January 2015
Intermediate to advanced
672 pages
18h 4m
English
book
ASAE Handbook of Professional Practices in Association Management, 3rd Edition
by John B. Cox, Susan S. Radwan
Content preview from ASAE Handbook of Professional Practices in Association Management, 3rd Edition
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Chapter Twenty Five
Affinity Programs
Susan Moseley, CAE
In recent years, nondues revenue has been at the forefront of association strategies to support and supplement overall income growth. At the core of these nondues-income-driving activities can be affinity programs. These programs involve a relationship between three parties: the association, an external business, and the association member. The premise of the relationship is based on the association providing the business with access to its name or brand and its membership, in order to promote a wide variety of commercial products and services (for example, insurance, credit cards, payroll, marketing). The business compensates the association for this access and in return expects greater ...
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