Why Your Affinity Product Strategy Might Be Missing the Mark

Is Your Affinity Product Strategy Missing the Mark?
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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.

The Decline of Affinity Product Revenue

Affinity Products As Member Value Strategy

Because shifting the affinity model increased revenue for business partners, they are willing to sweeter offers for members. Better offers with stronger consumer brands also elevate the association’s brand. Two elements are key to successfully transforming an affinity program:
Affinity products are alive and well in organizations that have embraced a “member value first” mentality. Successful associations have collaborated with their partners to create a new win/win/win. The organization, the partner, and the members all benefit from putting member value first.

To learn more about these market trends and how leading associations are responding, see Nonprofit Disruption: 5 Choices for Nonprofits   and Going Back to the Basics in the Affinity Market.

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