Survey Says: GrowthZone's 2023 Annual Chamber Survey

6 Feb 2023

Capital Campaign

GrowthZone, a leading Chamber CRM solution, just released their 2023 Chamber survey results, we found the trends to be very interesting, particularly through the lens of fundraising. You can review the details for yourself at GrowthZone.

The surveyed Chamber leaders top 3 concerns were: #1 Member Engagement & Retention, #2 Growing Membership, and #3 Revenue. Functionally, if you consider member retention and growth to drive retained and increased dues, the bottom line of top 3 concerns is the same: FUNDING!

Specifically, regarding member renewal, 71% of respondents anticipate a renewal rate of 80-94%. The third highest ranked reason for non-renewal was Lack of Value. In that vein, these Chamber leaders believe that 41% of members either do not understand or are unsure about the value of their membership.

While this certainly isn't a bleak picture for sustaining dues revenue, it's not all unicorns and rainbows either. Given that dues represents 55% of these chambers revenue, there is reason for concern and for a strategic response. For nonprofits in general, but specifically for Chambers of Commerce, revenue is absolutely tied to the value proposition to constituents.

What might have be most surprising in this survey was that Fundraising was 4^th among the top five non-dues revenues sources, following events, sponsorships, and grants. In reality, particularly with Convergent's Investment Driven Model, direct fundraising (i.e.: explicitly for programs, rather than for a sponsorship or event) has the potential to address multiple points of concern that come through in the survey.

With the Investment Driven Model a capital campaign for a Chamber, or any other organization for that matter, a case for investment is developed to explicitly clarify the value proposition of the organization and work to be funded. This creates a direct 'Return on Investment' mindset for the investor (not donor!) in the campaign. Each prospect is presented with a clear picture of the outcomes the real, direct impact that the Chamber's programming will deliver to the community, which in turn maximizes the amount of funding those programs will receive.

The key to sustainability, and increased funding, is inherently tied to an understanding of the value proposition. It's not just about membership, it's about being a part of an organization that is driving valuable outcomes, and helping to ensure that work never stops.

Going back to GrowthZone's survey Organizational and Growth Challenges concerns included both lack of time, and lack of employees/staff. Luck for you, Chambers, a cornerstone of Convergent's professional fundraising services is managing campaigns from start to finish, with available full-time, on-site support. We'll do the heavy lifting to help ensure your Chamber or EDO, or any other nonprofit has the funding needed to continue to deliver the outcomes that are improving your community.

About The Author

Brian Abernathy

General Manager

Department: Team

I entered into the nonprofit field immediately after college driven mostly by a passion for outreach with teens. After launching a program in a local high school, I realized the importance and critical value of operations. I could invest my time in relationships with a handful of students, or I could invest it in systems that would enable scalability to reach hundreds of students. From that point on, my drive was systems and efficiencies that maximize the desired result.

I’m often kidded that this even overlaps into my hobbies and personal time. I want to find ways to be better and more efficient in everything I do. At Convergent, I get to fulfill this desire every day. I work with our team of skilled professionals to help increase the impact of the nonprofit organizations we work with in communities across the country.

Brian has developed a broad range of nonprofit experience through his career. He has led launches of local chapters for international organizations, directed the operational aspects of brand-new nonprofits, and developed cross-sector partnerships to identify innovative solutions for community development.

Prior to joining Convergent, Brian served as campaign director with a regional firm that managed capital fundraising campaigns for nonprofits. There he focused on building, scaling, and executing complex projects while developing systems to drive operational efficiencies.

Every nonprofit organization has an important mission but not many can quantify and communicate the value proposition of the impact they desire to achieve. Brian has helped organizations across various sectors develop case statements and impact strategies to effectively communicate their outcomes to key stakeholders and investors. At Convergent, Brian works closely with our project directors on strategic direction, day-to-day operations, expense control, and ultimately fundraising success for our clients

Brian resides in Buford, Georgia, with his wife, two daughters, one dog, and eight chickens.

Summary of Experience

VP of Operations at First Community Development, supervised entire operations staff of fundraising professionals and multiple capital campaigns.
Led development of a coalition of community leaders from various sectors to create Breakthrough Norcross — a collective impact initiative focused on improving educational and economic outcomes for students.
A member of Leadership Georgia class of 2019.
Elder and Treasurer at Emmaus Church.
BA in Business Management with an emphasis on Marketing from Carson-Newman College in Jefferson City, Tennessee.
Completed graduate level coursework at Moody Bible Institute and Reformed Theological Seminary.