opportunities and best of all provide a valuable resource to your community please visit appmycommunity.com/chamberchat now to receive 10% off your first year of an App My Community mobile app.

App My Community creates mobile apps that allow you to engage directly with your community. Enhance chamber membership by providing a unique advertising and communication channel to residents and visitors. Not just a member directory, App My Community has the tools to be useful to residents on a daily basis. Learn more at appmycommunity.com/chamberchat.

Are you looking for a way to promote your business community? Look no further than Pippily! With Pippily, you can get all the tools you need to connect with your members, promote your businesses, and grow your community.

Pippily offers a wide range of features, including:

  • A state-of-the-art community website
  • A Community Clicker mobile app for businesses, members and the community
  • A marketplace where businesses can present professional services or even sell their products and services
  • A powerful event management and community calendar system
  • A comprehensive commerce community management system
  • A complete membership services department all included

And best of all, Pippily is only $1 per member per month after a small initial setup. That’s a fraction of the cost of other management platforms.

So what are you waiting for? Sign up for Pippily today and start growing your business community!

Book a time to learn more at Pippily.com that is P I P P I L Y.com to book a time to meet and learn more. We’ll show you how Pippily can help you promote your business community and grow your subscriptions.

Visit ChamberNation.com to learn more.

Donna Novitsky 7:36
Howdy. It’s Donna Novitsky here, CEO of Yiftee. Fun fact about local businesses, did you know that small businesses employ 57% of the US is non government workforce. Many of these small businesses are your Chamber members, we are here to help you help them. As you heard last week, we do digital gift cards for 500 plus communities and we call them community cards. Our chamber partners get a custom gift card branded for you that works exclusively in your member stores. The program is free for you and free for your members. We even give you reports so you can tell them how much business you brought them. Sign up for a live Zoom demo with me or one of my teammates yiftee.com/demo or email sales@yiftee.com. That’s why yiftee.com. That’s it for now back to the show.

Brandon Burton 8:31
All right, Amanda, we’re back. So as I mentioned before the break, we’re, we’re talking about elevating engagement, you’ve got a book all about it. Some could say maybe you’re an expert on it. And I’m a little bit hesitant at all really setting the stage that way. I think I told you before we got on the recording. It’s like introducing a comedian and telling everybody how funny that comedian is and then your your setup to deliver. So you know, no pressure at all, but I’m looking forward to an engaging conversation. Good. So maybe let’s just start with why did you write the book like what what was it about your background and maybe personal history that led up to this moment where you’re like, there needs to be a book about elevating engagement of these membership organizations? Yeah,

Amanda Lea Kaiser 9:21
so Okay, so let me give you just a kind of quick, sober, quick, speedy history to get us to this point. So like I said, I started at Crayola. And then I had a couple of jobs in my career where I worked at an advertising agency and then I landed in a NAT at a national association. So I worked I worked in for a higher ed Association. Super cool. It was the first time that I even realized that associations and chambers and they were even a thing I just didn’t know until that point until I started working for them and I was director of marketing there. And and it just completely We opened my eyes. And I was so delighted by how collegial these professional groups are. They’re, they’re really fantastic. So I decided to open up my own business. And I was a qualitative researcher, my, my marketing focus has always been on research. And I decided to pursue the qualitative research side of things. And during my time, as a qualitative researcher, I worked with 33 different associations and got a chance to personally talk to 477 members from all different walks of life. And the conversations with them did two things, one, I would ask them about their industry or their profession. And the second thing that I asked them about was, what is it like to be a member? What is it like to attend? You know, what is engagement like, and all of that, and as I was conducting these interviews, one thing that I found is there’s this gap between members, and attendees and, and leadership, right. And so, so that’s why I wrote the book, I wanted to close that gap. And just to give you a sense of the gap is, is, you know, members, our members are having an experience there, whenever they engage with us, they’re having an experience, and very often when we’re on the inside, and I can say this, for sure, as the as being a staff person on an association, a lot of what we’re trying to do is we’re trying to provide value, we’re trying to do the administrative stuff very right. And we’re not, we’re not focused on the experience. And so, so that’s what this book is all about. The book is all about closing the gap. And and I’m also doing a ton of keynoting. Right now. And so I start out every time by saying we’re here to close that gap between you and your members.

