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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 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.
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Becki Womble 1:03
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Brandon Burton 1:44
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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.
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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
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