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2007 Annual Report
Working to keep every channel open and economically viable for all marketers.
We call it sustainability.
Let us tell you what we’re doing to get there.
John A. Greco, Jr. Markus Wilhelm President & CEO Chairman of the Board
he future means many different
things to different people. Today’s
increasing focus on sustainable
development, broadly stated,
emphasizes the need to find creative
ways of ensuring the best balance of outcomes for
people and the environment, both for now and into
the indefinite future. What that future holds is often
difficult to see, but it’s essential that we all try to
anticipate what’s ahead, and to prepare for it now.
That spirit sums up a broad-based trend in
virtually every aspect of life today—including
marketing. Marketing, like so many other systems
and processes in this day and age, faces a new
reality that’s challenging the “economics of abun-
dance” model that traditionally provided marketers
with an endless source of opportunities for getting
their messages across and making sales.
Now marketing faces the possibility of scarcity,
such as restrictions on various marketing channels—
which might be brought about by diminishing
consumer trust, forcing policymakers to enact limiting
laws and regulations. In today’s marketing environ-
ment, there is still an abundance of choices and
options for both buyers and sellers, replete with
opportunities for innovation and marketplace
success. However, marketers everywhere need to think
through all of the challenges carefully as they strate-
gically assess the impact of empowered consumers,
new technology, and changing legal requirements.
Creating a vision for the future of marketing is
to explore new ways of creating value for consumers,
buyers, donors, and prospects. When direct interac-
tion takes place in any channel—whether it’s by mail,
on the telephone, through email, catalog, or a Web
site—marketers have an opportunity to make offers
with immediacy and relevance that most people
really appreciate, and to close the loop with the
responsiveness and responsibility that most people
demand. That’s what makes the direct marketing
process so central to the future of all marketing.
SuSTAINING EvErY CHANNEL
Marketers want and need to communicate offers
that are relevant to specific needs and interests
because competition is greater than ever for people’s
time and attention. DMA research of uS consumers
shows that relevance and timing are critical to
successful marketing, across multiple communica-
tions channels. Developing this type of intelligence
is just one part of DMA’s mission to sustain and
grow the most attractive market space possible for
all the buyers and all the sellers who participate in
this end-to-end direct marketing process.
This includes businesses and nonprofit organi-
zations using direct marketing, along with the
professionals and experts who help them do it.
People and institutions setting public policy at the
local, state, and federal levels constitute another
important group that impacts the multichannel
direct marketing process. The next group is by far
the largest: the customers, donors, and prospects
themselves. For DMA, finding and expanding the
common interests of these three groups is our
means of mobilizing the strength of the greater
direct marketing community.
Why do we need to mobilize? We need to make
sure we keep all channels of communication open
T
Letter from the Chairman and the President & CEO
1
between marketers and consumers, and economi-
cally viable so they can achieve the best results.
Consumer trust is a key to success in this endeavor,
but that trust is increasingly being tested by irre-
sponsible acts of a few “bad apples.”
DMA members work hard to earn a good repu-
tation by adhering to our Guidelines for Ethical
Business Practice and meeting requirements for
fair and honest advertising, marketing to children,
use of marketing data, email marketing, teleservices,
and fundraising.
Now we are stepping up to an even higher stan-
dard of responsibility —our new Commitment to
Consumer Choice (CCC), which will enhance oppor-
tunities for direct marketers who use mail to com-
municate with customers to respond to consumers’
concerns and preferences.
PILLArS OF DMA vALuE
As a united community, direct marketers can
speak with an influential voice. When few thought
it still possible, our leadership helped to attain the
first overhaul of the federal postal system in more
than 30 years with the passage of the Postal Ac-
countability and Enhancement Act of 2006.
Now we are bringing our advocacy efforts to
bear in making sure that this new law is implement-
ed in a way that sustains multichannel marketing’s
ability to create value for people using the mail.
We are also making our voice heard loud and clear
in those states that are considering legislation to
restrict or eliminate any marketing channel, wheth-
er it is advertising mail, email, or other legitimate
modes of direct interaction with consumers.
Safeguarding and constantly reinforcing the
responsible reputation of direct marketing will
become ever more important, as noted. This year, we
strengthened and clarified our guidelines relating
to the collection and sharing of consumer informa-
tion by data compiler organizations, with clear
requirements covering the responsibility companies
have to consumers.
responsible stewardship of the environment is
another vital component in the reputation of direct
marketing, and this past year we set in motion an
improvement process. This work included our “Green
15” resolution for measuring the environmental
impact of direct marketing, and a recycling aware-
ness effort called recycle Please for direct mail
and catalogs. Both will help DMA members earn
improved consumer confidence in this important area.
DMA continues to offer the most comprehensive
education programs for direct marketing profes-
sionals. More and more of our content is available
online, such as virtual seminars and self-paced
interactive modules for our new certification pro-
gram in search engine marketing.
Our Direct Marketing Educational Foundation
works with professors and students at both the
graduate and undergraduate levels to strengthen
the academic foundation of the interactive, multi-
channel direct marketing process, thereby ensuring
that we will have a rich pool of new talent to match
the growth we’re seeing.
The networking opportunities, meetings, semi-
nars, and other events we facilitate range from our
annual conference, one of the world’s largest events
for marketers, to smaller gatherings that bring
32
Letter from the Chairman and the President & CEO
together professionals in any one of dozens of
special-interest segments that make up our far-flung
community. We have also launched a variety of
new DMA research efforts with a forward-looking
bent for building market intelligence on today’s
fast-changing marketing scene.
SuSTAINING Our FuTurE
Quite clearly, marketing is not going direct—
it already is direct. More than half of all uS adver-
tising expenditures are related to direct response.
The size, scope, and diversity of the direct market-
ing community have reached new heights. As our
numbers grow, DMA will continue to listen to and
respond to the unique voices from each of the
individual segments that make up the mosaic
of direct marketing.
With everyone’s cooperation and trust, the
growth prospects for direct marketing are outstand-
ing. Together, we will sustain our continued success
into the future through “The Power of Direct”—
relevance, responsibility, and results.
32
Our Commitment to Consumer ChoiceDMA is proud of our long-held commitment to the advancement of ethical business practices that preserve and strengthen consumer trust in the direct marketing community and in our members.
Our self-regulation guidelines have evolved over the decades to reflect the changing needs and expectations of consumers, as well as technological advancements and trends affecting our profession.
We now are proud to take another signifi-cant step forward with the October 2007 introduction of our Commitment to Con-sumer Choice (CCC).
Why is CCC important to consumers and marketers? We recognize that consumers—and their elected officials—have concerns about personal information usage, identity theft, and the environmental impact of unwanted mail. Our new CCC addresses these concerns in a proactive, common-sense, and respectful manner.
Among its initiatives, our CCC now requires members to update their consumer mailing lists monthly, and expand consumer opt-out notifications on all mailpieces. It will also include a year-round monitoring program to ensure marketer compliance.
To learn more about CCC and how it benefits consumers, DMA members, and the greater direct marketing community, please visit www.DMACCC.org or see page nine.
Markus Wilhelm John A. Greco, Jr.
Chairman of the Board President & CEO
54
We’re harnessing the power of technology and working to keep all channels open and affordable.
With all the hype about
emerging technologies, it’s
easy to be tempted by the latest
promising innovation. But at DMA,
we know it’s results—not hype—
that make great marketing.
That’s why we educate multi-
channel marketers about existing
and emerging technologies,
teaching them to use them effec-
tively through time-tested direct
marketing principles. And we have
some of the best experts around
to help us do just that.
DMA’s Interactive Marketing
Advisory Board (IMAB) keeps us
ahead of the curve on marketers’
evolving needs. IMAB’s top tech-
nology executives provide us
with expert advice on the latest
issues relating to new technologies,
as well as insights into emerging
practices, trends, metrics, and
other relevant matters.
Similarly, our Marketing
Technologies Council provides
counsel and education that
communicate the benefits of
technology-enabled marketing,
and offers valuable insight on
advancements that could impact
multichannel marketing.
These expert insights have
prompted DMA to expand its
research. And DMA has promi-
nently featured hot topics—such
as consumer-generated media and
search marketing strategies—on
our Web site, in our member pub-
lications, and at dozens of events.
