I’m wondering if you can relate to this story, told to me recently by an alumni association: They brought a proposal to their Board to add two dozen new member discounts to their affinity program. The Board looked at them flabbergasted and said, “What about the current discounts? How do you expect to get results from new discounts when nobody knows the current ones exist?” The Board asked them to come back with ideas for raising awareness and increasing usage of their existing member discounts, before adding new ones.
Sound familiar to you? Most member discount programs are languishing in obscurity right under members’ noses and delivering very little benefit to anyone. Most associations will say that discounts are not the silver bullet of membership (and we wouldn't disagree with that). But given the right discounts, and the right kind of promotion and nurturing, your discount program can grow up, stand on its own two feet, generate incremental revenue, and make the difference in a renewal decision.