What I Learned at SHRM VLBM 2025: The Top Priorities for Chapters This Year

By Sarah Bennett, Skeo Solutions
Four Rivers SHRM Chapter 2025 Vice President

As your incoming president for Four Rivers SHRM, I had the opportunity to attend the 2025 SHRM Volunteer Leaders Business Meeting in Cancun, Mexico. The setting was warm and sunny, and the networking was designed to feel natural and keep the dialogue flowing. The real value came from the conversations about where SHRM is heading and what matters most for chapters like ours.

SHRM shared ten key areas that chapters should keep in focus this year. They counted them down ten to one, and the list painted a clear picture of how SHRM sees the future of local chapters, state councils, and SHRM national creating one unified voice and brand.

Ten: Brand Alignment
SHRM stressed the importance of staying visually and strategically aligned with the larger SHRM brand. Consistent branding builds trust and helps members quickly recognize the value you offer. SHRM strongly encouraged councils and chapters to co-brand.

Nine: Dual Membership
SHRM encouraged chapters to continue promoting dual membership because it strengthens both the national organization and the local network. For those who may not be aware, SHRM gave councils and chapters the option to become DMR, meaning members would need to be both local and national SHRM members, or remain independent and not require national membership. Those choosing the DMR model received incentives from SHRM, including a website and a $30 rebate per new member. In the Southeast region, SHRM reported that 57% of chapters are non-DMR, while 43% have become DMR chapters. While the speaker for the Southeast region encouraged every chapter to choose the model that best fits its goals, it was later revealed that ALL SHRM-affiliated councils and chapters must adopt a DMR model by January 1, 2029. This creates a need for us to reexamine our future plans, as our chapter’s goal is to keep HR tools and education as accessible as possible, which is why we originally elected not to become a DMR chapter. We will need to look at what barriers this may create to our current and future membership, as well as how we provide the highest value possible for our members. SHRM announced that they have heard feedback related to the concerns some chapters have about DMR and they are open to creative solutions. They will roll out additional pricing tiers for membership in the future.

Eight: Volunteer Leader Credential
A new volunteer leader credential will be available at the start of the new year for all chapter volunteer leaders. It is designed to help leaders understand SHRM’s structure, strategy, and governance. This credential will be offered free to volunteer leaders, and we’d like to see all our leaders receive this credential. More information will be forthcoming from SHRM.

Seven: Revenue Opportunities
Chapters were encouraged to think creatively about revenue. Sponsorships, partnerships, programs, and educational offerings all help strengthen financial stability. Some chapters discussed restructuring their current fees/membership dues to better align with the DMR structure.

Six: SHRM Hosted Affiliate Websites (SHAW)
As many of you may recall from a previous newsletter, SHRM will be eliminating the websites it currently offers to chapters and will replace them with a new hosted website service. The new website structure is cleaner and easier to update, but chapters must be enrolled in the DMR program to access the SHRM-hosted website and create a hosted page for their chapter.

Five: Affiliate Insurance Obligations and Affiliate Standards
This year, Chapters and State Councils will be asked to attest to several items to ensure better governance. Some of these items are new, some existing. For transparency, chapter obligations include:

· The Certification Director should be SHRM certified
· The President, Membership Director, and Certification Director should be dual members
· A representative attending VLBM
· Chapter income, expenses, and assets should all be reported at year-end
· CLIF submitted by December 1
· A minimum of 4 board meetings annually
· A minimum of 4 member meetings annually
· Participation in at least 75% of state council meetings
· Submit chapter roster when requested for audit (non-DMR)
· Meet affiliation % or # requirements
· Donate to the SHRM Foundation
· Invite SHRM to chapter events with over 250 attendees
· Promote SHRM certification and recertification, and maintain SHRM Recertification Provider status
· Attest that all state and federal tax filings have been filed correctly by January 31, 2026, for 2025<
· Attest to adherence to SHRM’s Code of Ethics
· Attest to adherence with SHRM’s Internal Data Privacy and Website Policy
· Attest to completion of regular financial audit and proper management of funds
· Maintain basic Directors & Officers, Errors and Omissions, and Cyber Liability insurances for the chapter

For more information about Affiliate Standards and how we meet them, please reach out to me; I am happy to share more detailed information.

Four: Milestones
SHRM celebrated chapters that reached milestones, including anniversaries, membership goals, and leadership achievements, and emphasized how chapters should do the same. These moments matter because they keep volunteer energy high and build engagement within our chapter community.

Three: Value of Affiliation
There was a strong emphasis on how SHRM affiliation benefits chapters through legal support, resources, leadership tools, and national credibility. SHRM wants chapters to be able to explain this value to members and sponsors clearly. A good suggestion was to create one-pagers or infographics that show the benefits and feelings of chapter involvement at the local level, while integrating the benefits often received by national membership to showcase how DMR membership delivers the highest value.

Two: Governance
Bylaws, insurance, compliance, sponsorship policies, and record-keeping were highlighted as essential to chapter health. Chapters were encouraged to review their bylaws and ensure they are up to date. Strong governance protects chapters and keeps them eligible for national support.

One: The Team
SHRM closed the list with the idea that nothing matters more than the people doing the work. Volunteer teams are the heart of every chapter, and supporting one another is the key to sustainable leadership.

Attending VLBM made it clear that SHRM is focused on helping chapters grow in a way that marries national strategy with a more consistent and sustainable experience. While there may be some challenges we need to work through as a team, I am excited to bring these insights back to Four Rivers SHRM as we plan for the coming year and continue building an accessible, supportive community for HR and People professionals in our region.

© Four Rivers Society of Human Resource Managers, 2025
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