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Charity affinity programmes "narrower" in focus
Howard Lake | 22 May 2000 | News
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.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.