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Charity affinity programmes "narrower" in focus

Charity affinity programmes "narrower" in focus

A survey has found that charities often develop narrower affinity programmes than their for-profit counterparts.

The Watson Wyatt Affinity Distribution Survey 1999 has found that non-profit organisations tend to develop narrower-based affinity programmes > than their for-profit counterparts. The product bases tend to include insurance, lump sum investment, and savings products. These are all generally “simple” to understand for consumers, compared to “complicated” products such as pensions.

Watson Wyatt propose four key considerations for charities thinking about developing affinity partnerships. These are customer ownership, low cost base, commerciality, and management focus.

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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