2009 W.A.C.E. Webinar Series Value-Loaded with Timely Solutions at Affordable Price

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1 volume 40 number 8 august 2009 august 2009 page W.A.C.E. Webinar Series Value-Loaded with Timely Solutions at Affordable Price This fall s W.A.C.E. Webinar Series has been designed to bring members information and solutions on current issues facing local chambers. Programs The programs scheduled for the Webinar Series include: l How/Why s are Using Social Media, September 14 This webinar will introduce members to the world of social media, and the whys and hows of using social media as a marketing strategy for chambers. Participants will learn how to engage customers and potential customers, gather market research and drive traffic to their website even increase their chamber s bottom line! The speaker will be Tim Fahndrich, president of the Third River Inc., an Internet marketing company based in Salem, OR. The company was the recipient of the 2008 New Business of the Year Award presented by the Salem Area (OR). l s Thriving and Surviving Around the West in Whitewater Times, October 19 This session will be led by W.A.C.E. President/Chief Executive Officer Dave Kilby. Discover what chambers are doing around the West to not just survive, but thrive by initiating new programs and communicating value to their members. This promises to be a very informative session with a lot of take away value. l Free and Low-Cost Internet Tools You Can t Live Without, November 16 Led by Beth Ziesenis, who presented a similar program at the February W.A.C.E. Annual Conference in Las Vegas. Beth s program got such great reviews that we decided to offer it to all members. This webinar will be an entertaining, lightning-fast tour of tools, gadgets and services for communication and publishing that you never thought your chamber could afford. Participants will Snapshot leave with a full list of new tools to share with their colleagues. Value I have loved the concept of the webinars. They have been easy to fit into my schedule and are a great way to fit in training as well as help me re-energize and re-focus, said Anne Glasscock, president of the Kaufman (TX). Rick Winsman, president/chief executive officer of the Kelso-Longview (WA), agrees. The value of W.A.C.E. s webinar series is, as the commercial goes, priceless. With the cost of travel having reached a critical level for most chambers, it is very valuable to have W.A.C.E. offer this inexpensive method to learn new skills or gain new perspectives, Winsman said. See 2009: Page 4 Number of paid holidays provided to chamber employees 24% 25% guest commentary W.A.C.E. Conference W.A.C.E. Conference speaker...4 leader to leader opinion poll % 10% 9% 18% chamber tip of the month... 7 chambers/executives in the news... 8 meeting dates or fewer Source: 2009 W.A.C.E. CEO Salary/Benefits Survey. 12 or more

2 page 2 august 2009 guest commentary Breaking Government Funding Ties Possible; s Should Plan Properly, Save Money Cathy Kennerson, ACE W.A.C.E. Officers Chairman of the Board Diane Schwenke, ACE Grand Junction Area (CO) (970) l diane@gjchamber.org Chairman-Elect Debbie Moreno, ACE Greater Bakersfield (CA) (661) l dmoreno@bakersfieldchamber.org Vice Chairman Lisa Krueger, ACE Lake Havasu Area (AZ) (928) l lisak@havasuchamber.com Vice Chairman Mike McLaran Salem Area (OR) (503) l mike@salemchamber.org An 80-plus year history was broken when the Board of Directors of the El Centro (CA) / Visitors Bureau took the bold move to sever a $100,000 contract with the city in It was an Vice Chairman Tom Pierson, ACE Federal Way (WA) (253) l tomp@federalwaychamber.com act that was several years in the making and prompted, not by the inability of the chamber to be a strong advocate for business, but by frustration over the continuous actions of the city council to negotiate a lower contract while expecting the chamber to maintain the same level of service. According to a recent W.A.C.E. poll, more than 60 percent of local chambers receive government funding, mostly coming from cities. Pointers Here are a few pointers for chambers that are contemplating moving toward eliminating government funding as a source of income: l You must have a strong board of directors. The board should consist of individual leaders who will rally behind an effort to design a strategy of financial independence. Nominating committees need to identify key business leaders who will embrace the effort and be strong advocates in gaining community support. l Analyze your existing income profile. You need to know the current sources of your income and the percentage of each compared to the total budget. Although our city contract represented just 27 percent of our budget, it still meant generating $100,000 from Chairman s Circle sources other than a government contract. Determining a course of action to generate replacement income requires thoughtful discussions with your board about realistic sources of revenue. Strategies that were implemented in El Centro included: reviewing and changing existing membership investments; creating a President s Circle program; incorporating fund-raising elements into every program and event; exploring opportunities for new non-dues revenue; evaluating all programs and services for relevancy; and ensuring the organization had a healthy reserve. Incorporating fund-raising elements into everything the organization does should be standard practice at every chamber. Our organization has charged a fee for maps, signing of Certificates of Origin, boardroom rental and lists/ labels for a number of years. However, we weren t charging what I would call market value, so polices were amended to reflect new fees for these services. We also added fund-raising elements to our annual dinner, evening and morning mixers, and young professionals events. l Compare your chamber s membership investment schedule with those of similar-sized chambers. You can use the resources that are found on See Breaking: Page 7 Vice Chairman Cynthia Roth, ACE Greater Riverside (CA) s (951) l croth@riverside-chamber.com Immediate Past Chairman Wayne Griffin, ACE Catalina Island (CA) /Visitors Bureau (310) l wgriffin@catalinachamber.com Published by: Western Association of Executives, P.O. Box 1736, Sacramento, CA (916) , Fax (916) Website: Platinum Members Village Profile Citslinc International Inc. Gold Members Cal Century Publishing WebLink Sempra Energy The Chairman s Circle is a special group of members that have committed to support W.A.C.E. through sponsorships. If your business would like to become a member of the Chairman s Circle, please contact Dave Kilby, W.A.C.E. president and chief executive officer, at (916) or dave.kilby@calchamber.com.

