7solutionsbyBENHOLLIS

THE #1 TABOO REASON WHY MEMBERS DON’T RENEW &
7 SOLUTIONS TO RETAIN THEM
1©2014, Ben Hollis Worldwide, Inc. All rights reserved.
Ben Hollis
THE#1TABOOREASONWHY
MEMBERSDON’TRENEW&
7SOLUTIONSTORETAINTHEM
WhitePaperbyBenHollis

2 ©2014, Ben Hollis Worldwide, Inc. All rights reserved.
Ben Hollis
my surprise as I sat across the table from
Howard Meyer, the well- respected director
of the Skokie (IL) Chamber of Commerce,
and heard him say,
“I have no problem telling a prospective
candidate for membership ‘I’m sorry, but I
don’t think it’d be a good idea for you to join
our Chamber. I don’t think we can meet your
expectations’.”
What? A Chamber Director actually dissuad-
ing a prospect from joining? In these times
of decreasing membership retention and
weak enrollment?
Believe it. And from a very successful Direc-
tor whose organization has enrolled over
140 new member businesses in the first 8
months of 2014 and tripled membership
since he took charge nine years ago.
Imagine
In this paper you will learn:
The #1 Taboo Reason why members don’t
renew
4 Indisputable Truths that are key to
understanding why members leave
7 Solutions that will keep current members
engaged AND attract new ones

Ben Hollis
Howard’s Secret
Does this scenario sound familiar?
Here’s more from Howard Meyer, the Skokie
Chamber Director: “There are cases where I
can tell that a business owner is expecting me,
from the moment he joins, to usher business
right to his door, as if by magic, without his
lifting a finger. That kind of member has
unrealistic expectations of me and my staff,
is not going to be satisfied with anything we
do and will likely leave after one year with
nothing but bad things to say about us. It has
happened to us before and it’s terrible for the
organization. ”
You see, this candidate is relying on one
person to solve his business difficulties. And
because Howard knows that’s not possible, he
can say “No, thank you.”
“Our local Chamber is a tool for business own-
ers to use to achieve success,” says Howard.
“We provide a wide array of resources such as
networking, education, knowledge of industry
best practices, social media and marketing.
But in order for membership to achieve re-
sults, they need to pick up these tools and use
them.”
Howard knows the solution is not something
any single person can provide, no matter how
powerful he or she is. (More about that solu-
tion soon.)
This type of mindset displayed by a candidate
indicates he has a problem -- one so simple, so
elemental, you may have overlooked it.
And if you can’t identify this problem in your
members -- it becomes your problem too.
Let’s take a closer look at what you’re up
against.
The #1
taboo reason
why your
members
don’t renew is
this: They’re
scared and
lonely.
That’s the problem. And they sure don’t want
to talk about it.

Ben Hollis
Here’s why:
Indisputable Truth #1: It’s scary owning
a business.
Therefore it follows…
Indisputable Truth #2: A business
owner is a person who is scared. It’s not
something he or she is likely to admit,
but it’s true.
Indisputable Truth #3: Scared people
frequently isolate themselves and often
look to someone or something outside
themselves to be rescued or saved. Like
chamber of commerce executives.
Howard Meyer, director of the Skokie
Chamber of Commerce, understands this
and realizes he does not have The Magic
Pill to take the fear away. But he has found
a very simple and powerful practice that
results in impressive member retention and
overall chamber growth.
Says Howard, “What I spend huge amounts
of time doing every day is connecting
members to each other. When members
start talking with one another and begin
creating relationships, they don’t leave.”
Meyer continually works on encouraging
local business people to see their fellow
members as potential partners and
collaborators, sharing best practices or even
just telling stories. Meyer’s never-ending
mission is to shift members’ thinking from
the fear-based trap of seeing each other
as “competitors” to seeing each other as
colleagues.
The fact that your members are not
connecting with each other is costing you
thousands of dollars in non-renewed
memberships.
There’s more to this than meets the eye.
Psychologists, sales people, human
behaviorists, anthropologists, HR specialists
and wise folks of all stripes will tell you: the
reason people do what they do is not always
what it appears to be. There is almost
always some other motivating factor at
work. And it’s usually unconscious.

