The Schapiro Study – The Value of Chamber Memberships

Schapiro Study: “Consumers are 80% more likely to buy from chamber members”

According to The Real Value of Joining a Local Chamber of Commerce conducted by the Schapiro Group, when consumers know that a business is a member of the local chamber, there is now a 49% increase in favorability toward that business. This study also found:

When consumers know that a business is a member of the local chamber, there is a 49% increase in favourability toward that business;

When consumers perceive that a business is a chamber member, there is a 73% increase in consumer awareness and a 68% increase in local reputation;

Consumers are 80% more likely to patronise a business in the future that they believe is a member of the local chamber of commerce;

The Schapiro study also has more good news for chamber members that sell to other businesses (B2B):

When business decision makers believe a business is a chamber member, favourability increases by 42% , perceived awareness and reputation grows to 78% and 65%, respectively; plus the likelihood of future patronage increases by 74%;

Supporting the previous findings, the study also reveals a positive perception for the local chamber itself:

Regarding the chamber’s impact on the local economy, 86% of respondents believe that the local chamber of commerce helps create jobs and promotes local economic development

The Impacts of Chamber Membership on Small Businesses

  % Increase in Favourability % Increase in Awareness % Increase in Reputation % Increase in Future Patronage

Consumers 44 % 51 % 57 % 63 %

Business Decision Makers 37 % 51 % 58 % 59 %

This table indicates that if consumers are aware that a small business is involved with its local chamber great benefits emerge. For example, the table indicates that if consumers know that a small business is a member of the chamber of commerce, the business enjoys a 44% increase in its consumer favourability rating.

How Effectively Business Strategies Communicate Specific Traits about a Company

Business Strategies Trait Trait Trait Trait

  Uses good business practices Reputable Cares about customers Community Involvement

Being active in the local chamber of commerce 29% more effective 26% more effective 13 % more effective 12 % more effective

Sponsoring events around the community Equally effective 10 % more effective 20 % more effective 24 % more effective

Encouraging employees to volunteer 19 % more effective 14 % more effective 13 % more effective 15 % more effective

Giving out scholarships to local students Equally effective Equally effective 28 % more effective 36 % more effective

Encouraging employees to donate to a charity Equally effective Equally effective Equally effective Equally effective

The above percentages from the Schapiro Study show just how effective of a business strategy being active in a chamber really is. For example, consumers say that being active in the local chamber is 29% more effective for communicating that a company uses good practices than it is for making a general statement about the company.