Industry Alert - October 2007

DMA Nonprofit Federation Unveils New Guidelines
All mailers expected to adopt Commitment to Consumer Choice

Moving to address both privacy concerns and consumer desires to control what arrives in their mailbox, the
DMA this week announced the new Commitment to Consumer Choice (CCC) Guidelines at its national show in Chicago.

The CCC is both an update of the DMA's Privacy Promise and incorporates new provisions that must be phased in by DMA Nonprofit Federation member organizations starting in January 2008.

Key provisions include:

  • All mail pieces must contain an "opportunity to modify future mail solicitations...in every mail solicitation."
  • An "option to eliminate future mailings" that is "easy for donors to find, read, understand, and act on" must be part of this notice.
  • Should it be requested, organizations must reveal the source of a donor's name.

While most organizations already offer their donors/members the ability to opt out of list exchanges and rentals, as well as honor requests to be removed from all future mailings, the new guidelines increase both the frequency and prominence of providing these choices.

The DMA has also outlined its four-part plan to ensure compliance with the CCC:

  1. Education - members must view a video about the CCC and a representative must take and pass a brief test about the new guidelines.
  2. Assurance - members will be expected to verify that they are adhering to the guidelines.
  3. Monitoring - the DMA will conduct a systematic monitoring process of covered mailings.
  4. Enforcement - general enforcement will begin in January 2008 and "Notice Enforcement" will be implemented next October.

In our opinion, it is important for everyone in the nonprofit mailing arena to embrace the new guidelines with open arms. The direct marketing industry continues to face regulatory hurdles at the federal, state and local levels which, though perhaps well-intentioned, are often nightmarish to implement and ineffective to boot.

Interestingly, a recent U.S. Department of Commerce report shows that less than 4% of identity theft and fraud is related to commercial mailings, yet according to the DMA irresponsible media and "consumer group" reports have created a public perception that it is much higher.

Thus, in addition to working diligently to set the record straight, it is in all of our best interests to proactively provide consumers the opportunity to manage their own mailboxes. Smart mailers have long known that effective marketing and fundraising programs focus only on those individuals who want to be involved and supportive of an organization and its goals.

If you would like more information about the Commitment to Consumer Choice, the DMA has created a new website that has all the answers: http://www.dmaccc.org/Home.aspx. Check it out today!