Do You Know What Members Are Thinking?

Dave Kilby

“Our customers are vague, mysterious phenomena who buy our products randomly, for no reason whatsoever.” — Caption from one of my all-time favorite cartoons.

Do you know what’s important to your members?

Do you know how your members view your performance in key program areas?

Do you know how your chamber compares to others?

Is your chamber relevant to your members?

You can find out the answers to these questions and many more questions by doing the W.A.C.E. Chamber Performance Survey, an email survey of your members conducted via Survey Monkey.

The survey, which originally was conceived more than 15 years ago and based on findings secured by Charlton Research, has been updated to capture the concepts and messaging revealed in our recent BrandBirth research.

Chambers that have taken the survey, including 15 or so east of the Mississippi, all have found the results meaningful, informational and often helpful in embracing organizational change.

The current version of the survey is housed in the member portal section on the W.A.C.E. website.

One benefit to having W.A.C.E. do the survey for you is the analysis that is provided comparing your chamber’s results with the cumulative data gathered from nearly 19,000 business people from hundreds of chambers.


“Our chamber has utilized the Chamber Performance Survey on three different occasions to gather information from our over 1,800 members,” said Gary Plummer, president/CEO of the Wichita Regional (KS) Chamber. “The W.A.C.E. team makes the process seamless, and we are using the insightful survey results to form our new strategic plan. We especially appreciate being able to compare our results to those of other chambers across the country.”

“We use the Chamber Performance Survey to kick off our annual planning session. The benchmarking to other chamber results really helps us focus on our strengths and where we need to improve,” said Diane Schwenke, president/CEO of the Grand Junction (CO) Chamber.


Turnaround time for the survey is usually three to four weeks. Cost varies according to the size of your chamber. W.A.C.E. member pricing ranges from $300 to $400. If you have questions, don’t hesitate to contact our vice president, Russell Lahodny at

Many of you think your chamber is different. I’m saying, probably not. You might be surprised, and maybe even inspired, by what the survey says. Think about it.

Dave Kilby is the president and CEO of W.A.C.E., and executive vice president of corporate affairs at the California Chamber.