Before going into detail about how chambers can help struggling businesses, they should know that just like loyalty to them in golden times, loyalty to businesses in dark times influences and shapes your chamber at all levels. The answers to how to help should permeate every part of chamber culture, not just a segment of it.
However, the three main areas to focus on for maximum impact and help are:
- Communication;
- Programming;
- Marketing.
Communication
In difficult times, it’s important to think about your audience and adopt an empathetic style of communication. This concept is much broader than just being a good listener.
Adopting an empathetic communication style will help you to effectively support and build relationships with businesses that are struggling. Empathy involves understanding and sharing the feelings of others, and in the context of communication, it means conveying understanding, care, and support.
Programming
The types of programs and events you offer may change in difficult times. Sponsorships may also change. Understand what mid-sized businesses in your community are going through and examine the chamber’s offerings through that lens. Can businesses still afford thousands of dollars on the table? Even if they can, do they want the community to see them spending money on tables one week and then laying off employees the next? What types of sponsorships and programming could you offer to help those who can afford to spend look better in the eyes of the community? And what can you offer to those who are struggling?
Marketing
When you decide which programs and offers are best at this time, know that you will have to talk about the elephant in the room. Many leaders avoid discussing hard times. There are prejudices around this topic. Some people act like if we don’t address it, we won’t feel it. This is simply not true. Address the issues and make them part of the conversation. Talk about what you are doing to help.
