The Foundation never has had a budget for general “institutional” advertising or PR. But, since the ECHO competition only concerns two of the three audiences (students and educators, not members/contributors), we're only going to deal with the dollars typically spent to promote the programs that are geared to students and professors. In general, it costs about $6,000 to mail a printed piece nationally, whether it’s a newsletter, the Call for Papers for the Educators’ Conference, a Collegiate Institute, the graduate Seminar, Collegiate ECHO competition. Regional or invitational programs cost a lot less because they usually Xerox in-house and mail a much smaller quantity. They've never had a set budget for all promotions costs; the unwritten rule has been to dot it as cost-effectively as possible. They’ve tried different things, i.e., promoting more than one program in a mailing and a version of rolling admissions to Collegiate Institutes, but so far there’s been no “break-through” idea.
The amount spent to promote each program has increased a bit – just to cover increased costs of printing and postage, and they’ve trimmed the mailing list to 10,000 from 17,000 professors in the good old days when the lists were donated and non-profit postage was next to nothing. Since the beginning, mail has been the medium they’ve used. They use the web site now, but not exclusively. For some programs, they use e-mail and make telephone calls, but they’ve never done it in big numbers or outsourced the activity. DMEF is a non-profit educational foundation the was incorporated in the state of Illinois. They are tax exempt under 501( c )(3) of the IRS code. They have thier own Board of Trustees, but because they were established by the Direct Marketing Association, there are many provisions in the bylaws that “tie” them to the DMA. The DMEF is independently fiscally, funded by tax-deductable contributions (not the dues of DMA members), All programs and services, staff salaries and benefits, etc. are paid for by contributions, but DMA does contribute rent, telephone, and some other “overhead expenses.
The DMA has a full-time President, Vice President, Development Director, Director, Program Manager, Logistics Manager, Career Development Manager, and assistants for both President and Vice-President. That’s the current staff, with 6 positions filled and three vacancies. In the past the VP, Development Director, and one Assistant reported directly to the President; all others to the VP. “Advanced” programs for both students (Advanced Collegiate Institute for graduating seniors) and professors (Advanced Institute for Professors) are the newest “kids on the block.” And seminars for graduate students were added five or six years ago. The DMEF does update and refresh curriculum at our programs to reflect changes in the business. Initiatives to foster academic research in the field (partnership with the Marketing Science Institute and the Kobs Research Fund) are dormant for the time being, although they still maintain thier research objective. To the extent that the budget permits, they’ve tried to identify other academic subject areas where there may be a fit – IS, economics, etc.