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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