Communicating Value: How Chambers Can Tell Their Story Effectively

Dave Kilby, President Emeritus, W.A.C.E.

From where I sit, one of the Chamber industry’s biggest challenges continues to be communicating value.

Words definitely matter when trying to convey what chambers of commerce do – their purpose.
W.A.C.E. has tried to assist and address the messaging challenge with the 3Cs:

• Catalyst for business growth
• Convener of leaders and influencers to get things done
• Champion for a thriving community

​While out doing workshops and speaking gigs the past two years, I was impressed that while many have fully embraced the 3Cs, some chambers had embraced their own “3-word messaging” as a way to more clearly tell their story. The 3-words were posted on websites, printed on business cards, on pull-up banners, board agendas and letterhead.

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I’m convinced that this “shorthand messaging” is a key step in the right direction, if for no other reason, it’s to the point and can easily be remembered. 

I decided to reach out to some key chamber leaders to see what their 3-word messaging for 2025 might be. Based on the responses received from 54 chamber CEOs in 21 states, in addition to the 3cs, the following words (in order) led the way:

• Advocate/Advocacy
  
• Connections/Connect
  
• Courage
  
• Lead/Leadership
  
• Growth/Grow
  
• Impact
  
• Collaborate

So…when someone asks, “What does the Chamber do?” what words do you and others at your chamber use in your answer? And do those words truly tell the chamber’s story and communicate the value of your organization?

Bottom line…is your chamber ready to “walk the walk” by embracing words like those above?
Please feel free to share your thoughts with me. If I can ever be of help, don’t hesitate to reach out.
Stay strong and have a great 2025!
 
Dave Kilby is President Emeritus of W.A.C.E. – the Western Association of Chamber Executives – and can be reached at [email protected]
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