3 august 2009 page 3 W.A.C.E. conference February 3 5, 2010

4 page 4 august 2009 W.A.C.E. Conference Political Humorist Will Durst Scheduled to Entertain at 2010 Annual Conference Political humorist Will Durst will be back for the association s February 2010 Annual Conference as the February 4 evening entertainment thanks to a sponsorship from Pacific Gas & Electric Company (PG&E). The conference committee felt we needed to have Will back with us for a record fifth time to give us his unique spin on the latest political and economic news, said W.A.C.E. President Dave Kilby. Special thanks to PG&E public affairs manager and former chamber executive Tom Guarino for his help securing the sponsorship. Will Durst Outraged and outrageous, Durst is as current as today s headlines, as accurate as a sniper and universally acknowledged as the nation s foremost political comic. From the president to the pope to the post office, no one escapes his scathing hits. Although a prolific writer, Durst professes little need for material, having it regularly delivered every morning in the five newspapers he reads daily. You can t make this stuff up, he says. Durst, the dark prince of doubt, reads between the lines and is convinced that if you re not confused, you re not paying attention. Durst, who is a regular commentator on audible.com, Air America, CNN and NPR, writes a nationally syndicated oped column, and is the recipient of seven consecutive nominations for the American Comedy Awards Stand-Up of the Year. Durst will take the stage on the evening of February 4 following the installation dinner and Foundation auction. Will Durst You ve Got Questions. We ve Got Answers On a daily basis, phone calls and s are received in the W.A.C.E. office asking questions on all sorts of issues. The association prides itself on having good data and samples to help chamber professionals get the answers they need to succeed. Common Questions We re commonly asked, Do you know where I can find: l Samples of chamber and political action committee bylaws? l A list of chambers with young professional groups? l A good letter to send with my membership renewal invoice? l Someone to facilitate my upcoming board planning conference/retreat? l A policy on conflicts of interest? l Samples of chief executive officer employment contracts and bonus plans? l An ad for my chamber outlining what we do in Tool-Kit terms? The list goes on and on. Resource Library All too often, the answer to the above questions and others is the same: the W.A.C.E. Resource Library. In the Members Only section of the association s website ( com) is one of W.A.C.E. s greatest benefits the Resource Library which is packed with more than 400 separate documents and samples on nearly 100 topics. There s no reason to start from scratch, said W.A.C.E. Vice President Steve Snyder. Sometimes it seems it s our best-kept secret, but we always encourage members to check out the samples and best practice resources that we have in the Resource Library and when they do, they re shocked at all the information Webinar Series Loaded With Value From Page 1 Affordable Three great webinars! And here s the best part: they re affordable! Members can purchase the entire series of three webinars for only $180 that s only $60 per webinar. That equals a savings of 40 percent off the single webinar price of $100. NOTE: Webinar registration is based on each telephone line/web connection. That way, several people can participate in the Webinar Series at the same time at one site. We encourage W.A.C.E. members that have the facilities to invite surrounding chambers to participate in the Webinar Series and possibly share the costs. Academy students also can receive points toward graduation requirements by participating in the webinars. To register, visit or return the insert included in this issue of the Insider.

