Rules are rules, even in a recession

Is it possible for the direct marketing industry to leave behind the “we-know-best carpet bombers” past?  Based on some recent analysis, it would seem that the issues of reporting royalties and usage reports has taken a major  step backwards over the last two years. It is understandable that a reseller marketplace may want to create efficiencies during a recession, but that doesn’t mean throwing the rule-book away.

With the almost inevitable removal of the edited electoral roll coming in 2012  (or 2013 latest), the role of suppression and maintaining the integrity of our datasets is going to become even more important. Think about it – there will be a plethora of EER replacement products. What will be missing will be the annual update.

It will be those companies who have the ability to identify deads, goneaways and move-to addresses that will be at the forefront of data integrity. What SPA needs to do is to ensure that those who use their services are doing so with accuracy and integrity. SPA is determined to ensure that the interests of the many are protected from the actions of a few.

On the client side of things, it’s interesting to note that charities, previously not known for their use of suppression products services available on the market, are finally starting to catch up. It’s difficult to say whether this is because the philanthropic heart of the nation is keeping them in pocket., they’re finally taking their data responsibilities seriously in line with DMA’s best practice guidelines, or they’ve cottoned on to the fact that it’s a sure fire way to increase their ROI during difficult times. But it’s about time. 

To that end, I’d like to commend the Fundraising Standards Board (FRSB) for supporting suppression providers by encouraging their member organisations to adopt best practice principles in their data management.  For those of you who are interested in hearing more about the FRSB’s data management initiatives you can visit their website at http://www.frsb.org.uk/events .

By Mark Roy, co-founder of the Suppression Providers Alliance

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