Whether it's a bar association, a teachers union, a club or professional society, affinity groups know that one of the best ways to attract and retain membership is to offer insurance to their members. Specifically, many are looking to add health care benefits to their growing lists of offerings. Providing access to an array of member benefits also provides an avenue for these groups to generate non-dues revenue - a key to thriving in tough economic times.

However, there is a big misconception in the broker world that the affinity or association business is old and tired, and groups are disinterested or unwilling to expand their insurance programs.

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