Brandon Burton 11:52
Yeah, I like that. I think that’s a good summary. And that does kind of set the stage a little bit here. So my background is in chamber publishing. And often I’ll even joke with some of the different advertisers Chamber members that were selling ads to that. I often will hear a chamber member say that they want to advertise and whatever the chamber publication is, because there’s almost a sense of guilt, that they join the chamber at some point. And they see all the emails from the chamber about the networking mixer, the after hours, the Chamber luncheon, annual banquet, you know, there’s always something that golf tournament. And there’s a sense of guilt that they can’t be at all of the things, you know, they work during the day, so they can’t go to the luncheon or they’ve got family life after work. So they can’t go to the after hours. So they see doing some sort of advertising with the chamber as a way to engage. So how would you look at engagement? How do you define engagement? As you look at a membership organization, I guess what counts when it comes to? To engagement? Yeah, yeah.

Amanda Lea Kaiser 13:04
So So advertising counts and attending accounts. So so let me let me kind of step back, though, because what I tend to do is I tend to define engagement, the way a member would defined engagement and the way members define engagement is almost solely around emotions. And I actually, I asked when I when I keynote, I asked my audience this, I’ll ask them what is what does engagement feel like when you’re really engaged? What does that feel like? And I’ll ask them to, to recount a professional or personal community that they’re very, very engaged in, you know, what, when that makes their heart very happy. And so this is some of what they’ll say they’ll they’ll say, I feel valued. I feel welcomed, I feel belonging, connected, excited, inspired, it’s energizing, I feel included. I feel focused, I feel peaceful, I feel worthy. I feel like I’m being seen. That’s just some of the words this is I got 139 responses. But those are some of the key words that came up over and over again, so. So engagement is all about emotions. And when you’re when your members or our members are making decisions to engage, they’re making very emotional decisions. That what they’re what they’re what they’re trying to work out and might not be even conscious. But unconsciously they’re trying to say is this community for people like me, do people like me join a chamber like this? You know, do people like me go to events like this? Do Am I gonna find my people here? Am I gonna be long am I you know, all of those things. That’s, that’s the kind of what’s going on in the back of their minds. And so, I, I love to define engagement all around how members see engagement, because you’re right when we when we on the business side, talk about engagement. We’re talking about joins and when rules and registrations and opens and reads and click throughs and all of that. So we’re talking about the metrics of engagement. But I love to think about engagement as that, that very emotional emotions and feelings that drive those decisions to engage. And so that’s that’s typically where I’m coming from. Yeah.

Brandon Burton 15:26
What you said almost sound like a Seth Godin quote, right? People like us do things like this. Yeah. And it’ll often talked about enrollment, right? So the engagement level kind of at Next stage is yes, I want to engage. And now I’m going to enroll I am all in, I’m going to fully participate. And I know that’s a few steps down from where how you kind of break down that, that member journey, or that the experience journey. So maybe touch on that a little bit, because I think so much of that, the beginning of that membership journey is where that emotion really is probably at its peak. There’s some reason why they’re choosing to attend the conference or choosing to join the chamber. And I’ll say everybody does it for slightly different reasons. But understanding what that emotion what that driver is, I think, is so key to being able to help them have a successful journey going forward with the chamber. Yeah, can outline that for

