Essential Ingredients for a Successful Chamber with Dave Kilby

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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 the Chamber Chat Podcast. I’m your host, 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.

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Matt Morrow 0:40
Holman Brothers provide a great training for our sales team in terms of just outstanding sales techniques. But maybe even more importantly than that, they were able to provide us with a system a process that was repeatable and in that we’re able to see very clearly from one month to the next how the how the pipeline is doing, what prospects are in it, what kind of progress we’re making and what we can do to coach people to success.

Brandon Burton 1:02
You can learn more about Holman Brothers Membership Sales Solutions by visiting holmanbros.com.

Our guest for this episode is Dave Kilby. For those of you not familiar, Dave is the President CEO of the Western Association of Chamber Executives or WACE. He’s also the Executive Vice President of Corporate Affairs for the California Chamber. He’s the author of the book Chamber Champions Wisdom for the Ages, which was released in April of 2019. And for 11 years, he served as a California chambers lobbyist on small business economic development, housing and land use issues. Prior to joining the California Chamber he had a successful career in local chamber management as CEO of the Modesto Chamber in California. He’s a former chair of the US Chamber Western Institute and member of the US chambers committee of 100. And their political advocacy committee, is a self described movie Disney and trivia net and has a poly Holic, which is new word for me. Meaning he actually likes politics. Dave and his wife Kim are on a never ending search for the perfect India Pale Ale IPA.

Dave, I’m excited to finally have you with us today on chamber tap podcast, I’d love for you to take a moment to say hello to all the chamber champions that are out there listening and go ahead and share something else interesting about yourself so you can get to know you a little better.

Dave Kilby 2:27
Okay, well, thanks for having me. I’m looking forward to our discussion or conversation. You know, you you I didn’t know you were going to do the whole bio. So you’ve already covered the the IPA angle and the Disney angle and some of those things.

Brandon Burton 2:44
But I try to get deep into the really interesting stuff. Yeah,

Dave Kilby 2:48
but you know, I’m a lifer. I basically walked off the college campus and got involved in a chamber. And it was all because of my senior project in the Journalism Department at Fresno State, which was who promotes Fresno. And that led me down to what a convention bureaus do, what do chambers do? What do cities do? And when an opening came up in Modesto to join their chamber as the number two person, my professor in the Journalism Department said, you know, more about chambers than anybody out there, go get this job. And the rest, the rest is history,

Brandon Burton 3:28
I might need to change that question. And to it says something interesting of how did you find your way into the chamber world? Because everybody’s got such an interesting path. But that’s a neat one.

Dave Kilby 3:39
Well, there isn’t anybody that’s that’s born to get into chamber. That’s their that’s their lifelong dream, but it kind of worked out for me.

Brandon Burton 3:46
That’s right, it tends to find the right people, that’s for sure. So at this point, I usually will have a chamber Tell me a little bit more details about their chamber size, staff budget and that sort of thing. But why don’t you just tell us a little bit more detail about WACE for maybe those who are east of the Mississippi or maybe not as familiar with the organization. Just tell us what it’s all about. And you kind of set the stage for our discussion.

Dave Kilby 4:11
In most states, there’s a statewide group association for Chamber of Commerce Executives. And a couple of decades or more ago, the California group was asked to become a boundary less association for chambers everywhere. And as a result, we now have chamber member members from chambers in I think it’s 21 states and a handful up in three different provinces up in Canada. And it’s it’s kind of, you know, our job we say is to help chamber executives and their staff succeed at their job. Right. So, you know, that that’s really what we’re all about. We don’t do lobbying. We don’t we’re not like you know, us State Chamber per se. We’re all in this for the the chamber execs and the staff professionals to help them succeed.

Brandon Burton 5:07
Very good. So for our focus on our discussion today, we’ve kind of settled on a topic of, you know, looking at it through Dave’s career, he’s seen some, some real chambers that are are really, you know, doing things right, you know, taking a lot of good notes about the things that these chambers are doing. And he’s been able to, you know, establish some good notes as to what are some of those essential ingredients for a successful chamber. So we will dive into this discussion and some of those findings that Dave has seen throughout his career as soon as we get back from this quick break.

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All right, Dave, we’re back. So I’m excited to dive into this exploration, we’ll say these essential ingredients that you’ve come across throughout your career, these successful chambers, what are some of the things that that have stood out to you as you’ve worked with chambers throughout your career?

