The DM Foundation aims to “support the grassroots development” of the UK direct marketing industry, according to the DMA, with bursaries available to aid “the professional development of young practitioners” and DM service start-ups.
The DMA will be hoping that the initiative boosts the appeal of direct marketing to young people that could be put off by its image as an old fashioned marketing channel. There is concern among many in the sector that young professionals are rejecting the industry for the younger digital marketing industry.
The DMA says the Foundation will be funded by “various industry sources” but did not disclose any further details. Rosemary Smith, director of data consultancy Opt 4 and former chair of the DMA will be chairman.
The Association is currently appointing trustees to include “well-recognised industry figures and representatives from public bodies.” It will launch later this year.
Smith says “The DM Foundation will be able to increase industry growth by supporting young people, improving insight and fostering technological development.
“The creation of the DM Foundation shows the industry is keen to invest in its future stars.”
The development of the DM Foundation follows the relaunch of the DMA last month.
The Association wants to increase membership by repositioning as the home for both physical and electronic direct marketers.