3. As Chambers search for ways to diversify their
non-dues revenue mix, it’s important to realize
that many affinity programs are not “one size fits
all”.
An affinity program that’s a winner for one
Chamber may not fit your chamber’s
membership.
Learning how to select the right program while
using it to grow new members and increase
retention is the key to a successful program.
4. • Outline
1.Presentation targets and understanding
affinity programs
2.Affinity Programs vs. Member Discounts
3.How to use and how to choose the correct
program
5. Why choose an Affinity Program?
• VP, Director, Manager – overall benefits of
membership and revenue stream
• Membership reps, Sales team – member value
and engagement
11. Affinity Programs vs. Member
Discounts
• 1. Affinity program – marketing program in which organizations forma
partnership
– Partnership –
• can have multiple meanings but most commonly includes
incentive for one side (monetarily) and incentive on the other side
in the form of business prospects / new customers.
• Also usually means exclusivity among competitors
– Current industry (trend) term for Affinity programs - Cost Savings
Benefit Programs
– 2. Member discounts – marketing program where all savings are
passed on to current / new members
• No revenue to the Chamber
13. How to use and how to choose
affinity programs
• - Remember your sole purpose as a membership organization – GROW NEW
MEMBERS and INCREASE RETENTION!
• - Why are affinity programs flat / decreasing? Because they are being promoted
on their own.
• - Pull your programs into your membership benefits package.
• - Use the programs in your consultative sales approach
• - Prospect your own membership base + promote specific (targeted) programs to
your members as benefits that they have not been taking advantage of.
• - Use specific numbers to show savings!
– Example – KY State Chamber and Cincinnati Chamber
– * Don’t get away from new member growth and increased retention by trying
to grow non-dues revenue. Use the affinity programs as cost savings benefits
and the non-dues revenue will grow naturally.
14. Tailor your programs to fit the
needs of your members
• - Know your membership. Don’t try to offer things that don’t fit your members.
• Services are more important to younger members
• - Take a survey
• - Adapt your programs to your area (population, demographics, industry)
• - Think outside the box – don’t be afraid to try something new. Remember the
difference between affinity and member discounts.
• Use member discounts as a proving ground for possible affinity programs
- ALWAYS talk to your members about their needs!!..... Because their needs are
changing, business is changing and the Chamber needs to change with them!
