DIRECT MARKETING ASSOCIATION INC: Form 990, tax year 2011

View the entire original 990 at ProPublica ↗

Organization: DIRECT MARKETING ASSOCIATION INC (EIN 13-1810859)
Tax period: 2011-07-01 to 2012-06-30
Filed: 2013-04-29
IRS object ID: 201321199349300137
Schema version: 2011v1.5
Source: Download XML · Original 990 at ProPublica

Every field in the e-filed return. Faint text is the IRS element name, for citing.

Return header
Form 990
Schedule C
Schedule D
Schedule J
Schedule O
Schedule R

Return header ReturnHeader

Field	Value	IRS element (for citing)
Timestamp	2013-04-29T15:05:07-05:00	Timestamp
Tax Period End Date	2012-06-30	TaxPeriodEndDate

Preparer Firm PreparerFirm

Field	Value	IRS element (for citing)
EIN	420714325	EIN

Preparer Firm Business Name PreparerFirmBusinessName

Field	Value	IRS element (for citing)
Business Name Line1	MCGLADREY LLP	BusinessNameLine1

Preparer Firm US Address PreparerFirmUSAddress

Field	Value	IRS element (for citing)
Address Line1	1185 AVENUE OF THE AMERICAS	AddressLine1
City	NEW YORK	City
State	NY	State
ZIP Code	100362602	ZIPCode

Field	Value	IRS element (for citing)
Return Type	990	ReturnType
Tax Period Begin Date	2011-07-01	TaxPeriodBeginDate

Filer Filer

Field	Value	IRS element (for citing)
EIN	131810859	EIN

Name Name

Field	Value	IRS element (for citing)
Business Name Line1	DIRECT MARKETING ASSOCIATION INC	BusinessNameLine1

Field	Value	IRS element (for citing)
Name Control	DIRE	NameControl
Phone	2127687277	Phone

US Address USAddress

Field	Value	IRS element (for citing)
Address Line1	1120 AVENUE OF THE AMERICAS	AddressLine1
City	NEW YORK	City
State	NY	State
ZIP Code	10036	ZIPCode

Officer Officer

Field	Value	IRS element (for citing)
Name	ROBERT GRECO	Name
Title	VP, FINANCE & OPERATIONS	Title
Phone	2127687277	Phone
Date Signed	2013-04-29	DateSigned
Authorize Third Party	1	AuthorizeThirdParty

Preparer Preparer

Field	Value	IRS element (for citing)
Name	MARTIN GREIF	Name
PTIN	P00029738	PTIN
Phone	2123721000	Phone

Field	Value	IRS element (for citing)
Tax Year	2011	TaxYear
Build TS	2016-03-07 17:11:31Z	BuildTS

Form 990 IRS990

Field	Value	IRS element (for citing)
Name Of Principal Officer Person	LINDA WOOLLEY	NameOfPrincipalOfficerPerson

Address Principal Officer US AddressPrincipalOfficerUS

Field	Value	IRS element (for citing)
Address Line1	1120 AVENUE OF THE AMERICAS	AddressLine1
City	NEW YORK	City
State	NY	State
ZIP Code	10036	ZIPCode

