As a small business owner, you have many opportunities to get involved in your community. Almost as soon as you announce that you are open for business, you may find yourself being courted by organizations asking you to join them. Generally speaking, becoming involved in these organizations can benefit your business in several ways.
By associating with local organizations and other business owners, you can:
- Make new business acquaintances and contacts.
- Increase awareness of your business.
- Become part of a referral network.
- Learn from more experienced business owners.
- Engage in community events and service projects that benefit your community while also bringing attention to your business.
There are many positive reasons to engage in local business and civic organizations. There are also many different types of organizations to consider, including:
- Chambers of Commerce
- Service clubs, such as Rotary, Kiwanis, Elks, Eagles, and Lions clubs
- Business referral groups, such as BNI
Each organization provides different benefits and requires a different level of involvement. The following chart provides a general comparison of the commitment and benefits you might expect from several common organizations.
| Organization | Community Service | Networking | Referrals | Leadership |
| Chamber of Commerce | Moderate | High | Moderate | Moderate |
| Rotary | High | High | Moderate | High |
| Lions | High | Moderate | Low | Moderate |
| Kiwanis | High | Moderate | Low | Moderate |
| BNI | Low | High | Very High | Low |
| Elks | Moderate | Moderate | Low | Moderate |
| Eagles | Moderate | Moderate | Low | Moderate |
These are just a few of the organizations that business owners might join. Many other civic organizations and networking groups, as well as downtown merchants’ groups and industry associations, exist. Additionally, a business owner might be asked to support local schools, youth sports leagues, environmental groups, and other community causes.
Determine What You Want to Accomplish
With so many opportunities, it may be difficult to know which organizations to join. You do not have the time to join every worthwhile group, so you must decide which ones are right for you based on what you are trying to achieve.
Before joining an organization, consider your objectives. You may want to:
- Generate sales leads.
- Build referral relationships.
- Meet community leaders.
- Support community causes.
- Recruit employees.
- Learn business skills.
- Gain visibility and credibility.
- Advocate for business interests.
- Develop leadership skills.
- Build friendships and community connections.
Not every organization will help you accomplish every objective. For example, a referral group may be excellent for generating leads but provide fewer opportunities for community service. A service organization may offer great opportunities to serve your community and build leadership skills but may not focus on generating direct business referrals.
The key is to choose organizations that align with what you need and what you enjoy doing.
Evaluate Your Options
Once you know what you hope to accomplish, evaluate each organization you are considering based on several factors:
- How well will the organization help you achieve your objectives?
- How much time will membership require?
- How much enjoyment do you expect to receive from participating?
- Will you have access to potential clients and community leaders?
- Will the organization provide opportunities for professional and personal growth?
Time is an especially important consideration for a small business owner. While community involvement can help your business, becoming involved in too many organizations can take you away from the day-to-day responsibilities of running it.
Remember that membership alone is unlikely to produce significant results. Building relationships requires showing up, participating, and getting to know people. Choose organizations where you can make a meaningful commitment rather than spreading yourself too thin across too many groups.
Find the Right Combination
After you complete your evaluation, select a few organizations to explore further. Ask whether you can attend one or more meetings or events before deciding to join. This gives you a chance to see whether the organization is a good fit for you and your business.
Many business owners decide to join their local Chamber of Commerce or downtown business association, one service organization, their industry association, and one or more networking groups.
This combination can provide a balance of referrals, visibility, community impact, leadership development, and professional growth without overwhelming your schedule.
Community involvement should be more than simply putting your business name on a membership list. When you choose the right organizations and become actively involved, you can build relationships, strengthen your reputation, serve your community, and create opportunities that help your business grow.
What organizations have you joined that most benefited your business?
Susan's Reflections 