Frequently Asked Questions Who are the merchants? The merchants are carefully selected so that they’re relevant to your members and align with the interests of your association. We’ll work together to design an optimal program. Who pays for the rewards? The Affinity Rewards program is entirely merchant-funded. Can I use my current partners? Yes. We’ll help you craft the right program to achieve success between you, your members, and your existing partners. Find more frequently asked questions for associations.