But we don’t just focus on
the “new.” After all, technology is
recharging every aspect of direct
marketing, including the more
traditional media and practices.
For example, printing—the most
traditional marketing medium—
has been reenergized by advances
in database and digital printing
technologies, causing some
people to call print the “new”
interactive medium.
We also have expanded our
work on the email front, which
has become one of the more
established marketing channels.
In 2007, we merged DMA’s Email
Marketing Council with the Email
Experience Council (EEC), creat-
ing a global organization of more
than 400 professionals who are
focused on the potential of email
marketing via mobile and other
digital devices. For information,
visit www.emailexperience.org.
This year in Washington DC,
we convened our inaugural Email
Policy Summit of marketing,
technology, and policy thought
leaders to discuss policy develop-
ments, market changes, and
advances in technology.
We were among the invited
experts from business, government,
and academia participating at the
Federal Trade Commission’s 2007
summit that explored consumer
protection issues surrounding
spam, phishing, and malware.
In addition, DMA has continued
to introduce member resources
promoting effective, responsible
commercial email, including our
Email Authentication Help Center
and—in partnership with return
Path’s Sender Score unit—a
Web-based Email reputation
registry affording members
access to third-party data about
their email programs.
As the technology landscape
evolves, DMA remains committed
not only to encouraging the
adoption of emerging media, but
to “recycling” traditional direct
channels in ways that comple-
ment new technologies and meet
consumers’ dynamic needs.
In the past decade, technological advancements have permanently changed every channel and every facet of direct marketing—even the traditional methods and practices. As this trend accelerates, DMA helps members take advantage of the “new” and integrate the “old” in innovative, intelligent ways that promote consumer trust and improve marketers’ return on investment.
54
Public policy and perception affect the companies, organizations, and professionals that populate the multichannel direct marketing community. DMA is dedicated to listening to and representing the organizations across the full spectrum of the direct marketing process in government and the media, as well as working with consumer advocacy groups.
76
DMA knows how vital it is
to prepare for tomorrow by
establishing a prominent place
at the policymaking table today.
That’s why we cultivate a strong,
respected voice in support of
direct marketing at the state,
federal, and international levels—
building relationships, earning
trust, and mobilizing resources
every step of the way.
DMA’s Government Affairs team
drives these efforts. Concurrently,
our Corporate responsibility team
advises marketers on ethical
practices, and communicates
our unwavering commitment to
consumer choice and responsible,
respectful marketing.
As marketing channels continue
to expand, so do the prospective
legal and ethical issues marketers
must address. Certainly, data
protection is a top DMA priority.
We work diligently with lawmakers
to strike a balance between estab-
lishing data security measures that
protect consumers and nurture
their trust, and preserving the free
flow of information essential for
legitimate business purposes.
To this end, DMA representa-
tives urge Congress to combat
spyware and impose strong
penalties on those who use down-
loadable software for fraudulent
or harmful purposes. We work to
protect responsible marketers
from being penalized for others’
unscrupulous actions. We also
educate legislators about the facts,
showing how fraud prevention
can work hand-in-hand with
the ethical use of information to
promote the data-driven econo-
my’s continued growth.
Despite the increasing influence
of the Web and other marketing
channels, postal issues remain a
major focus of our advocacy work.
We were pleased to see years
of DMA work culminate in the
passing of a meaningful and
much-needed postal reform law.
But even as DMA’s fight for
postal reform has borne fruit,
we’re confronted with new postal
challenges. On the rate front, we
aim to minimize any damage that
may result from the next rate
increase, by requesting that it be
considered under the new law’s
ratesetting procedures, rather
than those set forth in 1970.
We also are challenged by
state legislators’ calls to create
Do Not Mail registries. In response,
we helped launch Mail Moves
America, a coalition of more
than 50 associations and compa-
nies, working to educate policy-
makers and the media about
the benefits that advertising mail
brings to uS commerce.
In the taxation arena, DMA
continues to oppose efforts on
Capitol Hill to require at-distance
marketers to collect sales tax in
states where the company has no
physical presence, since a genu-
inely simplified sales tax collection
plan has yet to be proposed.
All of DMA’s public policy work
is supported by DMAction, our
“grasstops” lobbying program
that engages our members in
our advocacy efforts, and by our
direct•voice political action
committee, which raises funds
to support the campaigns of
candidates who can positively
affect direct marketing.
In an information-driven
economy, DMA knows it’s not
enough just to be part of the
dialogue. That’s why we use our
resources to transform discussion
into action, building and ensuring
a positive direct marketing future.
We’re investing in political capital that pays dividends.
76
We’re urging marketers to listen to consumers and earn their trust.
98
We’re urging marketers to listen to consumers and earn their trust.
Earning and maintaining consumer trust is a business imperative in today’s marketplace. That’s why DMA is diligently working on multiple fronts—including our Commitment to Consumer Choice program—to promote corporate responsibility within the global direct marketing community, and to enhance the public reputation of our profession.
Consumer trust ranks among
marketers’ most valuable
resources in today’s on-demand,
consumer-driven marketplace,
enabling effective dialogue,
and delivering highly relevant
communications.
Yet trust is increasingly difficult
to earn from a public concerned
about how personal information is
collected, used, and protected. And
once this trust is compromised, it’s
not so easy to renew.
recognizing the vital link
between consumer confidence and
a healthy future for data-driven
direct marketing, DMA has long
been committed to helping mem-
bers conduct business in ways
that preserve and build trust.
In fact, we issued our first ethical
guidelines in the mid-1960s.
resolutely committed to
self-regulation, we strive to ad-
vance self-regulatory practices by
working with key partners, such
as the Federal Trade Commission,
to develop seminars and communi-
cations that educate practitioners
about responsible marketing.
As high-profile data security
concerns have emerged, we’ve
advocated data stewardship on
multiple fronts. We also maintain
an ongoing dialogue with policy-
makers about how best to protect
consumers without impeding
the legitimate exchange of data.
We also act as a marketplace
watchdog, protecting responsible
marketers’ reputations by investi-
gating allegations of non-compli-
ance, referring complaints to law
enforcement agencies, and/or
sanctioning offenders appropriately.
In 1997, DMA raised the bar for
the direct marketing community’s
stance on consumer choice by
unveiling its groundbreaking
“Privacy Promise to American
Consumers.” The Promise required
members to observe key best
practices—among them, giving
notice about data sharing, offering
and honoring consumer opt-out,
and employing DMA’s Mail Prefer-
ence Service (MPS).
Since then, we’ve expanded
on our commitment by developing
ethical guidelines for practices
such as data collection and
sharing, sweepstakes, fundrais-
ing, fulfillment, and marketing
via phone, the Web, and email.
Now we are ready to take
another big step forward.
DMA recognizes that concerns
about personal information use,
identity theft, and the environ-
mental impact of unwanted mail
present formidable obstacles.
As we have in the past, we are
approaching these issues in a
proactive, common-sense manner.
In October 2007, we rolled
out our Commitment to Consumer
Choice (CCC) that responds to
these challenges. Our new CCC
will require members that market
to consumers to:
• Provide customers, donors,
and prospects with notice that
they may eliminate or modify
their receipt of direct mail
solicitations
• Place such a notice on all
direct mail solicitations
• Honor consumers’ opt-out
requests within 30 days
• Establish internal policies
and practices in support of
the CCC
• Update mailing lists using
DMA’s MPS each month
Our CCC program will also
include a year-round program
to monitor marketer compliance.
For information, visit
www.DMACCC.org.
Throughout DMA’s entire
90-year history, we’ve learned that
the needs of consumers, and those
of the direct marketing commu-
nity, are inextricably intertwined.
Only by keeping the lines of
communication open can we
preserve the commercial channels
so vital to us all.98
Environment” is a powerful
term, holding different
meanings for different people.
It expands far beyond air, water,
earth, and trees. Our environment
encompasses everything around
us that we can sense or perceive,
including even the digital environ-
ment that’s pumping out countless
billions of bytes of new digital
information every day.
