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.
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.
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
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.
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.
• A theme-based event is fun for everyone from
volunteers and draws media attention to help promote the fundraising
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.
fundraising profile (PDF)
Tips for Developing a Membership Campaign