Dave Kilby 8:43
Well, you know, I think there is a recipe for success in chambers. And I think five of the essential ingredients would be I’m going to I’m going to list them and then I’ll get into a little more detail about them. And that’s perfect. The first ingredient I think is do you have the right people on your board is the WHO who’s on your board and their mindset. The next ingredient is the staff. I mean do you have the best staff you can afford? And And do they have the talents to to run a successful organization? And the third ingredient is are you doing the right stuff? Does your program meet the needs of your members and I should emphasize meet the needs of your members today. Rebuilt i I’ll talk about tradition and some of the things that I’ve seen that have dominated chambers then it doesn’t matter if you have great board and a great staff and you’re doing all the right stuff if nobody knows about it. So are you communicating your value? You know and and and that appeals to everyone out there and not all of your members want the same thing. You know, Mom and Pop wants you to help them with their cash credit and make their cash register ring. And there are businesses out there that are international and their needs are cut pletely different. So are you doing the right stuff? Does anybody know about it? And then last but not least, and I think just, I mean, I, I would say, pre pandemic, but certainly during pandemic, and now is do you have a willingness to risk and change? So those would be my five ingredients. And I’d be happy to comment a little further on all of them if you’d like, Brandon.

Brandon Burton 10:24
Absolutely. So let’s talk about the two, the who I guess in the first two ingredients are the right people on the board and the right staff.

Dave Kilby 10:33
Right. Yeah. And you know, do you have the right people on the bus? And are they in the right seats? Right, so to speak? And, and I think that’s really important. Does your chamber have term limits? Does your chamber board look like the membership? Or does your chamber board look like a bunch of old baby boomers? I mean, are they representative of your membership? And Representative? I mean, that in all ways of diversity, size of business type of business location in the community, age ethnicity, going through it all? Or do they look like a cookie cutter have one type of person? And so I think that’s a big deal. The chambers that have a more representative Board, who are, who can commit resources, time and talent, are more successful than folks that have chamber board members that have to check in with the boss, before the chamber can take a position on a controversial issue before the city council. Right. I think the right people in the right seats is a real important thing for chambers.

Brandon Burton 11:44
Can you touch on on a chamber recruiting board members, and sometimes there’s a feeling of, you know, I can’t recruit are not sure how to approach that. But how do they go about finding the right people for the right seats,

Dave Kilby 11:56
we’ll see, I think one of the essential ingredients that chambers have is that everybody is, is thinking about who’s going to take my place on the board. And so constantly looking for the future board members, and actually going in and recruiting them, I’m a huge fan of that. Because that gets you if you just wait for people to volunteer, you’re never going to get the best and the brightest and the busiest in your town, you’re gonna get people that maybe don’t have anything else to do. And I think when you go recruit somebody, you know, if you and I were to walk into somebody’s office and say, Sally, we’d like to talk to you about the chamber board, you have the talents that we need. And you will have the the experience and the information about the major issues facing businesses in our community. And we need you on our board to help take the chamber to the next level to serve our membership, and the community make the community better? That’s a much difficult thing, much more difficult thing to say no to than if you just email somebody and say, Hey, are you interested to be on the board, or you put something in their newsletter or on a podcast or whatever, you know, please send it, you know, notify rested? Yeah, the busy people aren’t going to do it, you got to go recruit, you got to go get the right people to be on your board. The partnership with staff is really, really important. And knowing knowing that, you have this partnership, and everybody knows their role, they the board knows what their job is. And the staff led by the CEO knows what his or her job is, also, the board is into governance and the CEO is into you give me direction, I’m going to manage this business called the chamber. Right.

Brandon Burton 13:51
So as we talk about the staff side of things, oftentimes, you know, chambers tend to be great incubators, right. They find people may be new in a career, you build them up, you showcase these great talents they have and then you know, they go work for a member business. So talk a bit about, you know, finding the right staff, having them, you know, fit in with the organization be trained, but maybe there’s some things we can do to entice people to stay and it’s not always a bad thing to see him leave either for for good opportunities.

Dave Kilby 14:25
Well, you know, I, when I get in front of chamber boards, I emphasize the importance of running the chamber like a business, a successful business, and a successful business. They have good benefits in a successful business. The CEO may have a contract. In a successful business, there’s a bonus program. And so all of those things are really important. For chambers if the chamber makes $100,000 This year, why isn’t there a bonus program for the people on the chamber staff To reap some of the benefits of that, let’s run the chamber like a business. And, and again, fortunately, in our membership in WAC II, contracts are way up, benefits are getting better every year. And the bonuses, it’s almost 50% of the chamber. execs in WAC II got a bonus last year. Yeah, that’s awesome. And that I think is really important. That didn’t used to be the way it was. So because of that you have people stayin and making this a career more than just making it at their next job. So and that’s obviously one of our goals is to, is to make sure that that happens.

