Ed Fields makes the case for diversity and inclusion in Alabama chambers of commerce.

1. “ Diversity as a Revenue Generator” a presentation for Chamber of Commerce Association of Alabama (CCAA) 2009 Summer Conference Thursday, August 13, 2009 Ed Fields, MBA, IOM Projects Unlimited, Inc. www.relaxitshandled.com

3. When I say diversity/inclusion programming....I mean strategies that seek to bring people and businesses that exist on the margins of your association closer to the center. This is not a discussion about “doing the right thing.” This is a discussion about your current relevance to people that will be your future sources of revenue if your chamber is to survive and thrive.

4. We are really talking about innovation. We are really talking about new market space. We are really talking about making your chamber of commerce relevant to more potential members, ticket buyers and sponsors.

5. Speaking of relevance...what product, service or organization that didn’t exist 10 years ago is so relevant to you today that it would impact your total routine to not have it?

6. Speaking of relevance...what product, service or organization that didn’t exist 10 years ago is so relevant to you today that it would impact your total routine to not have it?

7. Speaking of relevance...what product, service or organization that didn’t exist 10 years ago is so relevant to you today that it would impact your total routine to not have it?

8. Speaking of relevance...what product, service or organization that didn’t exist 10 years ago is so relevant to you today that it would impact your total routine to not have it?

9. Instead of some thing , how about some one ....

12. “ A Day Without A Mexican” - 2004 A movie about what would happen if every Hispanic person were to disappear from your community for just one day. How would you replace them as customers? As employees? As owners and renters? As patrons and servers? As students? As friends and parishioners?

13. Hispanic Population is fastest growing in the US and Alabama Population Growth from 2000 –2008 in Alabama Counties Source: Alabama State Data Center, University of Alabama; Birmingham Business Alliance Members of the CCAA will receive this expanded spreadsheet for all 67 Alabama counties via email County YR 2000 YR 2008 Growth Rate (%) Shelby 2,910 4,376 150% Jefferson 10,284 20,513 99% Mobile 4,887 7,614 56% Cullman 1,688 3,072 82% Macon 173 237 37% Montgomery 2,665 4,393 65%

14. On the next slide is a tool that can help you determine if your current or potential membership is equitably represented in your programming. NOTE: The goal is not to identify programming that is exclusive, simply relevant or attractive to certain categories of current or potential members.

15. Are your programs relevant to your current and potential members? Total # of Program hours divided by Total # of Members equals Hours per member Contact Ed Fields at ed@relaxitshandled.com for more information about this table. Sample Categories # of Members HPM (hours per member) Representative program hours Women 100 .24 24 Under 40 yrs 50 .24 12 Over 65 yrs 50 .24 12 Hispanic 5 .24 1

16. By the way, saying that “our chamber programs are for everyone” doesn’t quite cut it. Tide, Lifetime movies and Jimmy Buffet music can be consumed by everyone, but the people in charge know to market their products at certain times, through certain mediums to certain people. Yes, other people can buy, but they are not the target audience. With this in mind....who are your chamber programs (each one) really targeting? Who might you be excluding by design or omission?

17. If you are thinking at this moment, “I don’t know what makes my programs relevant or not relevant to women or minorities or disabled or home-based businesses.” Then you are on the right track. “ That’s what friends are for!” – 1985

19. Easy Challenging Hard Three Buckets of Diversity and Inclusion Community Diversity Workforce Diversity Supplier Diversity

21. Workforce Diversity

26. “ Done correctly, high quality diversity and inclusion programs will not only return value to your current members, these programs also create new sources of revenue for your association by virtue of being positioned to reach new audiences.” - Ed Fields, Projects Unlimited, Inc.

27. All powerful. All aiming in the same direction.

28. Special Thanks TO Donna Watts, South Baldwin Chamber of Commerce 2009 CCAA Chairman Jan Wood, Wetumpka Area Chamber of Commerce 2009 Conference Chair Marian Mason, Central Baldwin Chamber of Commerce 2009 Conference co-Chair Kirk Mancer, Cullman Area Chamber of Commerce Michael Shattuck, Birmingham Business Alliance Ralph Stacy, President & CEO, CCAA

29. THANK YOU + CONTACT ME Projects Unlimited, Inc. Ed Fields, MBA, IOM (205) 250-9020 [email_address] www.relaxitshandled.com www.linkedin.com/edandcheriefields