You’re a small association chapter run by a board of volunteers. Maybe you have one paid employee, like an executive director or an administrator. You know and trust each other and don’t need to be concerned with chapter theft. Or do you?

All chapter organizations should keep their eyes and ears on every aspect of their finances: how money comes in and goes out and where it’s kept. Without that oversight, theft is fairly easy and common even from people you know and think you trust.

Several times a month we learn about a chapter theft. They’ve ranged from a few dollars to missing sponsorship checks and the thefts of hundreds of thousands of dollars. Money disappears through a person pocketing cash at an event registration and not recording it (yet another reason for online payment); volunteers writing checks to themselves or non-existent vendors; using chapter credit cards for personal expenses; inflating reimbursement requests; redirecting dues and registration payments to personal accounts; and more.

We don’t want to scare you, but chapters are targets. Most don’t believe they need formal financial controls and rely heavily on volunteers who may have little, if any, financial oversight training. Transparency, oversight and governance, and perhaps most importantly, education are critical for keeping chapter funds safe.

Five reasons chapters should worry about theft

1. Insider theft is easier than you think. Most chapter theft comes from someone with direct access to the accounts, like treasurers, bookkeepers, other board members and staff. Since trust tends to exist blindly in chapters, people often have plenty of time to steal before anyone notices.

2. Weak oversight creates opportunities. Many chapters have one person handling all aspects of their finances. They don’t require dual signatures to take out money, audits almost never happen, etc., which makes stealing easy to do and hide.

3. The impact can be devastating. Even the loss of a few thousand dollars can cripple a chapter's ability to run programs and events and manage its day-to-day operations.

4. Legal and reputational liability. Board members can face personal liability if someone proves they failed to implement reasonable oversight. Theft can also destroy member trust in the chapter and the chapter's reputation.

5. Recovery is hard. Stolen funds are rarely fully recovered. Prosecuting a volunteer or employee is difficult, costly, time-consuming and emotionally draining.

Decreasing chapter theft requires teamwork

Even though you have a treasurer, CPA or bookkeeper, admin or executive director responsible for your chapter finances, that one person isn’t enough. Decrease your financial risk by ensuring multiple people are involved with managing chapter funds. This is another time board members need to see that they must be accountable for more than just their position, which can mean things like:

• Requiring multiple approvals for expenses over a certain dollar amount
• Separating duties like authorization, payment and reconciliation
• Limiting access to chapter bank accounts and financial tools.

In addition to adding people to tasks, chapters can decrease their theft risk by keeping the funds visible. Consider: 

• Reviewing financial reports at each board meeting
• Tracking what you spend against your annual budget
• Documenting all financial decisions and approvals
• Maintaining organized records for things like transactions and contracts.

Know where chapter money is coming from and where it is going

Maybe a vendor or sponsor came through a chapter or board member. Or maybe these organizations have a positive reputation in the community. You can trust them, right? Maybe or maybe not, so make it a requirement to verify any new vendors, sponsors and any other funding sources.

Completing a verification checklist for each new vendor, etc. can help. This can include activities like asking for written documentation, e.g., a W-9 or a signed agreement, before moving any money; verifying an organization’s identity instead of relying on what they provided; watching for red flags like requests for wire transfers or using payment apps (e.g., Zelle, Venmo, Cash App).

Legitimate vendors, sponsors, funders, etc. should have no problem providing this information.

Conduct periodic financial reviews to catch potential issues early

Financial reviews can save you from theft and keep your chapter reputation from irreparable harm. Just knowing a review is coming or multiple steps are required to set up a vendor, sponsor, etc. can be enough to discourage theft. However, even with all these guardrails, sometimes things still happen and money disappears.

Periodic financial reviews allow you to catch theft early. This doesn’t mean you need to complete a formal audit. Even monthly reviews of bank statements by a non-treasurer board member — this is where separation of duties is important — can be helpful. The key is consistency and independence. Financial reviews can be done by other board members; someone in your parent organization; an outside accountant or bookkeeper; or simply someone with a strong background in finance.

If you see something, say something: build a culture of accountability

Financial safety doesn’t just fall on the shoulders of your treasurer, accountant or bookkeeper. All board members need to understand what they’re looking at and what they should be looking for.

Set expectations around what they should keep an out for — from something as simple as seeing someone pocket $5 at an event registration to the inability to find a company name in the Better Business Bureau to the validity of numbers in a report — and what ethical conduct looks like. This may require you to provide basic financial training so that everyone on the board can understand the reports you’re sharing in board meetings and reading the financial sections of your association management system, or AMS.

When you clearly define roles and have written policies around chapter finances, it’s much harder for anyone to steal without someone noticing. It also means your protections stay consistent as chapter leadership changes, board members take their responsibilities seriously and your board prioritizes transparency and accountability in all its financial activities.

Healthy leadership is necessary for association chapters to succeed. But, due to disconnects including weak communication between board members, lack of transparency and poor decision-making, many chapters find themselves dealing with financial disputes, role boundary conflicts, succession issues and worse. When this  happens, everyone suffers, on the board and in the chapter, as tasks and decisions take longer to happen, if at all.

If you recognize early that your board may have some toxic tendencies, it’s often easy to get back on track. Positive change happens through open, truthful conversations, new guidelines and often just reviewing your chapter bylaws for reminders of the governance and structures board members agreed to follow when they joined. But sometimes, it can require more intense actions, like holding earlier elections to change the makeup of the board.

Recognizing the signs of a toxic board

A single disagreement doesn’t mean your board is doomed; but it could be the beginning of a pattern. Seeing conflicts between a few people? Do the issues seem to center on one person? Are people disagreeing repeatedly over a single issue like money? Has a clique developed that ignores the insights and feelings of other board members? Do you have board members that have stopped responding to emails and are skipping meetings?

These can all be signs of toxicity, but to understand what’s happening and who’s involved may require some in-depth digging. To get to the source of issues, you may need to use multiple channels, like one-on-one meetings, anonymous feedback forms and even moderated discussions with an outside, neutral facilitator.

Give board members way to engage compassionately

Disagreements are inevitable but they don’t always lead to conflict. They can be a sign of healthy engagement and ultimately lead to new ideas. How you handle these is what builds or  breaks trust and sets the tone for what happens next. Encourage open, honest conversations, even when the topics are hard, like the idea someone may be stealing money from the chapter or the possibility of expanding chapter membership to other industries to keep the chapter operating.

Here are some things your board can try to drive healthier, more engaging conversations:

Create a safe environment. Set ground rules for meetings and conversations, live and electronic (e.g., no interruptions, the feeling that all ideas are valid, avoiding the use of ALL CAPS in email). To ensure a meeting has the best chance of success, check in with members at the start of a board meeting. (This might need to happen anonymously.) You may need to adjust your agenda based on what you learn.

Handle issues in the moment. Catching tension early is easier to manage than once everyone is talking over each other. If you feel the tension rising, ask board members to stop and first agree on what they’re trying to decide. You may learn you need to table an issue and return to it after a break or at the next meeting.