5 august 2009 page 5 leader to leader Advice for New Professionals: Find Training, Meet Members, Have Fun What is the best advice you would give to someone new entering the chamber industry? Jack Camper President Tucson (AZ) Metro Unless the chamber is broke, do not make any crucial changes until you get to know the players. An example may be changing insurance carriers or other contractors/vendors. Take your time. Get to know all existing members of the board and start your list of potential board members that you would like to work with. Make sure you are on top of the finances of the chamber from the beginning and live within your budget. Evaluate your staff members to determine that they are all on the same page with you. Communicate with your board on a regular basis regarding what is going on in their chamber. Ken Moore CCE, President/ Chief Executive Officer Edmond Area (OK) When asked what advice I would give to someone new to the business, I would start with get training. Today there are several good options for training such as the U. S. Institute or the W.A.C.E. Academy program. Most state organizations also provide some kind of training programs at a price that is affordable and easily accessible. These professional development programs not only offer training, but they help you get connected with seasoned professionals who can you help you along the way. Develop a network of colleagues who you can call when you need advice and direction or just a friendly shoulder to cry on. This is a profession where there are very few secrets, so calling and asking for program suggestions will be easily accepted. And some of these colleagues will become lifelong friends. I know this to be true as I have developed friendships that have lasted 30 years or more. These are friends that are always there when you need them. Getting involved in organizations such as W.A.C.E., ACCE or your state association can been helpful as well. It s an opportunity to give back to the profession and also gives you a chance to do something different outside your normal daily duties at the office. It can be fun too! The same could be said about becoming involved in your community as a volunteer. Whatever you decide, find a balance in work, family and play as being a chamber professional can be all consuming. Zoe Taylor, ACE, President/Chief Executive Officer Ventura (CA) If the person is new to the community, the No. 1 recommendation would be to meet with each board member and major member contributors to learn what their needs and concerns are along with what opportunities they believe the chamber could explore. I would also suggest that same conversation with city officials and other community leaders. Getting acquainted with other chamber professionals in the area provides the new executive with a sounding board of what is working and what is not working. Join the local chamber execs group. They can be very helpful in so many areas. Industry education is a career-saver and very important to a person s professional career as well as the success of the organization. The local associations offer a menu of great training opportunities. W.A.C.E. is a must for every new executive if they want to succeed. I recommend that every executive make it a top priority to continue lifelong learning. There is always something new and innovative in this business. That is why it is also a very rewarding career. Steven Rose President/Chief Executive Officer Culver City (CA) management is a marathon and not a sprint! We need to look at strategy and policies rather than fixes for a quick success. Another way of stating this is that you need to look at the big picture, look over the hills, valleys and sky. It is the entire landscape that will make your chamber successful. David May President/Chief Executive Officer Fort Collins Area (CO) First, understand the chamber s finances. More chamber and association executives lose their jobs because of not understanding and staying on top of their organization s finances than any other reason. Second, be principled and courageous but not an ideologue. Our members expect us to be professional and to lead, so lead. Third, have fun. Running a chamber can be hard work but mostly it s a privilege, it s meaningful and it s fun. See Leader: Page 7

