ABSTRACT
This article explores which benefits political party members perceive they gain from their membership and whether it is worthwhile for political parties to provide members with these benefits. The first avenue of exploration might seem somewhat strange to political scientists who may consider that the benefits of party membership are obvious and documented elsewhere. However, this article will argue that existing research into the benefits of political party membership is inadequately theorised and ad hoc rather than systematic. The second avenue of exploration may appear a little strange to marketers who are likely to wonder why should political parties not provide their members with the benefits they seek. The response to this point is that it may not necessarily be in parties’ best organizational interests to provide all the benefits sought by members, as some benefits do not have relationships with desirable membership behaviors.