In all areas of the environment,
DMA is dedicated to helping
members be responsible, respect-
ful corporate citizens. After all,
protecting the environment isn’t
only a matter of doing the right
thing. It’s also an issue with
significant bottom-line ramifica-
tions. In fact, no organization can
afford to ignore how their opera-
tions impact the environment.
Today, consumers and policy-
makers are pressing for eco-friendly
business practices. And these
practices can yield significant
financial benefits, including higher
revenues, lower operational costs,
and enhanced customer trust.
However, successfully “going
green” isn’t easy. That’s why
DMA—with the counsel of our
Committee on Environment and
Social responsibility, comprised
of thought leaders from the full
spectrum of direct marketing—
promotes informative dialogue
about our community’s environ-
mental implications, and develops
workable strategies to help
organizations reduce their impact
on the ecosystem.
In 2007, DMA intensified our
environmental work, unveiling
two initiatives to help marketers
conserve natural resources.
The first is DMA’s “recycle
Please” logo, designed for use
on printed materials. This logo
encourages the recycling of
catalogs and direct mail, spreads
our message about recycling, and
directs consumers to our www.
RecyclePlease.org Web site for
practical tips and resources.
The second initiative came
in the form of a resolution passed
by DMA’s Board of Directors. The
Board is calling on members to
consider implementing 15 key
practices—referred to as the
“Green 15”—in five areas: paper
procurement and use, design, list
hygiene, printing and packaging,
and recycling and pollution reduc-
tion. Our Board will collect and
review members’ feedback, and
in 2008, will set benchmark goals
for implementing changes based
upon that feedback.
Also, DMA’s Environmental
Planning Tool and Policy Generator
guides direct marketers through a
checklist of environmental consid-
erations related to list hygiene,
data management, design, paper
procurement and usage, printing,
packaging, recycling, and pollu-
tion reduction. It also provides
practical steps to take.
All of DMA’s environmental
tools, publications, research, and
related information are accessible
through our online Environmental
resource Center at www.the-
dma.org/environment.
DMA knows that working to
improve our environment—while
building customer trust and
increasing profitability—is a
daunting yet necessary goal. But
achieving one needn’t occur at the
expense of the other. In fact, they
can complement each other. Our
environmental initiatives take a
community-wide view of business
needs and challenges, ensuring
that “going green” will help us
all stay “in the black.”
From boardrooms to mailrooms to living rooms, protecting the earth’s natural resources is becoming a top priority. DMA’s environmental mission is to help all direct marketers identify and adopt practices that are respectful to the envi-ronment. And when we speak of the “environment,” we’re not just referring to natural resources.
1110
“
We’re helping members “go green” so we can all stay “in the black.”
1110
We’re driving home the point that direct is the true future of marketing.
1312
Direct marketing is a true—and growing— economic powerhouse. DMA attributes direct marketing’s growing economic clout and increasing prevalence in the marketing world to three key attributes: the ability to reach consumers and businesses with highly relevant offers, a solid commitment to responsible marketing, and reliable delivery of measurable results. We’re keenly focused on strengthening and accelerating this trend.
For many industries, direct
marketing is today the most
dominant and effective form of
marketing. In 2007, direct response
advertising accounted for more
than half of all uS advertising
expenditures, with total resultant
sales—an estimated $2.025 trillion
in the uS alone—comprising
10.2 percent of the uS Gross
Domestic Product.
DMA works on a variety of
fronts to help our members craft
and execute marketing campaigns
built on our “Three r’s” of market-
ing: relevance, responsibility, and
results. We know that increasing
competency in these core areas
will keep direct a powerful and
growing marketing discipline in
the years and decades to come.
This philosophy shapes DMA’s
conferences, exhibitions, and
other member forums. With the
input of our members, we tailor
educational programming that
helps participants compete
successfully in a rapidly evolv-
ing global marketplace.
We offer cutting-edge seminars
that deliver education and profes-
sional development. reflecting the
rich diversity of our profession,
DMA seminars cover all facets of
multichannel direct marketing.
Led by highly skilled, respected
business leaders, we present
seminars at our New York Seminar
Center, locations across the uS, and
on a customized basis at individual
organizations. We also offer
“virtual” seminars via the Web.
DMA uses its vast resources
of research and market intelli-
gence to present the facts, figures,
and developments—gathered from
the multichannel marketing
front-lines—to provide members
with a deeper, more accurate
understanding of the forces
driving their business and non-
profit fundraising results. It’s no
wonder that many DMA reports—
including our annual Response
Rate Report, Statistical Fact Book,
and The Power of Direct Market-
ing: ROI, Sales, Expenditures
and Employment in the US—are
widely considered the foremost
professional sources of direct
marketing benchmarks.
DMA’s special-interest Councils
help us to advance “The Power of
Direct.” In 2007, we introduced
major improvements designed to
enhance Council membership, and
to provide us with thought-leader-
ship counsel and practical insights
into their specific areas of expertise.
Today, we have 20 Councils:
Analytics, Broadcast, Business-to-
Business, Catalog and Multichannel
Marketing, Circulation, Creative,
Customer relationship Manage-
ment, Direct Marketing Agency,
Directo: Council for Hispanic
Marketing, Email Experience
Council, Financial Services, Insert
Media, International, List and
Database, Marketing Technology,
Pharmaceutical Marketing,
retail Marketing, Search Engine
Marketing, Teleservices, and
Travel and Hospitality.
As information-fueled direct
extends its reach in the marketing
world, DMA is focused on attracting,
educating, and placing new multi-
channel marketing professionals.
The Direct Marketing Educational
Foundation (DMEF) spearheads
the important mission of helping
to supply the growing demand for
“market-ready” direct marketers—
and inspiring and preparing our
field’s next generation of leaders.
For information, see page 23 or
visit www.the-dmef.org.
1312
Today’s richly diverse multichannel marketing community—both commercial and nonprofit—spans a wide range of segments. Through each of the “Five Pillars” of DMA member services, we are committed to promoting the growth and serv-ing the needs of the greater marketing community. But first, we listen carefully to the unique, specific needs and interests of the numerous segments that comprise the whole.
There’s strength in numbers,
but even greater strength
in great numbers united. Just ask
the majority of the Fortune 100
companies that are enjoying
the bottom-line benefits of their
DMA membership.
When your company or
nonprofit organization joins DMA,
in addition to fueling your bottom
line and enhancing your own
career development, you become
part of a powerful force that is
helping to improve the quality
of today’s marketing practices
and promoting consumer trust.
DMA focuses on building
a strong community of direct
marketers, uniting members from
diverse fields to take action that
will secure a positive future for all
who have a stake in data-driven,
multichannel marketing’s success.
Together, DMA members help to
bolster direct’s significant—and
growing—economic power. When
you join us, you’ll be making a
wise investment in your organiza-
tion’s future—as well as your own.
How does DMA help our
members, individually and collec-
tively? Our “Five Pillars” of mem-
ber services stand at the very
core of the value we provide.
One, we represent our mem-
bers, promoting their viewpoints
at policymaking tables. Our
advocacy work is always driven by
the needs and interests of our
members. Our work on this front
includes protecting marketers’
access to, and usage of, the data
they need to market legitimately
and responsibly.
Two, we work aggressively
to enhance the brand or public
image of responsible direct
marketing. We promote ethical
business practices, present “The
Power of Direct” story in the
media, foster effective dialogue
with consumer groups, and honor
excellence in our field.
Three, we educate our mem-
bers, presenting a host of learning
opportunities that cover virtually
every aspect of today’s multichan-
nel marketing. To help meet the
growing marketplace demand for
multichannel marketers, we work
to attract and educate the next
generation of direct marketers
through our Direct Marketing
Educational Foundation (DMEF).
Four, we give our members
the unparalleled advantage of
networking with top professionals
from the full spectrum of direct
marketing disciplines. Members
can join us for more than a hun-
dred conferences, roundtables,
luncheons, receptions, and other
events around the nation. We
invite members to join our spe-
cial-interest Councils, which
provide forums for sharing ideas
and exchanging information.
Five, we present members with
relevant and timely research and
market intelligence, providing the
latest on trends, technologies,
and practices affecting members’
operations and bottom lines.
DMA publications, including
3D–DMA Daily Digest, and our
Web site (www.the-dma.org) are
important channels for keeping
our members informed.
