Dave Jochum, IOM, CCE, ACE
Chief Operating Officer, Longview Chamber of Commerce
Published
October 30, 2025
Every chamber and association leader knows the math: staff time is limited, but the need for revenue is not. Membership sales and sponsorship development fuel the mission, but how do you expand your reach without adding headcount?
Enter one of the most underutilized assets in our organizations: volunteers.
When structured well, volunteers don’t just cheer from the sidelines—they actively sell memberships and sponsorships. At our chamber, the Total Resource Campaign (TRC) is proof of concept: volunteers drive significant dollars, open doors, and deepen engagement in ways staff alone never could.
About IOM
This article is brought to you by Institute for Organization Management, the U.S. Chamber of Commerce’s professional development program for nonprofit executives.
The truth is volunteers belong in sales. Too often, we assume selling is “staff work.” But when you invite volunteers into the process, something powerful happens:
Peer-to-Peer Credibility
A business owner is far more likely to listen to another business leader than to paid staff. When volunteers share why they invest, it carries the weight of lived experience.
Expanded Reach
Volunteers bring their own networks. They know who’s ready for a membership conversation and who is primed for sponsorship. They see opportunities staff may never identify.
Deeper Buy-In
Selling isn’t just transactional; it’s transformational for volunteers themselves. When a member goes out and brings in sponsorship dollars, they don’t just support the chamber—they become the chamber.
Let’s be clear about the fact that you cannot just enlist people and hope for the best. You’ve got to equip volunteers for success. The secret isn’t just “using volunteers.” It’s about structuring the experience so they can thrive. Here are four tips to build a great volunteer team:
- Training is Non-Negotiable
Don’t hand volunteers a prospect list and hope for the best. Equip them with talking points, FAQs, and a clear understanding of the value proposition. Roleplay helps. Confidence sells.
- Make It a Campaign, Not a Chore
Our TRC model frames sponsorship sales as a time-bound campaign with goals, teams, and incentives. Volunteers rally around the competition, energy, and camaraderie. It feels less like “fundraising” and more like a collective win.
- Provide Staff Support
Volunteers should never feel abandoned. Staff must handle the administrative heavy lifting—tracking, contracts, follow-ups—so volunteers can focus on conversations and relationships.
- Recognize Relentlessly
Celebrate wins both big and small. Leaderboards, shout-outs, and thank-you notes go a long way. Recognition fuels momentum.
What is the payoff for chambers and associations?
Revenue Growth: TRCs regularly generate six-figure (seven for some) sponsorship results.
Membership Engagement: The act of selling deepens loyalty—volunteers who bring in members rarely lapse themselves.
Leadership Pipeline: Sales volunteers often grow into board members, committee chairs, and future leaders.
Chambers and associations thrive on relationships. By inviting volunteers into the sales process, you’re not just extending staff capacity—you’re multiplying credibility, networks, and community ownership.
Volunteers can be more than cheerleaders at ribbon cuttings. With the right structure, they can become your most effective rainmakers.
About the author