Ben Hollis
Indisputable Truth #4: Because the
fearful business owner is afraid, he
tends to isolate. And in his isolation he
experiences loneliness.
Therefore many members disappear
because they’re not only scared, they’re
lonely. (And they don’t even know it!)
I hear you saying, “Wait a minute – This is
getting pretty heavy. I’m not a therapist!
What’s going on here?”
Of course you’re not a therapist. But stay
with me because I’m about to share with
you…
Why you’re the perfect person to solve
the fear and loneliness problems in
your membership
It’s because you, as a Chamber executive,
are a Connector. It’s not merely a
descriptor; it’s who you are. You thrive
on bringing people together because you
know connectedness is critical to all living
things, including business owners.
Traits such as energy, insatiable
curiosity and a willingness to take
chances seem to be the common
thread among connectors -- as well
as an insistence that connecting is
not the same as networking.
Malcolm Gladwell, The Tipping
Point1
Remember that. Connecting is not the
same as networking. Read on.
“Networking I see as a means to an
end,” says Jill Leiderman, executive
producer of the late-night show
Jimmy Kimmel Live. But connect-
ing, she explains, is about using
a genuine love of meeting people
and making friends to engage and
assist one another.
Alina Tugend, Entrepreneur2
For many business owners, however,
“rugged individualism” is the way, not en-
gaging or reaching out. These individuals
respond to tough times by simply putting
their heads down, working harder, piling
through and grinding it out. Ah, the joy.
Studies show how deadly this approach
can be. It’s a fear-based response that
leads to longer hours, isolation and ex-
haustion. To rephrase an old nursery
rhyme, “All work and no play make Jack (or
Jill) a very sad boy (or girl.)”
It’s not even productive. “Ford Motor Com-
pany proved this in the 1990s through a
series of studies that showed every addi-
tional 20 hours of work above the recom-
mended 40 hours resulted in an increase
in productivity only for three to four weeks
before productivity turned negative.” 3
This
joyless way of running a business does not
bode well for the community: it can result
in owner burn out, customer dissatisfac-
tion and business failure.

Ben Hollis
Pretty depressing, eh? Well, then let’s flashback
for a moment, to a happier time.
Hear that bell? You’re practically leaping
from your desk, can’t wait to get outside,
because it’s time for…Recess!
Engaging the fearful, isolated member will be
a challenge, no doubt about it. But wouldn’t it
be sweet if there were a way to have fun in the
process?
Of course it would. In fact, it is the very essence
of bringing new life to chamber engagement.
You’ve got to offer something that will deliver a
pleasurable experience, one that your members
will want to repeat. So let’s think back to a time
when fun was closer to the center of your every-
day living. Like grade school. What would you
say was the most popular period of the day?
Recess!
Remember how much you looked forward to it?
Why? Because you were free to play, have fun,
enjoy yourself.
Engaging members and non-members with
something they will truly look forward to is
the solution and first step in getting them to
connect with each other.
This means you’ll need to create new, surprising,
non-traditional activities and events. I’ll give
you some ideas in a moment.
But before I do, we have to address the pink
elephant sitting in the middle of the room.
It’s a thought that’s likely been popping up in
your head from the moment you read the words
“fun” and “play.” It probably goes like this:
“My members are too busy to have fun – they
need to know the business value of anything be-
fore they devote an hour or two of their precious
time.”
Yup. It’s true. So what you’re going to have to
do is, in some cases, present these initiatives
using bottom line language they’ll understand
and respond to.
And there’s another thing. You’re going to have
to muster your own courage to try something
new – to break out of your old conventional way
of doing things. Imagine Dr. Phil asking you, “So
how’s that been working for you lately?” Proba-
bly not so well.
How are you going to do this? By making the
new process inviting, enjoyable and fun. And,
dear connector, how do you do that? (As if you
didn’t know!) By inviting your like-minded,
fun-loving members to help you pilot these new
processes. These are your fellow Connectors,
the real “people-persons” who demonstrate the
power of relationships and making meaningful
contact with employees and customers every
day. These are your community’s Emotional In-
telligence4
(EI) leaders, who will understand and
support the new directions you’re taking. These
are your recess buddies.
Men do not quit playing because
they grow old; they grow old be-
cause they quit playing.

