To succeed, affinity marketing requires certain principles to be in place. They include shared values between the for-profit organization (i.e., affinity marketer) and nonprofit organization, the full commitment of the nonprofit, a proven track record on the part of the for-profit partner for generating funds on behalf of nonprofits, and a strong infrastructure at the for-profit to support the affinity marketing program (e.g., a state-of-the-art call center staffed by trained and courteous customer service representatives for processing orders). It is also advisable that nonprofits seek out for-profit partners whose products and/or services are common, everyday purchases (e.g., phones and phone service, credit cards, insurance, etc.).
Assuming their affinity marketing program is built with a sound foundation, nonprofits can expect to derive the many benefits, including:
A steady stream of contributions based on purchases made by their supporters from the for-profit partner.
A method for capturing new supporters who are enticed by the affinity marketing offer from the nonprofit.
A way to retain supporters and build stronger relationships with them by giving them an easy way to continually contribute while meeting their own needs and without having to allocate funds they may otherwise not have.
Another tool to be integrated with their traditional and new marketing and fundraising tools to achieve higher fundraising success from these activities. For example, an affinity marketing program can be used in conjunction with the annual direct mail appeal to boost response rates and capture contributes. Similarly, the nonprofit can integrate its affinity marketing program into its annual dinner event or conference by having a marketplace showcase featuring the products/services offered by the for-profit partner.
The ability to project a progressive identity for the nonprofit which conveys to Board members, corporate sponsors and the general public that the organization is proactive in its approach to raising funds and achieving its mission.
Another form of market intelligence which the nonprofit can leverage to more effectively target new supporters and contributors. Through sales data from the for-profit partner, the nonprofit can learn what product or services are resonating with their supporters best, and design new promotions based on these findings. Additionally, the can rely on the for-profit partner to provide advice and tools by which to better capture sales/contributions.
A means by which to prompt staff to start thinking “out of the box” and embracing new ways to fundraise. Once they understand how affinity marketing can affect fundraising, they will be more likely to want to try other methods such as mobile giving, cause-related group commerce and expanded social media campaigns.
With a little upfront due-diligence, nonprofit organizations can expect to pretty quickly enjoy the many benefits affinity marketing has to offer including customer retention and increased fundraising.
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