Join the Tories...and get 0% interest

By Mark Davies BBC News Online political reporter

Iain Duncan Smith is clearly a quiet man of many talents. Not only does he claim to have a range of exciting policies to create a fair deal for everyone, he can also offer 15% off on roadside assistance.

That's not all. Sign up to the Tories today and get a 5% discount on insurance and 0% interest for balance transfers to the Conservative Party credit card.

And while politics may really be more about gathering support for compelling policies and interesting ideas, it seems it now also offers a great deal on a box of wine.

Theresa May: Fine sales pitch

The official phrase is "affinity deal". Tory chairman Theresa May on Thursday announced six agreements with leading companies to offer party members special offers.

The aim is to attract new members and boost party coffers.

And, she crowed, it was all way more generous than anything Labour or the Liberal Democrats could offer.

Though, given Mrs May's penchant for expensive footwear, it's perhaps surprising there are no special deals with the country's leading shoe designers.

At times the launch of the scheme at Tory central office was more like a bizarre sales pitch than a press launch - especially as Mrs May dashed off without answering questions.

"Some of the most competitive deals around... special offers... reflects the needs and priorities of life... leading the way with innovative ideas to expand our appeal... to fund exciting ideas.

"And when you need to unwind, special discounts on a range of fine wines."

'Proud'

Mrs May clearly has a future in the advertising business.

She even listed all the apparent benefits of the Tory credit card: "Our new credit card out-performs all the deals offered by other parties - with no annual fee, up to 59 days interest free credit and a balance transfer rate of 0% for the first six months."

These offers will save our supporters money and generate income streams for the party, all helping to broaden our fundraising and membership base Theresa May

But at least there's a freephone number if you do want the full rundown on the credit card "you will be proud to carry".

The Tory chairman admitted that the press launch venue was more usually accustomed to the launch of a new policy. But, amid falling political participation, political parties had to be about more than that, she said.

In the past, parties had been able to rely on "a hardcore pledge of allegiance for life". Not so anymore - now there is increasing competition for support, she said.

'Fair deal'

Hence the need for "the right package of policies and benefits to encourage people to sign up".

"This is a package that will offer a fair deal to existing members and persuade new members to join."

The package includes special deals on internet access, roadside assistance, insurance, telephone calls, wines and credit cards.

"These special offers on a range of high quality services and products highlight how you only get a fair deal from Conservatives. Comparison with Labour and the Lib Dems shows that we are offering our supporters better services at lower cost.," said Mrs May.

"These offers will save our supporters money and generate income streams for the party, all helping to broaden our fundraising and membership base."

Sign of the times?

It's certainly true that the deals go further than anything offered by Labour or the Lib Dems.

Tony Blair's party offers the chance to raise money for Labour by taking out insurance or credit card deals - or buy drinks - with The Co-operative Group.

And the Lib Dems have similar deals with the Co-op, the Environmental Transport Association and renewable energy company Unit(e).

So is the Tory scheme a sign of things to come?

Well, if it's true that the UK follows trends in the US, it could well be.

In the States, the Republicans offer party supporters the chance to collect "GOPoints" to campaigners who complete "action points" such as writing a letter to a local newspaper or telephoning voters to gauge opinion.

Collect enough GOPoints and a leather PDA case or folding chair could be yours.

Could never happen here... could it?