Where is the purpose of a membership card?

I was asked by my wife to read the offer letter to see whether she should sign up for her school Alumni membership card. When I read through, I find it easy to reject the offer.

As I read through, there is nothing about the alumni, but everything about the discounts to participating merchants. And the best part is with its terms and conditions where the discounts do not apply where there are credit cards promotions. It means that I can just enjoy them with my credit cards.

There are too many such membership cards out there today that it doesn’t really add values especially when the participating merchants are not willing to give a good promotion for them.

What are the other values that a membership card gives?