DMA Nonprofit Federation Unveils Plans for International Privacy Policy

Share this article:
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.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Mohegan Sun Bets on an Integrated Customer Experience

Mohegan Sun Bets on an Integrated Customer Experience

Casino and entertainment destination Mohegan Sun went all-in and overhauled its website to improve its guest experience online and on-site. The casino's payoff was big.

Former Lenovo Executive to Head Digital Marketing at Interakt

Former Lenovo Executive to Head Digital Marketing at ...

Elijah Degen brings 15 years of experience to his new role at the digital agency.

Analytics Is a CMO's Best Friend

Analytics Is a CMO's Best Friend

CMOs who want to extend their tenure should embrace analytics to improve marketing performance and enable innovation.