Affinity Marketing: Buy to Give

Affinity-marketing program campaigns should educate, inform and motivate members/supporters with respect to the program: how it works, its products/services and how their participation will help the nonprofit achieve its goals. When promoting the affinity-?marketing program, be sure to use all channels of media and communications, including your Web site, blogs, social-networking sites, newsletter, special events and networking opportunities, direct mail, and advertisements. And include regular updates on how funds generated from the affinity-marketing program were applied to fulfill various goals (e.g., to fund technology needs or a new program, toward the capital campaign to build a new wing, for an overseas mission to feed the hungry, to build homes or provide medical care, etc.).