Amanda Lea Kaiser 16:28
us? Yeah. Yeah, absolutely. So I’m so glad that you started touching on well, you know, what, what happens at the beginning, because So, for most professional communities, what they find is new members are the most fragile members. And, and so, you know, people, if you look at your metrics, you might see people join, and then they never engage. And then it’s not a surprise when they don’t renew, right, and, and so, so they’re very, very fragile. And, and so what we need to do is start appealing to their emotions, one of the one of the things that I often will say, when people are asking for, like, what is the definition of engagement, I’ll say, there’s two parts, there’s, there’s value, so we got to provide value. And the other part is positive experiences. So you want to provide good value and positive experiences. And when you do that, members will engage. And I would wager to bet that your chambers provide lots of amazing value, you know, people, all of you chamber pros, you’re doing all of these events, you’re publishing, you’re emailing, you’re providing all kinds of really amazing things and lots and lots of value. And it’s, it’s frustrating when people aren’t joining, and or it’s or renewing or engaging in, in some way. And so the, the piece that’s often missing is the experience part, the the part that triggers all of the emotions, and, and so this is very salient for new members, you know, new members join, they often don’t understand how to really engage, there is the old the emails are coming in there is I’ve heard that, Brandon, that guilt factor that you were talking about in so from so many different types of members, you know, they’re, they’re sending me emails, I feel like I and what they will say is, I’m not engaging, and it’s, it’s my fault. It’s not them, they’re, they’re making every effort, it’s me, right? And, and I can see that there’s a lot of benefits, I can see that there’s a lot of events and in what they would normally tell me is I feel like I’ve got to start going to these events, which I can never do, because the timing doesn’t work out. Or I’ve got to spend a lot of time on their website, understanding what they do. And I just don’t I don’t have the time yet. And, and so I think what we need to figure out is how to connect a lot quicker with them, you know, how to have how to provide a teeny bit of value so that they understand that taking that leap to come to your events makes a lot of sense. And also connecting on that emotional level. And you do that with experiences. So are there phone calls? Are there? Is there kind of a special quick Fitbit fun email that you could write to them, you know, what are all of the experiences that you can provide to new members that will get them saying this is not only going to be worth my time, but I think that this is going to be a really fun group. There’s a lot of energy. I’m super excited.

Brandon Burton 19:35
Yeah. And as you’re saying that it reminds me in the chamber industry, there’s a lot of focus on with the engagement of members to try to make the shift from being a transactional relationship to be more of a transformational relationship and that way, hopefully, if that’s communicated and modeled in correct ways, the guilt factor hopefully isn’t there. as much because they’re not in it, they didn’t join to say what’s in it for me, but they’re they joined to be part of something bigger, that’s making a positive impact in their community. I see some chambers that have the option to join their chamber right on their website, we can enter your name, credit card information, and click Submit. And you’re done. You’re a member. And I’m sure there’s the onboarding emails that come in. But that chamber doesn’t know anything about that member, why they joined, they didn’t really share their mission, their vision, any of that. And oftentimes, those are coming from another member as a referral. So you know, you need to be a part of the chamber, right? So I think right from the beginning, there tends to be a little bit of a disconnect. And I love in the book, you talked about doing a listening tour. And I think that could probably come in and in a couple different stages along the member journey. But to really tap into that emotion and their why you want to maybe expand a little bit on the listening tour, and how that can kind of pull on that emotion. Yeah,

