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This is a guest post from Vince Duobinis, champion of the association experience with the Affinity Center International.

At ASAE's 2011 Annual Meeting, our team set out on one mission: to find out what would make associations and their members happy. In terms of loyalty programs, responses most commonly referenced member benefits, value, and simplicity for the association staff.

Most associations are interested in loyalty programs, but get bombarded by offers from companies unrelated to the association's mission.

Association executives told us programs must be offered with specific member benefits that are of real value and relevancy to the association. Products and services available through the loyalty program must relate to the member's business needs and also entice interest on a personal level, as members can make purchases for both.

"If members prefer blue pens, it's not particularly helpful to have only red pens in the online store," said one association executive at the meeting. It's more than just the overnight delivery, rental car, and insurance products typically found in discount programs, it's having a variety of options your members can redeem points for.

Once options are decided, make it easy for members to purchase through the program and obtain points, which are used in most loyalty programs. Simplicity is key when selecting a loyalty program. If you have to read a thick instruction manual every time you try to redeem points, run. Not only will this cause frustration for your members, it will drive your staff crazy. Loyalty programs don't need to be complicated.

Loyalty programs can be very beneficial to associations by providing additional nondues revenue. However, it is critical for associations to do their homework in finding a loyalty program that can offer products and services that are relevant to members and don't add a burden on staff. Loyalty programs also require a thorough understanding of member's desires. One cardinal rule we have all pretty much dealt with is never assume, and this goes for loyalty programs, too. Don't think you know what your members want, be sure by asking them. A couple questions and listening ears go a long way in your members' happiness and the happiness of your association's finances.