October 19, 2017 White Papers     |     Mike's Chamber Blog     |     Log In    

   



        Relevance     +     Retention     +     Revenue
   
Subscribe                 Mike's Bio
August 4, 2014    
Email    
805.201.2881    
Stop the Exodus! Retain your Newer Members!

Unfortunately, your "real world" membership retention rate (MRR) probably isn't what you think it is. Most Chambers calculate and discuss their MRR as a percentage of their total membership. However, this doesn't tell the whole story because, in most cases, somewhere between 40% and 60% of their first and second year members do NOT renew their memberships.

Think of it ... 40% and 60%!! That is a staggering number. If a business experienced that kind of customer attrition without correcting the situation, management would be out on the street.

When the MRR context is their total membership rather than that of their newer members, Chambers avoid the uncomfortable "What are we going to do about this?" discussion and continue on down the same old years-worn path of doing nothing new to nurture a relationship with these members. It serves to put the rosiest hue on an uncomfortably, unattractive picture.

So ... Why do these members not renew? Simple: Unmet expectations!

Other than those that moved or went out of business, the rest fell off the membership roster because their expectations were not met by their Chamber. Rightly or wrongly, these businesses joined because they believed that, somehow, their businesses would be measurably and positively impacted by their membership. They believed they would be able to measure results -- a positive ROI.

Being mostly small and medium-sized businesses, the expense of membership is discretionary and therefore, at some point, has to be justified. If the member is participating regularly, or somehow feels personally attached to the Chamber, and/or is seeing new business as a result of membership, then the odds are in favor of renewal. However, if all the members see during the year is the regular email blast newsletter (which 75% don't read) and an annual invoice, then the odds are weighted towards "Did Not Renew".

What is your Chamber doing? Are you building and nurturing an ongoing relationship with your members? It's not that difficult. There are plenty of things you can do which, happily, require very little effort. It's time to refocus on being a "member-centric" Chamber again and adding value to your membership package. Your members will like it and, obviously, so will you.

