# Charity affinity programmes "narrower" in focus

- Link: https://fundraising.co.uk/2000/05/22/charity-affinity-programmes-quotnarrowerquot-focus/
- Published: 2000-05-22T23:00:00+01:00
- Author: Howard Lake

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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