We invite you to learn more
about DMA, our multifaceted
work, and the rich array of mem-
ber benefits and services that we
offer. Simply call us at
212.768.7277, ext. 1155, email us
at [email protected], or
visit us at www.the-dma.org/
membership.
1514
We’re building a community dedicated to sustaining direct’s powerful momentum.
1514
D M A M E M B E R R E s o u R c E s
16
“As a former small-business woman, I have appreciated all that DMA has done to promote efficiency and modern operations in government, as well as strongly advo-cate for its members.”Rep. Melissa Bean (D-IL)
“I appreciate DMA’s pres-ence and voice on the key issues affecting business, including efforts to main-tain the Web as a powerful channel for commerce by keeping it free from oner-ous tax and regulation.”Rep. Marsha Blackburn
(R-TN)
“I’ve enjoyed working with DMA on a number of issues, including the long–running battle to keep the Internet free of burdensome taxation so e-commerce can continue to prosper.”Rep. Chris Cannon (R-UT)
“It was great to work with DMA on the passage of the landmark Postal Reform bill. This his-toric legislation was the culmination of many years of hard work and determined effort by all involved.” Sen. Tom Carper (D-DE)
Advocacy
DMA is advancing relevant, responsible, results-driven direct marketing.
MEM
BER
RESO
URCE
S
Today, direct marketers, policy-
makers, and the American public share
a common challenge: balancing
consumer and commercial interests
to create a mutually beneficial future.
DMA prides itself on diligently
responding to this challenge through
strong, proactive advocacy. In fact,
advocacy stands tall as one of our
“Five Pillars” of member services.
In Washington, DC, throughout
the nation, and around the world,
we provide direct marketers with a
clear, informed voice to communicate
their positions with government and
the media.
Our advocacy work is comple-
mented by our many programs that
promote and enhance corporate
responsibility, and communicate
“The Power of Direct” to consum-
ers, the media, and the greater busi-
ness community.
Government AffairsDMA’s Government Affairs
Department closely monitors develop-
ments in policies and political activity
that affect members, working aggres-
sively to promote legislation and regu-
lations that advance the interests of
direct marketers. We make members’
viewpoints known to Congress, The
White House, and federal agencies,
including the US Postal Service and
the Federal Trade Commission.
In 2007, we significantly expanded
the breadth and depth of our advocacy
capabilities, welcoming additional
government relations experts to our
team, including a new vice president
to help enhance our lobbying presence
on the state level, from which many of
our key policy challenges have arisen.
Our state policy work is supported
by DMA’s Internet Alliance (IA), which
is dedicated to promoting consumer
confidence in e-commerce. IA focuses
on issues such as data protection,
social networking, spyware, spam,
and online security. For information,
visit www.internetalliance.org.
Our Nonprofit Federation works
in Washington, DC and the states to
advance the interests of the nonprofit
direct marketing community. For
information, see page 23 or visit
www.nonprofitfederation.org.
Internationally, DMA works with
foreign direct marketing associations
and government officials to remove
or mitigate barriers to cross-border
trade, and to promote direct marketing
in international markets. For informa-
tion, visit www.the-dma.org/international.
Direct Marketing IssuesReflecting the evolution of data-
driven, multichannel direct marketing,
the issues DMA addresses are increas-
D M A M E M B E R R E s o u R c E s
17
“DMA is an effective advo-cate, bringing a wealth of experience on postal issues to Capitol Hill. DMA’s participation was appreciated in getting a meaningful Postal Reform bill enacted into law.” Rep. Danny Davis (D-IL)
“Coming from a state with a large direct marketing community, I welcome DMA’s views and advice as legislation comes before the Senate that could affect multichannel marketing in Nebraska and across the US.” Sen. Ben Nelson (D-NE)
“With its multichannel focus, DMA understands that mail can increase the effectiveness of any media mix. The Postal Service’s association with DMA is committed to the success of everyone whose business is in the mail.” Postmaster General
John E. Potter
“In my decade in the Senate, I’ve worked with DMA on a number of issues. DMA’s members and the greater business community are well served by the association’s work and reputation.” Sen. Gordon Smith (R-OR)
ing in both number and complexity.
Currently, we are deeply involved in
policy debates relating to postal rates,
the implementation of the Postal
Reform Act, the taxation of Internet
and mail-order sales, the environment,
spam, spyware, and telemarketing,
among others.
Certainly, our work to promote
and protect the responsible and
respectful usage of marketing data
is prominent on our advocacy agenda.
While data protection has long been
important to DMA, it is now of critical
importance. Marketing information
fuels direct marketing. Yet a number
of high-profile data-security breaches
have intensified consumers’ identity
theft concerns—and policymakers’
calls for data-protection laws.
DMA recognizes that creating a
secure online marketplace will mean
taking steps beyond those we can
require of our membership. That is
why we call for the passage of legis-
lation in Congress that establishes
a national standard for safeguard-
ing sensitive information, and that
requires prompt consumer notification
when compromised data put them at
significant risk for ID theft.
As we help craft policy, DMA
is diligent in emphasizing the clear
distinction between 1) personal finan-
cial and government identification
information and 2) data relating to
shopping habits. Consumers and poli-
cymakers often mistakenly consider
these two types of data as one and
the same. We make explicit the fact
that marketing data cannot lead to
ID theft. Further, we emphasize that
legislation must protect marketers’
access to the data that enables them
to verify customers and donors, thus
deterring consumer fraud.
Keeping Members InvolvedRecognizing the power of con-
stituent participation, our “grasstops”
political network—DMAction—in-
forms and engages members on key
national and state issues.
Our political action committee—
direct•voice—promotes a favorable
political environment by raising
funds to support congressional
candidates whose election could
affect key issues.
DMA keeps our members up-to-
date on legislative and regulatory
developments that could affect their
organizations and careers through our
quarterly Politically Direct newsletter,
the 3D–DMA Daily Digest, and online
at www.the-dma.org/government.
For information on DMA’s
Government Affairs work, visit www.
the-dma.org/government.
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ReputationM
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DMA President & CEO John A. Greco, Jr. (left) and host Dana Carvey (right) present OgilvyOne worldwide’s Bruce Lee with the 2006 Diamond ECHO for Nestlè Purina’s Friskies Milkoholics campaign.
DMA’s Guidelines for Ethical Business Practice is available at www.the-dma.org/guidelines.
DMA’s Member Logo communicates “The Power of Direct” message to our members’ customers, donors, and pros-pects. To download our Member Logo, visit www.the-dma.org/logo.
DMA’s Marketer of the Year Award recognizes the achievement, innovation, and leadership of an indi-vidual or company whose work represents the very best in direct marketing.
DMA knows that the story of direct
marketing—grounded on relevance,
responsibility, and results—is a pow-
erful story. That is why we are so
committed to ensuring that consum-
ers, policymakers, the media, and the
greater business community recognize
DMA membership as synonymous with
trust, choice, convenience, and value.
We work on multiple fronts to
promote our mission of corporate
responsibility in ways that strengthen
the reputation of direct marketing and
enhance consumer trust. This work—
vital to the future of our members and
our community—is key among DMA’s
“Five Pillars” of member services.
Corporate ResponsibilityDMA’s Department of Corporate
Responsibility works to advance
responsible, respectful, and ethical
marketing practices throughout the
direct marketing community, by
providing ethical self-regulatory
guidelines, education, practical advice,
member briefings, and a rich array
of resources. We reach out to consum-
ers, the business community, and
policymakers to showcase the efficacy
of self-regulation built on ethical
business standards.
In October 2007, we unveiled
our Commitment to Consumer Choice
(CCC), an initiative built on DMA’s
long-standing focus on consumer
trust and customer/donor loyalty. The
program requires members to update
their consumer mailing lists monthly
and expand consumer opt-out notifi-
cations, among other actions. Our CCC
will include a year-round monitoring
program to ensure compliance. To
learn more, see pages three and nine
or visit www.DMAccc.org.
Our corporate responsibility mis-
sion is supported by three commit-
tees that work with the DMA Board
of Directors to establish, amend, and
enforce all guidelines: the Ethics
Policy Committee, the Committee on
Ethical Business Practice, and the
Committee on Environment and Social
Responsibility.