Brandon Burton 15:40
And that’s a that’s a big difference maker, right? They’re making it a career versus a job and something they can see themselves doing long term because there is a future there. So I appreciate that. The infographics he put out every now and then from the survey results you guys do, I think it’s very insightful. And anybody who’s not following Dave on the social media and whatnot to see those things, there’s a good key information in those infographics. So thank you for sharing that. So let’s say let’s touch on the right stuff, are you? Are you covering the right stuff and addressing the right stuff in your chamber? And I know that’s a topic a lot of chambers might need to take a closer look at when you have mission creep and maybe lose focus of, of your purpose and mission. So talk to us a little bit about that.

Dave Kilby 16:29
Well, you know, about four or five years ago, we were really, basically concerned about the future of chambers, and is our brand and in a sense, will chambers go away when the baby boomers retire? We were trying to find out the answers to that. And what we, what we came up with, with all of our focus groups and surveys and everything else is we came up with chambers today need to be what we call three C chambers, not three P chambers. Three C’s are to be a catalyst, a convener and a champion, which people can tend to remember that. And that’s a catalyst for business growth. That’s a convener of leaders and influencers to get things done. And that’s a champion for a thriving community. Now, contrasting that, with our research showed that folks don’t want their chamber to necessarily be what we call a three P chamber parties, parades and pageants. And around Fourth of July pyrotechnics, I mean, if that’s what I like to ask the question, what do you want your chamber to be known for. And if it’s known for ribbon cuttings, and mixers, and fireworks, that may not have value to a lot of people in the community. If the chamber is known as a problem solver, making it better to live, work and raise families in this community, they’re going to be a lot more successful. And frankly, people are going to be willing to write them bigger checks,

Brandon Burton 18:09
right? Have you seen maybe some key traits or characteristics from chambers that make that shift from being a three P chamber three C chamber and how they do it? Because they don’t imagine a lot of it is just, you know, cold turkey, where you just stop doing the Fourth of July parade? And, you know, there’s still things important to the community, but you’re also making a shift into more of that meaningful work?

Dave Kilby 18:32
Right? Well, I think, again, they’re kind of five buckets that that our research shows that folks want their chamber to do business people, the surveys that we do, we’ve surveyed, we have survey results from over 25,000 business people for that are involved in chambers. And we asked them the question, how important is it for your chamber to do these things? And so five things that popped out of that. And it doesn’t mean you still don’t do events, but you might have to spin them slightly different of why you do events. So the five things are, are you doing things to strengthen the local economy? Are you doing things to represent the interest of business with government? Some people would call that government affairs. Are you doing things to promote community? Now, that’s a little bit more than convention Bureau staff and tourism that’s making this a good place to live, promote our community way of life? And are you doing things to build business relationships? So see, you still do events, but you shouldn’t be doing that shouldn’t be the only thing you’re known for. And then the last bucket involves political action. It’s the it’s the most sensitive, it’s the most controversial, but the question that we ask, how important is it for the chamber to help elect business friendly candidates? It’s the office. Well, the current number is 72% of business people rate that as very important. Now, when we started doing this survey 20 years ago, it was 51%. Wow, today, today’s business person thinks there needs to be more business friendly folks elected office and how can the chamber help them? Yeah. So the fact that they want it, we don’t get into how you should do it, because it could be a spectrum, a continuum of things, from a candidates forum to endorsing candidates and writing checks from your political action committee. But all of these, so let’s, let’s just put political action aside, all of the others, the building business relationship, promoting community, representing the interest of business with government and strengthening the local economy, all of those are in that mid 80s, or 90%. of business, people say, I want my chamber to do those things, this is very important. So again, back to one of the essential ingredients of communicating value, you may be doing it. But the only thing that gets headlines are the only thing that you keep talking about is the next event. Right? This other stuff, which is a little more heavy lifting stuff tends to get put in the background, often by a lot of chambers,

Brandon Burton 21:23
right. So the communicating value, I see chambers are probably becoming more and more effective at that, with that data feedback you just gave 71% want their chambers to be involved with political action. And that that, to me, that goes back, it ties back into communicating the value because nobody is telling these business owners that hey, this is what your chamber should be doing. It’s what do you expect from your chamber and to see that growth? That means that that communication is happening there. But I also see some chambers still struggle a little bit to communicate that value. So yeah, talk a little bit about that.

