Affinity Marketing: Buy to Give
On this note, the affinity marketing should be used to boost existing fundraising initiatives. It should be incorporated into communications about the annual gala, capital campaign, alumni event, special fundraising drive to help victims of a recent natural disaster, etc. By continually projecting the program in a current, timely manner, you reinforce its value and give supporters greater reason to continue making purchases that will help your nonprofit.
An affinity-marketing program isn't quite like a field of dreams. If you build it, they will come — but only if you tell them about it … over and over again. It can be as successful as you make it, and definitely a case of reaping what you sow. FS