Drive structured discussions. Give all board members who want to share equal time. Round robin sharing works well, too. Have a member who likes to play Devil’s Advocate? Give them a set time to bring up opposing views. Consider asking for anonymous input through sticky notes, torn paper, digital polls, etc. You could also have a small group start the conversation while the rest of the board observes. Then, flip the roles so the rest of the board discusses the same issue.

Build a compromise mindset. Not all decisions need to be all or nothing. Perhaps there is a middle ground. Framing decisions as “both/and,” instead of “either/or” helps board members surface options that could work for everyone. If they discover multiple ideas, members can rank them and explore the rankings as a group.

Standardize processes where possible. This could be as simple as sending agendas, materials and discussion items in advance to give those who need it time to prepare; highlight upcoming discussions and votes and include reminders of how you make board decisions. To help decrease the disagreements around more black and white areas ensure you have documented chapter processes around more complex topics, like financial and operational reporting.

Implement accountability structures. Be sure your chapter bylaws include a board code of conduct. This could be something as simple as following Robert’s Rules of Order, which include ways to handle board disagreements.

Understand and maintain chapters bylaws

Periodically remind board members that when they accepted their role they agreed to follow the processes and structures outlined in chapter bylaws. Keep in mind that if you do this, your bylaws and governance need to be up to date. Ask a committee to regularly review them and summarize how the bylaws relate to the current board and highlight where board members can find more information. This can also surface holes and inconsistencies that need to be updated.

Reference your bylaws as you need to, around things like ways to communicate appropriately, elections and officer terms and limits, member voting rights and even removing or replacing a board member mid-term.

Encourage growth through board turnover

Brace yourself for turnover, if people choose to step down or you need to ask a board member to leave. Turnover isn’t a bad thing —  it’s a healthy part of running a chapter and can provide a fresh start and new ideas. Whatever the reason, if you’ve written solid board job descriptions and brought on the right candidates, you’ll have people well-suited to the position and your board’s personality. And if you have a strong board succession plan, you’ll have candidates ready and willing to step into these roles.

Know a member who could be a great board member but who isn’t ready to step into a role? Provide the education to get there, through mentoring, coaching and even a leadership development education track.

Building a healthier chapter culture starts with your board

For chapters with parent organizations, ask how for help. They should have processes in place for governance, mediation, leadership training and even policy clarifications.

Communication is perhaps the most important piece of running a board and the survival of a chapter. Sometimes board members just need a gentle nudge to get back on track. Other times, they may need a swift kick. Put structures and plans in place, and make everyone aware of how things operate, and you’ll eliminate some of the potential for toxicity before it has the chance to take root.  

Strong, effective collaboration between board members is critical to a board and the long-term success of its chapter. But that level of collaboration isn’t always easy or natural. Some people are more direct, for example, while others are reserved and still others can be highly analytical while the people they need to engage focused more on relationships than numbers. 

These dynamics can drive how well board members communicate with each other, whether they’re in sync or more likely to work against each other. If you’ve experienced this friction in your own association chapter board, you’re probably spending more time intervening and less time accomplishing tasks.

Did you know there are tools available to improve this sort of uneven communication?

The DiSC behavioral assessment is one of those tools; it categorizes human behavior into four styles. Organizations of all types use it to improve communication, work productivity, decision-making and collaboration, because it helps people understand their own communication tendencies and their interactions with others.

We wanted to provide an overview of DiSC and share how it works and how it can help chapter boards. We’ll also share insights from a communications consultant who uses DiSC with some of his clients, Dan Kaplan.

Let’s start with a conversation around communication styles and how different styles show up in board meetings. According to DiSC, most people have a blend of four communication styles, with one or two more being predominant:

What is the DiSC framework?

DiSC is a behavioral assessment tool that identifies and measures a person’s primary communication style, typically through a short questionnaire. The profile it provides reflects a person’s natural communication, needs and decision-making tendencies. These results can be used to better understand oneself and each other and drive the stronger framing of messages to more effectively influence, diffuse tension, gain buy-in, etc.

How do different communication styles surface in board meetings?

The dominance-focused communicator wants results and to move quickly — they're great at driving initiatives but often at the peril of important details or overlooking other’s input and emotions. The influence-focused communicator has a lot of energy and enthusiasm. They’re great at keeping people engaged, but they sometimes drift off topic or hog the limelight. The steadiness-focused communicator is your board’s diplomat, a good listener who encourages collaboration and harmony, who may hesitate to challenge an idea even when they have reservations. And finally, but by no means last, conscientiousness-focused communicators keep the board grounded with details, structure and accuracy. They have strong planning, risk instincts and awareness, though being this thorough can sometimes slow down decision-making.

How can DiSC help chapter boards?

When you understand and approach these different styles appropriately, they make for a well-rounded, effective board. But sadly, things don’t always work the way we hope.

Chapter boards volunteers are from different  backgroundsand roles and have varied levels of leadership. You adore these volunteers, most of the time, but these differences in background, communication and decision-making styles can lead to misunderstandings or friction. But when board members understand how their colleagues think, communicate and operate — and get a better picture of how they do this themselves — they can be more intentional in how they speak and work, decreasing potential confrontations and bottlenecks.

What are some ways to share DiSC profiles with a board?

This information can only help chapter boards be more collaborative when they understand the results and use what they learn. Here are a few ways to share DiSC profiles among board members:

The three most useful important things boards should know about DiSC, from a  facilitator

We spoke with Dan Kaplan, founder of Confident Communicators, LLC, for a better understanding of how DiSC can help boards. He works with organizations to, according to his website, “increase productivity, engagement, and contentment at work, while reducing turnover, misunderstanding, and frustrations — all through better interpersonal and leadership communication.” Kaplan, whose company is an authorized DiSC provider, has been implementing DiSC for more than five years, with clients including the Gates Foundation, Google and the state of Maryland, as well as nonprofits like Chimes International and the Chimes Board of Directors.

Once Dan understood, by using DiSC himself, that there are “four different ways of communicating and of interpreting,” his stress decreased and he became much better at helping people meet their needs; he also felt he “could be more influential.”

DiSC, Dan says, can have the same impact on board members. “Not only does this help board members understand each other and collaborate in more effective and efficient ways,” he explains, “but it's an incredible way for the person running the board meeting and the board, to be the point person and steer others in the right direction or get them to make a decision.”

He says there are three big benefits for boards using DiSC. First, “it can help a board member get grounded and centered so they can speak intentionally rather than reactionarily, as people can become more self-aware of who they are and what they need.” Second, it can help you better understand the people you're talking with. When you know a person’s communication style, he explains, you know what motivates them, what drives them and how they need to hear a message for it to resonate. DiSC also allows you to understand, “why a person is the way they are.”

“You can be more persuasive,” Dan explains, “if you know who they are, how they process information, how they receive information, what they have, what's going on, whether or not they ate breakfast, etc.”