If you would like some fresh ideas on how to accomplish this, just give us a call at (805) 201-2881.
  Email your Comments
2017 Archives
  - Frustrated?   Lonely at the top?   No support?   (10/15)
  - Mission, Schmission! ... Just Tell Your Story   (9/30)
  - What's the (Growth) Plan, Stan?   (9/15)
  - Dear Jeff (Bezos) - Part 3 of 3   (9/1)
  - Speak Up ... It's Strategically Beneficial To Do So   (8/13)
  - "I Beg Your Pardon ... Did You Say $1 Billion Per Day?"   (8/5)
  - The Pies Have It!   (7/23)
  - Possibly ... the Most Difficult Sentence to Complete   (7/10)
  - Ribbon Cuttings -- A Great Membership Opportunity   (6/25)
  - It's Time For Spring Cleaning   (6/12)
  - Five Key Reasons Chamber Members Join & Renew   (5/29)
  - Membership Benefits are NOT as Important as You Think - #1   (5/14)
  - You Must Tell Your Members What You're Doing For Them   (4/30)
  - Workforce Development ... Are You Involved?   (4/16)
  - An Idea for Learning What Your Members Want.   (4/2)
  - Make Sure You Gather the "Little Data".   (3/21)
  - Make Sure Your "Voice of Business" is Heard   (3/5)
  - Associations of Chamber Executives   (2/21)
  - Do People "Out There" Know What You Do?   (2/6)
  - Just published ... "The 21st Century Chamber of Commerce" White Paper   (1/23)
  - 2020 could be your Magic Year   (1/10)
2016 Archives
  - Ditch the Contact Form, Baby!   (12/11)
  - "About Lipstick and Pigs" (Part 2)   (11/27)
  - About Lipstick and Pigs - Part 1   (11/6)
  - "Mixers ... they're so 20th-century!"   (10/23)
  - Out-of-the-Box Branding   (10/10)
  - "Hot Deals" ... Really?   (9/25)
  - Sharing Membership Referrals   (9/10)
  - An Excellent Source of Membership Leads   (8/30)
  - A Simple Value-added Benefit for your Membership   (8/17)
  - It worked . . . Immediate Results!   (7/31)
  - A Simple Media Strategy for Your Chamber ... FREE!   (7/19)
  - "Brexit" ... Positive Chamber Outcomes   (7/3)
  - Problem-solver... "Yes!"     Savior... "No!"   (6/20)
  - I like Nathan Blecharczyk's attitude.   (6/6)
  - Are you Veteran-friendly?   (5/22)
  - Are you Relational or Transactional?   (5/9)
  - Can you say "Employee Benefit"?   (4/25)
  - Re-vitalize Your Board of Directors ... and Your Chamber   (4/9)
  - From Scotland ... a few thoughts   (3/27)
  - Young Professionals are Important + Framework2020   (3/13)
  - Just Announced ... the "Framework2020 Tour"   (3/1)
  - Money Talks so ... Make Sure it's "Happy"   (2/14)
  - Conflict of Interest & Local Government   (2/1)
  - It may be time to huddle!   (1/19)
  - And Your Mission Is ...?   (1/4)
2015 Archives
  - Introducing ... Focused Growth - "A-Team" Initiative   (12/7)
  - So ... Once You've Got 'Em, What's Your Plan?   (11/23)
  - Just a reminder!   (11/9)
  - Branding Your Chamber is a Serious Process but it Does Not Have To Be Difficult   (10/25)
  - It's Time for Someone to Step Up!   (10/12)
  - Give Them Something To Do!   (9/28)
  - Do You Want/Need a Membership Analysis?   (9/14)
  - Make Sure Your "A" Team is In Charge.   (8/30)
  - And the Fat Lady Began to Sing!   (8/16)
  - Do You Walk and Talk at the Same Time?   (8/3)
  - Helping people WANT to join your Chamber   (7/19)
  - 50% Membership Loss ... that's a Serious Loss of Revenue!   (7/5)
  - Don't Keep It A Secret!   (6/21)
  - Survey the Members that Matter   (6/7)
  - Helping Nonprofit Organizations   (5/20)
  - Helping Startup Entrepreneurs   (5/5)
  - The New Normal: Energizing your members to participate   (4/19)
  - Do you have a RAP Sheet?   (4/8)
  - What is your Real Retention Rate?   (3/24)
  - Challenging times require fresh thinking   (3/10)
  - Simplifying the Economic Development Discussion   (2/28)
  - Chamber Members want Education Programs   (2/11)
  - One of the great disconnects we choose to ignore!   (1/23)
  - The "New" Chamber of Commerce   (1/9)
2014 Archives
  - Do you have a Community Leadership Strategy?   (12/4)
  - Message for New Chairpersons of Chamber Boards of Directors   (10/22)
  - Tell your members about your business advocacy efforts   (9/2)
  - Stop the Exodus! Retain your Newer Members!   (8/4)
  - Are your Sales Staff asking the Right Questions?   (7/7)
  - Understand and use your volunteers better.   (6/22)
  - Invest in your Members. Remember who's paying the bills.   (5/5)
  - Understanding your local economy and how your members are doing   (3/20)
  - Tell your members about the 'SBA Emerging Leaders Initiative'   (3/7)
  - Why People Join the Chamber.   (2/22)
  - Please participate in the Survey.   (2/10)
  - Newsletters ... the Unfortunate Reality   (1/24)
2013 Archives
  - Are your Membership Goals Realistic?   (12/14)
  - Is your new Board focusing on membership Retention?   (11/11)
  - Happier Members means Happier Chambers of Commerce.   (10/15)
  - What about the "Younger Generation"?   (10/2)
  - What are you really developing?   (9/20)
  - What happens when the excitement dies down?   (8/26)
  - Using Technology for Education   (8/4)
  - Are you a "Member-centric" Chamber?   (7/23)
  - It probably won't be pretty but .....   (7/14)
What We Do
  "Growth Management" Program
  Growing 21st Century Chambers
  Conferences, Workshops & Retreats
  Coaching & Consulting
  Framework2020
  Training
  Webinars & Workshops
Personnel News
  People on the Move
Opinion
  Core Beliefs
  Mike's Chamber Blog
  Overview & Philosophy
  White Papers
  Find us on Facebook   Find us on Twitter
Chamber Network
  Directory
  Join The Network
Other
  About Us
  Contact
  Mike's Bio
BigCityBuzz.com
  Copyright © 2010-2017.   Chamber Strategies.   All rights reserved.   3067