Amanda Lea Kaiser 21:08
absolutely. So let me let me give you a couple of tangible stories that I heard dirt while I was while I was interviewing members. So. So there’s a couple of associations that were doing a really good job, and I got a chance to figure out what they were doing from their member saying I was on I was the recipient of the listening tour. And so there’s one, one association that did a very interesting thing. Now they had not very many members joining. It wasn’t like they were having hundreds of members join every week, they might have been having 10s of members join every week. And and so the the director of marketing of that particular organization, would schedule a call, it was about a 20 minute call with every single new member. And during that call, she would ask them a series of questions, you know, hey, tell me about yourself. And when did you start working at this company? Or when did you you know, when did you start the company? She would, she would ask them questions about projects, they were working on what their goals were, what their mission was, what if they’re having any challenges, she might even ask them, you know, what, tell me about some trends. And she would, she would take careful notes, and she listen intently. And at the end of the call, probably with maybe, I don’t know, three, four minutes to go, she would say this has been so interesting. And there’s a couple of things that I heard you talk about, that we might be able to help out with, there’s you talked about this really interesting project that you’re working on. And not many of our members are working on a project like this, but I know that Sue is. And I would love to introduce you, it’d be okay, if I introduced you to Sue, I think she’s a couple of steps ahead of you. And, but you know, I can introduce you via email in and then she will, she would also say and I also heard you talk about this system, that we’ve got some data from some of our research, or we’ve got an event coming up where we’re going to be talking about this topic, we’d love to have you I’m going to follow up with some emails. And so you know, she get off the phone and immediately send some emails, one introducing that new member to sue a longtime member and tell in telling Sue and you know, reminding this this person while why she was introducing them, and then she would follow up with a separate email saying, hey, you know, as we were talking, I told you, I was going to send you this research report and this invite to this event and blah, blah, blah, blah, blah. So that that’s very time consuming very hands on for this organization that works. Because they don’t have a lot of members. Other organizations, there is the listening tour where you get into your car, you know, or your your get your staff into a van, and you book breakfast, lunch and dinner. Or you go to people’s offices or places of work or factories and and you spend 15 or 20 minutes with them doing the same kind of thing, asking them questions, touring, just being there letting them be seen. And it’s such a pleasure because now when they come to an event, they already know a friendly face. So there’s there’s that part. The other thing is if you are with a chamber that’s maybe spans a large geographic area, there’s a virtual orientation events. Now the virtual orientation events are not orientation webinars, there are much more responsive than that. So so people come you know, your new members come into a Zoom meeting. And then you ask them the same kind of questions, you know, where, where do you work what what kind of organization is your company? Tell us a little bit about it. What are some of your goals? What are some of the projects that you’re working on? And then as everybody’s feeding information to you, you the host can do some pattern matching for the biggest things that people are They’re struggling with and then make that link for them between their problem back to the to what the chamber provides in terms of, of benefits or upcoming meetings or something like that. So. So I love that you were talking about, you know, these these member listening tours, because there’s so many ways that they actually work, Brandon. And that’s really the key to it all. When when you know your members and you hear them talking over and over about their goals, then then we serve them a lot better. Yeah,

Brandon Burton 25:30
there was one chamber executive I talked to one time and he talked about how he’ll do three breakfasts each day, they’ll go meet with different members there. The first one maybe is just having a coffee is the second breakfast, awesome makes the third one, maybe a phase three. So he’s breaking it up. But he’s getting to three different member businesses to have these breakfasts. And he’s meeting with other members there. So like the levels of engagement with the organization with the members is on multiple levels, and able to gather a lot of that very important information to be able to better serve the member. And I love that. So it does kind of seem like though in today with everything digital, and we’ve got in person events, we got virtual events, we get emails, get social media, we’ve got podcasts, we’ve got YouTube, we’ve got all these different ways to get our messaging out there. Does that make it harder or easier to engage members? Like how it I think I can see both sides of the coin, but I’d love to hear your approach and maybe how chambers might want to look at this. Yeah,

Amanda Lea Kaiser 26:41
what I’m hearing across the board is, is engagement is getting harder, it’s harder to engage attendees most virtually and in person, it’s harder, harder to engage members, it’s harder to get those opens and reads. It’s just I think it’s harder. And some people are saying, you know, this is not uniform. There’s some associations and some chambers that are seeing these bright spots, like, hey, we went back into person. And and, and we’ve got some of our in person events are doing amazing. And we’re still doing virtual, and some of those are doing amazing. So this is not, engagement isn’t universally going down the tubes. But I think it is getting harder. And one of the reasons why it’s getting harder is is really time and attention. You just hit on it, Brandon, there’s so many ways that we’re trying to reach members. But there’s so many ways that they’re getting content and they’re connecting. And they’re you know that it’s just sort of, we all have a very frantic pace of life these days. And so we’ve got to do something different to engage members than what we did before. And I’m so glad that you asked that question about communications, because this is sort of a really great time to talk about how you not only provide value, but you also provide the experience so so every time we communicate, there’s two things that we’re trying to do. The first is the what we say. And that’s the value, it’s the message we’re trying to get across. The second thing we’re trying to do is is or the second thing we communicate is how we say it. And this is the tone, it’s the voice. And and this might be something that you’ve talked about a lot in publishing is the tone or the voice. And so I love to think about tone on a continuum. And so on one side of the continuum, there’s the very institutional tone, the very professional polished tone, it’s a lot of big words, it’s when we’ve got our business hat on, that’s the tone we tend to fall into is the institutional tone. On the other end of the continuum, I have a what I call the best friend forever tone, sometimes we’ll also call it the happy dog tone. So if you go into your personal email, and you read, you just quickly, like scan your personal email of all of the brands and companies and products you really love. They’re talking to you and the happy dog tone, there’s emoji, there’s hashtags, it’s casual, they’re talking to you like they’re your best friend. But for some reason, when we’re doing business to business, and we put our business hats on, we talk very, we tend to talk very institutional. And so I just like to remind everybody, that tone is on a continuum, and you can pick anywhere you want to be, and especially with your new members, they’re they’re looking for all of those cues on whether to belong, you know, is this the place for people like me, they’re looking for those belonging cues. And when you can warm up your tone in your emails or warm up your tone and your phone calls, you know, or any of the information you’re sending out to new members. They the sense that they sense that this is going to be a happy, warm, lovely place for them to meet other people and connect.