Mindful of the increasingly bor-
derless nature of direct marketing,
we are a founding member of the
International Federation of Direct
Marketing Associations (IFDMA), a
forum for DMAs from around the
world to promote self-regulation.
For information on our corporate
responsibility work, visit www.the-dma.
org/guidelines.
Environmental AwarenessAn important part of DMA’s
corporate responsibility mission is
the advancement of environmental
awareness and eco-friendly business
practices. Much of this work is car-
ried out in cooperation with DMA’s
Committee on Environment and Social
Responsibility.
In 2007, we unveiled our Recycle
Please logo. Designed for use on
printed materials, the logo encourages
the recycling of catalogs and direct
mail. The program’s Web site at www.
RecyclePlease.org provides tips and
resources on recycling.
DMA’s Board of Directors in 2007
passed a resolution calling on mem-
bers to implement 15 key practices—
the “Green 15”—in paper procurement
and use, design, list hygiene, printing
and packaging, and recycling and
pollution reduction. In 2008, the Board
will set benchmark goals for imple-
menting these practices.
1918
Sen. Susan Collins (R-ME) —with DMA Chairman Markus Wilhelm (left) and DMA President & CEO John A. Greco, Jr.—spoke to our members about the importance of hearing from business people in policymaking.
Mary H. Teahan (left), president of the International Federation of DMAs, and DMA’s Charles Prescott and Patricia Kachura at IFDMA’s annual Global Symposium on Self-Regulation. In 2006, 27 countries were represented.
DMA’s Recycle Please cam-paign encourages the recy-cling of catalogs and direct mail. For information, visit www.RecyclePlease.org.
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Announcing DMA’s New
COMMITMENTTO CONSUMERCHOICE
Direct Marketing Association, Inc.Headquarters:1120 Avenue of the AmericasNew York, NY 10036-6700212.768.7277Fax: 212.302.6714www.the-dma.org
For more information on the Commitment to Consumer Choice program, seewww.DMACCC.org. You can also contact DMA’s Department of CorporateResponsibility at:
Direct Marketing Association, Inc.1615 L Street, NW, Suite 1100Washington, DC 20036-5624202.955.5030Fax: 202.955.0085Email: [email protected]
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October 200720% Post Consumer Recycled Forest Service Certified
DMA’s Commitment to Consumer Choice (CCC), unveiled in 2007, is built on our long-standing focus on consumer trust and customer/donor loy-alty. For information, visit www.DMAccc.org.
DMA’s environmental information
and tools, including our Environmental
Planning Tool and Policy Generator,
are accessible through our online
Environmental Resource Center at
www.the-dma.org/environment.
Consumer ServicesDMA, with partner company
Interactive Marketing Solutions (IMS),
develops list and database management
software and services that mitigate
the challenges posed by data-usage
legislation and consumer preferences.
Founded in 2001 to manage DMA’s
Preference Services, IMS now oversees
the world’s largest private consumer
preference database, distributing
preference information to marketers
and their service organizations for the
sole purpose of removing individuals
from prospect lists in compliance with
state laws and DMA self-regulatory
rules. For information, visit
www.ims-dm.com.
In addition, we offer consumers
redress mechanisms and resources for
safe, informed, at-distance purchasing
and charitable giving. For information,
visit www.the-dma.org/consumers.
Public and Media RelationsRecognizing the power of public
perception, DMA’s Communications,
Public, and Media Relations team
provides an authoritative voice on all
facets of direct marketing, working
to ensure that the public perception
of multichannel direct marketing is
always grounded in fact.
We initiate and respond to numer-
ous media inquiries each year, educat-
ing the media about the consumer and
businessplace benefits of data-driven
direct marketing, and articulating our
community’s positions on important
policy matters. We also spearhead
public communications that foster a
safe, consumer-friendly environment
for at-distance purchasing and chari-
table giving.
Honoring ExcellenceRecognizing and celebrating
excellence and leadership is another
important way that we advance direct
marketing’s reputation and brand.
Each year, we take pleasure in honoring
exceptional achievements by profes-
sionals and companies in our field.
DMA’s Hall of Fame honors those
who have made outstanding contribu-
tions to the practice, growth, and
stature of direct marketing. Since
1978, we have inducted 93 leaders
into our Hall of Fame, including the
2007 honorees: Ronald L. Bliwas,
president/CEO of A. Eicoff & Company,
and Charles D. Morgan, chairman
of the board and company leader of
Acxiom Corporation.
Since 1929, DMA’s International
ECHO Awards have recognized the
world’s outstanding direct marketing
campaigns based on excellence in
strategy, creativity, and results. Our
Global Knowledge Network Center in
New York City houses the portfolios of
all winners and finalists from the past
three years. We also offer for purchase
a CD-ROM portfolio of award-winning
campaigns at www.the-dma.org/bookstore.
DMA’s Marketer of the Year Award,
presented at our Annual Conference &
Exhibition, recognizes the achieve-
ment, innovation, and leadership of an
individual or company whose work
represents the very best in multichannel
direct marketing.
For information, visit www.the-dma.
org/awards.
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Sir Richard Branson told DMA06 con-ferees: “There’s no point going into business unless you are going to make an enormous difference.”
Beth Smith leads DMA’s three-day Direct Marketing Institute, our most popular seminar.
Leon Gorman, L.L. Bean’s chairman of the board and former president, key-noted at the 2007 Annual Conference for Catalog & Multichannel Merchants (ACCM).
Sen. Ron Wyden (D-OR) spoke at DMA’s inaugural Email Policy Summit, at which members discussed legal, policy, technologi-cal, and other develop-ments in email marketing.
DMA presents cutting-edge information on all facets of multichannel direct marketing at more than 20 conferences and via the Web.
Time Consumer Marketing President Brian Wolfe (far left), DMA Chairman Markus Wilhelm, Sen. Tom Carper (D-DE), and DMA President & CEO John A. Greco, Jr.
DMA’s Annual Conference & Exhibition is the global event for marketers. DMA08 will be held in Las Vegas.
DMA Chairman Markus Wilhelm addresses DMA’s List and Database Council, which is one of our 20 special-interest Councils.
DMA’s content-rich, high-energy conferences provide conferees with unparalleled opportunities to network with other multichannel marketers from around the globe.
EducationM
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To compete in today’s highly competi-
tive global marketplace, direct market-
ing professionals must stay on top of
the latest business strategies, techno-
logical developments, and business
trends affecting their operations and
careers, as well as the greater market-
ing community. To help our members
succeed with flying colors, education
is another of DMA’s “Five Pillars” of
member services.
Seminars and ConferencesDMA offers cutting-edge seminars
and “virtual” seminars covering all fac-
ets of multichannel direct marketing,
led by highly skilled, respected business
leaders. To view current seminar titles
and dates, visit www.the-dma.org/seminars.
In 2007, we inaugurated the Search
Engine Marketing Certification Program.
Developed by search experts and
supported by Yahoo!, MSN, and Ask.
com, this program trains participants
to harness and maximize the power
of search marketing. For information,
visit www.dmasearchcertification.org.
Education is a central focus of all
DMA conferences, which offer multiple
program tracks that provide conferees
content-rich sessions taught by lead-
ing practitioners and experts.
To access a calendar of all DMA
events by date, location, topic, or seg-
ment, visit www.the-dma.org/events.
Special-Interest CouncilsOur special-interest Councils
serve an important role at DMA.
In 2007, we unveiled improvements
in the way we operate our Councils,
reflecting the broad diversity of our
community. Our goal was to develop
a more strategic thought-leadership
process that will enhance and grow
the DMA Council community and,
importantly, will provide DMA with
“Counsel from the Councils.”
Each Council offers its members
rich educational opportunities
designed to hone specific skills, and
provides exclusive access to a focused
community of segment leaders. Each
Council also offers its members
special events, ranging from “virtual”
seminars to full-day conferences.
For a list of DMA Councils,
see page 13 or visit www.the-dma.org/
councils. For Council event information,
visit www.the-dma.org/events.