Dave Kilby 22:03
Well, part of part of it is also I’m back to the board. Again, there are there are chambers out there that their board kind of has the perspective of we need to be everybody’s friend. And there are other chambers out there, the most successful chambers out there, by the way, have an attitude of we want to be respected, and maybe even feared, if we ever flexed our muscle look out. Because, you know, we can do a lot of things if we ever really went all in on something. So that communicating what you’re doing. Again, I’d like to ask people to do this, I said, take a look at your first screenshot of your E newsletter. I get about 150 180 of them every month, from different chambers. And the first screenshot to me tells the story. I’m too busy. I’m just like your members. I’m too busy. I’m not going to scroll, I’m not going to spend a ton of time. So what’s on the first screenshot, what are you communicating in the headlines? Assuming I’m not going to read? So what’s in the headlines? Are you doing a lot for what’s in it for me? The member? are you explaining the value of that I an example I use all the time is there’s a chamber there were two chambers out there. And within days of each other, I got their E newsletter. And the subject line on one was business expo November 13. The subject line on the other one was opportunity to meet 1000 potential business clients at the Chamber’s business expert. Now, that was just the subject line. But I think I know which one most businesses would click on To find out more information. I think it’s the second 1000 business contacts,

Brandon Burton 23:51
right? Yeah, so the other one you don’t need to open right? You get the information you need, right and the subject line which which made the that’s all you need is and mission accomplished. But there’s usually more information you’re trying to portray. You’re more details.

Dave Kilby 24:04
Yeah, it also doesn’t give you a rationale to be interested in it. Right? When you put what’s in it for the member, you know, then they’re more inclined to attend and click on it and go sign up, do whatever,

Brandon Burton 24:19
right. It probably wouldn’t be a bad idea for chambers to dive into some copywriting classes and courses and whatnot, just to see what these marketing companies are doing. What are they doing to grab your attention through emails, little teasers you get through social media posts. They know what they’re doing. They’re following the science, you know, of how your brain works and what gets your attention. So if nothing else, if you’re not going to sit down and actually do a course on copywriting, just be aware and pay attention to what you see on emails that come across to you and what you see on social media. Again, not

Dave Kilby 24:53
everybody has somebody on their staff with a journalism degree or a marketing degree or whatever. So you know, maybe getting a little X For a knowledge in that area would be helpful. Instead of it’s oh, gosh, we got to do the newsletter again.

Brandon Burton 25:06
Yep. In the panic do an hour before to throw something together. Right. So let’s talk about the the number five ingredient the willingness to take risks, what do you see there?

Dave Kilby 25:20
Yeah, you know, this is one of those that you know it again, to take the chamber to the next level, in this day and age, we have to be willing to change and risk, we have to be willing to do things different. You know, I, I’m a, I like to ask this question again, of chamber professionals, and I asked it to your audience, bring it in, you know, do you know who the protectors of the past are at your chamber? And, and frankly, hopefully, it’s not you, you know, hopefully, you know, if you’re the person that says, Oh, we’re gonna go back and keep doing the stuff we did in 2017. I don’t think that’s going to cut it anymore. There’s a quote out there, I’m not sure who said it. But I, I remember, I remembered it and wrote it down in my typical note taking that I do. And the quote goes like this, the pandemic caused us to do the things we should have been doing all along. Right. We should have been the key resource for businesses and dealing with government, whether it in the pandemic, whether it was PPE, or PPP or Cares Act money, or on and on and on, we became the trusted resource that they turned to, not just members, but the entire business community often saw the chamber completely different during 20 and 21. And in frankly, I think it’s it carried over into 2022. But the shelf life of that if you don’t keep doing things like that, now, we’re on to something else here in 2023. And how’s your chamber viewed?

Brandon Burton 26:56
Right. So, to me, that goes right back to that number four ingredient of communicating value, because a lot of these chambers were doing that, but their members had no idea until the stress hit till the pandemic hit, like, Who do I turn to? What do I do? And it’s like a moment of desperation, let me check with the chamber. The chamber is like, yeah, we can help you. We’ve been here all along. But that value had not been properly communicated. And or maybe they weren’t doing the right stuff. Today, going back to ingredient number three. So these are these are all supportive of each other, as I see.