Brandon Burton 29:54
Yeah. So when I think of, maybe an in person or even a virtual event I think to on an event stage, it’s a maybe a little easier to gauge the engagement. You can see if people are looking down at their phone or distracted or getting up to get a drink or, you know, just the distraction, where as we try to with these communication channels, I’d love that you brought the the tone and the voice into the happy dog messaging. Besides maybe some of these metrics that we look at the open rates and social engagement tools, are there other ways that we can see if our message is landing, right? If we’re how do we get that kind of feedback when we’re not in a room or a Zoom Room even to be able to get that that instant? Hopefully, positive feedback. Yeah,

Amanda Lea Kaiser 30:47
yeah. So people are always asking me how, how do you measure engagement and and there are, you know, I think when your members are doing the yellow highlighter exercise, they’re measuring engagement, looking at your renewals, it’s a measured metric and a measure of engagement. And so as you’re engaging members and attendees differently, you’re going to see that metric go up some some organizations use Net Promoter Score, some of them do things as sophisticated as Engagement scoring. And so again, over time, if you’re, if you’re focused on those experiences, you’re gonna see those those metrics go up. But, but it’s engagement is a tough one. Because it’s very hard to make one change, it’s very hard to say, Okay, we’re gonna make this one event more experiential, and we’re gonna see renewals fly off the chart, that’s not the way it works, right? There’s, there’s, there’s not a lot of like one to one direct comparisons, you just sort of see a general lift over time. So So I think sometimes we have to measure engagement, again, with our own emotions, which is, you know, is there what’s the energy like? Okay, so we’re making it we’re making some improvements to try to be more engaging and say this one event? Was the energy better? Did people walk out smiling, you know, for virtual, one of the things that I think is a really good predictor of a virtual meeting is what’s going on with the chat. Now, you can do a lot of things to have a really robust chat and as a, as a very often speaker, I love the robust chat. I love when I’m talking. And people are busy in the chat and they’re talking to each other. And they’re asking each other questions and they’re tuning in to listen to me and they’re plussing up what I say and then plussing up what everybody else says. And that’s for me that schools because because they’re sure they might be listening to me and engaging with me, but they’re in if they’re engaging with each other. That’s lovely, too. So, so if you’re doing lots of virtual events have chat ambassadors in there. And that can be a micro volunteering opportunity for one of your members. Or it could be a staff, you know, job, but have those chat ambassadors in there that are, you know, they’re plussing up what other people say? And they’re asking questions, and they’re, they’re kind of saying, Oh, this, you know, the speaker said this, what do you think about this, everybody and, and really try to foster that excitement and get it going. And that’s, that’s You’ll sense the energy, you’ll, you’ll sense it, whether you’re virtual or in person, and that that’s almost I think, is Valley or it is as valid as some of those tangible metrics.

Brandon Burton 33:26
Yeah. So I hope this doesn’t feel like we’re taking a step back. But I was thinking about the emotion as people engage with an organization that emotion is, you’re able to maybe give them some small wins along the way. So in the book, you talk about, like speaking from stage, there’s little engagement questions or things you can do to warm up the room, right. So they’re engaging on a very minimal risk or risk free environment where they have nothing to lose if they just participate and engage. And as a member joins an organization. And there’s other little quick wins, I’ll say that you can do to kind of trigger that emotion or positively reinforced that emotion of yes, you’re here for a good reason. We’re here to listen to like, all of those things. Are there any strategies or tips that you want to share around maybe those small quick wins to warm up the audience or the new member, to help encourage them to give them that confidence to be able to engage at higher levels as they progress through their their membership journey?

