Data for the study, compiled by *The Schapiro Group and Market Street Services, came from a scientific web-based survey of 2,000 adults nationwide.

What does an active chamber membership say about your company?

The results show that being active in the local chamber is a good strategy for businesses to use in communicating four specific company traits.Statistically, it is an effective way to convey to consumers that a company uses good business practices, is involved in the community, cares about customers and is reputable.

Consumers say that being active in a chamber is 29% more effective for communicating that a company uses good business practices than it is for making a general statement about the company.

How does a chamber membership enhance a company's reputation?

• If a company shows that it is highly involved in its local chamber, consumers are 12% more likely to think that its products stack up better against its competition.
• When consumers find out that a company is involved with its local chamber, they are 19% more likely to think favorably of that company.

What is the impact of a chamber membership on large businesses?

When consumers know that a large business is a member of the chamber, they are likely to patronize the company more often, to express favorable opinions about the company, to know more about the company and to buy the company's products.

The impact of chamber membership on large restaurant chains:

• When consumers know that a restaurant franchise is a member of the chamber of commerce, they are 50% more likely to eat at the franchise more often.
• When consumers know that a restaurant franchise is a member of the chamber of commerce, they are 25% more likely to think favorably of the franchise.
• When consumers know that a restaurant franchise is a member of the chamber of commerce, they are 40% more likely to eat at the franchise in the next few months.

• Among consumers who already know about a particular restaurant franchise, those who are aware that it is a member of the chamber are 38% more likely to eat at the franchise in the next few months. Among those who are less knowledgeable about the franchise, chamber membership increases the likelihood by 76%.

The impact of chamber membership on insurance companies:

• When consumers know that an insurance company is a member of the chamber of commerce, they are 39% more likely to know a lot about the company.
• When consumers know that an insurance company is a member of the chamber of commerce, they are 43% more likely to consider buying insurance from it.

The impact of chamber membership on automobile manufacturers:

• Among consumers who have favorable opinions of an auto manufacturer, chamber membership leads to a 10% increase in the likelihood that they report knowing a lot about the company.
• Among consumers who have ever considered buying a car from a particular auto manufacturer, chamber membership leads to a 10% increase in the likelihood that they report knowing a lot about the company.
• Among those who have ever considered buying a car from a particular auto manufacturer, chamber membership leads to a 20% increase in consumers' favorability reports.
• When consumers know that an auto manufacturer is a member of the chamber of commerce, they are 9% more likely to consider purchasing their next car from that company.

What is the impact of a chamber membership on small businesses?

The impact of a local chamber membership on small businesses is more consistent and more powerful than for large, national corporations.

If consumers know that a small business is a member of its local chamber, the business enjoys a 44% increase in its consumer favorability rating, a 51% increase in consumer awareness, a 57% increase in it local reputation, and a 63% increase in the likelihood that consumers will patronize the business in the future.

* About The Schapiro Group and Market Street Services

Based in Atlanta, GA, The Schapiro Group provides data-driven strategic consulting services for private sector, public sector, membership organizations and non-profit clients. The company, founded in 1984, uses state-of-the-industry reserach design, statistical analysis and social measurement to provide clients with the critical data they need to be competitive. In its 11-year history, Market Street Services has served some 60 chambers of commerce across the country. It is an independent firm that focuses solely on community and economic development issues.