Stop the Splatter: A Smarter Approach to Membership Recruitment

If I had a dollar for every time I heard a Chamber staffer say, “I told them everything we offer and they still didn’t join,” I’d probably have my own beach house by now. And I’d invite you to visit—after we fix your recruitment approach!

Let’s talk about what I like to call “splatter recruiting.” You know what I mean… when someone walks into a business, barely says hello, and immediately launches into a 10-minute monologue about all the events, ribbon cuttings, networking opportunities, sponsorships, advocacy efforts, and community initiatives the Chamber offers. It’s a firehose. A flood. A splatter.

And what happens? The business owner nods politely, their eyes glaze over, and when you finally pause to breathe, they say, “Let me think about it” (aka: I have no idea what you just said, and I’m not joining).

It’s not that your Chamber isn’t valuable. It’s that you didn’t give them a reason to care. Because instead of building a connection, you splattered all over them.

The Better Way: Start With a Conversation

Membership recruitment should feel more like matchmaking than a marketing pitch. You’re not just selling a membership—you’re inviting someone into a community. And the only way to do that effectively is to **start by getting to know them**.

Before you ever mention a single benefit, event, or feature, ask questions. Learn what they care about. Find out what challenges they’re facing. Then (and only then) talk about how the Chamber can help.

Try These Questions to Build Rapport

Here are a few of my favorite starter questions when talking to a potential member:

1. What are your biggest pain points in business right now?
   This tells you what’s keeping them up at night—and what they actually need.

2. What’s something you wish your business had more of? 
   Maybe it’s visibility, community, training, or trusted partners. Their answer gives you a doorway into how the Chamber can meet that need.

3. What would make you consider joining the Chamber? 
   Let them tell you in their own words. This one often surprises people with how honest the answer is.

4. How do you currently connect with other businesses or find new customers? 
   If their answer is “I don’t,” you’ve got a great opportunity.

5. Have you ever been part of a Chamber before? If so, what did you like or dislike? 
   This gives you insight into their past experiences and any misconceptions you may need to address.

6. What do you want your business to be known for in this community? 
   Now you’re helping them dream big—and Chambers are perfect partners in building local reputation.

The goal is to make it feel like a conversation, not a pitch. You're getting to know them as a business owner and as a person.

Listen More Than You Talk

If you’re talking more than 50% of the time during a membership recruitment visit, you’re doing it wrong.

The best recruiters listen twice as much as they talk. They ask thoughtful questions, jot down notes, nod with empathy, and only after fully understanding the person in front of them, do they start connecting the dots back to Chamber membership.

Once you’ve heard their story, you can say something like:

“You mentioned wanting more visibility in the community. One thing our Chamber does really well is helping small businesses like yours get seen. Let me tell you about our New Member Spotlight and how we promote businesses through our events and social media.”

Now you’re not splattering—you’re customizing. You’re showing that you heard them and have a specific solution.

And If You’ve Already Splattered…

Bless it. We’ve all done it. I’ve done it.

If you realize you’ve already done the verbal dump and left someone feeling overwhelmed instead of welcomed, go back. Yep, pick up the phone or stop by again. Say something like:

“I realized I may have thrown too much information at you last time we talked. I’d love to actually hear more about your business so I can better share how the Chamber might be a fit for you.”

Most people will appreciate the honesty and the effort—and it gives you a second chance to build trust and start the relationship off right.

Tips for Better Membership Recruitment

1. Know Your Member Types.
   Not every member joins for the same reason. Some want networking. Some want advocacy. Some want exposure. Some just want to feel connected. Listen to learn which type they are.

2. Have a Follow-Up Plan.
   Don’t leave it up to chance. If they say “maybe,” ask if you can follow up in a week. Put it on your calendar. Send a handwritten note. Build a pipeline.

3. Don’t Oversell.
   Be enthusiastic, but don’t try to sell them on *everything*. Too much sounds desperate. Instead, focus on what’s most relevant to *them*.

4. Bring a Testimonial.
   A story from another member in a similar industry can work wonders. “We had another local restaurant owner who said joining the Chamber helped them fill seats on weeknights…” That’s relatable.

5. Make It Easy to Say Yes.
   Don’t hand them a packet and hope for the best. Give them a clear next step: “Here’s how to join today,” or “Would you like to visit our next luncheon as my guest?”

Final Thought: Relationships First, Membership Second

When you build trust first, membership is the natural next step. And even if they don’t join today, you’ve planted a seed for the future—and that matters.

So stop the splatter. Start the conversation. And remember: it’s not about selling a membership. It’s about inviting someone into something that can truly support them—and you’ll never know how, unless you ask.