And using this information, Dan says, is the third thing board members should know. DiSC allows you to “frame your message so that you get through. So that you convince, you persuade, you inform. You get somebody to make a decision. If a person can't get past your framing,” he says, “they are never going to hear your message. And different styles need to hear things in different ways.”

“Unlike the direct style communicator, for example,” he says, “who is facts oriented, the I style is more people focused, empathetic, warm, agreeable. Those are the ones who “want to chit-chat before getting down to business, because they’re driven by relationships.”

This is also,” he adds, “the person who won’t read the agenda in advance. They want to bounce ideas off each other, talk about it and figure it out, which is very different from a D style communicator, “ who, he says, “arrives at a decision using root cause analysis.”

Dan says DiSC can be “a secret decoder ring to understanding human behavior and influencing others. When we can be more influential, when we can speak our truth, when we can be heard, persuade, convince, inform, our stress goes down.”

And, he says, ultimately, more, and better, work gets done.

Use DiSC to run better board meetings and improve connection and collaboration

Intentional, planned facilitation — like a quick, round robin check-in, anonymous input before a vote or deliberately inviting quieter members to weigh in — can have a positive impact on every communication style. When every style feels seen, through actions like structured agendas and encouraging respectful communication or simply being aware of different communication approaches, boards make better decisions, because they’re drawing on the full range of board strengths and not just the most vocal members.

When used thoughtfully and intentionally, DiSC can transform differences and dysfunction into a more cohesive leadership team.

It’s not a secret. Changes in the economy, technology, and expectations in the workplace are driving an evolution in the job market, as what companies need and expect from their employees continues to change. This monumental shift is most likely affecting some, or depending on your industry, many, of your members. This could happen as the job skills they need are evolving rapidly, or they’ve lost their jobs as their roles are eliminated. Some members may need to learn new skills to stay competitive, while others may need to make a career change. 

Association chapters play a crucial role when it comes to helping members navigate this new world and remain competitive. It’s a chapter’s responsibility to help its members anticipate and prepare for what their jobs will look like tomorrow, which can include providing resources, connections, and opportunities that will ultimately help them succeed.

As you think about ways to help members respond to this shift, the extent of which we haven’t seen before, here are a few ways to ensure you’re providing what they need.

5 ways chapters can help members succeed in the new job environment

Understand their challenges. Before you can provide the right support to chapter members, you’ll need to see where people are and where they may be struggling. Surveys are a great way to gather this information, especially if some members may be embarrassed about their missing skills and want to respond anonymously. However, this situation could also benefit from a more personal approach. The engagement and openness that can happen through listening sessions, moderated roundtable discussions, and even informal feedback gathered from side discussions at chapter events — where the person asking questions can ask follow-up questions — can both help members feel more relaxed about what lies ahead and give you richer, more detailed insights.

Be clear on what you want to learn and think about the questions that can help you get the details you need. What are the outside factors affecting their jobs? Are they unsure if they’ll have a job in six months? What are they basing that thought on? Is it a gap in skills caused by AI, robotics, or another new technology, or is it due to changing regulations, increased competition, or something else completely? Where possible, ask for specific examples. 

Provide skill development opportunities. Once you know where members are struggling, think about the types of professional development your chapter could offer and the channels that would best engage your members. Perhaps members could benefit from:

• Workshops or webinars
• Certifications or continuing education opportunities
• Panels with industry leaders discussing future trends
• Resource sharing.

Consider offering a combination of both live and recorded events, so members can watch and learn on their own schedules. And if you hold a live event, record it and upload it to your website. (As a side note, this could be a potential non-dues revenue stream for your chapter, as these offerings could interest non-members who would be willing to purchase access to the recordings on your website.)

Strengthening networking connections. We know that relationships can lead to new opportunities, in terms of jobs and skills, so think about how good of a job your chapter is doing connecting members with each other. If your networking events are simple wine and cheese meet-ups, it’s time for a change. How can you use chapter networking to foster more meaningful conversations? Some chapters and their members find small peer discussion groups, formal mentorship, member stories, etc., helpful for community building and driving useful, relevant connections between members.  

Offer career resources. Many members don’t need a complete career overhaul. They need access to tools to update their skills or hone their resume. By ensuring the job board or career listing section of your chapter website is up to date, offering resume building and LinkedIn workshops, career coaching or job panel discussions; and sharing relevant hiring insights and statistics for your industry, you’ll make it easier for them to get what they need while further highlighting your commitment to your chapter's mission. 

Encourage knowledge sharing. Earlier, we mentioned mentoring as a way for members to connect and help each other. Sometimes mentorships happen informally through side conversations, and other times they can be more formal, through chapter mentorship programs; programming that discusses the state of your industry and how it’s changing; presentations and case studies that show members where change is happening; and member-only web forums to talk about trends and challenges. Your members have valuable insights that can help each other—think younger members who may understand technology better than some of your longer-term members — so create multiple opportunities for them to share, both on your website and when members are attending events virtually or in person.

Build resilience through your chapter community

The job market is evolving because the nature of work is changing. And this change in work is being driven by a combination of technology, globalization, and a reimagining of the relationship between employees and employers.

Adaptability and continuous learning have become some of a person’s most valuable career assets. The shifting job market can be challenging for your members but, and they may not immediately see it, it can also create opportunities, as they learn new skills and meet new people who can help them fill in the gaps in their careers.

That’s why it’s important to continually emphasize the value of your chapter and your members as a central place for them to find the support they need to succeed. To do that, they need to remain engaged, connected, and involved, and take advantage of what the chapter offers. And that’s where you come in. 

Think back to when you joined your association chapter. If you’re like most, joining wasn’t a quick decision. It took a bit to figure out what you wanted from an organization, and when you thought you found the right one, you did your research before handing over your money.

Each of those steps is part of a journey. In marketing, it’s often called a purchasing journey or a buying journey. As it relates to association chapters, it’s called the member buying journey, and it includes the steps and stages people move through before joining and becoming engaged members of a chapter.

Considering where member guests could be on their buying journey can help your chapter do a better job attracting and retaining members. Here are the four primary stages of the association chapter member buying journey.

Stage 1: Awareness – discovering the chapter

You won’t get new members unless prospective members are aware that the chapter exists. They may hear about it peripherally through current members or chapter sponsors, social media (including member LinkedIn posts), industry events, and other local networks, but how can you do a better job getting your name out, having people remember it, and ensuring they know who to contact with questions about membership?

Strong, consistent chapter visibility is critical for success at this first step. Only when people hear about you regularly can they consider you on their membership journey. Ways to be visible include having an effective online presence and a presence in your local community. This can include LinkedIn chapter pages, an updated chapter website, regular blog posts by your board and members, and tables at local events; sending regular communications to members and member guests; and asking existing members to talk about your chapter to potential members. Remind members of the benefits of membership and share talking points, and, to get members more excited about talking to member guests about joining, hold challenges with prizes for people who make a certain number of membership-related connections.

