Pike Outlines Goals, Accuses DMA Of Bylaw Violations
In the latest salvo in Gerry Pike’s proxy fight with the Direct Marketing Association, the dissident board member has sent an e-mail to members accusing the organization of violating its own bylaws.
Pike also elaborated on what he intends to do if he can get a majority of the proxy votes he’s been soliciting from voting members.
In addition to accusing the DMA of being in violation of its bylaws, the letter also contains a promise to push for a series of financial reforms, including cutting management compensation, reducing dues and conference fees and hiring more staff.
The letter, which was sent out early Monday morning, is the latest from Pike, who is seeking proxy votes for the DMA’s annual business meeting. The business meeting will be held on Oct. 18 during the organization’s annual conference in San Diego. The DMA is mounting a similar proxy vote campaign.
Monday’s note from Pike, which bore the subject line “DMA – What’s in it for me?” offers details regarding how Pike will use the proxy votes. In it, Pike promised a “members-first management,” and said he would use the proxy votes to:
* Get management compensation back in line. [Pike links to an article in The NonProfit Times which noted DMA president and CEO John A. Greco Jr.’s salary for the DMA’s fiscal year 2008 was $768,748, with another $128,194 in additional compensation. The NonProfit Times article further observes that average association chief executive salary nationally for organizations with revenue in excess of $15 million is roughly half that of Greco’s.]
* Initiate a review and revision of the organization’s bylaws “to get Management’s interest aligned with members’ interests. (“Amazingly [Pike wrote], Management currently sits on its own Compensation Committee!”)
* Reduce “budget buster dues and conference fees”.
* Use salary reductions among top management to hire more member-service oriented staff.
* Revamp the DMA’s programming, educational curriculum and in-house expertise so all have a greater focus on digital marketing.
Given a chance to address the allegations in Pike’s latest e-mail, DMA chief communications officer Sue R.E. Geramian responded via e-mail, writing “There are many positive activities here at DMA. Our members are enthused about DMA09 in San Diego and looking forward to an impressive lineup of keynoters, valuable educational sessions and exciting networking events planned for attendees (just twitter #DMA09). This is an exciting and innovative time for direct marketing and the DMA, representing the most diverse array of channels and markets ever, is helping lead the way. We are energized about introducing our new global DMA Certified Marketing Professional program; and our cross-industry leadership on self-regulating online behavioral advertising, a very important issue for all marketers.”
Pike plans to release a new message every day leading up to the business meeting. He will be incorporating anonymous responses to his campaign, including experiences and opinions, in his messages. Monday’s message, he said, was the result of a conversation he had with one voting member.
“When I sent back the points [in Monday’s note] to that person, the person sent me a proxy vote,” Pike told Direct Newsline.
