DMA Nonprofit Federation Unveils Plans for International Privacy Policy

Share this content:
WASHINGTON -- The Direct Marketing Association Nonprofit Federation yesterday unveiled plans for a safe harbor program that will provide nonprofits with a voluntary system for establishing and certifying a privacy policy acceptable to the European Union.

Speaking at the DMA's Nonprofit Federation Critical Issues Conference here, Charles Prescott, vice president for international affairs at the DMA, said the program would facilitate both international trade and nonprofit fundraising through a sharing of information.

The conference opened with about 50 attendees, mostly representatives of nonprofit organizations. Lindy Litrides, senior vice president for relationship marketing at the Arthritis Foundation, monitored a panel that included Peter Swires, chief counsel to President Clinton for privacy issues; Bennett Weiner, vice president of philanthropic advisory services at the Council of Better Business Bureaus; Patricia Faley, vice president for ethics and consumer affairs at the DMA; and Prescott.

The speakers initially focused on online privacy but touched on all aspects of direct marketing. Litrides kicked off the event with an overview of the present situation, concluding that although 47 percent of online households support some kind of government regulation, most consumers are willing to provide information if "you give them something they consider worthwhile" and collect only necessary information, she said.

Jerry Cerasale, senior vice president for government affairs at the DMA, preceded talks by panel members with a preview of what he called "What's the worst thing that could happen?" For Cerasale, the worst situation is one in which online consumers must decide whether information they provide can be shared in order to proceed, with no more information given on the Web site and no ability to ask questions.

Panel members seemed to agree that consumer confidence is essential to nonprofits and can best be achieved through strict self-regulation that includes a well-stated, prominent privacy policy that allows consumers to opt out and provides some means of enforcement.
Loading links....

Next Article in Agency

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here