Affinity Marketing: Buy to Give
Common misconceptions
In order to understand how affinity ?marketing should work, you need to understand what would contribute to a program failing. Specifically, there are many mis-?conceptions regarding affinity marketing that should be dispelled. Among them:
? The nonprofit has little to do with the success of an affinity-marketing program, and if the nonprofit does actively promote the program, it could jeopardize its ?relationship with supporters. In reality, the nonprofit does have an important role in the success of an affinity program. It must be proactive in communicating the program and educating its supporters. Taking this initiative will not compromise its relationships with its constituents. To the contrary, a nonprofit that demonstrates its use of sophisticated strategies to raise funds is valued and respected more by supporters than one seen as inefficient and unaware of the latest methodologies and technologies to facilitate fundraising.