6 page 6 august 2009 opinion poll Define Executive Committee s Authority; Most Offices Not Going Virtual Yet Steve Snyder A significant percentage of chambers (73 percent) refer to their group of officers as the executive committee. I have never liked the term executive board because it implies that the committee is somehow superior to the board itself. The executive committee is a committee of the board like any other committee. As with other chamber committees, the board should define the executive committee s charge and authority. Although the board may grant the executive committee a broader scope of authority than other committees it is still a committee of the board. Meeting Minutes Are you required to take minutes at executive committee and other committee meetings? You should check your own state statutes on this subject, but in California, the answer is yes. Yet only 36 percent of chambers provide minutes to their board. Like any set of minutes, chambers need to be careful of how minutes are recorded. The minutes don t have to be a verbatim transcript, but they must present an accurate record of what was done. Virtual Office A majority of chambers (58 percent) continue to rent and/or lease their office space with only 27 percent reporting that they own their building/offices. One of our survey questions was based on a news release from a local chamber in California announcing that it was shutting down its bricks and mortar facility and going to a virtual office, due in part to the challenging economic times. staff will work from remote locations, and meetings will be held at other facilities. A very high percentage (95 percent) of local chamber execs indicated that a bricks and mortar office location will always be needed. Most of the comments from execs on this question centered on their need for a location to provide tourism and information resources for their communities. Answering Service I call many different chambers and I will admit that I am not a fan of automated answering services. Every chamber that has one, should take time to call it sometime. I dislike having to hear a 60-second calendar of events when OPINION POLL RESULTS the phone is answered. Please give me the option of talking to a live person right away. Another pet peeve of mine is being forced to listen to a long list of staff members and their extension numbers before I get to the executive s name and extension number. Why isn t the executives name and extension listed first? Is the executive the least likely person to get phone calls? These are mysteries that I have yet to solve. Steve Snyder is vice president of W.A.C.E and vice president of local chamber relations for the California. Here are some of the results from recent W.A.C.E. Opinion Polls: Is the group of officers in your chamber referred to as the: Executive Committee 73% Executive Board 20% Other 6% Do all board members receive copies of the executive committee minutes? Yes 36% No 42% Sometimes 6% Do not take minutes 11% Other 5% Regarding your chamber s office does the chamber: Own its building/office 27% Lease/Rent 58% Get for free 12% Weekly Opinion Poll In the future, do you think that your chamber will always need to have a bricks and mortar office location as compared to a virtual office? Yes 95% No 5% When calling your office, are your phones answered by: A real person 89% Automated answering service 11%

7 august 2009 page 7 Breaking Government Funding Ties Possible From Page 2 the W.A.C.E. website for this. This will help you evaluate whether your membership investment schedule is comparable with other chambers, and if it isn t, amend it. Also make sure that all business classes are paying their equitable share. We implemented a new policy to restructure our non-profit investment schedule to be aligned with other business members, which generated significantly more revenue with fewer non-profit members. Creating a President s Circle program by bundling a number of sponsorship opportunities can generate new income for your chamber too. There are many chambers that have these programs and there are a number of examples on the W.A.C.E. website. l Non-dues generators the sky is the limit when you look at generating nondues income. Some of the more common non-dues generators include business directories, maps, organized trips, seminars and events. A recent W.A.C.E. poll generated a host of ideas and they can be found on the website. We took a closer look at what we were leaving on the table and the creative Tip of the Month juices began flowing. We entered into a management contract with another nonprofit organization, and we constructed an office to lease out to two non-profits. We increased the voluntary advocacy contribution on the yearly investment invoices, and we continue to work in partnership with the California to sell compliance materials. El Centro is located in an area surrounded by federal lands where off-highway vehicle recreation is a big draw, so we signed up to sell the required access permits through our office. l It s not only important to create a strategy for expanding existing sources of income or generating new income, you must also examine existing programs, events and services and determine if any should be eliminated. If there are programs, events or services that are directly tied to your city funding, and not within the mission of the chamber, now would be the time to get rid of them. Takes Planning, Saving It s been two years since the El Centro has successfully operated without government funding, and although it was done at the beginning of s May Not Distribute Profits to Members Several times a year, we get calls from executives (and sometimes volunteers) who are confused with the term non-profit. Typically, the question goes something like this, I have a board member who says because we (the chamber) are a nonprofit corporation we cannot make a profit, that we must just break even every year? In order to stay alive, a chamber must make a profit (in the sense of generating enough revenue to exceed expenditures). In a real sense, the chamber is in the business to make a profit by offering suitable products, programs and services to its members. By law, however, a nonprofit corporation may not distribute any part of its profits to a member. In that sense, the non-profit must deny its members any part of its profits and, as such, it is truly a non-profit to its members. the recession and we hadn t anticipated the dramatic downturn in the economy, we re doing well because we have a healthy reserve. So stepping out from underneath your government contract is going to take time, plenty of planning and saving. The controversy over whether chambers should be partially funded by government will continue. If your chamber is looking to shake loose the chains of government funding, I hope our experience has inspired you to move forward. Cathy Kennerson, ACE, is chief executive officer of the El Centro (CA) of Commerce/Visitors Bureau. Leader to Leader: Advice for New Professionals From Page 5 Michael Metzler President/Chief Executive Officer Greater Santa Ana (CA) Business Alliance Ten points of advice: l follow your bliss and be happy; l it s all about building relationships based on mutual trust; l think contextually and inclusively; l live Stephen Covey s 7 Habits of Highly Effective People; l be optimistic, yet skeptical; l pursue lifelong learning; l remember that giving is more important than receiving; l values are more important than ambition; l stay true to the organization s mission; and l above all else, be true to yourself.