Amanda Lea Kaiser 34:38
Yeah, let me let me tell you about a totally unexpected story that I heard when I was doing those interviews and it’s a it’s a story that I heard over and over and over in different ways with different words. But what I would hear people say is I went to my very first event for this organization. And while I was waiting in the registration Mine welcomer I didn’t know it at the time, but people were circulating, and they were talking to all of us in the line. And in somebody stopped and talked to me, and it was maybe just two sentences. And it was it, it made me feel like this community is super open and warm and welcoming. And it and I felt like I had to step out of my shell and I am going to, to just talk to other people, I’m going to introduce myself to other people and just see how it goes. And so, so it’s like, new members come in, and we have to give them the teeniest little nudge or a teeny little bit of permission, so that they can go and make their experience great for themselves. And so whenever we can do that, it’s great. So So let’s see, how do you do that you can do that with welcomers that in person events, you know, kind of warming up the crowd for in person or virtual events. Think about your icebreaker, you know, what is what is a an icebreaker question or an activity that is super safe and super easy. And so I’ll give you just an example, when I’m getting together a group and I want to get them to be really creative, I want to I want the group bubbling up lots of ideas, I want them collaborating with each other. And the topic is not is not very serious, you know, it’s we’re working on, we’re just going to work together on this problem. And we’re gonna have a really great time doing it. One of the questions that I love to ask is, would you like to be a dragon? Or have a dragon and why? And in the why is the key, you know, you can pick either one, but I love to ask why. And so you can ask that, you know, in person, with a smaller group, you can ask it on, you know, virtual meeting and get people responding in the chat. But that, you know, again, you’re you’re popping them out of the expected stuff. And in the their professional world, and you’re bringing them into sort of a different surprising experience where they can have a little bit of fun with it. They tap in their answer, and now they’ve started participating, which is half the battle, because once once you start once, then you’ll you’ll form that habit and you’ll keep participating. That’s

Brandon Burton 37:12
awesome. Having read the book, I knew that was the question you’re gonna you’re gonna bring up it’s I was waiting for the dragon question. So I’m glad you glad you brought it out. As we begin to wrap things up here, I wanted to ask usually I’ll ask for maybe a tip or action item for listeners who want to take their organization up to the next level. And what you would offer I think I may want to read phrase that too, for an organization that a chamber listening who would like to level up the engagement of their members to the next level? Where should they start? Yeah,

Amanda Lea Kaiser 37:50
yeah, absolutely. Oh, let me backtrack and tell you one other one. So if you’re looking for more icebreakers, or energizers the other one that is surprisingly, super fun, and people get you know, they have this very fun argument about it is, is a hot dog a sandwich. So what do you think Brandon? Is the hot dog sandwich? Or is it not a sandwich?

Brandon Burton 38:13
I’m gonna go yes. Is it the same way a cheesesteak is the sandwich.

Amanda Lea Kaiser 38:17
Oh, there you go. Yeah. Yeah. So so interesting. Usually, usually groups completely divide. And there’s some squabbling around if a hotdog is a sandwich and to my knowledge, there’s no real answer, you know, just like, Alright, are you know, is white chocolate, chocolate, you know, again, you get the you know, those are those are fun cup questions to ask.

Brandon Burton 38:40
In cornbread, and you have a corndog. Now, that’s a whole nother topic. I don’t agree with that. Yes,

