STRATEGIES FOR GROWING LOCAL BUSINESS MEMBERSHIP

Client
GREENWICH VILLAGE CHELSEA CHAMBER OF COMMERCE
Faculty
Tricia Davies
Team
Sabrina Kesler, Paul Longo, Jack Osea, Emily Rosenbach

Founded in 1949, the Greenwich Village Chelsea Chamber of Commerce (GVCCC) serves businesses in Greenwich Village, Chelsea, SoHo, NoHo, Union Square, Flatiron, and the East Village by providing programs and services in four key areas: advocacy, education, networking, and member promotion. GVCCC enlisted a team to develop a strategy for recruiting new members, with special interest in brick-and-mortar businesses with 10 to 50 employees. By growing its membership, the Chamber hopes to generate additional revenue, build a robust network for its members, and establish a more powerful voice for its advocacy work. The team completed an environmental scan of comparable chambers of commerce in New York and across the country; conducted a literature review of best recruitment practices for membership organizations; administered a survey of members and non-members; and conducted interviews with several highly involved members (“ambassadors”) who hold leadership roles within GVCCC. Using this data, the team developed a final report that included recommendations for how GVCCC can revamp its new member recruitment strategy.

Areas Of Impact
Capstone Year