Interactive Marketing Advisory Board
Responding to the growing influ-
ence of mobile commerce, interactive
television, and other emerging tech-
nologies on direct marketing, DMA
established an Interactive Marketing
Advisory Board (IMAB). IMAB mem-
bers, who are leaders in the interac-
tive and mobile marketing community,
help us keep our members ahead of
the marketing technology curve via
DMA seminars, conferences, research,
and member services. For information,
visit www.the-dma.org/groups/imab.
Direct Marketing Educational Foundation
As direct’s dominance in the mar-
keting world accelerates, increasing
the demand for multichannel market-
ing professionals, DMA is focused on
educating and placing “market-ready”
professionals in the workplace. The
Direct Marketing Educational
Foundation (DMEF) spearheads this
work. For information, see page 23 or
visit www.the-dmef.org.
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Sir Richard Branson told DMA06 con-ferees: “There’s no point going into business unless you are going to make an enormous difference.”
Beth Smith leads DMA’s three-day Direct Marketing Institute, our most popular seminar.
Leon Gorman, L.L. Bean’s chairman of the board and former president, key-noted at the 2007 Annual Conference for Catalog & Multichannel Merchants (ACCM).
Sen. Ron Wyden (D-OR) spoke at DMA’s inaugural Email Policy Summit, at which members discussed legal, policy, technologi-cal, and other develop-ments in email marketing.
DMA presents cutting-edge information on all facets of multichannel direct marketing at more than 20 conferences and via the Web.
Time Consumer Marketing President Brian Wolfe (far left), DMA Chairman Markus Wilhelm, Sen. Tom Carper (D-DE), and DMA President & CEO John A. Greco, Jr.
DMA’s Annual Conference & Exhibition is the global event for marketers. DMA08 will be held in Las Vegas.
DMA Chairman Markus Wilhelm addresses DMA’s List and Database Council, which is one of our 20 special-interest Councils.
DMA’s content-rich, high-energy conferences provide conferees with unparalleled opportunities to network with other multichannel marketers from around the globe.
Networking“Networking” can be defined as the
process of creating and sustaining
mutually beneficial relationships for
support, education, and sharing of
ideas and information. These days,
with the growth of social networking
on the Internet, connections are being
made with lightening speed.
DMA is speeding ahead as well.
Each year, as part of the “Networking”
component of our “Five Pillars” of
member services, we present more
than 100 conferences, Council events,
roundtables, seminars, luncheons,
receptions, and briefings, bringing
together a vast network of professionals
from every phase of the multichannel
direct marketing process.
Conferences and ExhibitionsWhen it comes to blazing net-
working trails, nothing compares to
DMA’s Annual Conference & Exhibition,
the global event for marketers. This
preeminent conference (DMA08) will
next take place October 11–16, 2008,
in Las Vegas.
In addition, each year we hold
some 20 conferences representing the
full range of direct marketing disci-
plines. These conferences provide rich
opportunities for networking, cutting-
edge information, and exhibits that
give attendees a first-hand glimpse of
the latest technologies, services, and
supplies. In addition to DMA08, our
2007–2008 conference roster includes:
• Email Evolution Conference
• DM Days New York Conference
& Expo
• Business-to-Business Marketing
Conference
• Annual Conference for Catalog and
Multichannel Merchants (ACCM)
• National Center for Database
Marketing (NCDM)
• National Conference on Operations
& Fulfillment (NCOF)
• Financial Services Annual
Conference
• Insert Media Day
• Circulation Day
For information about DMA
conferences and other events, visit
www.the-dma.org/events.
Special-Interest CouncilsIn addition to providing counsel
regarding specialized areas of exper-
tise, DMA’s special-interest Councils
provide members with rich network-
ing and educational opportunities
throughout the year.
Our 20 Councils present valuable
forums for sharing ideas, develop-
ing solutions to common challenges,
and delving deeper into the skills and
knowledge of a particular direct mar-
keting field. Council members also
have access to the top professionals in
their area of interest, a golden oppor-
tunity to gain insight and expertise
from the very best.
For information about our
Councils, visit www.the-dma.org/councils.
Details about all Council events are
available at www.the-dma.org/events.
Affiliate NetworkDMA’s Affiliate Network continues
to expand, with 22 local direct mar-
keting clubs across the nation. The
network’s mission is to unify the direct
marketing community, and to enhance
national and local networking, educa-
tion, and information for direct mar-
keters across the US. For information,
visit www.the-dma.org/affiliatenetwork.
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DMA’s eight-part Consumers’ Response to Direct Marketing is a first-of-its-kind study of consumer trends and attitudes relating to direct marketing channels.
For nearly three decades, DMA’s best-selling Statistical Fact Book has provided the answers to just about any direct marketing question.
DMA’s Response Rate Trends Report delivers benchmarks relevant to marketing campaigns for 30 products and services in 19 industries, across six media.
DMA’s Integration of DM & Brand covers all aspects of the fusion of direct marketing and branding to create an integrated approach to selling prod-ucts and services.
Since 1995, DMA has tracked multichannel direct marketing’s eco-nomic impact in the US, including sales, ad expen-ditures, and employment.
The National Law Enforcement Officers Memorial Fund’s Craig Floyd (far left) and DMA VP Special Counsel and Nonprofit Federation Executive Director Senny Boone (far right) honor Rep. Tom Davis (R-VA) and Rep. Henry Waxman (D-CA) for their roles in passing postal reform legislation.
Alyssa Herman, director of US development for Doctors Without Borders/Médecins Sans Frontières, accepts the 2007 Nonprofit Organization of the Year Award.
Dave Florence (left), founder and chairman of Direct Media International, receives DMEF’s 2006 Edward N. Mayer Educational Leadership Award from Brian Kurtz, executive vice president of Boardroom, Inc.
Jack Rosenfeld (far right), chairman of Potpourri Group, presents DMEF’s inaugural Rising Star Awards to Daniel Parzych (Alliant Cooperative Data Solutions), Austin Bliss (FreshAddress), Kimberly Miller (Time Consumer Marketing), and William Misloski (Orbitz).
When it comes to authoritative
research, DMA has long been leading
the way. That is why we are proud
to present research and market intel-
ligence as one of our “Five Pillars” of
DMA member services.
Multichannel Direct Marketing Research
Our Research Department mea-
sures, analyzes, and communicates the
direct marketing value proposition for
marketers, consumers, policymakers,
and the media. We conduct extensive
research in key areas, such as economic
impact, consumer attitudes and trends,
performance benchmarking, and public
policy analysis, as well as technology
and its effects on all things direct.
DMA’s ongoing research
includes the annual Power of Direct
Marketing: ROI, Sales, Expenditures
and Employment in the US report;
the Quarterly Business Review that
benchmarks revenue and spending
performance, among other metrics, for
marketers, agencies, and suppliers; the
Response Rate Trends Report; and the
Statistical Fact Book. For information,
please visit www.the-dma.org/bookstore.
Publications and NewsDedicated to keeping members
informed of the news and develop-
ments affecting multichannel market-
ing around the globe, DMA publishes
some of the field’s leading publications.
Our 3D–DMA Daily Digest is a
highly respected resource, summa-
rizing each business day’s headlines
from the leading newspapers, trade
publications, and government. Our
quarterly Politically Direct keeps mem-
bers informed, involved, and ahead of
the curve on public policy that could
affect them. Each month, Currents
and Crossroads provides members with
international direct marketing news.
Web ResourcesDMA’s Web site (www.the-dma.org)
is a rich and lively repository of news,
research, and information on all of
DMA’s multifaceted work, including
policy updates from our Government
Affairs team and a host of guidelines,
tools, and helpful resources from
our Corporate Responsibility team.
The site’s popular features
include our PowerLINK search data-
base, which allows members to locate
brands, markets, companies, and
terms; Direct Marketing Search, a new
search engine with a broad array of
products and services listings; and
our online Job Bank, which matches
employers and qualified candidates.
If you have questions about
gaining access to members-only
areas of our Web site, contact us at
212.790.1500 or [email protected].
Global Knowledge Network CenterWith just a phone call or mouse
click, DMA members can access our
Global Knowledge Network Center,
which offers an unsurpassed collec-
tion of resources spanning all facets
of the multichannel marketing process.
