One of the people in our Chamber of Commerce Professionals Group on Facebook ran a report on her “uninvolvement” rate for her members.
The uninvolvement rate was calculated by tallying the numbers of members who didn’t attend an event, didn’t advertise, or didn’t sponsor anything with the chamber.
These members were completely uninvolved with zero participation. Her rate was 16% uninvolved, which means 84% involved. She was curious if that was a good number.
That is a fantastic number!
She has 84% of her members involved and engaged at some level — whether it’s advertising in the directory or on the website; or sponsoring an event; or coming to a luncheon — if they’re doing any of these things, even if it’s just once (but hopefully more than that), you’re on the right track.
Ideally you’d see multiple touches, multiple engagement points, but 84% of members being engaged is a good number.
Now, let me be clear that not all of your members have to be engaged for them to be happy and satisfied members. Participation is not a requirement of membership. But it does help your retention numbers if a member is in someway engaged. Below I talk about how to find out why a member isn’t engaged. You may find the are still very happy even though they are on your unengaged list.
Use the Data to Increase Engagement
Assuming you know your uninvolvement score, use it to sift through your members and look for people who are at risk of dropping their membership. After all, those members who are engaged and actively participating are more likely to renew and vice versa.
Make a list of those who have not participated and call each one of them. Ask them how are things going.
Ask, “How’s business?”
Communicate your concern for them and that you want to make sure they know the chamber is there for them. Ask if there’s anything they need your help with. Ask questions. You don’t have to solve the member’s problem(s) as much as care how they’re doing.
If it is something you can help with, then do that. Or connect them with someone who can. Chambers are awesome connectors!
Most likely, the member will be touched that the chamber cared enough about his/her business to pick up the phone and call to see what’s new, what’s happening and how they can help.