Dave Kilby 27:31
Well, I see it also it gives me, it gives me an opportunity to spin it all slightly different. And emphasize the points,

Brandon Burton 27:39
right, for sure. So I hope everybody was taking notes, or maybe go back and give it another relisten as they go through those those key ingredients. And I think some of these are things that they’ve heard before and maybe in passing, but maybe hear in the way that you presented it today puts it in an order that makes a lot more sense to prioritize where they put their focus right now. Dave, as we start to wrap up here, you’ve shared some great tips. But I always like to ask for a tip or an action item for a listener who is trying to take their chamber up to the next level. What might you suggest for them?

Dave Kilby 28:15
Well, you mentioned this word, I have two things, frankly, and I’ll try to be brief on this, but

Brandon Burton 28:21
like bonuses, so Well, yeah.

Dave Kilby 28:24
I’m not gonna go there. I think one of the word focus. Yeah, I think I think a lot of chambers would be better off if they did less, and did what did those things better than trying to be all things to all people? So is it time for your chamber to focus? That would be my question there. And one of the ways to focus is I’m I’m a, I’m an absolute firm believer, I don’t care whether you’re a longtime chamber person, or brand new, of developing relationships with a handful of other chambers, and kind of a sister chamber relationship, if you will share everything, but but not necessarily pick the chambers next door to you pick chambers larger, that that you want to be more like, you think they’re doing a great job, how can I do that in our community? So I think that that, that tribe, if you want to call it that, have five go to people that you could turn to and ask them almost anything is really important. And it’s been one of those things that through social media and such, it’s, it’s probably a lot more common today than it used to be. But I think you got to choose wisely. Who’s in your tribe, right? You’re choosing people, the people in your tribe are all traditionalist. Instead of innovators and risk takers. You you’re gonna have a completely different experience. So choose wisely.

Brandon Burton 29:51
Yeah, I like that. I like that advice. And that’s a hope that I have through the podcast too, is as I have guests on and if people do splay, what they’re doing at their chamber, as a listener, if there’s a chamber that saying something that really resonates with you reach out and connect with that person, and see if if you can, you know, be a part of their tribe or bring them into yours, and learn and share information with each other and build that relationship outside of the earbuds you’re listening to the podcast through

Dave Kilby 30:20
this is this is a hugely a willingness to share industry, and to call up a chamber exec Atul, even out of the blue, and you don’t even know him and say, Hey, I saw this on on your website, or I heard about this on Brandon’s podcast or whatever. And I’d like more information, the person on the receiving end of that takes it as a huge compliment. Yes, not not a, you know, not a waste of time at all. So there it as you know, it’s a sharing industry, you know, you raise the tide and all the boats go up. So

Brandon Burton 30:57
that’s right, for sure. David, I like asking everyone I have on the show, how do you see the future of chambers and their purpose going forward?

Dave Kilby 31:10
Well, I think it’s, I think it’s full of opportunity. I, I, my numbers say that about 40% of the chambers have never been stronger ever, in the history of their organization. There’s another 40% that are kind of struggling, I mean, and many of them have been very honest with me calling me up and saying, man, we’re in trouble. We, you know, we need some help. And then there’s 20% that are kind of somewhere in the middle. So I think the opportunity for people to move up is definitely there. And if especially if they embrace the five essential ingredients that we talked about earlier in the in the podcast, nowhere to go. But up, I think it’s a great time to be in this business, and a great career for people in the years going forward.

Brandon Burton 32:01
Yeah, if nothing else, it’s easier now than ever to communicate the value to your staff of this is what we do. And then you got the mission of going and communicating that value to your membership and the business community at large. Oh, this has been a great conversation. I’m so glad to have you on the podcast and to have you go through these five essential ingredients for a successful chamber. If if someone wanted to reach out and connect with you and learn more about, you know, these observations you’ve had throughout your career, what would be the best way for someone to reach out and connect

Dave Kilby 32:38
my email address and I’m, you know, when I do hang it up, I’ll, you know, it’ll, it’ll forward you to a personal email, but my, my current email address is dave.kilby@calchamber.com. That’d be the best way.

Brandon Burton 33:01
Very good. We’ll get that in our show notes too. So people can pull that up and reach out and connect with you that way. But I will say I’ve had several listeners or several past guests, you know, reach out to me after the fact and say, you know, they were surprised to how many people reached out to them afterwards, because of the things that they shared, wanting to learn more and, and really building that tribe. So as we wrap up, I want to encourage everybody to continue building your tribe and take that tip that they’ve shared and, and do something with it. Don’t just listen, but take some action on it. But Dave, thank you so much for joining us today and sharing these key insights. And it’s been a pleasure to have you with us today on chamber chat podcast.

Dave Kilby 33:44
Thanks for having me. I appreciate it.

Brandon Burton 38:24
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