Amanda Lea Kaiser 38:47
yeah. Yeah, that feels not sandwich like to me, but yeah, yeah, absolutely. Okay, so. So what, you know, what can they do to take things to the next level, what, what I would suggest is go and start identifying all of your transactions anytime you have a transaction. So joining as a transaction renewing as a transaction, opening an email is transaction registering as a transaction registration at your events as a transaction. And in so think about and so like, anytime the staff has a job to do, you’re doing administrative stuff for that transaction. So think about how you can seamlessly keep doing the administrative part of it, and then layer the expensive experience on top of it. So that’s, that’s how you close that gap is to keep doing what you’re doing in terms of the transaction and the administrative stuff, but now figure out how to layer the positive experience on top. It’s easier than you think it is. So like, let’s say you’re, you’re you’re doing registration at one of your events, and you’ve got you know, 100 people coming through the door, and you need to give them all badges within 10 minutes or something like that, you know, people are coming at you, and you’ve got to log them. And you got to give them all their badges, even even in those moments where you’re so busy and so frantic, just smile, like just keep giving them a genuine smile. And now you’ve layered on that positive experience. I

Brandon Burton 40:22
love that. And I was thinking, I don’t know, man, I don’t know if this holds true all the way through or not. But if, in talking about those micro wins, as you know, micro positive experiences and micro engagements. Hopefully, if they’re engaging on that small risk free level, a way of maybe measuring that as if they’re engaging again, like if they’re taking another step, you know, on that journey. And if they’re, if they’re stalling out, if you make that initial engagement, and they stall out, maybe the communication needs to be refined, maybe you need to get more information. But they hopefully should be making another step and other engagement along the way. Would you agree with that? Or is that just totally my own thought? totally

Amanda Lea Kaiser 41:13
right. So I have identified it fine. I’ve identified six stages of engagement, and is exactly what you’re talking about that that at each stage, there’s generally speaking, a barrier for people to take that next step into the next stage of engagement. And so to the extent that we can be aware of all of those six, six stages, and just constantly helping people have those micro wins, and in sort of taking that next step, if they want to, one, one thing that happens is you know, sometimes like, boards will get burnt out and a new member, a new face will come to an event for the first time and a board member will rush up and say, We’re so happy you’re here. Have you ever thought about being on the board and the new members panicking and saying, oh my gosh, I don’t even know who you people are yet. And so you can’t rush people up the six stages of engagement, but what you can do is make the opportunity available if they want to. So if you you know, the book is elevating engagement, and right there in the beginning, I detail all of the six stages, and each chapter is devoted to one of those stages. And I talk about the the kind of go no go decisions that members are making at every single one of those stage stages. And then I just try to give you hundreds of ideas for helping them move from one stage to the next. Again, if they want to work, we don’t rush them, we just make those opportunities all available to them. And, and yeah, I think I love I was taking notes while you were talking Brandon, because this idea of micro wins or micro engagements. I just I love that terminology. And I hadn’t thought about it or articulated it that way. So if you don’t mind, I’d like to steal that from you. Because I think it’s cool.

Brandon Burton 43:04
Yeah, just reference me twice. And then you can own it after that. So a real life example that, that I was reminded of and reading the book, you you mentioned that the board members, you know, maybe seeking a replacement for their seat during the board recruitment. So my, my wife was the volleyball Commissioner for our local youth volleyball organization. And our two youngest, well, all of our girls played volleyball through it. So we felt invested. And she was giving back to the community and doing her thing and just ended up with a lot of things on her plate. And she was completely overwhelmed. It was draining all of her energy. So she would talk to the other volleyball moms, she would say, this is wiping me out. Do you want to take it from me? Do you want to do you want to do this? And everyone kept saying, No, it was like, You need to change your approach. This doesn’t have to be a bad thing. It doesn’t have to be a negative experience. You don’t need to lie to them, but just share what it entails, share what the upsides are, and let them make a decision. But if you sell it as you know, this is so time consuming and is totally drained me. I think the example he gave in the book is a board member saying you know, I’ve I’ve been affected finite, you know, negatively financially, you know, in serving on the board. Nobody’s gonna want to take your spot, right. So you don’t want to scare people away with being over engaged, maybe? Yeah, yeah.