8 august 2009 page 8 s and Executives in the News Tinalyn Firestone has been hired as the executive director of the West Los Angeles (CA). Previously, Firestone served as the executive director of the Woodland Hills-Tarzana (CA). Matthew Bott is the new chief executive officer of the Issaquah (WA), succeeding Shari Carter. Jonathon Coe has been hired as the new president/chief executive officer of the Santa Rosa (CA) beginning September 14. Coe served as the president of the Coeur d Alene (ID) for the last 10 years. Betty Nokes, president/chief executive officer of the Bellevue (WA), has been named a vice chair of the American of Commerce Executives (ACCE) Board. Ask About our R.S.V.P. Scholarship/ Registration Program Embrace the World with Jack Camper, president of the Tucson (AZ) Metro, and Randy Gordon, president/chief executive officer of the Long Beach Area (CA), have been elected to the ACCE Board. Nokes and Camper both serve on the W.A.C.E. Board. Gordon served as chairman of the W.A.C.E. Board in In Memoriam Edith Hughes, former executive director of the National City (CA), passed away last month. Hughes tried to retire twice, but the chamber kept pulling her back to deal with financial and membership challenges. Her final retirement was in 2005 after 55 years in the chamber industry. CONVERGENCE PUBLISHING The Village Profile Exclusive Convergence Publishing Program combines print, the Internet and mobile medias 24/7, to position your and members at the forefront of 21st-century communications. Thousands of traditional, printed publications are delivered to your and members. Millions of visitors view your online publication via the Internet and mobile portals. Extraordinary Online Advertising Benefits are designed to drive traffic to your and members websites. villageprofile.com hits from 1996 to 2008: 219,434,169 villageprofile.com hits in 2008: 23,788,203 villageprofile.com page views in 2008: 2,342,900 villageprofile.com unique page views in 2008: 1,692,488 hits in 2008: 4,332,995 hits since : 191,100 Join over 1,400 s across America that have embraced the value-added benefits of our Convergence Publishing Program, all at NO COST to your. For more information please call ext. 220, or jcn@villageprofil .com. The New 911 for s in the West Got problems? Not sure where to turn? From consulting for CEOs to Board training, W.A.C.E. can help. Call (916) Meeting Dates W.A.C.E. Events (916) l 2009 Webinar Series September 14, October 19, November 16 All Webinars are held 10 11:30 a.m. (Pacific Time). Other Events l Best Business Practices for a Successful and Profitable Southern California Association of of Commerce Executives (SCACCE) September 11 Fender Museum, Corona, CA l Annual Conference Wyoming of Commerce Executives September Lusk, WY l Summit of the s Colorado of Commerce Executives (CCCE) October 8 Golden Hotel Golden, CO ccce@themeetingedge.com l Volunteer Leaders Conference Texas of Commerce Executives (TCCE) October 9 AT&T Conference Center Austin, TX l Volunteer Leaders Conference Superior Executives of Northern California (SUPERCHEX) October 26 California Sacramento, CA l Annual Fall Conference Arizona Executives (ACE) October Poco Diablo Resort Sedona, AZ

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