UPDATE: Direct Media Forms Nonprofit Division

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Direct Media Inc., Greenwich, CT, recently announced the formation of its DMI Nonprofit Management Services, a new list management division specializing in nonprofit mailers.

"We have handled several nonprofit lists for many years but the new division brings more services to the table as well as a lot of new nonprofit lists," said Brian Manning, vice president of list management at DMI.

In addition to standard list management services, the DMI nonprofit division offers clients enhancement, modeling and fulfillment services.

The demographic and psychographic enhancements allow mailers to better target their offers to the nonprofit market with selects such as mail-order buyers or specific-interest categories.

Modeling programs are being developed by DMI to help nonprofit mailers boost response rates.

Nonprofit clients also can take advantage of list order fulfillment services that are available through DMI's relationship with Acxiom.

With this new division, DMI aims to maximize list revenue for its nonprofit mailers, according to Manning. While maintaining a strong presence in its nonprofit mailers' primary markets, DMI will push to increase out-of-category usage through aggressive outbound sales strategies, he added.

"Building up consumer usage on nonprofit lists has always been a challenge just as it is with most types of out-of-category usage," Manning said.

One advantage that helps in the nonprofit list market is that list prices are lower to begin with and most list owners offer out-of-category discounts.

Some of DMI's long-standing nonprofit clients include the American Heart Association, North Shore Animal League and the National Committee to Preserve Social Security and Medicare. More recent additions to DMI are the Juvenile Diabetes Foundation, Graymoor and Catholic Donors to Religious Appeals.

A listing of managed properties, counts, usage and pricing can be obtained through DMI.

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