Chambers: A Trusted Resource

Glenn Morris, President & CEO, W.A.C.E.
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​Recently, our friends at the Association of Chamber of Commerce Executives (ACCE) released the results of a public opinion poll they commissioned on the Impact and Value of Chambers of Commerce  (https://www.acce.org/pages/poll).    The poll, conducted by The Harris Poll organization, includes findings that affirm what many Chambers know and incorporate into their work as well as data about how Chambers are perceived by the general public that we may not have fully appreciated and capitalized on fully.

ACCE’s report highlighted five key findings, which to me offered insights into two opportunities – 1) strengthening the relationship of a local Chamber with its broader community, and 2) providing additional support for our member recruitment efforts.
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With respect to our ACCE partners, I’ve taken the liberty of re-ordering the findings to fit into the my two themes:

Findings related to the Chamber/Community Relationship

• Chambers are Trusted:  81% of US adults agree that their local Chamber is a trusted resource and partner for businesses.   90% feel that their local Chamber has an impact on growing the local economy.
• Chambers Serve Businesses and Communities:  76% of adult agree that local Chambers are stewards of a strong local economy.  74% believe local Chambers create jobs and promote local community development.  72% believe local Chambers play a key role in addressing community challenges.
• People Want to Learn More About Their Local Chamber:  70% of US adults wished they knew more about the work their local Chamber does in the community.   Specifically, they are most commonly interested in learning more about the type of impact local Chambers have in their community, more general information about Chambers of Commerce, and which local businesses are members.

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Findings Related to Membership Recruitment

• Chamber Membership Strengths a Business Relationship:  64% of adults who are familiar with their local Chamber are more likely to purchase goods and services from a business that they know is a member of their Chamber.   63% of these adults are more likely to recommend that business to someone else.
• Business Owners See the Value:  65% of business owners see their local Chamber as an advocate for initiatives and policies that are in the best interest of their business.   62% believe the Chamber supports the growth and prosperity of their business.

These last two findings reinforce what we have long known about the value of Chambers to local businesses.   The challenge for local Chambers is in communicating that value with specific examples, quantifiable results, and local case studies proving that the perception of the business owner/member is correct, e.g. that Chambers provide significant value through reputational enhancement for members and through initiatives and advocacy around strengthen the local business environment.

The findings that really caught my attention, however, were those exploring the value of Chambers to the broader community.   The findings from this survey affirm that local Chambers are trusted and bring credibility to their work on local economic prosperity and to community vitality.  
My personal takeaway from this data is that Chambers which claim and own their credibility, expertise, and trusted position can move the needle on initiatives and policies that benefit their entire community.

Recently, I had a conversation with a friend about messaging that seemed to sway votes in our local community.   We talked about why people seemed willing to accept information as true without any validation or evidence to support the statement.   We concluded that with so much information/opinion out there, people default to trusted sources and extend their trust in the source to the statement or information.    

​The data in this survey tells me that Chambers have an opportunity to step boldly into community leadership based on the existing trust.   It also tells me that we have work to do in communicating clearly and specifically with audiences beyond our members. 

So, what are you and your Chamber team doing to grow, sustain, and capitalize on the inherent trust members of your community want to extend to you?   I’d love to hear more about your successes in this arena. Let’s use the moment well!  ​

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