Are There Affinity Groups in Your Future?

• Affinity Groups are one to two hour discussion groups for people with a common bond (same job, challenges, subgroup, etc.) centered around a discussion topic.
• Affinity Groups are excellent value added programs to build member loyalty.
• Affinity Groups enable chapters to target non-traditional groups.
• Excellent forum to cross sell memberships.
• Overcomes the "one size fits all" objection to involvement in RMA—allows target marketing.
• Keep it small—10 to 20 participants, maximum.
• Define the Affinity Group—make sure the group has a common bond or it will not work.
• Consider building the discussion around an expert speaker or panel, one of RMA's audioconferences, or an expert caller.
• Be prepared—have a capable moderator armed with at least ten predetermined questions to jump start the conversation.
• Use open ended questions to get people talking (how do you do such and such?; how do you feel about XYZ?).
• Have refreshments; make it fun!
• Furnish a list of attendees and phone numbers so the group can start to communicate.
• Survey the group before they leave; would they like to meet regularly?
• Honor schedules by sticking to time limits. You know you've had a good Affinity Group meeting when you have to cut off the discussion.
• Think outside the box—consider Affinity Groups for private bankers, commercial real estate lenders, health care lenders, portfolio managers, capital markets personnel, human resources personnel active in recruiting or training commercial lenders, senior lenders, young bankers, women in banking, minorities, bank attorneys, etc. The groups and topics are almost endless.

Contacts:

• Past chapter leaders
• Current chapter leaders
• Regional chapter leaders
• Member Relations Consultants
• RMA Headquarters

For more information, please contact William Githens at bgithens@rmahq.org or 215-446-4124 or contact the Regional Manager for your area—either Community Bank (assets below $1 billion) or Large Financial Institution (assets of $1 billion and up).