Affinity marketing is a specific form of marketing strategy that involves two brands or organizations that have some sort of similar affinity. This can be sharing the same values, aspects, or product services. This marketing technique benefits both brands or organizations, as each organization or brand promotes the other in the form of advertising or other forms of marketing. This marketing strategy can also be exemplified in non-profit organizations such as church or group memberships that share the same affinity. They practice the same technique as profitable organizations do, excluding the result in revenue.