Oliver Wendell Holmes Jr.5

Ben Hollis
1. Start a Toastmaster Club
Partner with a member business to host a weekly or bi-weekly meeting.
Toastmasters International has been helping people develop leadership
and speaking skills for decades. It’s “a learn-by-doing workshop in which
participants hone their speaking and leadership skills in a no-pressure
atmosphere. There is no instructor in a Toastmasters meeting. Instead,
members evaluate one another’s presentations.” http://www.toastmasters.
org/newclub
Toastmasters clubs give members a chance to be seen, heard and recognized.
And they are fun. (Listen for “The Joke of the Day.”) Further, major companies
that sponsor clubs know the value of having employees who know how to
speak confidently in myriad business settings (not just presentations.) Some of
these include GE, Blue Cross Blue Shield, Bank of America, and ATT. The cost
of starting a club is inexpensive too.
2. Offer a beginner’s “Improv” class
Connect with a local theatre department or school of improvisation and reac-
quaint your people with the joys of playing for play’s sake. Enjoy an hour of
silliness and laughter with a purpose. Improv supports risk taking, coopera-
tion and listening. Your partnering institution may be willing to offer a class or
two for free to get in front of your membership. Get creative!
3. Host a series of “Getting to Know You” talk-
show-style events
Engage a local TV or radio personality to interview one or two members in
front of a gathering of fellow members every month. Plenty of local establish-
ments would love to host for little or no money at all. Your interviewee mem-
ber will enjoy being “a star” for the evening. Other members will eagerly jump
in line to be next!
7 Exciting Solutions
that will retain members and
make your Chamber the talk of
the town
Are you ready to play?

THE #1 TABOO REASON WHY MEMBERS DON’T RENEW
Ben Hollis
4. Sponsor a series of professionally produced
video portraits of members’ businesses
Or host an evening teaching local businesses how to produce their own iPhone
and Android videos, taught by a credentialed video pro in town. If your members
are not using video in their social media, what are they waiting for? Maybe you.
Your chamber website can feature new videos monthly or weekly and give mem-
bers the visibility and recognition they crave. Here’s an example of what the city
of Berwyn, IL has done with video. http://www.berwyn.net/wild-berwyn
5. Lonely members? Try Speed-Friending!
Less pressure than speed-dating, and more fun. Open it up to the public. Partner
with a marketing-savvy food and beverage establishment or choose a non-tradi-
tional location like a YMCA or library. Don’t call it a “networking” event – focus
on the fun of it! http://speedfriendingevents.com/faq/
6. Host a “Pecha Kucha” or “Ignite Talk”
Put out an open call for short talks accompanied by images. This concept is
popping up all over the world. Ignite Talks are five minutes long with 20 slides.
Pecha Kucha presentations have 20 slides, each up for 20 seconds, resulting in six
minutes and forty seconds per talk. Topics can range from what your business is,
to hobbies, personal interests, travel, humor, anything at all.
http://www.pechakucha.org/
http://igniteshow.com/
7. Offer Low-key “Walk Talk” Walks
There’s a movement afoot to take meetings out of the conference room and
into the great outdoors. Physical movement promotes better thinking, better
ideas and better overall health. Pick a weekly early evening and invite business
owners to go for a 3K walk together. Golfers have known the business benefits of
walking for decades. This concept is innovative because now you can leave the
clubs at home and make the benefits available to all.
http://www.feetfirst.org/walk-and-maps/walking-meetings

