Experiencing a dip in membership, Citrus Heights Chamber of Commerce executives say they have plans to retool existing programs to boost membership, elevate awareness of membership value and improve communications.

“We are not alone in our struggle to boost and retain membership and get our members to better understand the value of their membership and what it can provide for them,” said Mark Creffield, the chamber’s executive director. Currently, membership stands at 260. For the 2016 fiscal year, membership fell by 7.5 percent, he said.

That messaging will involve fine-tuning the chamber’s brand awareness, something chambers often overlook, said Creffield. “Historically, chambers do not do a good job of tooting their own horn. One of our goals is to do a much better job of that.”

Creffield said he’d like to see the addition of 48 new members this year. With retention challenges a factor, however, that will likely be closer to 24. “If we get half of that 48 I’ll be very pleased,” he said.

Creffield, who formally served in similar capacities at the Vacaville and Vallejo chambers of commerce, said many members are not taking full advantage of all the benefits on offer. For example, members can enjoy creating an online presence on the Chamber’s site with features for adding a range of social media tools, such as Facebook and Twitter to connect with new and existing customers.

“Many of our members just aren’t using these features benefits for some reason and we want to find out why and fix that,” Creffield said.

There are also are member-to-member workshops, networking lunches with elected and city officials, breakfast roundtables, and myriad ways members can meet and support one another. In short, annual membership to the chamber, which ranges from $295 to $1,560, depending on the number of employees, plus a $60 application fee, includes much more than a ribbon-cutting ceremony.

“Our issue is we just aren’t getting enough members to show up to our events,” said Creffield. “The challenge is getting members to stay engaged after their ribbon-cutting ceremony and get them to come to more than that first or second event.”

Creffield said his staff is considering hiring a part time membership sales representative to double-down on expanding membership, while its current development team will be working to identify lapsed members and, where possible, bring some of those folks back into the fold.

“We are not desperate, but we want to know why they have fallen off,” he said.

The absence of significant mid-term elections in the region will mean a softer push on legislative issues this year, Creffield said. That’s not to suggest the advocacy piece isn’t critical, but the strategy, he said, is to rely on the California Chamber of Commerce (CalChamber) for recommendations on what, if any local, state or federal legislative issues his team will advocate for.

“We are going to hold off on coming out on any political issues of concern for now,” Creffield said. “My policy in the past has always been to look to the CalChamber to take the lead and they have never steered us in the wrong direction.”

That includes taking a position on the proposed immigration crackdown under the Trump administration, which many view as a threat to business. Citrus Heights, indeed, the entire region, employs a significant number of immigrants in its hospitality, agricultural and manufacturing sectors who are likely among the throngs of California workers operating in fear of deportation under the Trump proposals.

“Advocacy is absolutely key, said Creffield, who has a background in the restaurant management sector. “Believe me, the immigration concerns are very important to us. I know firsthand what it means to lose good, hard workers because of immigration issues.”

Indications are strong the CalChamber will advocate for opposition to the bulk of the Trump administration’s proposed immigration policies. According to a February online survey of its more than 14,000 members, the majority agree U.S. immigration policy needs comprehensive reform, however, most do not support the ramp up of deportees.

Both Creffield and newly installed board chair, Johnnise Downs agree there are challenges, but success, they add, hinges upon communication, which they say is the key to driving membership and engagement.

“During my installation in January, I declared communication with our membership a top priority,” Downs said. “So we want to also put a heavy focus on creating new and more innovated ways for connecting with our members. It won’t be easy. I’ve only got one year, and it takes two months to get fully dug in, so we have our work cut out for us.”