Affinity Programs

Affinity Programs: Do They Really Work?

The Membership Networking Group discussed the pros and cons of offering Affinity Programs for your members at their meeting in November 2010. Following are a few takeaways from that meeting.

1. Ask members what they want or need. Make sure the program is of value to your members.
2. Do research on the company and it's reputation -- problems with the company become your problem. Are their materials updated so they "look" inviting?
3. Protect your members -- insure the company knows what they can and can not do in communicating and working with your members.
4. Savings for the time invested. -- Ease of use. If you have to spend too much time managing or monitoring the program is it really worth while?
5. Get the company representative involved in promoting and managing the program for your members --they want the business and are the best at explaining their programs.
6. Can the company provide you with results so you can see if the program is worthwhile?
7. Are you offering your members a better deal than they would be able to get on their own?
8. Members only benefits -- if a non member is still using a service, use that to get them to renew. "I see you like the XYZ company, to continue to use at the member rate, you can renew today!"

MSAE will be launching a new Affinity Program for our members with AAA in January 2011.

Check out the Affinity Programs offered to members of MSAE by clicking here.