Stage 2: Consideration – evaluating membership value

Once they know your chapter exists, their next step is to decide if it will provide the value they’re looking for and is worth their time and investment. This is when they consider specifics, like how membership in your chapter can help their career; the type and value of your programming, services, and resources; and your chapter's personality (which they’ll have gotten a sense of from your online and in-person visibility in Step 1).

To engage with people at this step, expand how you highlight your chapter’s value in those areas. Hold events focused on answering questions from potential members and exploring the benefits of membership; networking opportunities that include pairing engaged members with potential members; and updating your website to include membership benefits and member stories/testimonials from existing members where they discuss why they became, and remain, members. These testimonials could also be useful at any membership-focused events.

Stage 3: Decision – choosing to join

Even if you give potential members the right information and do a strong job highlighting the value of your chapter, if you make it hard to join, you could still lose them. This step is critical — make it easy for people to join your chapter and become active members from the start, rather than having them jump through hoops to join and experience radio silence from your chapter once they submit their membership form and payment; this is when they should be hearing from your chapter regularly and often. Have a web page with clear pricing and benefits; create an easy sign-up process; take online payments; and provide a contact for questions. And don’t wait to connect. Schedule a series of welcome emails with information that will be useful at the beginning of their membership, like how to update their contact information, a list of volunteer roles that could be a good fit, and a schedule of upcoming events. Hold new member orientations throughout the year and send the dates early so they’re more likely to put it on their calendar. (Don’t forget to send reminders). Have an existing member reach out to new members to ask how things are going, ask if they have any questions, and offer to join them at an upcoming event. And when they attend their first event, introduce them to people to help them start to make connections early. 

Stage 4: Engagement – turn new members into active participants

It means nothing to your chapter to have members that don’t engage, who open an email a few times a year or just attend your end-of-year social event. Members who are active have a much higher likelihood of remaining members for the long term and bringing in other members.

To better provide what your new members are looking for from your chapter, ask them what they want to gain from membership; start early. Ask in the initial membership form and follow up in emails and one-on-one conversations. Once you have that information, it’s easier to:

Focus on ways to help new members build relationships with other members. This provides a stronger chance of engaging them for the long term, as they’ll want to attend events where they can spend time with these people.

Increase membership and engagement across the member buying journey

Each of the stages of the chapter member buying journey gives your chapter opportunities to be visible, to demonstrate value, and to engage with potential members. Develop a plan for executing each step well, and ultimately, you’ll find yourself with new members who will remain for the long term.

We’ve talked about the importance of engaging appropriately with the different decades that make up your association chapter membership. And we’ve discussed how these different chapter demographics — college, career newbies, experienced, high school, college, different generations, including X, Y, Z, etc. — have different expectations for membership. Some join for education and networking, others want mentorship, and yet others join your chapter for the chance to advocate for their industry and their careers.

We’ve also shared that of those demographics, the number of Gen Y members, AKA the millennials, in most chapters continues to increase, especially as members age, retire, and leave the chapter. Knowing that it’s important to keep members’ needs at the forefront of your planning, what changes have you made to your programming, if any, to better attract and keep this group?

If you haven’t, it’s not too late.

Millennials, born between (approximately) 1980 and 2000, may not be happy attending the standard events you’ve been holding, like your speaker series, panel discussions, and wine and cheese networking. They want more from the events they choose to attend, and they are more likely to attend those that are interactive and include opportunities for real connection, and they often look for events that include some sort of experience, like a workshop, cooking or mixology class, or even a plant or kitchen tour.

Don’t stress, thinking you need to completely overhaul every aspect of your events. It’s more likely that you need to change things up a bit to better engage millennials, balancing some of the more traditional aspects with the sorts of activities that resonate better with them.

Here are a few ways to update your events to make them more attractive to millennials. Interestingly, some of these changes can improve engagement for all your chapter members, so don’t feel like you’ll be turning off your more seasoned members.

Include the chance for interaction. Millennials don’t enjoy events where they sit listening to people talk or stand with a glass of wine waiting to be found. They prefer events that give them the chance to be active participants. Consider ways to involve them in the event activity, like an easy hike or walk with a guide pointing out mushrooms they can eat as well as those they should avoid, or a presentation by a laboratory glass supplier for a chapter of scientists with samples they can touch. Or hold an interactive panel, like a moderated debate with audience participation using live polling, panelist-to-panelist conversations, and a chance for audience members to join the panel, instead of a series of prepared speeches with time for questions tacked on at the end. Power up your networking with small group games or activities like “Two Truths and a Lie,” “Human Bingo,” packing sandwiches for a homeless shelter, or painting the walls of a daycare.

Design shareable moments. Many millennials will jump at the chance to share their experiences on social media. To get their attention, build visually engaging elements into the event that make them stop and pull out their phones, like photo installations, branded chapter backdrops, unique décor, immersive environments, and interactive displays. Think about things like neon signs, balloon installations, flower walls, an archway entry or even a quiet “library corner.” These types of “Instagrammable moments” can help millennials better connect to the event and your chapter while extending the reach of your event by providing organic social media opportunities that provide additional chapter exposure. The best photo moments have a clear frame (so people know where to stand), good lighting, and something that feels specific to your event. Adding a custom element — your chapter name, an inside joke, your city, etc. — makes people want to stop, photograph, and share.

Ensure the event has a clear purpose and is values-focused. Millennials respond more strongly to experiences that are driven by a mission. Whether you hold events that focus on the mission of your chapter, your industry, or the mission of an organization you’re partnering with, be sure that’s clear to potential attendees. Work a purpose into your events by joining with another chapter or a nonprofit; co-host a skill-building workshop with a local nonprofit to expand both organizations' reach and impact; use sustainable event practices like choosing a venue that sources food locally, providing digital materials instead of printed handouts, and offsetting event emissions through a carbon credit donation; or have a clear community impact like dedicating a portion of event ticket proceeds to a local scholarship fund or inviting students from a nearby high school or college to attend and network alongside members. Adding purpose and values to an event adds meaning and can also help strengthen the chapter loyalty of those who attend.

Share what you have up your sleeve

If you plan for these changes but don’t announce them ahead of time, how helpful will they be? Make sure your event marketing, starting with your event description, reflects the changes. Where it makes sense, share that you’re basing these changes on feedback from members. There’s no need to call out that you’re adding something specifically for millennials but rather making changes to better engage everyone. And don’t forget to include some examples of what they’ll see/get/appreciate if they attend!

Whatever you do, the most important thing to remember with millennial members and members' guests is that for the best chance of engagement, hold events that allow them to connect and contribute through events that are interactive, meaningful, and shareable. And by prioritizing engagement, shareability, and purpose, you can create experiences that have the best chance of resonating with them.

Every association chapter has slow periods. The exact reasons may be different, but it’s typically in the winter when it’s too cold for members to leave the house, during busy school times for those with children and even just when people have a lot going on at work. During these times, no matter how hard you try to make your event the one you think people will choose, it often isn’t. 

When a chapter event, or series of events, doesn’t deliver as expected, financially or in terms of attendance, does your board accept it as a normal part of chapter life and move to the next item on their To Do list? Or do they take the time to understand what went wrong?

