This document discusses strategies for building an effective membership organization. It recommends focusing on engaging members without requiring participation through activities like providing value and benefits. It also suggests allowing flexible dues structures so members can choose their investment level, using technology to provide service and sell memberships, and teaching members how to promote the organization through testimonials. The goal is to address reasons people don't join like lack of time and perceived value, and position the organization as solving business problems like reducing red tape.

1. Kyle J. Sexton | Fast Chamber Tomorrow’s MEMBERSHIP Organization

2. TOMORROW'S MEMBERSHIP ORGANIZATION Have a S.E.A.T. Service & Sell With The Latest Technology Engage Members Without Asking Them to Show Up Allow Members to Choose Their Investment Teach Members How to Talk About Us

3. Seth Godin Best-selling author and top daily business blogger in the world:

4. THE WANT-TO'S ARE OUR FUTURE The “have-to's” The “ought-to's” The “want-to's”

5. WHY PEOPLE DON’T JOIN Don’t have time to participate (68%) Don’t see the value (49%) Corporate office policy (45%) Membership costs too much (18%) Don’t do business locally (10%) WACE

6. ENGAGE MEMBERS … without asking them to show up! Participation vs. Partnership Membership does not require participation Prevent drops due to “no time to participate” Health club comparison Chamber Church Confessional

7. BUYING AND JUSTIFYING Businesses: People BUY emotionally, JUSTIFY intellectually Chambers: People JOIN emotionally and JUSTIFY upon renewal Who MUST you reach in order to be successful? Who will have the most impact over the long-term?

8. ALLOW MEMBERS TO CHOOSE THEIR OWN INVESTMENT Common Dues Structures: Fair Share (usually based on number of employees) Special Formulas (usually for certain industry categories) Tiered Dues Structures Negotiated Dues Dues/Non-Dues Package (such as Chairman’s Clubs)

9. MEMBERSHIP TIERS Offer something for everyone Create “upsell” opportunities Create a sense of privilege, recognition and exclusivity with upper tiers Create benefits that require little or no hard costs to the chamber

10. UPPER-TIER BENEFIT OBJECTIVES Self-Segmentation Pro-active leadership role Above “Cost-per-member” benchmark Increased membership stature and personal/professional recognition Improved personal and professional skills and networking contacts

16. QUANTIFY YOUR BENEFITS How much does membership cost? How much is membership worth? Quantify it and sell it! Add to the value with media partners and give-aways

17. TEACH MEMBERS HOW TO TALK ABOUT YOU Generate talk about your product or service amongst peer groups Some products/services will only be sold with referral Testimonials: People trust other people’s opinions If you don’t tell your story, the public will make one up about you

18. YOUR MARKETING MESSAGE The Wrong Pitch: The chamber is a private non-profit membership organization that works to ensure a healthy local economy. The chamber is a group of businesses that share common community goals.

19. YOUR MARKETING MESSAGE The Right Pitch: The chamber solves common business problems like not having enough time to lobby the government for less red tape and taxes. The Chamber connects businesses to consumers and each other, in order to help them grow. The Chamber helps people who are tired of doing business out of a phone book.

20. TESTIMONIALS: GET THEM STARTED! “As a service business, membership in the Chamber is especially valuable because…” “The Chamber helps me to…” “The Chamber saves me time/trouble by…”

21. SEGMENTING TESTIMONIALS Segment the sources of your testimonials for use in targeting like audiences Start-up, Emerging, or Mature Retailer, Restaurant, Manufacturer, Service, Professional, etc. Match prospects with corresponding testimonials

22. SERVICE AND SELL MEMBERSHIPS WITH THE LATEST TECHNOLOGY Who is GoDaddy and why are they number 1? Gain the service advantage enjoyed by other industries

23. ARE THESE YOUR SALES CHALLENGES? Information Overload Sales Department Turn-Over Printed Materials Out-of-Date “Foul Language” of Volunteers

24. THE SOLUTION Never Complains Never Asks for a Raise Works 24-7-52 Captures Your Web Traffic Standardizes Your Sales Language Has sold up to $25,000 in new member dues per year

25. Kyle J. Sexton | Fast Chamber Tomorrow’s MEMBERSHIP Organization