TL;DR: As President of an online BNI chapter in New Zealand, I’m discovering that virtual chapters need fundamentally different approaches than face-to-face chapters. We’re still experimenting with what works, but our journey from adapting in-person formats to building online-first systems has grown our online BNI chapter from 19 to 22 members in nine weeks. Here’s what we’re learning about the differences.
What’s Different About Our Online BNI Chapter
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We’re building a Visitor Host team because first impressions happen in the Zoom room, not over coffee
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We’re testing video content and finding short formats (under 3 minutes) work better than we expected
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We’re discovering geographic diversity is an advantage, not a limitation
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We’re learning that chat engagement works differently than face-to-face conversations
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We’re finding that social media presence matters more for online chapters than physical ones
Three years ago, I joined an online BNI chapter before launch. There was no face-to-face chapter in Timaru where I live, so this online BNI chapter was my only option.
Last October, I stepped up as President of our online BNI chapter, BNI Breaking Boundaries Online, for a six-month term.
I had the energy and a team of natural leaders ready to work hard alongside me. We had a model that worked. Now we needed to test whether we could grow it.
Here’s what we’re discovering as we stop adapting in-person formats and start building systems designed for virtual from the ground up.
What We Learned Between Year One and Year Three
In the first year or two, we were figuring out how to make our online BNI chapter work. People were hesitant. Would virtual deliver the same results as face-to-face?
By year three, we started to see patterns.
Members were getting real referrals. Building genuine relationships. The geographic spread meant we weren’t competing with each other.
We’d developed our own rhythm and systems for our online BNI chapter. More importantly, a core group of members were actively engaged, bringing visitors, and invested in the chapter’s success.
We weren’t just experimenting anymore. We had enough data to see what was working and what wasn’t.
What We Noticed: Online chapters need time to find their rhythm. We spent two years testing before we had enough confidence to push for growth.
Why We’re Building a Visitor Host Team
Before we formalised the Visitor Host team, visitors would appear in the meeting. Someone might say hello in the chat. There wasn’t a proper welcome or structure.
They’d sit through the meeting looking lost. You could see it on their faces.
No one made sure they felt included or explained the BNI process. We’d get to the end and realise we hadn’t properly introduced them or given them a chance to speak.
Awkward for them. Embarrassing for us.
We were losing potential members because their first experience was confusing and impersonal. In a virtual environment, you don’t have the “grab them for coffee afterwards” option.
We realised we needed a deliberate, structured system to make visitors feel welcome from the moment they join the Zoom room.
This is different from in-person chapters where casual conversations happen naturally before and after meetings.
What We’re Trying with the Visitor Experience
The new Visitor Host team is embracing the concept of online-only chapters. Up until now, most of what we were doing was what most of BNI worldwide does: adapt the in-person format to an online setting.
BNI started reformatting in-person chapters as online BNI chapters in response to COVID in 2020. We were formed after that and were never in-person.
I think online BNI chapters need their own approach. Not an adapted version of face-to-face networking, but a parallel, stand-alone system designed for virtual from the start.
We’re testing whether an online BNI chapter needs to be seen online first, before people visit.
Where the Training Doesn’t Fit
One challenge we’re facing is that the training BNI provides is almost exclusively focused on in-person chapters. Some of this doesn’t apply to us.
For example, the Visitor Host training tells us to collect business cards from visitors at the start of a meeting. Or to give them a paper form at the end if they’re interested in joining.
We’re meeting on Zoom. There are no business cards to collect. No paper forms to hand over.
We’re having to work out our own processes for these steps. Digital forms instead of paper. Collection of email addresses and LinkedIn profile URLs instead of business cards. It works, but we’re figuring it out as we go.
This is another example of where I think online BNI chapters need their own training, not adapted versions of in-person training.
Our Hypothesis: Online chapters work better when we build for online first instead of adapting in-person methods. This applies to training as much as it does to chapter operations.
What We’re Learning About Video Content
We’re using social media strategically. I also handle the social media for our online BNI chapter because I think chapters need to be visible online.
