To Affinity and Beyond: Leverage the Buying Power of Your Member Base

To Affinity and Beyond: Leverage the Buying Power of Your Member Base

By: Joe Rominiecki

The National Rural Health Association and the Association of Zoos and Aquariums have built partner programs that go beyond the traditional affinity program. Here's how they're putting the power of group purchasing toward advancing their missions and earning nondues revenue.

The great power of an association—and one of the basic reasons any association forms to begin with—is the advantage that comes with quantity. A large group of people with common interests can lobby for causes and standardize best practices far better than any one member of the group can on its own. The same goes for buying power: If a seller knows a large group wants its product, it will be more likely to offer a better price or work to build a better product....