Ben Hollis
RecapThe problem: Many members (and prospects)
are operating out of fear. Business can be
frightening, after all. So they’re scared. They
may not even know it but they feel isolated,
even lonely. They want a fix. So they come to
you.
To fully understand where they’re coming
from, you need to grasp these four Indisputable
Truths:
Indisputable Truth #1: It’s scary owning a
business.
Indisputable Truth #2: A business owner is
a person who is scared. It’s not something
he or she is likely to admit, but it’s true.
Indisputable Truth #3: Scared people
frequently isolate and look to someone or
something outside themselves to be rescued
or saved.
Indisputable Truth #4: Because the fearful
business owner is afraid and tends to
isolate, he experiences loneliness.
Therefore, members often disappear not
only because they’re scared, but because
they’re lonely.
Solution
You are a Connector. You know that the answer
to loneliness, isolation and fear is connecting
people with other people. You remember the
fun and attraction of play. You offer it to your
constituency via initiatives that are exciting,
buzz-worthy and enjoyable. Members and
community engage, connect with fellow
members and community, and stay. Your
chamber flourishes.
Conclusion
In today’s market you need to engage members,
and we’ve shown you some great ways to do
that.
1. Start a Toastmaster Club. It’s a super way
to deepen connections among the ranks while
simultaneously helping community members
build communication and leadership skills.
2. Offer a beginner’s “Improv” class. What
could be more valuable than teaching business
people how to roll with the punches, be flexible,
and think “on their feet”? And so much fun!
3. Host a series of “Getting to Know You”
talk-show-style events. Oprah knows the
power of letting people tell their stories.
Imagine all the inspiration and wisdom your
constituents can give and receive through a
series like this. Make sure you hire a seasoned
pro to conduct the interviews.
4. Sponsor a series of professionally
produced web video portraits of members’
businesses. It’s another way to bring “star
power” to your local business owners. An
experienced television producer or academic
will help them tell their stories and turn their
love for what they do into a customer-attracting
magnet of a video. And search engines LOVE
video.
5. Lonely members? Try Speed-Friending.
Better than Facebook – because it’s face-to-
face! Talk about knocking the stuffing out of
loneliness -- without the excess baggage of the
“D” word. (“Dating.”)
6. Host a “Pecha Kucha” or “Ignite Talk.” It’s
like “Show Tell” for grownups. Another very
cool way to entertain, inspire and educate all
present. These relaxed, pressure-free slide
shows will put you on the cutting edge of what
could be called Networking 2.0.
7. Offer Low-key “Walk Talk” Walks. Need
a no-tech activity that’s also cutting edge? This
is it. Movement is great for the body and brain,
without the high-impact stress of running. Let
your Chamber be a Champion for good health
– without getting too sweaty. And imagine
the brilliant ideas that will come from all the
conversations-in-action.

Ben Hollis
Step up your game
As you can see from these 7 solutions, you don’t want to do something
lackluster. You want to give your people the best possible experience you can.
Partnering with creative professionals who’ve made fostering connection their
life work is imperative.
For example, don’t rely on a neighbor’s kid who has a camcorder or the
president of the high school drama club to deliver the creativity you need. You
and your community deserve better.
If you can see the value of engaging members now and don’t want to put
it off another year, get in touch with us at WILD Life Business Video for a
complimentary analysis of how you can make the most of your member
retention practices without complicating your life.
Ben Hollis 773-502-9842
ben@benhollis.com
http://www.gowildwithben.com/

Ben Hollis
Footnotes
(Endnotes)
1 Malcolm Gladwell, The Tipping Point;
Also see Tom Rath, StrengthFinders, http://strengths.gallup.com/110440/
About-StrengthsFinder-20.aspx
2 Alina Tugend, Forget Networking. How to Be a Connector
http://www.entrepreneur.com/article/222707?utm_source=twitterfeedutm_me-
dium=twitterutm_campaign=Feed%3A+entrepreneur%2Flatest+%28Entrepre-
neur%29
3 David K. William, 10 Reasons You Should Stop Working Long Hours Today
http://www.lifehack.org/articles/productivity/10-reasons-you-should-stop-work-
ing-long-hours-today.html
4 Emotional Intelligence; “Of all the people we’ve studied at work, we’ve
found that 90% of top performers are also high in emotional intelligence. On the flip
side, just 20% of bottom performers are high in emotional intelligence. You can be
a top performer without emotional intelligence, but the chances are slim. Naturally,
people with a high degree of emotional intelligence make more money—an average
of $29,000 more per year than people with a low degree of emotional intelligence.
The link between emotional intelligence and earnings is so direct that every point
increase in emotional intelligence adds $1,300 to an annual salary.”
Travis Bradberry, Emotional Intelligence 2.0, www.TalentSmart.com
5 Oliver Wendell Holmes, Jr., http://en.wikipedia.org/wiki/Oliver_Wendell_
Holmes,_Jr.

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