Affinity group marketing is marketing to members of a group. Marketing to existing groups of customers already interested in a certain topic, product or cause, allows affinity marketers to leverage relationships and the existing brand, loyalty, attention and buying power of the group.
In affinity group marketing, typically third parties offer members of affinity groups discounted merchandise, services, rebates, insurance, or other benefits for participating in their marketing programs.
Affinity group marketing programs are used as a way for employers and associations/groups to offer additional benefits to employees and members at little to no added cost to the company or organization. It can also be used as a way to raise funds for schools and non-profit groups.