Chapter inactivity may be a clear sign that something you’re doing, or not doing, needs to change. And, only once you understand the root cause can you change the outcomes for the better. Maybe the event was at the wrong time? The wrong place? Or the speaker wasn’t one people were clamoring to hear?

But if you ask those who attended and those who didn’t, and what you hear is predominately positive, what could have affected the outcome? When engagement dips, it’s time to consider something your board may not want to address: a lack of board presence at your events. Are your chapter board members as involved and visible as they need to be? Or do they do what many board members do, the high-level brainstorming and planning, and leave the execution to others, waiting at home to hear how things went?

If it’s more of the latter, your chapter could be suffering from “board invisibility.” Read on to understand the impact board member absence can have on chapters. Learn how to explain the importance of event attendance to your board and ways to make it easier for them to attend.

The cost of an out-of-touch board: more than money

Unfortunately, some board members don’t see themselves as part of a chapter’s volunteer program. Their thoughts are more along the lines of “I’m a board member, not a volunteer.”

When board members don’t believe they’re part of your core volunteer group, the chapter suffers. Of course, you lose the money you would have made from event attendees, who don’t come because they don’t believe your board sees your events as important. But you also lose some of the member engagement you work so hard to cultivate.

Board member attendance and active participation in chapter events improve connection and ensure everyone feels valued, while improving engagement with the chapter’s mission. And there’s science to back that up.

Social Learning Theory shows that people pattern their behavior after those they admire, and they participate in activities and join groups that reinforce that behavior. Whether your board sees it or not, your members are looking to them for cues, for that feeling of “if they’re doing it, I’ll do it too.” And the cues they’re looking for are more than just seeing board members standing around checking their phones. They want to see board commitment to the chapter, which translates to members that they should also be committed and engaged. 

Getting leaders in the door

Start by sharing the science behind Social Learning Theory. Apply it to your chapter with real examples, like the number of people you expect at your last networking event versus how many registered, and how many showed up.

It’s also time to get creative. Think of all the different things you tried during the height of COVID that made it easier and more interesting for the board and your general membership to attend. Consider a few events each quarter that aren’t full-length, full-agenda meetings. Try virtual happy hours, speed networking, listening sessions, Coffee Chats, and virtual one-on-ones, all low-pressure settings that can be valuable to the board.

Instead of requiring every board member to be at every meeting, set up a rotating schedule and/or ask for volunteers to attend your different event types. And tell your leaders that, unless it’s a meeting on a specific topic, they don’t need to prepare anything ahead of time. They just need to model the behaviors you want to see in members and member guests. This means they should listen, smile, say hi, and act genuinely interested; remind them to put away their phones.

Provide a question or two that board members can use to start conversations, like “what’s your top priority this week?” or “what’s something that would make your job easier?” Just remind them to be able to answer the same question. Give them a point of information to share, like the status of an important issue in your industry or even just the date and topic of your next speaker series.  

Ask members what they want from chapter leadership

As with everything that involves your chapter membership, don’t assume you know what’s best. Once you realize the absence of board members is affecting your chapter, ask them what they want and need from your board.

Do they want to:

From that information, you can identify one small, achievable next step, like holding a speed networking event with the board, or creating a board role for a VP of new membership. Be sure to share with members how their input helped you better connect them with the board. And increase attendance.   

Inactivity is when leadership matters most

Association chapters don’t become irrelevant at once. Irrelevance disappears over time, often through something as simple as the silence and absence of your board. This also means that the opposite is true. Once you get board leaders more involved in chapter activities, it’ll take time for members to react. Change doesn’t happen overnight, so if you don’t see change immediately, keep the process going.

The presence of chapter board members will go a long way toward restarting and improving the momentum and engagement you’ve lost. 

Is your chapter swag “closet” overflowing with items you seem to bring back from every event because no one takes them, even though they’re free? Or are you constantly placing reorders, because everything gets snapped up as soon as you put it out? 

If you’re still giving away things like mousepads, keychains, and stress balls at events and conferences, you may not be getting the engagement you’d expect. Items like these, along with USB drives (less prevalent these days due to security concerns) and branded candy that looks like it’s been around since 2019, don’t usually deliver the impact you need.

People’s expectations have changed, and instead of stopping at your table for a chat because they see free stuff, many people, especially younger ones, keep walking. Instead of picking up things just to have them, they’re looking for practical, portable, sustainable, stylish, and tech-friendly. 

Yes, everyone enjoys all the free pens. And they typically appreciate the candy with your chapter logo on it. But the branded candy wrapper, the pen, and other items often get lost or end up in the trash quickly. It’s time to revisit your swag and explore options that better align with people’s values, for a stronger chance they’ll stop to pick up an item, have a chat, and remember your organization.

Here are a few swag ideas you may not have thought of, to improve your chapter’s visual brand and make your organization more memorable.

Everyday chapter swag that gets real use

Lightweight tumblers & insulated drinkware. Perfect for on the go, or for those who sit at their desk for hours, tumblers and insulated drink wear are a good option. They’re a good canvas for a simple logo or short chapter tag line. Just make sure they’re not too heavy to be carried comfortably.

Reusable tote bags. Foldable, compact, and practical, tote bags encourage sustainability. Used regularly, they provide your chapter with high visibility, especially when you use a bold, bright logo or tagline. 

Compact umbrella. And people are always looking for umbrellas they can throw into their briefcase, purse, or reusable shopping bag. Umbrellas are a great spot for a simple chapter logo, and the people who have them will remember you every time they use it.

Tech-savvy swag that works

Phone PopSockets and phone grips. All the rage these days, these affordable, highly functional items appeal to younger community members. With just enough space for a simple logo, they provide visibility without being intrusive, and with just enough space for essential cards.

Portable phone chargers. Phone chargers are the perfect premium swag for a conference or event. With so much going on, attendees often forget to charge their phones before they leave home. Though a bit more expensive, they can make your chapter be seen as their savior. And, branded with your chapter logo, it’s another item they’ll thank you for each time they use it.

Laptop stickers. Stickers have increased in popularity recently.  Simple and clean logo stickers are another way to show that someone identifies with your chapter and your mission. In addition to putting these on laptops, many are adding them to their traveling drink wear.

Think about the swag design

What would happen if you chose what you thought was the perfect swag and “just the right” application of your chapter logo, tagline, mission statement, etc., only to have the final version do a poor job reflecting your organization? Maybe there were too many colors, you used a low-resolution logo or one that doesn’t show well on the item you chose or your tagline was too long for what it’s printed on.

For the best impression, choose subtle, simple designs in just a few colors, focus on quality materials and where possible, review a proof of a single item before printing an entire run and learning it’s completely wrong.

To increase the perceived value of your swag and increase the chances a person will stop to talk to you, think about ways to make your swag a “must have,” like a limited run of an item or something that you only give away at certain times of the year. The additional marketing your chapter could do around a tote bag with a fun Halloween-related tagline and in a color that you only offer in October could go a long way to increasing member engagement.

