Theme-Based Recruiting Campaign
Collects New Members
Several of America’s Byways are overseen as part of the responsibilities of a Chamber of Commerce. This case profile of a successful theme-based recruiting campaign features the 2004 Florida Chamber of the Year.
Who/What/When/Where:
The Bay County Chamber of Commerce in Pana City, Florida, today has more than 1,200 members. In 2003, after accessing how-to training from a company called Chamber Resources, the Chamber built a membership campaign around a movies theme. That campaign raised $63,000 in new membership revenues from 175 new members over the course of three days in August. Director of Membership Development Carol Frazer notes, however, that months of planning went into campaign development before the kick-off event.
How:
The pre-kick-off planning included carefully selecting six individuals who were highly visible in the local community to be team captains. The Chamber Treasurer called to secure their participation and the team captains received a campaign guidelines manual identifying goals, timeline and other vital campaign information. The team captains then recruited their team members and a meeting was held with all six teams.
The teams all selected names based on movies, e.g., the team led by the Dean of Florida State University chose to be Rebels with a Cause; another team fashioned themselves after Pirates of the Caribbean. The kick-off and wrap-up parties were dressed in Hollywood style. Chamber members donated food and other amenities. A cellular phone company donated the use of phones for the drive. A headquarters for calling was established with a festive atmosphere that included popping balloons for each new member.
Funding Potential:
The funding potential of this type of membership recruiting event is subject to many factors, not the least being the enthusiasm of the campaign team, the size of prospect pool, and the economic climate at the time of fundraising. Proper planning can go a long way toward assuring your campaign reaches a realistic goal for your byway’s particular circumstances.
Why:
• A theme-based event is fun for everyone from volunteers and draws media attention to help promote the fundraising effort.
Resources:
Chamber Resources: This highly-specialized business is targeted toward helping 501-c-6 trade organizations recruit members from the business community. They work primarily with Chambers of Commerce, but have also helped business trade organizations and some economic development organizations. For more information, visit the website at www.chamberresources.com.
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