1. Presented by Cathi Hight
Chambers Need Evolution,
Not a Revolution
Presented by Cathi Hight
©2015 Hight Performance Group, Inc.

2. Cathi Hight, Strategic Realignment specialist
President of Hight Performance Group
The nation’s member retention specialist
Developer of the Member Retention Kit and A New Approach to Tiered Membership
National instructor for the U.S. Chamber’s Institute for Organization Management
Previously was Vice President of Operations for the Chamber of Commerce of Hawaii
Serves on the Member Relations Council for the Austin Chamber board
Serves on the board for the Austin Human Resources Management Association (AHRMA)
Is a member of the:
Association of Chamber of Commerce Executives (ACCE)
American Society of Association Executives (ASAE)
©2016 Hight Performance Group, Inc.
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3. Chambers Need an Evolution, Not a Revolution
Session Objectives
Explore trends that impact your community, your members and the Chamber industry
Identify how your performance metrics compare with other chambers
Discover an outside-in approach to align with community needs
Determine the next steps to realign your direction and resources
©2016 Hight Performance Group, Inc.
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4. Driving Forces Create Change
Customer
Social
Economic
Trends Around Us
Geophysical
Competition
Technology
Political
Legal
©2016 Hight Performance Group, Inc.
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5. Anticipating Landscape Changes – External Trends
Social Dynamics
“Generation of Digital Natives”
Competition
“Borderless and Virtual”
Regulations and Policies
“Big Daddy Syndrome”
Global Economy
“Interdependent”
Technology
“The Digital Society”
Increased diversity
Aging population and workforce
Millennial dominance
Educated buyers
Time poverty
Personalization and customization
Loyalty decline
Instant gratification
Green practices
Social responsibility
Internet-based businesses
Automated marketing strategies
Niche targeting
24 / 7 operations
Daily Deals
International
Big Data / CRM
Mergers and acquisitions
Global migration
Talent shortage
Global supply chains and outsourcing
Entrepreneurship
Crowd funding
International diplomacy
Global governance
Global consumption
Global compliance
Financial dependence
Migration to digital
Social media
E-learning
Personalization
Cloud-based
Access to information
Seeking solutions to manage business/life
Availability 24/7
Cyber threats
Artificial intelligence
Smart environments
Political polarization
National/state fiscal concerns
Conflicting laws (national vs. state)
International regulations
Internet lawsuits
Green regulations
Cyber advocacy
Non-partisans
Minority voters
©2016 Hight Performance Group, Inc.
Chambers Need an Evolution, Not a Revolution 5

6. Changing Associations – Internal Trends
Member-Centric
“Market and Member Driven”
Revenue Model
“Balanced and Diverse Portfolio”
Solutions Provider
“Be Essential”
Organizational Alignment
“Strategic”
Technology
“Complex Solutions”
Anticipate members’ problems
Monitor member engagement
Offer customized membership options
Provide short-term volunteer assignments
Recruit w/o borders
ID recruiting gaps
Serve as conduits of meaningful dialog
Offer structured and strategic networking
Information portals
Peer-to-peer learning
Special Interest Groups or forums
On demand learning
E-learning micro-credentials and badges
Customized advocacy
Develop leaders (existing & millennials)
GIS data and data mining services
Virtual benefits accessible 24/7
Direction and focus
Disruptive & relevant programming
Skilled and versatile staff resources (incl. interns & temps)
Collaborative teams and processes
Board engagement
Operational efficiency
Focus on sore functions
System integration
Customer Relationship Management
Database analytics
Open-source content collaboration
Device responsive
Digital Content Strategy
Marketing automation (lead magnets, drip campaigns, onboarding)
Recruiting via social media
Targeted benefits-based dues model
Increased non-dues revenue sources
Fee-for-services
Crowd funding/ crowd sourcing
Tangible assets
Net assets = profit
For-profit subsidiaries
©2016 Hight Performance Group, Inc.
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7. How We Respond to Change
Associations
©2016 Hight Performance Group, Inc.
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8. Change Requires Evolution or Extinction
©2016 Hight Performance Group, Inc.
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9. Common Reasons for Strategic Realignment
New Chamber leadership
Changes in revenue streams
Trends impacting the community
Increased competition for Chamber’s role/service
Membership growth is flat or growth is slight
Benchmarking insights
Culture of excellence necessitates periodic assessment and recalibration
©2015 Hight Performance Group, Inc.
Chambers Need an Evolution, Not a Revolution 9

10. Strategic Realignment Process
Market Analysis
Stakeholder Feedback
Strategic Planning
Organization Realignment
Economic
Geophysical
Competition
Technology
Political
©2016 Hight Performance Group, Inc.
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11. Chambers Need an Evolution, Not a Revolution
Stakeholder Feedback
Insights
Industry Leaders
Community Leaders
Small Businesses
Economic
Geophysical
Competition
Technology
Political
©2016 Hight Performance Group, Inc.
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12. Chambers Need an Evolution, Not a Revolution
Invite the Community
Economic
Geophysical
Competition
Technology
Political
©2016 Hight Performance Group, Inc.
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13. Chambers Need an Evolution, Not a Revolution
Invite the Community
Economic
Geophysical
Competition
Technology
Political
©2016 Hight Performance Group, Inc.
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14. Community/Industry Leaders Opportunities / Threats
Outside-In Strategy
Multiple Data Points
Members
Non-Members
Community/Industry Leaders
Chamber Industry
The Chamber
Image / Perceptions
Current / New Roles
Opportunities / Threats
Strategic Direction
What We Offer
Economic
Geophysical
Competition
Technology
Political
©2016 Hight Performance Group, Inc.
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15. Leverage Industry Surveys & Reports
©2016 Hight Performance Group, Inc.
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16. Leverage Industry Surveys & Reports
©2016 Hight Performance Group, Inc.
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17. Areas for Realignment Strategic Direction
Program of Work
Organizational Structure
Membership Model & Benefits
Board Governance & Engagement
Economic
Geophysical
Competition
Technology
Political
©2016 Hight Performance Group, Inc.
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18. Chambers Need an Evolution, Not a Revolution Strategic Realignment
Change is Inevitable
Change is a constant and brings new opportunities
Members need business and community leaders to guide the way for the future
You either lead or follow someone else’s vision / agenda
©2016 Hight Performance Group, Inc.
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Strategic Realignment

19. Chambers Need an Evolution, Not a Revolution
©2016 Hight Performance Group, Inc.
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20. Chambers Need an Evolution, Not a Revolution
Session Summary
An Outside-In approach helps you to assess the landscape, perceptions and expectations of the Chamber
Benchmarking and internal analysis determines possible changes in direction, organizational structure, operational practices, programming and marketing
Being a market leader requires insights, courage, and alignment with stakeholders
©2016 Hight Performance Group, Inc.
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21. Chambers Need an Evolution, Not a Revolution
©2016 Hight Performance Group, Inc.
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