Commentary: Chambers Must Find the Courage to Charge What They’re Worth

Glenn Morris, ACE, President & CEO, Western Association of Chamber Executives

WACE’s recently completed Chamber Operations survey covered a wide range of issues and surfaced interesting trends.  The full survey results will be released shortly, but I wanted to respond to one concerning trend the survey surfaced.

If, when, and how much to raise member dues is a discussion as old as Chambers.   Chamber leaders must balance economic conditions, local support levels, and a host of other variables in setting a price for their members.  Many Chambers try to simplify the decision by adopting bylaw or policy provisions that essentially automate the decision.  
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Yet, it was surprising to see these data points:  56% of responding Chambers did not raise membership investment rates in 2025, and 58% report they do not plan to do so in 2026.

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The intention to hold rates steady may be rooted in empathy for members or fear of pushback, yet it reflects a larger challenge within our industry — a reluctance to confidently charge what our value is truly worth.

As Chambers, we are the leading advocates, conveners, and champions of our local business communities. Yet too often, we hesitate to apply the same sound business principles to our own organizations that we encourage our members to adopt. We need to shift that mindset. Raising membership investments — regularly, smartly, and with conviction — is not just financially prudent; it’s a reflection of leadership, professionalism, and self-respect.

Let me share a couple of reasons I believe Chambers must be bolder about asking members to pay a rate that matches the real value delivered:

1.   Value Has Increased—Rates Should Keep Pace
Chambers are delivering more than ever before: workforce solutions, advocacy victories, marketing exposure, and community leadership. If your impact has grown, your pricing should reflect your expanded value, reinforcing your credibility.

2.   Stability and Stewardship Build Trust
Businesses adjust prices to reflect inflation and costs of service. Transparent, modest annual adjustments show your Chamber is managed professionally and sustainably. Flat dues, year after year, may feel generous — but they often signal uncertainty or undervaluation.

3.   Growth Requires Investment
New technology, staff development, communications, and programming all demand resources. Without regular rate reviews, Chambers limit their ability to innovate or remain relevant. Members can’t benefit from programs that don’t have adequate funding to thrive.

4.   Doing “More with Less” Isn’t Sustainable
Chambers are not immune to the economic realities facing all businesses.   Costs associated with delivering on your mission continue to increase.  Your people deserve to be paid a fair wage, just like those who work for your members and volunteer for your Chamber.   The price of everything you purchase to deliver your programs increases.  Squeezing value out of every dollar spent is important and expected, but at some point, things just cost more.

5.   Members Invest in Outcomes, Not Discounts
Members stay because they see results — strong advocacy, economic development wins, and community leadership.  Members that are going to stay for the long-term don’t join because you’re cheap; they invest because they believe in your impact.

Chamber leaders need to must do everything possible to identify and secure funding from sources other than member dues.   Grants, contracted services, fees-for-services must all be part of the total funding equation and can help hold the line on the burden placed directly on annual member dues.   Chambers need to deliver value for the investments members make.   But, Chamber leaders also need to believe their work has value and ask a fair price for it.

The data indicates too many Chambers are still hesitant to take this step.  But the truth is, you can’t build a sustainable future on yesterday’s prices. Let’s lead by example — by valuing our work as highly as we value our members. When Chamber leaders communicate their worth with clarity and conviction, members respond with respect and loyalty.

Glenn Morris serves as the President & CEO for the Western Association of Chamber Executives.