Field	Value	IRS element (for citing)
Gross Receipts	30584632	GrossReceipts
Group Return For Affiliates	0	GroupReturnForAffiliates
Organization501c	X	Organization501c
Web Site	WWW.THE-DMA.ORG	WebSite
Type Of Organization Corporation	X	TypeOfOrganizationCorporation
Year Formation	1940	YearFormation
State Legal Domicile	NY	StateLegalDomicile
Activity Or Mission Description	THE DIRECT MARKETING ASSOCIATION IS THE WORLD'S LARGEST TRADE ASSOCIATION DEDICATED TO ADVANCING AND PROTECTING RESPONSIBLE DATA-DRIVEN MARKETING.	ActivityOrMissionDescription
Nbr Voting Members Governing Body	37	NbrVotingMembersGoverningBody
Nbr Independent Voting Members	36	NbrIndependentVotingMembers
Total Nbr Employees	103	TotalNbrEmployees
Total Nbr Volunteers	36	TotalNbrVolunteers
Total Gross UBI	0	TotalGrossUBI
Net Unrelated Business Txbl Income	0	NetUnrelatedBusinessTxblIncome
Contributions Grants Prior Year	0	ContributionsGrantsPriorYear
Contributions Grants Current Year	0	ContributionsGrantsCurrentYear
Program Service Revenue Prior Year	24664993	ProgramServiceRevenuePriorYear
Program Service Revenue CY	22899275	ProgramServiceRevenueCY
Investment Income Prior Year	575475	InvestmentIncomePriorYear
Investment Income Current Year	679805	InvestmentIncomeCurrentYear
Other Revenue Prior Year	367276	OtherRevenuePriorYear
Other Revenue Current Year	101033	OtherRevenueCurrentYear
Total Revenue Prior Year	25607744	TotalRevenuePriorYear
Total Revenue Current Year	23680113	TotalRevenueCurrentYear
Grants And Similar Amnts Prior Year	0	GrantsAndSimilarAmntsPriorYear
Grants And Similar Amnts CY	0	GrantsAndSimilarAmntsCY
Benefits Paid To Members Prior Year	0	BenefitsPaidToMembersPriorYear
Benefits Paid To Members CY	0	BenefitsPaidToMembersCY
Salaries Etc Prior Year	9166336	SalariesEtcPriorYear
Salaries Etc Current Year	9077372	SalariesEtcCurrentYear
Total Prof Fundrsng Exp Prior Year	0	TotalProfFundrsngExpPriorYear
Total Prof Fundrsng Exp CY	0	TotalProfFundrsngExpCY
Total Fundrsng Exp Current Year	0	TotalFundrsngExpCurrentYear
Other Expense Prior Year	15260897	OtherExpensePriorYear
Other Expenses Current Year	14233475	OtherExpensesCurrentYear
Total Expenses Prior Year	24427233	TotalExpensesPriorYear
Total Expenses Current Year	23310847	TotalExpensesCurrentYear
Revenues Less Expenses Prior Year	1180511	RevenuesLessExpensesPriorYear
Revenues Less Expenses CY	369266	RevenuesLessExpensesCY
Total Assets BOY	17345242	TotalAssetsBOY
Total Assets EOY	16690293	TotalAssetsEOY
Total Liabilities BOY	11283470	TotalLiabilitiesBOY
Total Liabilities EOY	12050215	TotalLiabilitiesEOY
Net Assets Or Fund Balances BOY	6061772	NetAssetsOrFundBalancesBOY
Net Assets Or Fund Balances EOY	4640078	NetAssetsOrFundBalancesEOY
Mission Description	THE DIRECT MARKETING ASSOCIATION IS THE WORLD'S LARGEST TRADE ASSOCIATION DEDICATED TO ADVANCING AND PROTECTING RESPONSIBLE DATA-DRIVEN MARKETING.	MissionDescription
Significant New Program Services	0	SignificantNewProgramServices
Significant Change	0	SignificantChange
Description	THE TRADE ASSOCIATION WAS ENGAGED IN SERVING ITS MEMBERS AND ADVANCING THE INTEREST OF THOSE INVOLVED IN DIRECT MARKETING TO THE GOVERNMENT, THE MEDIA AND CONSUMERS. IT ENCOURAGED THE GROWTH, AND EFFECTIVE ETHICAL USE OF DIRECT MARKETING THROUGH CONFERENCES, INFORMATION, EDUCATION AND CONSUMER AFFAIRS PROGRAMS.	Description
Described In501 C3	0	DescribedIn501C3
Schedule B Required	0	ScheduleBRequired
Political Activities	0	PoliticalActivities
Subject To Proxy Tax	1	SubjectToProxyTax
Donor Advised Funds	0	DonorAdvisedFunds
Conservation Easements	0	ConservationEasements
Collections Of Art	0	CollectionsOfArt
Credit Counseling	0	CreditCounseling
