Webinar Recap: Staying Relevant through Member Experience

Chambers of Commerce across the country are facing a major challenge: membership retention. In our latest WACE webinar, "Keeping the Ones We’ve Got," industry experts Doug and Bill Holman from Holman Brothers Membership Sales Solutions, alongside Brooke Nunn and Jessica Guerrero from the Temecula Valley Chamber, dove deep into the strategies that move a chamber from "chasing renewals" to "fostering loyalty."
Here are the key takeaways from the session to help your chamber thrive.

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1. Re-evaluating the "Dreaded Drop List"
Most chambers view their drop list with a sense of dread, but Doug Holman suggests a shift in perspective. Instead of viewing it as a failure of collection, view it as a data goldmine.
Common reasons members drop—such as "no value," "no budget," or "no time"—are often symptoms of a connection problem. For example:

• "No Budget" usually means the member didn't figure out how to extract value.
• "No Time" often stems from a perception that they "must be present to win" (i.e., attend events to get value).

The Fix: Use this data to identify where your onboarding or communication fell short and adjust your strategy "upstream" to prevent future losses.

2. The Four Phases of the Member Journey
Retention doesn't happen at month 12; it happens during months 1 through 9. The webinar outlined four distinct phases that define a successful member experience:

• Phase 1: Selective Recruiting
  • Who you recruit matters. Brooke Nunn shared that the Temecula Valley Chamber saw a "game-changer" when they realized the Chamber isn't a good fit for every business.
  • Best Practice: Define which businesses best fit your culture. Aim for businesses that have been active for at least two years and have employees, rather than focusing solely on "micropreneurs."
• Phase 2: The Action Phase (First 90 Days)
  
  • This phase is about securing "quick wins."
  • Activation Calls: Instead of sending an automated welcome email, conduct a personal activation call.
    
  • Tailored Success: Ask what is most important to the member right now and help them activate one or two specific benefits immediately.
    
• Phase 3: Nurturing and "Stickiness"
  
  • Consistent outreach prevents members from feeling like the chamber is "out of touch."
    
  • Bite-Sized Benefits: Don't overwhelm new members with everything at once. Introduce additional benefits in small pieces throughout the year to increase "stickiness."
    
  • Top of Mind: Even leaving a well-thought-out voicemail lets the member know they are on your mind and creates loyalty.
    
• Phase 4: Renewal as Confirmation
  
  • When the first three phases are executed well, renewal becomes a confirmation phase rather than a "convincing" scramble. You are simply confirming the value they have already experienced.
    
    

3. Real-World Results
Brooke and Jessica shared that by implementing a structured Retention Playbook, the Temecula Valley Chamber increased its retention rate from the 70% range to the 80% range consistently over the last two years.
"A structured plan isn't about more work; it's about smarter work. When the plan is clear and repeatable, your team can execute consistently without second-guessing." — Brooke Nunn, CEO, Temecula Valley Chamber

Final Advice: Start Upstream
If your team is currently stuck in the "saving phase" (spending all your time on members who are already 90+ days past due), it’s time to draw a line in the sand. Shift your focus to Phase 1 (Recruiting) and Phase 2 (Action) to stop the cycle of disengagement before it starts.

Watch the full recording of this webinar to learn more about developing your own retention playbook and calculating the "math" of member outreach for your team size. Learn more about how to access W.A.C.E. webinars and be sure to sign up for our May webinar at https://www.waceonline.com/webinars.html.