Before I started, we had a Facebook page that hadn’t been posted on in six months and a LinkedIn page that had never been posted to. We now post several times a week on both, plus we run an active YouTube channel. We also have an SEO-optimised website, and I produce a weekly email newsletter for members and visitors.
The Visitor Host team and I created several YouTube videos to engage prospective visitors. We’re experimenting with sending a series of videos to people who register as visitors, both before and after their visit.
These videos explain the process, what to expect, and answer frequently asked questions about our online BNI chapter.
What We’re Discovering About Video Length
We’re learning that visitors don’t need to know everything upfront. They need to know enough to feel confident walking into the Zoom room.
They want to know: What’s going to happen? What do I need to prepare? Will I be put on the spot?
The “How to nail your 60-second introduction” video gets watched all the way through because it answers a specific fear.
We’re breaking everything down into bite-sized pieces that address one concern at a time, rather than trying to educate them on the entire BNI system before they’d experienced it.
Videos lasting a minute or less hold the attention of 68% of viewers. We’re still testing, but so far less is more.
What We’re Testing: Short, focused videos (under 3 minutes) that answer one specific question or concern seem to work better for online chapters.
Why Geographic Diversity Is Working for Us
Our online BNI chapter is based in Canterbury, New Zealand. 80% of our members are from there, with four in other places, including one in Japan.
Because we have members outside the immediate region, we’re getting specialised expertise. Like the video presentation coach from Whangarei who doesn’t exist in Canterbury.
Three of the four Visitor Hosts are outside Canterbury.
A Real Example of How This Works
I’m a business consultant. One of my Canterbury-based clients needed a video presentation coach. I referred her to the one in our chapter. Her online presence is improving.
This wouldn’t have happened without geographic diversity in our online BNI chapter. Distance doesn’t matter when you’re meeting via Zoom anyway.
Diverse teams outperform individuals about 87% of the time during business decision-making. I think online BNI chapters aren’t just avoiding local competition. We’re accessing different perspectives that improve business thinking.
What We’re Seeing: Geographic diversity in an online BNI chapter gives us access to specialised expertise without local competition. This feels like an advantage unique to virtual chapters.
How We’re Using Chat Differently
The chat in Zoom is active in our chapter. The Visitor Host team engages with visitors directly or mentions them in the chat to keep them engaged.
In a virtual environment, you see it on their faces when visitors are about to mentally check out. The Visitor Host team watches for those visual cues and intervenes in real-time.
This is different from in-person chapters where you’d notice body language and have a quiet word. In our online BNI chapter, chat is becoming the equivalent of those sidebar conversations.
Audience engagement is critical in successful virtual events. In our online BNI chapter, we’re finding that active engagement makes a measurable difference.
What We’re Finding: Chat works as a real-time engagement tool when we watch visitor faces and intervene before they mentally check out.
What’s Changed After Nine Weeks
Increasing the social media presence seems to be making a difference in reach. I set up a website for the chapter, which is becoming a hub for information. I send out an email newsletter weekly, including to visitors, showcasing what happened in the week’s meeting and what’s coming.
What We’re Measuring
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Chapter size grew from 19 to 22 members in nine weeks
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Three more people are keen to apply or in the application process
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Attendance at meetings is up among members
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More members are inviting visitors
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Members are becoming more engaged
There’s enthusiasm among members. The larger the chapter is, the more referrals go between members.
The chapter meetings are more fun.
Our Current Thinking: Consistent social media presence, a central website hub, and weekly newsletters are keeping members engaged and attracting new visitors. We’re still testing whether this is sustainable long-term.
Where the Rules Still Don’t Fit
There are rules around geographical location for online BNI chapters. 80% of the members need to be in the area where your chapter is based.
In my opinion, this rule doesn’t make sense for online BNI chapters. But we’re working within it for now.
The virtual networking market recorded a market value of USD 30 billion in 2024 and is projected to rise to USD 60 billion by 2033. Virtual networking isn’t a COVID response. It’s a fundamental shift in how business operates.
I think online BNI chapters need to be recognised as a parallel, stand-alone way of networking. Not an adaptation of in-person chapters, but something designed for online from the ground up.
The systems that work in person don’t always translate. We’re testing what happens when you build deliberately for virtual.