Amanda Lea Kaiser 44:35
And then then a staff members, we can also get a handle on that as well. You know, if, if we feel like it’s hard for volunteers to volunteer, we can look at their roles. We can look at the time commitment, we can look at dividing things up we can but just like it just like we were talking about with new members, you know, we want to take new members and give them that little nudge to help them keep progressing along their membership journey, you can do the same thing with volunteers. I love thinking about the volunteer journey as well. And, you know, start the volunteer journey with a micro volunteering opportunity and then slowly build. And I think a lot of time as a staff people, we tend to think about volunteer roles is very specific things if you’re on a board, if you’re on a committee, those are volunteer roles, but to members welcoming as a volunteer role speaking is volunteer role hosting as volunteer role, right, and, and so, so think about all of those non traditional things that we want to do to engage members like like being a chat ambassador, and have that be a volunteer role. And, and so, you know, maybe people are spending three minutes volunteering, or 10 minutes volunteering, or 30 minutes volunteering, but now you’ve just flex their muscles so that if there’s a chance to do another volunteer role, they might take you up on it. Right.

Brandon Burton 45:59
I love that. So I like asking everyone that I have on the show this question that as we look to the future of chambers of commerce, and I’ll broaden that and say, just associations in general, how do you see the future of chambers and associations going forward?

Amanda Lea Kaiser 46:17
Yeah, I see it really bright. There’s, there’s such a need, you know, when, whenever there’s a need in the community, there’s the business propositions, I think the future is really bright. And it’s just about how to engage differently. And I, from the research, I see that the answer is in the experiential side of things. And again, I think I said this a little bit earlier that I would wager to bet a lot of your chambers are offering a ton of value. And if you offer even more value, that’s great. But it might not get you to engagement, what you got to start doing is focusing on those positive experiences. And so a really quick way to think about that in this is something that you can play with you with your staff or talk to your board about or your committees about is just start saying, you know, the any, anytime somebody starts asking what do our members need, you know, what do our website visitors need? What are our attendees need? What do people need? Start laying or layering on that question, which is how do we want them to feel? And so? So when you ask, how do we want them to feel? And this is an easy thing that we that you could try even tomorrow, right? The next time you’re writing an email, think, how do I want the reader to feel and you kind of lock in that emotion in your brain that you want them to feel happy or joyful or hopeful or something like that. And when you type your message will actually totally change in quality? In in, that’s a really great experience. So just always, always keep asking, How do I want people to feel? How do I want them to feel when they come to our website? How do I want them to feel when they walk in the door of our event? How do I want them to feel when they’re advertising or hosting or sponsoring or any of those things. And that that’ll that’ll get you to the experiences part. I

Brandon Burton 48:11
love that that’s a good gauge right there just to kind of make sure that what we’re doing is the right thing and getting people to to engage and feel good and hit on those emotions that brought them there in the first place. So Amanda, I enjoyed this conversation and having you on the podcast, I wanted to give you an opportunity to share any contact information for listeners who may want to reach out and connect or share where they can find your book or anything like that, that you’d like to share with the audience feel free.

Amanda Lea Kaiser 48:42
Yeah, absolutely. So you can find me at amandaleakaiser.com. It’s Amanda, Lea, and then Kaiser like the role.com. There’s information about the book there. It’s there’s information about speaking, there’s a newsletter all about engagement that I put out once once a week that you can sign up for if you’d like or you can type elevating engagement into Amazon or any online bookseller and you’ll find my book there.

Brandon Burton 49:09
I love it. Well get that in our show notes for this episode. But like I said, this has been an engaging conversation and I hope the listeners feel so as well. And that it may prompt them to make some micro wins to put themselves out there a little bit to touch on those emotions understand why their members are there and what can you do to make them feel the way that you’d want them to feel. So Amanda, thanks again for being with us today and for sharing your your insights and for for sharing this book as well.

Amanda Lea Kaiser 49:41
Thank you so much, Brandon, this has been delightful.

Brandon Burton 49:45
If you are a chamber professional, please subscribe to Chamber Chat Podcast in Apple podcast, Google podcasts or Spotify. When you subscribe to Chamber Chat Podcast new episodes will show up in your podcast app each week as they are released. If you’re finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamber Chat Podcast with your colleagues that are in the industry.

Get started with your own Chamber Podcast and shortcut your learning curve with the Chamber Podcast Course offered by Chamber Chat Podcast.
Have you considered the many benefits of hosting a podcast for your Chamber? The options, leverage, and possibilities that a podcast offers are virtually endless. Download my FREE Chamber Podcasting Guide to learn how to start your own Chamber podcast!