Our DirectLINK provides members
with an online portal to a storehouse
of direct marketing information. Visit
www.the-dma.org/directlink.
Members are always welcome to
visit our Global Knowledge Network
Center at our New York headquarters.
Visitors will find an array of resources
to help them navigate the global mar-
ketplace, including our collection of
International ECHO Award portfolios.
American generosity set a
record in 2006, according to
the Giving USA Foundation,
raising a total of $295 bil-
lion. Of that total, $222
billion was given by indi-
viduals. And the majority of
those individual donations
were the result of smart,
respectful, multichannel
direct marketing. That’s a
fact in which direct market-
ers can take special pride.
The Nonprofit Federation
of the Direct Marketing
Association’s mission is to
serve and represent non-
profit organizations and
professionals in ways that
strengthen the public
awareness and receptivity
of direct marketing-driven
philanthropy.
The Federation’s advo-
cacy work encompasses
federal and state legislation
and regulations affecting
such areas as postal rates
and delivery service, data
protection, and issues
relating to fundraising
accountability.
The Federation offers
top-notch education, market
intelligence, and networking
forums—including its four
popular conferences—to
equip fundraising profes-
sionals with cutting-edge
skills and information to
empower their multichannel
marketing efforts.
As news and events
unfold, the Federation keeps
its members up to date
through its weekly News
Update, monthly Critical
Issues Hot Sheet, Nonprofit
Careers eBulletins, quarterly
Journal of the Nonprofit
Federation, and its blog at
www.nonprofitintegrator.org.
For information, visit
www.nonprofitfederation.org.
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DMA’s eight-part Consumers’ Response to Direct Marketing is a first-of-its-kind study of consumer trends and attitudes relating to direct marketing channels.
For nearly three decades, DMA’s best-selling Statistical Fact Book has provided the answers to just about any direct marketing question.
DMA’s Response Rate Trends Report delivers benchmarks relevant to marketing campaigns for 30 products and services in 19 industries, across six media.
DMA’s Integration of DM & Brand covers all aspects of the fusion of direct marketing and branding to create an integrated approach to selling prod-ucts and services.
Since 1995, DMA has tracked multichannel direct marketing’s eco-nomic impact in the US, including sales, ad expen-ditures, and employment.
The National Law Enforcement Officers Memorial Fund’s Craig Floyd (far left) and DMA VP Special Counsel and Nonprofit Federation Executive Director Senny Boone (far right) honor Rep. Tom Davis (R-VA) and Rep. Henry Waxman (D-CA) for their roles in passing postal reform legislation.
Alyssa Herman, director of US development for Doctors Without Borders/Médecins Sans Frontières, accepts the 2007 Nonprofit Organization of the Year Award.
Dave Florence (left), founder and chairman of Direct Media International, receives DMEF’s 2006 Edward N. Mayer Educational Leadership Award from Brian Kurtz, executive vice president of Boardroom, Inc.
Jack Rosenfeld (far right), chairman of Potpourri Group, presents DMEF’s inaugural Rising Star Awards to Daniel Parzych (Alliant Cooperative Data Solutions), Austin Bliss (FreshAddress), Kimberly Miller (Time Consumer Marketing), and William Misloski (Orbitz).
Nonprofit FederationThe Direct Marketing Edu-
cational Foundation’s
(DMEF) mission is to attract,
educate, and place top college
students by continuously
improving the teaching of
world-class direct/interac-
tive marketing. For the direct
marketing community that
has generously supported
DMEF for more than four
decades, that means a steady
stream of market-ready, tal-
ented new professionals.
Established in 1966 by
DMA members who wanted
to give back to the communi-
ty, DMEF today is a separate,
501(3)(c) nonprofit corporation
supported solely by tax-
deductible contributions from
companies and individuals.
Companies continue to
reap rewards from their
investments in DMEF. Thanks
in significant part to DMEF’s
outreach, some 250 US
colleges and universities offer
courses, and 20 offer degree
and certificate programs.
One of DMEF’s most
ambitious programs is its
Direct Marketing Leadership
Development Program.
Sponsored by Harte-Hanks,
Goodman&Company,
Scholastic, and Wunderman,
this program offers college
graduates the rare opportu-
nity to translate classroom
knowledge into real-world
experience.
DMEF provides profes-
sors with valuable teaching
tools—including curriculum
modules and case studies
on relevant, timely subjects—
as well as a rich array of
resources that facilitate
cutting-edge research.
Among these valuable tools
is its Journal of Interactive
Marketing®, which covers
academic research on topics
of interest to multichannel
marketers. For information,
visit www.the-dmef.org.
DMEF
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coNsoLIDATED sTATEMENT oF FINANcIAL PosITIoN June 30, 2007 and 2006
Assets 2007 2006
Cash and Cash Equivalents $ 3,792,186 $ 3,558,292 Investments 11,818,185 10,807,464Accounts Receivable 275,685 133,959Accrued Interest Receivable 84,682 67,139Security Deposit 40,134 –Prepaid Expenses and Deposits 1,189,338 1,355,324Furniture, Equipment, and Leasehold Improvements, net 1,325,957 892,615Intangibles, net 3,395,830 3,993,664Partnership Investment – IMS 358,414 232,039Research, Library, and Reports, at minimal value 1 1
Total Assets $ 22,280,412 $ 21,040,497
Liabilities and Net Assets
Liabilities Accounts Payable and Accrued Expenses $ 3,728,941 $ 4,167,159 Deferred Income 5,358,688 5,583,722 Payable to DM Days Conference 100,000 100,000 Pension Liability 725,455 1,053,712 Deferred Rent 560,335 445,507
Total Liabilities $ 10,473,419 $ 11,350,100
Net Assets
Unrestricted (General Fund) $ 12,833,360 $ 10,137,555 Board Designated Funds (1,026,367) (447,158)
Total Net Assets $ 11,806,993 $ 9,690,397
Total Liabilities and Net Assets $ 22,280,412 $ 21,040,497FINA
NCIA
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ENTS
coNsoLIDATED sTATEMENT oF AcTIVITIEsYears ended June 30, 2007 and 2006
Revenues, Gains, and Other Support 2007 2006
Membership Dues $ 14,086,565 $ 12,999,019Meetings and Conferences 16,956,308 15,570,732Global Knowledge Network Services 3,462,272 3,294,513Web Site 264,502 179,346Research and Strategic Information 888,548 913,623Government Affairs and Internet Alliance 436,345 297,000Ethics and Consumer Affairs 7,651 1,316Consumer Preference Services 1,325,131 1,157,862Corporate and Marketing Communications 5,000 5,595Shop-At-Home Info Center – 23,340List Rentals 54,258 73,790Nonprofit Federation 1,104,200 1,044,350Interest, Dividends and Realized Gains and (Losses) 854,575 658,458Unrealized Gains and (Losses) – Net Appreciation 292,534 (400,871)
Total Revenues, Gains, and Support $ 39,737,889 $ 35,818,073
Expenses
Program Services Membership $ 2,417,404 $ 2,097,063Meetings and Conferences 9,563,368 9,791,816Global Knowledge Network Services 2,906,181 2,717,193Web Site 325,080 427,148Research and Strategic Information 1,471,280 1,004,949Government Affairs and Internet Alliance 5,326,293 5,219,776Ethics and Consumer Affairs 880,241 810,465Consumer Preference Services 744,356 793,380Interactive Marketing 108,209 –Corporate and Marketing Communications 1,020,995 1,109,608Marketing Department 2,078,591 1,482,436Marketing Services 577,171 562,808Pension Expense 532,474 82,993Nonprofit Federation 1,026,356 920,306
Total Program Expenses $ 28,869,790 $ 27,019,941
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coNsoLIDATED sTATEMENT oF AcTIVITIEsYears ended June 30, 2007 and 2006
2007 2006
Total Program Expenses (Brought Forward) $ 28,869,790 $ 27,019,941 Supporting Services General Administration 8,412,234 8,219,622
Total Operating Expenses $ 37,282,024 $ 35,239,563
Excess of Revenues, Gains, and Other Support Over Operating Expenses Before Items Below $ 2,455,865 $ 578,510Effect of Adoption of FASB Statement No. 158 160,731 – Image and Branding Campaign Expense – (999,750)Reduction of Additional Minimum Pension Liability – 320,792Reduction of Government Affairs Reserve (500,000) –Net Assets, Beginning of Year $ 9,690,397 $ 9,790,845
Net Assets, End of Year $ 11,806,993 $ 9,690,397
Notes to Consolidated Financial Statements
The Direct Marketing Association, Inc. (“the Association”) is a not-for-profit trade association engaged in serving its members and advancing the interests of those involved in multichannel direct marketing to the government, the media, and consumers. Its mission is to encourage the growth of and effective ethical use of multichannel direct marketing through advocacy, education, networking, research, market intelligence, and consumer affairs and corporate responsibility programs that strenghten consumer/donor trust and ethical business practices.