Term Or Permanent Endowments	0	TermOrPermanentEndowments
Report Land Bldg Equip	1	ReportLandBldgEquip
Report Invest Oth Securities	0	ReportInvestOthSecurities
Report Prog Rel Invest	0	ReportProgRelInvest
Report Other Assets	0	ReportOtherAssets
Report Other Liabilities	1	ReportOtherLiabilities
Report Fin48 Footnote	1	ReportFin48Footnote
Independent Audit Financial Stmt	0	IndependentAuditFinancialStmt
Consolidated Audit Financial Stmt	1	ConsolidatedAuditFinancialStmt
School	0	School
Foreign Office	0	ForeignOffice
Foreign Activities	0	ForeignActivities
More Than5000 K To Organizations	0	MoreThan5000KToOrganizations
More Than5000 K To Individuals	0	MoreThan5000KToIndividuals
Professional Fundraising	0	ProfessionalFundraising
Fundraising Activities	0	FundraisingActivities
Gaming	0	Gaming
Hospital	0	Hospital
Grants To Organizations	0	GrantsToOrganizations
Grants To Individuals	0	GrantsToIndividuals
Schedule J Required	1	ScheduleJRequired
Tax Exempt Bonds	0	TaxExemptBonds
Loan To Officer Or DQP	0	LoanToOfficerOrDQP
Grant To Related Person	0	GrantToRelatedPerson
Bsnss Rltnshp With Organization	0	BsnssRltnshpWithOrganization
Bsnss Rltnshp Thru Family Member	0	BsnssRltnshpThruFamilyMember
Officer Entity With Bsnss Rltnshp	0	OfficerEntityWithBsnssRltnshp
Deductible Non Cash Contributions	0	DeductibleNonCashContributions
Deductible Contributions Of Art	0	DeductibleContributionsOfArt
Terminated	0	Terminated
Partial Liquidation	0	PartialLiquidation
Disregarded Entity	0	DisregardedEntity
Related Entity	1	RelatedEntity
Related Org Controlled Entity	1	RelatedOrgControlledEntity
Transaction Related Entity	0	TransactionRelatedEntity
Activities Conducted Partnership	0	ActivitiesConductedPartnership
Schedule O Required	1	ScheduleORequired
Number Forms Transmitted With1096	94	NumberFormsTransmittedWith1096
Number W2 G Included	0	NumberW2GIncluded
Compliance With Backup Witholding	1	ComplianceWithBackupWitholding
Number Of Employees	103	NumberOfEmployees
Employment Tax Returns Filed	1	EmploymentTaxReturnsFiled
Unrelated Business Income	0	UnrelatedBusinessIncome
Foreign Financial Account	0	ForeignFinancialAccount
Prohibited Tax Shelter Trans	0	ProhibitedTaxShelterTrans
Taxable Party Notification	0	TaxablePartyNotification
Non Deductible Contributions	1	NonDeductibleContributions
Non Deductible Disclosure	1	NonDeductibleDisclosure
Indoor Tanning Services	0	IndoorTanningServices
Info In Schedule O Part VI	X	InfoInScheduleOPartVI
Nbr Voting Governing Body Members	37	NbrVotingGoverningBodyMembers
Number Independent Voting Members	36	NumberIndependentVotingMembers
Family Or Business Relationship	0	FamilyOrBusinessRelationship
Delegation Of Management Duties	0	DelegationOfManagementDuties
Changes To Organizing Docs	0	ChangesToOrganizingDocs
Material Diversion Or Misuse	0	MaterialDiversionOrMisuse
Members Or Stockholders	1	MembersOrStockholders
Election Of Board Members	1	ElectionOfBoardMembers
Decisions Subject To Approval	0	DecisionsSubjectToApproval
Minutes Of Governing Body	1	MinutesOfGoverningBody
Minutes Of Committees	1	MinutesOfCommittees
Officer Mailing Address	0	OfficerMailingAddress
Local Chapters	0	LocalChapters
Form990 Provided To Governing Body	1	Form990ProvidedToGoverningBody
Conflict Of Interest Policy	1	ConflictOfInterestPolicy
Annual Disclosure Covered Persons	1	AnnualDisclosureCoveredPersons
Regular Monitoring Enforcement	1	RegularMonitoringEnforcement
Whistleblower Policy	1	WhistleblowerPolicy
Document Retention Policy	1	DocumentRetentionPolicy
Compensation Process CEO	1	CompensationProcessCEO
Compensation Process Other	1	CompensationProcessOther
Investment In Joint Venture	0	InvestmentInJointVenture
Upon Request	X	UponRequest