Offer swag with a purpose

Before you order a lot of what you think is a hot item, ask your members what would make them stop to talk to you and grab a free item if they weren’t aware of your chapter. Would they use it six months from now? Does it appropriately reflect your chapter?

Many people will still grab candy or a free pen from the bowl on your table. But swag that has a purpose — utility, brand alignment, social or environmental impact, etc. —  will do a much better job engaging your different audiences.

If you’re worried about paying for items you give away for free, you could consider partnering with a local promotional products company in an inkind sponsorship agreement, where they give you the items for free or at a reduced cost in exchange for visibility with your audiences. Another option would be to sell some of your swag in an online chapter store. You may find that people will be willing to pay for a second travel mug or PopSocket, a chapter-branded notebook, or other item.

Whatever you choose, chapter swag should be subtle, something that someone would feel comfortable using regularly, something that reflects member values, societal impact, sustainability, etc. When you choose the right swag, people are more likely to stop and talk to you. And if they’re more comfortable using it, your chapter will naturally remain top of mind for all who see it.

Chapters are always looking for ways to cultivate membership renewals and continued growth, by transforming the organization to continue to provide what members and member guests want. With spring on the brain, we’ve been thinking more about these themes, also happen to be some of the central themes of Spring.

Many chapters hold end-of-year events and then go dormant till Spring. But leading up to Spring is a perfect time to work on chapter membership and engagement. Here, we break down some of the best practices chapters can use to improve in those areas. And we speak with Morgan Frideres, PRSA Iowa Chapter - Newsletter & Social Media Chair, about how they work to better engage members.

Lay the foundation for growth

Start with getting an understanding of where your chapter is currently, against where your different audiences would like you to be, while making it easier for members to interact with the chapter and each other.

Strengthening your foundation includes continuing to make things easier for members. This is the perfect time for some spring cleaning, like fixing outdated registration processes, updating communication channels and cleaning member data.

Schedule spring initiatives that excite

Don’t wait till your annual conference to connect with members. While they’re praying for winter’s end, schedule events and activities that help set the tone for the rest of the chapter year.

Host a kickoff event. Consider a spring-themed State of the Chapter meeting or a unique networking event, where you introduce initiatives and goals you’ll be focusing on. Include intentional connection time, through small group networking and roundtables that let members reconnect with each other and board members. Explain why you chose to hold a certain event, especially if it was a result of member feedback. Highlight in pre-event announcements and event descriptions how attendees will benefit from and share where members can help make the programming and the chapter successful.

Refresh your chapter onboarding program. Update your program to better connect members from the start. Instead of a “firehose” of information in one long email, send personalized welcome emails at 30-, 60-and 90-day intervals, with short guides to the different chapter areas, like your website, volunteer program and board, and where to get answers to questions new members often have around updating contact information, posting a job, volunteering, etc. (or include an FAQ email!). Schedule new member orientation sessions that include longer-term members, so new members can see why people join and why they stay. New member mentorship programs can also help them feel more engaged once they join.

Launch a membership growth campaign. Try a “member get a member” program, with referral incentives to members who bring in new members; a contest with prizes to drive members to bring in new members; or reduced pricing for those who register to attend an event and simultaneously join the chapter.

Continue to engage and remove barriers to engagement

Engagement isn’t something you set and forget; it requires thought, cultivation, and consistent communication with members. Let people see how other members benefit, with member testimonials and success stories on your website, in your social media, and at your meetings. Recognize and celebrate member milestones, including new members, chapter anniversaries, “movers and shakers,” etc. Share upcoming events and opportunities and ask members for feedback through polls and surveys. And act on that feedback.

This is also a good time to become aware of and remove potential barriers to engagement. Low attendance? Maybe your registration process is complex. Or maybe your event descriptions don’t appropriately set expectations. Or maybe it’s something else, like the building had too many steps, the space was too loud or bright or your introverted guests felt overwhelmed and uncomfortable participating.

To prevent boredom, burnout, or frustration, consider adding new types of programming, like outdoor meetings as the weather warms or monthly meetings with a volunteer component. Collaborate with partners and sponsors on content, spaces, and inkind donations and consider seasonal themes. And be sure to add the necessary structures that allow everyone to be comfortable attending.

PRSA Iowa engages with a member spotlight program

Morgan Frideres, PRSA Iowa Chapter - Newsletter & Social Media Chair, explained their member spotlight program, where they regularly post Q&As with members on their blog and in their newsletter. 

What inspired you to highlight members? How has that initiative impacted the organization?

While ongoing education and professional development are a big focus for us, networking is just as important to why many people join. Featuring members on our website is one way we bring those two things together.

Member spotlights give us the chance to celebrate each other’s work and share more about who we are. They put faces to names and make it easier to start conversations, whether that’s following up with someone you briefly met at an event or reaching out to the “right” person about a specific topic. When you’ve already learned a little about someone’s background or interests, approaching them feels much more natural.

They also create space for members to share parts of their professional journey that might not come up during a quick networking chat. Overall, it’s been a really positive way for us to learn more about one another, strengthen connections, and build a more engaged community.

What have you learned about your members that has surprised or inspired you?

Through our “get to know you” questions, we always ask how someone first got involved with PRSA. It’s honestly one of my favorite parts to read. Everyone’s path is a little different — some started out in PRSSA during college and naturally made their way to PRSA, others were encouraged by a colleague or friend, and some simply joined because they were looking for ways to keep growing professionally.

How have member spotlights strengthened your sense of community or deepened relationships?

Member spotlights have really strengthened our sense of community by helping us get to know one another by giving members a way to share about things that might not come up naturally in conversation. By sharing each person’s background, interests, and how they found their way to PRSA, we get a fuller picture of who they are and what they care about. That insight makes it easier to start conversations, follow up after meeting in person, or reach out to the right member for advice on a specific topic. 

What are you most excited about in the coming months?

Our chapter recently partnered with our local AMA (American Marketing Association) chapter, allowing members of either organization to attend the other’s events at member pricing. It’s an exciting opportunity to collaborate, expand our networks, and bring fresh perspectives into the room. I’m really looking forward to seeing new faces at our upcoming programs.

Our member spotlights will play an important role in making that partnership feel more personal. As AMA members check out PRSA, the spotlights will help them get a sense of who we are, what our members do, and the strengths within our chapter — making it easier to spark conversations and build meaningful connections from the start.

Turn spring momentum into long-term success

As you look for ways to keep members engaged, it’s important to evaluate how well things are working, tracking attendance and other metrics against clear, measurable goals. Adjust as needed based on what you learn, recognize people who step up to help and plan future programming that continues to support chapter growth and engagement.

Membership growth isn’t accidental — it requires cultivation and tending, just like a spring garden. Start planting the seeds today, to help ensure thriving chapter membership and engagement for tomorrow.

Does your membership have any idea of all that goes on behind the scenes to keep your chapter moving forward? We’d bet you keep most of that information at your board and committee levels. Maybe you mention some of it during monthly meetings but there’s a good chance many details don’t make it to members.

