DMA publishes green guidance

Fundraising | Gemma Ware | 13 Oct 2007

The Direct Marketing Association has issued the first in a series of green guides for direct marketers to help dispel myths about the recycling process and its cost.

The guide, entitled Green Matters, tackles generalisations about the recycling process, including that recycled paper is more damaging to the environment than non-chlorine bleached paper produced from sustainable forests. David Shorto, the print buyer for Friends of the Earth and Greenpeace who helped compile the guide, said that was an 'all-encompassing myth' that did not stand up to questioning. Other concerns rejected were that the chemicals used to extract ink for recycling were bad for the environment and that recycled paper was more expensive than virgin pulp.

Robert Keitch, director of media channel development at the DMA, said: "The challenge for direct marketing is to continue to thrive and contribute to the economy whilst lessening our impact on the environment - that means developing truly sustainable marketing."

Meanwhile, the Institute of Fundraising has urged fundraisers to feed into the consultation on its draft code of practice on direct mail, which closes on 28 September. The inaugural code includes guidelines on the use of shock tactics or incentives in direct mail packs as well as what ethical and green issues fundraisers need to consider.

Directory: Direct Marketing Association | Institute of Fundraising
Who's Who: Gemma Ware

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