CardPartner Helps Small Groups Launch Affinity Card Programs

This small financial services marketing company says it is growing while others contract because it focuses on helping small groups compete in a crowded marketplace.

“The credit card business is huge,” says Mark Levitt, senior director at CardPartner and a former executive at affinity credit card giant MBNA Bank. “Small nonprofits and other groups that need the revenue generated by an affinity credit card program are often lost in the shuffle. By focusing on this underserved space CardPartner is uncovering tremendous pent-up demand for affinity credit card programs.”

Levitt says most credit card issuers prefer working with larger groups because scale justifies the cost of mounting large and costly direct mail and telemarketing campaigns. In contrast, nonprofits and small groups like CardPartner’s “human scale” and the fact that groups control their own card marketing by leveraging existing social networking channels, email, websites, events, and other media to reach members and supporters.

CardPartner’s free online marketing tools and virtual business environment make it practical and profitable for small groups to offer affinity credit cards. In addition, like traditional affinity card programs, CardPartner pays groups a fee for every card activation plus a share of ongoing charge volume.

Two groups that joined CardPartner this week include Farm Rescue, a nonprofit that helps family farmers bridge financial crises, and World Vets, a nonprofit that provides veterinary services in underserved areas around the world. For a complete list of the 12 groups that joined CardPartner this week, go to http://www.cardpartner.com.

CardPartner affinity credit cards are issued by UMB Financial Corporation, one of the largest independent banks in the United States and Smart Money magazine’s pick as “…the highest scoring traditional bank among our favorites.”