Don’t assume your general membership isn’t interested in learning what drives your decisions and actions. Most probably want to know where their money is going and hear why things are done a certain way. Or why they’re not.

That’s where a State-of-the-Chapter meeting, which your members may call an All Hands or Town Hall meeting at work, plays an important role. They’re a chance to bring everyone together—board members, volunteers, long-term members, new faces, even those who may be thinking of leaving—to understand and discuss the current state of the chapter, where it’s going, and most importantly, how everyone is part of its future.

These meetings are standard in many companies and non-profits because they work. When executed correctly, they can improve communication, strengthen engagement, and help attendees feel connected to a larger purpose. Association chapters are no different. When members understand the why behind chapter decisions and priorities, they’re far more likely to stay engaged and contribute.

What makes these meetings unique

Unlike regular meetings that focus on education, networking, and specific initiatives, state-of-the-chapter meetings focus on things like high-level chapter direction and the priorities and reasons behind it. Everyone is encouraged to ask questions and participate, rather than just listen to an update.

Coming together to work toward a common outcome helps align members around your vision, reinforce what the chapter stands for, and better support where it’s headed. This meeting can also provide clarity about what’s working well and what needs attention. And perhaps most importantly, it helps turn passive members into active participants by showing them where they fit and how they can get involved.

Looking for help with chapter financials, managing your member referral program or improving your monthly events? These meetings let you talk in more detail about all you could accomplish in those areas, if only you had more creative, experienced, etc., help.  

The format & the content

Every chapter is different; there’s no universal format. Some chapters hold theirs at the beginning of the calendar year, while others align their meeting with their new fiscal year or when they install a new board.

Like all meetings, these meetings go more smoothly with an agenda. Common topics delivered by board and committee members, and even general membership, include a summary of recent accomplishments, new initiatives, introduction of new leaders, summary of chapter financials and a discussion of priorities for the coming year. Ask your board what they want to discuss, and ask membership what they want to hear more about.

Whatever the agenda, they’re a chance to reinforce your goals and show, with real chapter examples, how you’re working toward the same outcomes. They’re also a natural fit for talking about challenges. Members appreciate honesty and candor, especially when paired with the plan for overcoming challenges, even if that’s asking for input, creating that plan. Issues finding volunteers? Chapter bank account a little short? Let them see the reasons you’re holding fewer events or providing less-than-desirable food at monthly meetings. Share the why and ask for their help turning things around.

Keep it approachable

The more approachable, the better. Keep updates clear and digestible, and as always, avoid jargon where possible. Include time for conversation and questions and consider breakout sessions with individual board members.

A little creativity can go a long way. How can you provide information that attendees might find boring in its “natural state”? A chapter finance update, for example, shouldn’t feel intimidating. Consider a lighter, more engaging delivery, like a skit or a song, to help your members absorb the information, and stay awake!

Benefits to members & chapter leaders

The success of state-of-the-chapter meetings depends heavily on getting people to attend. The more people who show up, the better your chances to align your mission and vision across your chapter and increase trust in your chapter leadership.

These meetings let all members hear the same information at the same time, directly from leadership, which means there is less room for confusion and interpretation. And they get another chance to see the board members as people, not just as talking heads, especially if they fumble over words in a song about numbers!

These meetings also provide a greater chance for members to reconnect with leadership, peers and the mission that brought them to the chapter in the first place. For members who may have become less active, this can re-engage them, in ways they wouldn’t get from attending a networking or regular monthly meeting. 

These meetings can offer your board real-time input, get them build buy-in for initiatives and increase credibility and visibility. Instead of guessing how members will react to the scaling back of your gala because funds are tight, you hear direct feedback, and you have the chance to respond in the moment or take away what you hear and come back with a plan. You also get to hear a wider range of perspectives, instead of the “it was fine” message you may hear in those tired of filling out your surveys.

Removing barriers to attendance

Make it as easy as possible for people to be there; consider virtual or hybrid options. Communicate clearly ahead of time around what you’ll be covering. And for chapters experiencing engagement fatigue, be sure to share how you’ll be keeping the meeting focused and interactive, and give them a hint about any fun surprises.

Some chapters improve attendance by offering small incentives, like a voucher for a future meeting or event or a copy of a book written by someone members admire. Even a free chapter sweatshirt or mug may be enough to get people off the fence and to the event. 

Set up your meeting for success

Successful state-of-the-chapter meetings have a clear purpose and agenda. They allow time for open discussion and questions. They provide honest updates, not just highlights. And they end with clear next steps, so members know what to expect and how to stay involved.

Most importantly, they are set up to feel like an invitation, not an obligation. Members are encouraged to attend through extra emails, social media, or personal calls to those who haven’t been active lately. The message reinforced is that the board is listening and each piece of feedback is valued.

When chapters make time for these more in-depth, detailed conversations, they create something that’s hard to achieve through emails or monthly updates alone: shared understanding and engagement, and a sense that the chapter is for everyone who is a member, not just the board.

For many boards, finding a chapter website sponsor can be intimidating. As with general chapter sponsorship, there’s the awkwardness of asking for money and the pressure to make it worthwhile for the potential sponsor along with the discomfort of the added stress of needing revenue to support both the website and the chapter.

When you’re already juggling programming, communications and member engagement, website sponsorship can feel like one more thing you’re not quite sure how to fit in. We’re here to share how easy it can be, and how important it is to do. We think the timing is good for this overview too, if you plan to update your website in the new year.

Plus, you’ll hear from one of our customers, Luke Davin, president of the Low Country chapter of the American Culinary Federation (ACF), about how they made website sponsorship work for their chapter.

What does it mean to sponsor a chapter website?

Website sponsorship is an exchange of value. You offer access to your specialized audience through your website in return for financial support, visibility with that audience and the value of association with your chapter. It provides ongoing, round-the-clock visibility and access to a targeted audience, typically chapter members, prospective members, speakers, volunteers and professionals connected to the field. Web sponsorship also offers longevity. Once a logo is on your site, it most likely links to the sponsor’s website; the link doesn’t disappear like it would after sponsoring a chapter event or meeting. It’s there till sponsorship ends.

Aligning with a trusted organization like yours also provides the sponsor with an additional layer of confidence in their organization. They’re seen by those who visit your website as aligning with your chapter’s mission and community, without needing to have a physical presence at your chapter events.

While you might assume potential sponsors need clicks or conversions, most just want exposure and connection, to know that those who see their name, click on their logo and visit their website might need their services or recognize their brand.

Website sponsorship—a quick win for chapters

Once a web sponsor is in place, web sponsorship is relatively low effort. All you need to do is sign a contract, add their logo and link to your website and review the logo during the year to be sure things still look and function as needed. This streamlined process is much simpler than managing multiple short-term sponsorships, making it a great option for chapters with limited bandwidth. (Trouble getting volunteers to sell sponsorships, anyone?)

Web sponsorships are just easy to execute. You can price it affordably, offer different timeframes or even split up the different sections of the website – have one sponsor for your Home page, one for your event listings, chapter job board, etc.

