Affinity Programs for Associations: How to Create Partnerships That Benefit Everyone
Here's a revenue reality check: half of all association revenue now comes from non-dues sources. If you're still relying primarily on membership dues to fund your operations, you're leaving money on the table—and potentially putting your organization's financial stability at risk.
One of the most effective (and underutilized) ways to diversify that revenue? Affinity programs.
When done right, affinity programs create a win-win-win: your association earns non-dues revenue, your members get exclusive discounts and services, and your partner companies reach a highly targeted audience. It's one of the few strategies that can simultaneously boost your bottom line and your member value proposition.
But here's the catch: not all affinity programs are created equal. Neglected programs become dead weight. Misaligned partnerships frustrate members. And poorly communicated offers get ignored entirely.
Let's build an affinity program that actually works.
What Is an Affinity Program?
An affinity program is a business partnership where your association teams up with a company to offer exclusive discounts, products, or services to your members. In exchange, the partner company gets access to your membership base—a highly targeted audience they'd otherwise have to spend significant marketing dollars to reach.
The key distinction: affinity programs create steady, ongoing revenue streams rather than one-time bursts of income. When members use the discount or service, your association typically receives a percentage of the sale or a referral fee. Over time, a well-managed program can generate reliable non-dues revenue that grows as member engagement increases.
Common types of affinity programs include:
Insurance products: Health, auto, home, travel, professional liability, and pet insurance at group rates
Credit card programs: Co-branded cards with rewards, cash back, or reduced interest rates
Travel discounts: Hotels, car rentals, airlines, cruises
Office and business services: Office supplies, shipping (FedEx, UPS), payment processing
Industry-specific products: Equipment, uniforms, software, or supplies relevant to your members' profession
Financial services: 401k providers, accounting services, financial planning
Why Affinity Programs Matter for Your Association
According to the Association of Chamber of Commerce Executives (ACCE), a good affinity program can "serve as a tool for recruiting and retention, plus boost the value of having an association membership."
Here's what affinity programs can do for your organization:
Generate reliable non-dues revenue
Unlike event sponsorships or one-time fundraising, affinity programs create predictable, ongoing income. The more your members engage with the program, the more revenue flows to your association.
Enhance your member value proposition
When members can save $5,000 annually by using your affinity discounts and their dues are $1,000, the membership practically pays for itself. That's a compelling reason to join—and to stay.
Differentiate from competitors
A well-curated affinity program offers something members can't get elsewhere. It becomes part of what makes your association unique.
Build trust with members
When you vet partners and negotiate exclusive deals on behalf of your members, you position your association as a trusted resource that looks out for their interests.
Strategy 1: Find the Right Partners
The foundation of a successful affinity program is the partnership itself. A misaligned partner will frustrate your members and damage your association's credibility.
When evaluating potential partners, ask:
Do they understand your members' needs? A generic discount isn't valuable. Partners should be able to tailor offerings to your specific industry or profession.
Do their values align with your association's mission? Members will notice if a partnership feels "off."
What's their experience with affinity programs? Ask for references, case studies, and examples of past successes and failures.
Is there a true price advantage? Members can comparison shop. If your "exclusive discount" is easily beaten online, trust erodes quickly.
What support do they provide? Will they help with marketing materials, customer service, and ongoing program management?
As one industry expert puts it: "Don't rush it because you need revenue or you don't want to be late to the party. Get it right; don't get it quick."
Strategy 2: Create Offers Members Actually Care About
Here's where many associations go wrong: they build affinity programs based on what partners want to sell rather than what members want to buy.
An affinity program should only be created "through the viewpoint of the member's experience." If you offer something your members actually value, the revenue follows. If you don't, you're wasting everyone's time.
How do you know what members value?
Survey them directly. Ask what products, services, or discounts would be most valuable to them.
Analyze their industries or professions. What challenges do they face? What do they already spend money on?
Consult your most active members. Use them as a sounding board before launching new partnerships.
Look at what members are already buying. Can you negotiate better rates on products and services they already use?
Remember: quality over quantity. A focused portfolio of five highly relevant partners will outperform twenty generic discounts that nobody uses.
Strategy 3: Communicate the Connection to Your Mission
If your affinity program's offerings don't seem connected to your association's purpose, members may not trust the products or services—they'll feel like they're being sold something rather than receiving a valuable benefit.
The solution: clearly explain how each affinity offer ties to your industry and improves the member experience. The message can be as simple as: "We know you're in an industry that's struggling with rising costs, and we want to be a resource for you."
Research suggests it may take six to ten exposures before a member truly absorbs your marketing message and connects the value to their own situation. That means you can't just announce a program once and expect results.
Effective promotion tactics include:
Email announcements and dedicated campaigns
Newsletter features highlighting specific offers
Social media posts showcasing member savings or testimonials
A dedicated affinity program page on your website
Seasonal promotions (FedEx shipping discounts around the holidays, for example)
Mentions at events and in new member onboarding
Strategy 4: Maintain Your Program (Don't Set It and Forget It)
One of the biggest reasons affinity programs fail? Associations launch them and then ignore them.
A successful affinity program requires ongoing attention: "It takes more time than you might think. They do not 'work by themselves.'"
Ongoing management tasks include:
Regular partner check-ins: Schedule quarterly calls to review performance, discuss improvements, and maintain the relationship.
Member feedback collection: Survey members on their satisfaction with the program. What's working? What would they change?
Performance tracking: Monitor utilization rates, revenue generated, and member engagement metrics.
Website audits: It only takes one broken discount code or dead link to undermine members' trust in your entire program.
Periodic program reviews: Members' needs change. What was valuable three years ago may be irrelevant today.
If a partnership isn't performing, don't be afraid to end it. A bloated program full of unused discounts is worse than a lean program with offers members actually want.
Strategy 5: Set Goals and Measure ROI
Many associations struggle to measure affinity program success because they never defined what success looks like in the first place.
Before launching, establish clear goals:
Increase non-dues revenue by X%
Achieve X% of members utilizing at least one affinity benefit
Improve member retention rates
Increase new member acquisition (using affinity benefits as a recruitment tool)
Boost brand awareness (measured by website visits or social engagement)
Key metrics to track:
Revenue generated from each partner
Member utilization rates by offer
Cost per acquisition (for members who join because of affinity benefits)
Member satisfaction scores related to the program
Retention rates among members who use affinity benefits vs. those who don't
Once goals are met, set new ones. If something isn't working, troubleshoot and adjust. The best programs evolve based on data, not assumptions.
The Bottom Line: Affinity Programs Are a Long-Term Investment
Affinity programs won't generate overnight windfalls. But when built on strong partnerships, member-focused offers, consistent communication, and ongoing management, they can become one of your most reliable and sustainable revenue streams.
More importantly, they can transform how members perceive your association—from "an organization I belong to" to "a resource that actively saves me money and makes my life easier."
That's the real power of affinity programs: they don't just generate revenue. They generate value. And value is what keeps members coming back year after year.
Need Help Communicating Your Affinity Program's Value?
Purple Wave Creative helps associations develop marketing strategies that communicate member value—including affinity program promotion, member benefit pages, and email campaigns that drive engagement. Let's make sure your members know about the savings waiting for them.