The “chamber” of the future may not be called a Chamber of Commerce.

As an organization our role is to help people connect, keep them informed about government issues, provide advertising, business education programs and work with local governments to attract and retain businesses while monitoring laws and regulations.

Simply put we inform, advertise, educate and grow business in a local area.

We have become comfortable with the nature of chambers of commerce. For centuries, the local chamber was the only place to make connections. Prior to the last few decades, it was often the only economic development entity and frequently the one-stop location for a business license. Today, the Chamber is really a business advocacy and connections association.

So, why do we have to be called a chamber of commerce to perform those functions? If the words no longer describe us or have lost their meaning, it may be time to change.

A growing trend among other business organizations is cultivating entrepreneurs through social programs, start-up funding and collaborative experiences designed to inspire and ignite.

Some may say this is not the function of a chamber of commerce, but I contend we have to consider that these in-demand services cater to a segment of the business community that is often underserved.

Just for fun, try brainstorming a list of other names that describe the type of organization which provides opportunities for belonging and gathering. Keep in mind that some generations are more included to belong and others may infrequently gather but not “join.”

There are a number of organizations studying the future of chambers of commerce, including the Association of Chamber Executives. They have a great video series for board members and chamber staff to begin thinking about our organization’s future. The Nature of Belonging and Gathering can be found here at acce.org/main/horizon-initiative-chambers-2025/.

While I find this interesting, I will first turn to you – our members – and future members (a.k.a. the business community) to ask the question, “If you could have anything, what do you expect from us in the future?"

The words gathering and joining are being thrown around and discussed at length as ways of differentiating the intentions of our members.

Gathering is a collection of people and encompasses the words meeting, event and assemblage. Some are more comfortable dropping for networking, education or a consultation with little or no commitment. Others may want the stability of having a place, a regular seat or space that is secure and consistent. Both are valid strategies for a business owner, manager or professional to utilize the local chamber.

Joining implies a commitment. If you choose to never use the Chamber’s services, the only commitment required is to pay your dues. The chamber then pools all member dues and funds raised to collectively help the local business community grow and expand. However, if you show-up and get involved (a.k.a. gathering), you might make some new contacts which can lead to new business, referrals and in some cases long-term revenue.

Shifting how we connect and engage can be unsettling for people. The telephone, car, airplane, pager, facsimile machine and cell phones also caused quite an uproar in their own time. Current technology supports our in-person experiences (gathering, joining) and should be the icing on the cake.

Just this year we eliminated our fax machine and postage machine. After taking our membership system online two years ago and using PDFs sent via email, there’s no need for people to fax things to us and we rarely mail anything, yet our engagement has increased. Members receive e-invoices and most pay online. Our staff all work from wireless Mac laptops and we actively engage in Facebook and Twitter. A recent video of the green fountain earned over 116,678 views, 25,721 post clicks and reached 232,091 people via Facebook.

I’m not suggesting we only connect digitally or through social media, but after meeting in person (a.k.a. gathering), it can help to expand and retain our business relationships. Plus, it’s fun to see a person in another setting; on a travel excursion, at a company team-building event or community event. In the past, we may have brought in our travel photos after getting them developed; today they’re available immediately in nearly real time.

Simon Sinek, the famous marketing speaker and author says, “People don’t buy what you do, they buy why you do it.” Meeting at a networking function, leads group, mixer or ribbon cutting is a great way to begin a business relationship and digital communication can help to keep it active.

If he’s correct, and I believe he is, then meeting in real time can build a lasting impression for your new contacts at a gathering of (the organization formerly known as) the chamber of commerce. If we think of the role technology has played in changing how people communicate, then it stands to reason that a chamber could easily transition to a gathering and belonging organization and completely shed the word “chamber.”

I’m interested if you brainstormed our new name and what you expect from us in the future. Please email me at scott@fountainhillschamber.com and send me your thoughts.