EVOLVE Business and Professional Magazine February 2018 | Page 38

Almost always a consumer looks at your involvement with a
chamber of commerce as a “good housekeeping seal of approval”.
building infrastructure, organizing events to support its culture,
While the Schapiro Study represents a very transactional
and most importantly, to speak with a voice not encumbered “what’s in it for me” approach to membership, it’s the
by government bureaucracy, chambers are highly resilient transformational work of a chamber that will set the footprint
and effective. for success for years to come. Chambers will continue to conduct
So how does this translate to today? It is often said that “once
networking, stage events and produce publications as a form of
you’ve seen a chamber, you’ve seen a chamber.” In a small way this return on investment for its members. However, most importantly,
plays to an advantage for chamber supporters. Almost always a chambers will act as a voice for business in good times and in trying
consumer looks at your involvement with a chamber of commerce times. Chambers will need to change as demographics shift and the
as a “good housekeeping seal of approval.” In a study conducted expectation of its members tie their investment and involvement
by ACCE through the Schapiro Group out of Atlanta, it was noted to more community-based success and problem-solving. This is
that being active in a local chamber of commerce is an effective very challenging for an organization that has a broad demographic
business strategy because two-thirds of consumers believe that of members representing a variety of industries, businesses that
such companies use good business practices, are reputable, care work out of their home as sole proprietors all the way up to the
about their customers, and are involved in the community. The largest organizations. There is no one true value statement for our
study translates that businesses who belong to a chamber see a 73% membership other than membership in the chamber supports a
increase in consumer awareness, 68% increase in its local reputation, stronger community. Numbers do matter when it comes to affecting
and an 80% increase in the likelihood that consumers will patronize policy at a local, state and national level. Numbers do matter when
the business in the future. it comes to supporting community based needs.
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