The Future Ain't What It Used To Be For Affinity Products
Are affinity products for associations a thing of the past? Or rather part of a future that looks very different?
Membership organizations have always offered third-party products to their members. This usually means a discount, sometimes bearing the association brand. Affinity products have served essential roles. They provide value to members, giving them a reason to join and renew. They also serve as a critical source of non-dues revenue. Associations could count on affinity products to boost membership and income.
No longer. Across the board, the old affinity product model is no longer productive due to market forces beyond associations’ control. As a result, what worked in the past works no longer.
Yet there is a solid and clear path forward for organizations that are open to change. For example, they can shift their expectations for affinity products from revenue to favor of member value.