The DMA has announced that it has today launched a Responsible Marketing Committee, which will oversee the work of its Fundraising Taskforce.
The DMA have said that The Responsible Marketing Committee will be tasked with creating a “sustainable future for the industry by promoting responsible marketing as a driver” for growth.
It will also be the custodian of the DMA Code, which sets out the four key principles for responsible marketing: “respect privacy, be honest and fair, be diligent with data, and take responsibility”.
A DMA spokesman said that the Fundraising Taskforce, which in July published An Ideal Future for One-to-One Fundraising white paper; which called on charities to “recognise that donors are the most important people in the entire charity process” - will report directly to the committee.
The Responsible Marketing Committee will be chaired by Skip Fidura, a DMA board member, and will feature George Kidd, former chair of the FPS working group, and chair of the Direct Marketing Commission.
John Mitchison, head of preference services, compliance and legal and Rachel Aldighieri, managing director at the DMA, are also on the board. Both worked closely with the taskforce on its white paper, while Mitchison was also part of the FPS working group.
Skip Fidura said: “Whether it is identifying potential risks, offering guidance or setting policy, we will work with the DMA group, regulators and the industry as a whole to establish the DMA’s position on the responsibilities of marketers and define what constitutes responsible behaviour.”
As part of its remit, the Responsible Marketing Committee will also collaborate with the Institute of Direct and Digital Marketing and will take responsibility of the Governance Committee, which the DMA disbanded earlier in the year.
The spokesman said that, in terms of the voluntary section, the DMA would argue “that the principles of being responsible and putting your customer first are always going to be better for your business – whether that’s in the voluntary sector or not”.
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