The killer stamp

A recent move involving the cost of stamps by the Italian government has sent the local non profit world into havoc.

Last April 1, advantageous postal fees for non profit organisations were suppressed meaning a five time increase in current rates.

Vita caught up with Moreno Martelloni, advisor for the Italian Association for Direct Marketing who claims that the increase of postal rates will have disastrous effects.

“If the decree is not modified it is easy to foresee a significant fall of direct marketing for the non profit sector.”

With 200 million messages sent out from head offices, direct marketing can easily be described as the main source of publicity for the third sector in Italy.

What will the vast price increase mean in practice? Moreno Martelloni helped us understand.

 

Who do the non profit organisations write to so avidly, new supporters?

Especially to new supporters, but not only.

There are precise peak moments: the pre-Christmas period, the pre-Easter one and obviously single moments in which each association launches its own specific initiative. A feverish activity which concentrates especially towards potential donors.

Direct mailing specifically aimed at 5 per mille* represents about 15%.

 

Are there other aims?

Certainly. Reporting the use of gathered resources, or transparency, in a word.

Even if under this aspect new media and social networks play an important role too: you report to an already faithful supporter and address his membership feeling.

 

What are the figures of this sector?

The market as a whole, including both the profit and the non profit sectors, involves about 650 million euros per year.

 

Therefore would the abolition of reduced postal rates compromise it significantly?

Undoubtedly so. Also because it is not easy to substitute mailing. An example of this tendency are mature donors. They don’t know the web, they don’t trust Internet too much, and so they cannot be reached without a classic letter. The risk is to lose the possibility to contact an important group of donors.

 

What do you think of this decree?

To be honest the wish to suspend reduced postal rates has been around for a bit. People thought there would be a reduction. Not an abolition.

I get the feeling that people did not think through the effects this decision would have on the non profit sector properly. Effects that, as we were saying before, could be catastrophic.

Besides the petition launched by Vita.it, the Facebook group called “No to the increase of rates for the non profit sector” is also growing a lot.

 

What now?

I don’t know. I hope the decree will be revoked.

As an association we feel penalized by this decision and we are deeply worried.

 

Do reduced postal rates for non profit entities exist abroad?

Yes, but I must admit that they do not exist to the same extent that they did in Italy.

 

*mechanism specific to Italy according to which the citizen-taxpayer can give a percentage of his income tax – 5 per one thousand – to support entities which carry out activities deemed socially relevant

 

by Maurizio Regosa, translated by Cristina Barbetta