The consolidated financial statements include the accounts of the Association and its subsidiaries. Significant inter-company accounts and transactions have been eliminated in consolidation.
The Association and its subsidiaries are tax-exempt under Internal Revenue Code Section 501(c)(6).
Independent Auditor’s Report to DMA Board of Directors
McGladrey & Pullen, LLP has audited the Association’s complete financial statements, which include the Association’s consoli-dated statements of financial position as of June 30, 2007, and 2006, and the related consolidated statements of activities and cash flows for the years then ended, and have expressed an unqualified opinion on them. A copy of such statement is available from the Direct Marketing Association, Finance Department, upon request.
Membership Statement
At the close of FY 2007 on June 30, 2007, DMA had 3,587 corporate members, including members of the Internet Alliance (IA), a DMA subsidiary. Since the close of FY 2006, this was a net increase of 10 corporate members. Names and addresses of current company members are available at the Direct Marketing Association, Membership Department, upon request.
FINA
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John A. Greco, Jr.President & CEO
Ramesh A. Lakshmi-Ratan, Ph.D.Executive Vice President and Chief Operating Officer
Steven K. Berry, J.D.Executive Vice President, Government Affairs and Corporate Responsibility
Terri L. BartlettPresident, Direct Marketing Educational Foundation
Jerry Cerasale, J.D.Senior Vice President, Government Affairs
Sue R.E. GeramianSenior Vice President, Communications, Public and Media Relations
Patricia KachuraSenior Vice President, Corporate Responsibility
Alan P. KuritskySenior Vice President, Sales and Marketing
Marie A. Adolphe Vice President, Programming, Direct Marketing Educational Foundation
Ron BarnesVice President, State Affairs
Xenia (Senny) Boone, J.D.Vice President, Special Counsel and Executive Director, Nonprofit Federation
James F. Conway, J.D.Vice President and Counsel, Corporate Responsibility
Kenneth P. EbelingVice President, Member Loyalty Services
Thomas FoulkesVice President, Government Affairs
Julie A. HoganVice President, Conferences and Events
Peter A. Johnson, Ph.D.Research Strategy and Platforms Vice President
Edward T. Manzitti, Ph.D.Vice President, Research and Market Intelligence
Mark MicaliVice President, Government Affairs
Stephen J. MichaeleVice President, Information Technology and Chief Information Officer
Charles A. Prescott, J.D.Vice President, Global Knowledge Network Services
Emily T. HackettExecutive Director, Internet Alliance
Gerald F. LongoExecutive Director, Conference and Exhibition Operations
Theresa R. Bartlett, J.D.Director, Special Interest Councils
Leslie J. BenjaminDirector, Education and Event Marketing
Douglas Berger, J.D.Director, Member Communications
Serenity EdwardsDirector, Corporate Responsibility
Kevin FoxDirector, Exhibit and Sponsorship Sales
Karina Peña GarciaMarketing Director, Digital and Database
Marsha Goldberger Director, Corporate Responsibility
Robert A. GrecoController
Helen LeeDirector, Member Programs and Education, Nonprofit Federation
Barbara LewersDirector, Advertising Services
Rachael MarkGroup Show Director
George W. MarkhamDirector, Education Services Business Development
Paul McDonnoughGroup Show Director
Lisa Merizio SmithDirector, Segment Services
Barbara J. ParkerDirector, Award Programs
Melissa K. RuffDirector, Education Services
Marci SilvermanDirector, Membership and Research Marketing
Jennifer StevensGroup Show Director
John E. StoneProject Management Director
Alain P. TaylorDirector, Membership Sales
Curtis J. WilsonDirector, Executive Communications
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DMA
LEAD
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DMA Leadership Team: Seated from left: Alan P. Kuritsky, Kenneth P. Ebeling, Terri L. Bartlett, Marie A. Adolphe, Peter A. Johnson, Edward T. Manzitti. Standing from left: Stephen J. Michaele, Thomas Foulkes, Julie A. Hogan, Ron Barnes, Charles A. Prescott, Sue R.E. Geramian, Ramesh A. Lakshmi-Ratan, John A. Greco, Jr., Steven K. Berry, Jerry Cerasale, Patricia Kachura, Mark Micali, Senny Boone, and James F. Conway.
Eugene R. Raitt* Executive Vice President
& Chief Direct Marketing Officer
AIG
Robert Stagno*General Manager, Central
Marketing GroupMicrosoft Corporation
David Williams*President & CEO
Merkle Inc.
Christine AguileraPresident
SkyMall, Inc.
Chris CleghornExecutive Vice President,
Direct & Interactive Marketing
Easter Seals
George IttnerPresident
The Territory Ahead
Yuchun LeeChairman/Chief Executive Officer
Unica Corporation
Linda MacMasterSenior Managing Director
of Member ExperienceAARP
Catherine McIntyrePresident
ICOM Information & Communications L.P.
E. Donald McKenziePresident & CEO
Direct Group
Markus Wilhelm*Chairman
Donn Rappaport*Vice Chairman
President/ChairmanAmerican List Counsel, Inc.
Kelly B. Browning*Treasurer
Executive Vice President & Chief Operating OfficerAmerican Institute for
Cancer Research
Arun Sinha*Secretary
Chief Marketing & Communications OfficerZurich Financial Services
John A. Greco, Jr.*President & CEODirect Marketing
Association
28
David ShepardPresident
David Shepard Associates, Inc.
Debra TaeschlerPresident & CEO
Grafica Group Inc.
Brian WolfePresident
Time Consumer MarketingTime Inc.
Ronald L. Bliwas2005 ChairmanPresident/CEO
A. Eicoff & Company
Rebecca L. Jewett2004 Chair
Managing PartnerWindward Group20
07 DM
A BOA
RD OF
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* DMA Executive Committee Member
Patrick J. ConnollyExecutive Vice President &
Chief Marketing OfficerWilliams-Sonoma, Inc.
Arthur W. ConwayPresident & CEO
DialAmerica Marketing, Inc.
Allen W. DyonChief Marketing Officer
DMRAChairman, Board of Trustees
Direct Marketing Educational Foundation
Susan GoodmanChairman & CEO
Goodman&Company
John HealyPresident & CEO
PRIMIS Marketing Group, Inc.
Kathleen Olvany-RiordanVice President, Global CRM
Kraft Foods
Gerry PikeManaging Director
DMSA, Inc.
Wesley D. ProtheroePresident & CEO
Gerber Life Insurance Company
Joel QuadracciPresident & CEO
Quad/Graphics, Inc.
Robert A. QuigleyExecutive Vice President &
Chief Marketing OfficerCharter Communications
Stephen M. Lacy*Immediate Past Chairman
President and Chief Executive OfficerMeredith Corporation
G. Steven Dapper*Chairman & Founder
hawkeye
Andrew Goldberg*President/CEO
Publishers Clearing House
Carla Hendra*Co-Chief Executive Officer
Ogilvy North America
Daniel Morel*Chairman & CEO
Wunderman
29
Michael P. Sherman2002 ChairmanSenior Advisor
Peter J. Solomon Company
Des
ign
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HeadquartersDirect Marketing Association1120 Avenue of the AmericasNew York, NY 10036-6700212.768.7277
www.the-dma.org
Washington, DC OfficeDirect Marketing Association1615 L Street, NWSuite 1100Washington, DC 20036-5624 202.955.5030
The Power of Direct: Relevance. Responsibility. Results.
30%
Cert no. 110644
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