August 2011 Newsletter • Co-Chairs' Corner
| In recent comments regarding a released Executive Order, President
Obama did a disservice to the backbone of our industry by using the
words "pointless waste" regarding the printing and direct
mail industry. He also used other non-complimentary metaphors, but
we’ll stick to “pointless” comment for the moment.
We as printers and mailers occasionally get a bad reputation for the
amount of “garbage” that fills people’s mailboxes,
especially around election time. But the real point is that somebody
is paying for it to be printed and sent to taxpaying Americans. Money
is being pumped into the economy for every postcard and package that
gets produced. Designers, printers, truckers and mail personnel are
gainfully employed as a direct result of our industry. Retail sales
are generated after recipients are made aware of promotions received
at their homes, both through catalogs orders and purchased made directly
at the stores. It is estimated that the mailing industry contributes
up to 8% of the Gross National Product (GNP).
Pointless? I think not.
More proof of our national importance comes from the non-profit sector.
A recent report by Blackbaud's Target Analytics, a global provider
of software and services for nonprofit organizations, shows that direct
mail remains the main source of most charitable donations. More than
75% of received contributions were generated through direct mail,
eclipsing the 10% generated by online sources. Direct mail also generated
more than 75% of new donors to non-profits. More than 1 billion dollars,
yes billion with a “b”, is donated to charities through
direct mail outreach.
Also paper is a renewable resource, unlike the energy being used to
operate our PCs.
Bottom line, that it’s critical for us to continue to educate
our clients, educators, and government officials as to the importance
of our industry. I look forward to working with you in making this
| We look forward to seeing everyone in the Fall.