Chapters get year-round value from web sponsorship. Unlike event sponsorships, your website isn’t dormant between events. Being the first place many people go for information, sponsors have steady exposure for little work on your end.

Who to ask

One of the biggest barriers for chapters is determining who to approach as a potential web sponsor. The good news is that you probably already have a good starting list.

What to offer

A logo with a link on the website is typically all you need. Placement can vary—in the homepage footer, on a sponsor page or in a sidebar. Just be clear about where the logo will live and what it will link to.

A defined timeframe. Six- or twelve-month sponsorships are common. A clear start and end date helps everyone manage expectations. Even with a timeframe, consider automatically renewable sponsorships, which you may already be doing with your chapter membership renewals; you don’t bother the sponsor once they sign up. They’re automatically charged at the end of each term till they decide to no longer sponsor.

Any additional add-ons for website sponsors should be small. Maybe that includes a brief mention in a newsletter, a public thank-you once they sign up or inclusion on a Sponsor page on your website.

Above all, be consistent. Deliver what you promise, keep placements up to date and review sponsorships regularly, all of which builds trust and makes future conversations easier.

Website sponsorship in action: ACF Low Country

ACF Low Country offers website sponsorship as part of their annual sponsorship program, to help offset the cost of their website. They started their program with a sponsorship letter; They created their first sponsorship letter after reviewing letters from other chapters with sponsorship programs. Davin shared the importance of the letter personalized; ask someone on your board, like the president, chair or even committee members to draft the letter, so that it’s personal and allows potential sponsors hear the benefits of web sponsorship from different voices. Once they’d drafted the letter, Low Country ACF shared it with their board for review and voted to adopt the letter for the year.

Davin says it’s important to be specific about what you want. They have three tiers of sponsorship, and they price each tier differently. “Options will help you get people that don’t have the budget but want to support you,” he explains. “They can select the lower tier, and there will be others that are interested in doing more.”

He also pointed to StarChapter for success with their web sponsorship program. StarChapter showed that the organization’s logo could be in multiple places on their website, with a click through to the sponsoring organization. The chapter also includes web sponsor logos on printed collateral they create for meetings, as well as emails, event invitations, etc.

Davin shared multiple times that being honest and grateful has helped with their sponsorship program, specifically their website sponsorship, and he closed with this: “StarChapter has been very helpful for our chapter, giving us a lot of capacity to grow into open us up to do a lot of things: content, publishing videos, etc.”

Don’t overthink it

Keep the conversation simple. You’re inviting someone to support a professional community they already have a connection with. You just need to explain that connection: who your audience is, the visibility they get and why web sponsorship would be a good fit for their organization.

Start the conversation, see what resonates and adjust as you go. You may find that what once felt intimidating becomes one of the simplest—and most sustainable—ways to support your chapter’s work.

Spring begins Thursday, March 20, 2026, at10:46am ET. Depending on the part of the country you live in, you could be excited for this transition after a winter of snow and cold. Wherever you are, spring is historically seen as a season of renewal and community.

Your volunteers — both board members and those who develop and execute all of your well-run offerings and activities — are a crucial part of your chapter community, and the reason you meet your chapter mission as well as you do. And you are able to offer benefits and activities that keep members coming back. Knowing all they’re responsible for, what kind of a job do you do thanking them for all their work on your networking, advocacy, website, events and more?

Spring is a great time to reflect on all your volunteers have accomplished in the current chapter year, to understand all they’ve done and to celebrate them. Here are a few ideas for highlighting their hard work and how the chapter and showcase how the larger community continues to benefit.

Recognize the people behind the work. It’s important that everyone in your chapter and your larger community understand how much time and energy volunteers put into running your chapter. Recognize all they need to shift around in their lives to fit in chapter work. This could mean getting home late for dinner, taking chapter work on vacation or using a work lunch break to do something for the chapter. Everyone needs to understand just how much volunteers do to make your chapter run smoothly, and how much you appreciate them for all that work. And how the chapter would probably stop operating without them.

Highlight the different people required to make it all possible. Acknowledge that there are a range of different volunteer “types” — e.g., new, long-term, behind-the-scenes, board and committee leadership — in ways that make each group and person feel like you’re speaking directly to them. For some chapter projects, like website management or bookkeeping, volunteers may need to learn new skills to be able to do the job, and other tasks, like event registration, require being in-person and having a friendly attitude. Share that you hope that all of your volunteers are in roles that are the best fit for them, but you’re aware that some of your volunteers may be completing tasks they may not have initially been qualified for, or enjoy doing.

Show the impact of their work. Sharing the impact of the work done by your volunteers can help everyone see just how important all chapter volunteers are, regardless of the size of their role. Review specific outcomes from your current chapter year that were possible because of your volunteers. Find data around chapter activities like the total number of events held, outreach calls made and milestones surpassed, to highlight how the teamwork and collaboration of your volunteers allowed your chapter to better meet its mission and vision. And share that information with volunteers as well as the chapter, and your other audiences, like vendors and sponsors, who may not realize the people they work with are all volunteers.

Gratitude in action

Since everyone craves a different type of praise — verbal versus written, private versus public, etc. — and everyone responds to praise differently, use different tactics to share your thanks. Include real stories of the positive impacts on the different audiences and the larger community. Collect quotes as people are leaving a conference. Was there something they truly enjoyed or will remember? Survey those who’ve used your job board to learn how it’s helped them or their company.

Call out these chapter lifesavers by name and activity in quotes or testimonials, in print or video, and share them, in board meetings and committee meetings, as well as at events, on social media and on your website. And send thank yous throughout the year from your chapter leadership that include some of this information.  

Some volunteers are going to want more than to hear their names called out at a meeting or see their name in your newsletter or on your website. For people like these, you’ll need to look for additional ways to thank them that better resonate with them. Ideas we like include holding volunteer-only events or giving each a plaque or a small gift, like a piece of chapter swag.

Many of your members don’t think about all the work done by volunteers that goes into running your chapter. They just assume that the website “works” when they need it to and the money you need to operate is available. So, it’s aways important to emphasize all the people behind EVERYTHING that goes on in your chapter.

Talk about how everyone who volunteers, no matter how big or how small their task, plays a role in the chapter’s success. And how everyone benefits thanks to your chapter volunteers. The monthly educational sessions that wouldn’t happen without volunteers? Share. The job board that stays current thanks to behind-the-scenes help? Share.

When your members see all your volunteers are responsible for and how much your chapter values its volunteers, they’ll be much more appreciative and may also see opportunities to jump in and help themselves.

How did we get so lucky?

Association chapters succeed through the hard work and dedication of all their volunteers. To ensure the trend continues, it’s important to thank your volunteers throughout the year. Just as important is asking them for input on your chapter volunteer program. What do they think is running well and where do they see gaps. Perhaps they’ll reinforce what you already know, or maybe they’ll highlight holes in your volunteer program or other places in the chapter that you weren’t aware of. As long as they know how much you and the community appreciate all they do, luck will remain on your side.