AFFINITY CARD

noun Sometimes in the form affinity credit card (Business World) A credit card issued to members of a particular affinity group; in the UK, one which is linked to a particular charity such that the credit-card company makes a donation to the charity for each new card issued and also passes on a small proportion of the money spent by the card user. Etymology: Formed by combining affinity in the sense in which it is used in affinity group (an American term meaning 'a group of people sharing a common purpose or interest') with card°. In the case of the charity cards, the idea is that the holders of the cards share a common interest in helping the charity. History and Usage: Affinity cards were first issued in the US in the late seventies in a wide variety of different forms to cater for different interest groups. These cards were actually issued through the affinity group (which could be any non-profit organization such as a college, a union, or a club), and entitled its members to various discounts and other benefits. When the idea was taken up by large banks and building societies in the UK in 1987, it was chiefly in relation to charities, and the idea was skilfully used to attract new customers while at the same time appealing to their social conscience. One alternative [to credit-card charges] is an affinity credit card linked to a charity, although the Leeds Permanent Building Society is considering charging for its affinity cards. Observer 29 Apr. 1990, p. 37 Affinity cards cannot be used to access any account other than one maintained by a Visa card-issuing financial institution. Los Angeles Times 10 Oct. 1990, section D, p. 5