We’re still figuring this out, one meeting at a time.
What We Believe: Online BNI chapters work better when we build for online first instead of adapting in-person methods. We’re still gathering evidence to support this.
Questions People Ask About Our Online BNI Chapter
How are you making visitors feel welcome in a virtual setting?
We’re building a dedicated Visitor Host team whose job is to welcome visitors from the moment they join the Zoom room. We use the chat actively to engage them, explain what’s happening, and make sure they get a chance to introduce themselves. We’re still learning, but we know we don’t have the “grab them for coffee afterwards” option like in-person chapters.
What videos are you sending to prospective visitors?
We’re sending short videos (under 3 minutes) that answer specific questions or concerns. We focus on what they need to know to feel confident attending: what will happen, what to prepare, whether they’ll be put on the spot. So far, less is more.
How is geographic diversity working in your online BNI chapter?
Geographic diversity is giving us access to specialised expertise that doesn’t exist in our local area. Members from different regions aren’t competing with each other for the same clients. Distance doesn’t matter in an online BNI chapter when meetings are on Zoom. This feels like a unique advantage for virtual chapters.
What social media platforms are you using?
We use Facebook, LinkedIn, and YouTube. We post consistently (several times a week) to keep the chapter visible online. We think an online BNI chapter needs to be seen online, which is different from face-to-face chapters that rely more on local word-of-mouth.
How long did it take to see growth?
We grew our online BNI chapter from 19 to 22 members in nine weeks after implementing our new systems. The key seems to be consistent social media presence, a central website hub, weekly newsletters, and a structured visitor experience. We’re still testing whether this growth is sustainable.
What do you think is the biggest mistake with online BNI chapters?
Adapting in-person formats instead of building for virtual from the start. I think online BNI chapters need their own approach, not an adapted version of face-to-face networking. We’re still proving this theory.
Do the same BNI rules apply to your online BNI chapter?
Yes, including the geographical location rule where 80% of members need to be in the area where the chapter is based. In my opinion, this shouldn’t apply to online BNI chapters, but those are the current rules we’re working within.
How are you keeping members engaged during virtual meetings?
We watch for visual cues that someone is mentally checking out. We use the chat actively to engage members and visitors. We’re trying to make meetings fun and ensure everyone has a chance to participate. The larger our chapter gets, the more referrals go between members, which seems to keep engagement high.
What We’re Learning About Online BNI Chapters
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We think online BNI chapters need to be built for online first instead of adapting in-person methods. We’re testing whether chapters designed for virtual from the start work better.
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A dedicated Visitor Host team seems to be our growth engine. First impressions in an online BNI chapter happen in the Zoom room, not over coffee. This changes everything about how we welcome visitors.
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Short, focused videos (under 3 minutes) are working better than comprehensive explainers. We’re finding that answering one specific question at a time gets better engagement.
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Geographic diversity is turning out to be a strategic advantage in an online BNI chapter, not a limitation. We’re getting access to specialised expertise without local competition.
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Active chat engagement seems to prevent visitors from mentally checking out. We’re learning to watch their faces and intervene in real-time.
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Consistent social media presence is driving chapter visibility and visitor registrations. We’re finding that online BNI chapters need to be seen online, which is different from face-to-face chapters.
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Virtual networking is a fundamental shift in how business operates, not a temporary COVID response. The market is projected to double from USD 30 billion in 2024 to USD 60 billion by 2033. We’re part of this shift.
About the Author
Christine Abela is President of BNI Breaking Boundaries Online, an online BNI chapter based in Canterbury, New Zealand. With over three years of experience in virtual networking, and business consulting since 2000, Christine specialises in helping small business owners grow through online marketing, automation, and content strategy. She has successfully grown her online BNI chapter from 19 to 22 members in nine weeks by implementing systems designed specifically for virtual networking.
Christine also runs Gecko Gully Websites, where she helps businesses build effective online presence through practical, no-nonsense solutions. Her expertise in running an online BNI chapter comes from hands-on experience as both a member and leader in virtual business networking. She is a member of BNI Breaking Boundaries Online through her franchise with business consulting company Oxygen8 Consulting.
