Direct Marketing Association’s New Direct Mail Requirements

June 2009

Starting in October 2009, the Direct Marketing Association’s (DMA) member organizations will be required to inform donors (or prospective donors) that they can modify their preferences to lower or completely eliminate the number of solicitations they receive through the mail on every appeal or acquisition piece sent out through the mail.

This new regulation is part of DMA’s Commitment to Consumer Choice. DMA launched the Commitment to Consumer Choice in October of 2007 to "empower consumers and build consumer trust" with the direct marketing industry.

While many nonprofits already allow their donors to do this, the new requirement states that this must be clearly stated on every appeal or acquisition piece sent out through the mail, not just one a year or on the organization’s website.

Schultz & Williams Direct strongly endorses compliance with DMA’s Commitment to Consumer Choice. This includes using the DMAchoice file (the DMA Pander File); providing consumer notice regarding options to modify or eliminate future mailings, and honoring such requests; and providing the source of consumer information on a mailing piece, upon request.

For some good examples and a more thorough explanation of the Commitment to Consumer Choice, please click here.

Schultz & Williams is a national consulting firm based in Philadelphia; providing management, fundraising and marketing consulting for nonprofit organizations, along with full-service direct marketing, database and creative/production services.