The Books Are In Care Of TheBooksAreInCareOf

Name Business NameBusiness

Field	Value	IRS element (for citing)
Business Name Line1	ROBERT GRECO	BusinessNameLine1

Field	Value	IRS element (for citing)
Telephone Number	2127687277	TelephoneNumber

Address US AddressUS

Field	Value	IRS element (for citing)
Address Line1	1120 AVENUE OF THE AMERICAS	AddressLine1
City	NEW YORK	City
State	NY	State
ZIP Code	10036	ZIPCode

Form990 Part VII Section A Form990PartVIISectionA (44 entries)

TitleTitle	Average Hours Per WeekAverageHoursPerWeek	Individual Trustee Or DirectorIndividualTrusteeOrDirector	OfficerOfficer	Reportable Comp From OrganizationReportableCompFromOrganization	Reportable Comp From Related OrgsReportableCompFromRelatedOrgs	Other CompensationOtherCompensation	Key EmployeeKeyEmployee	Highest Compensated EmployeeHighestCompensatedEmployee	FormerFormer
MATT BLUMBERG
CHAIRMAN	1.00	X	X	0	0	0
RICK ERWIN
VICE-CHAIRMAN	1.00	X	X	0	0	0
GLEN S EISEN
TREASURER	1.00	X	X	0	0	0
LESLIE ABI-KARAM
SECRETARY	1.00	X	X	0	0	0
BRUCE BIEGEL
BOARD MEMBER	1.00	X		0	0	0
ARJAN DIJK
BOARD MEMBER	1.00	X		0	0	0
MOSES FOSTER
BOARD MEMBER	1.00	X		0	0	0
CLARE HART
BOARD MEMBER	1.00	X		0	0	0
BRYAN KENNEDY
BOARD MEMBER	1.00	X		0	0	0
SUSAN LOTH
BOARD MEMBER	1.00	X		0	0	0
GIAN-CARLO PERESSUTTI
BOARD MEMBER	1.00	X		0	0	0
JOEL QUADRACCI
BOARD MEMBER	1.00	X		0	0	0
DAWN ZIER
BOARD MEMBER	1.00	X		0	0	0
VICTOR NBENSON
BOARD MEMBER	1.00	X		0	0	0
KELLY B BROWNING
BOARD MEMBER	1.00	X		0	0	0
CHRISTOPHER W BRADLEY
BOARD MEMBER	1.00	X		0	0	0
G STEVEN DAPPER
BOARD MEMBER	1.00	X		0	0	0
KEN A DAWSON
BOARD MEMBER	1.00	X		0	0	0
BUELL G DUNCAN III
BOARD MEMBER	1.00	X		0	0	0
JOANNE MONFRADI DUNN
BOARD MEMBER	1.00	X		0	0	0
BRIAN FETHERSTONHAUGH
BOARD MEMBER	1.00	X		0	0	0
YVETTE LUI
BOARD MEMBER	1.00	X		0	0	0
SURESH MATHAI
BOARD MEMBER	1.00	X		0	0	0
DON MCKENZIE
BOARD MEMBER	1.00	X		0	0	0
PAMELA MCKHUGH
BOARD MEMBER	1.00	X		0	0	0
JOHN PAPALIA
BOARD MEMBER	1.00	X		0	0	0
CHARLES PRESCOTT
BOARD MEMBER	1.00	X		0	0	0
DON RAPPAPORT
BOARD MEMBER	1.00	X		0	0	0
ARUM SINHA
BOARD MEMBER	1.00	X		0	0	0
GARY SKIDMORE
BOARD MEMBER	1.00	X		0	0	0
BETH SMITH
BOARD MEMBER	1.00	X		0	0	0
NICHOLAS P STAHEYEFF
BOARD MEMBER	1.00	X		0	0	0
TIM SUTHER
BOARD MEMBER	1.00	X		0	0	0
CRAIG WOOD
BOARD MEMBER	1.00	X		0	0	0
JOE ZAWADZKI
BOARD MEMBER	1.00	X		0	0	0
STUART P INGIS
BOARD MEMBER	1.00	X		0	0	0
LAWRENCE KIMMEL - TERM 51412
CEO	40.00		X	754270	0	173482
SENNY BOONE
SVP, CORP & SOCIAL RESPONSIBILTY	40.00			168896	0	38846	X
JERRY CERASALE
SVP, GOV'T AFFAIRS	40.00			237808	0	54696		X
KENNETH EBELING - TERM 62912
SVP, MEMBER & SEGMENT SERVICES	40.00			206392	0	47470		X
SUE GERAMIAN - TERM 1212
SVP, CHIEF COMMUNICATION OFFICER	40.00			235349	0	54130		X
ROBERT GRECO
VP, FINANCE & OPERATIONS	40.00			171036	0	39338		X
LINDA WOOLLEY
SVP, GOV'T AFFAIRS	40.00			300522	0	69120		X
JULIE HOGAN - TERM 12911
SVP, CONFERENCES & EVENTS	40.00			167673	0	38565			X

Field	Value	IRS element (for citing)
Total Reportable Comp From Org	2241946	TotalReportableCompFromOrg
Total Reportable Comp Frm Rltd Orgs	0	TotalReportableCompFrmRltdOrgs
Total Other Compensation	515647	TotalOtherCompensation
Number Individuals GT100 K	8	NumberIndividualsGT100K
Formers Listed	1	FormersListed
Total Comp GT150 K	1	TotalCompGT150K
Compensation From Other Sources	0	CompensationFromOtherSources

Contractor Compensation ContractorCompensation (5 entries)

Address Line1AddressOfContractor/AddressUS/AddressLine1	CityAddressOfContractor/AddressUS/City	StateAddressOfContractor/AddressUS/State	ZIP CodeAddressOfContractor/AddressUS/ZIPCode	Description Of ServicesDescriptionOfServices	CompensationCompensation
VENABLE LLP
1270 AVENUE OF THE AMERICAS 21ST	NEW YORK	NY	10020	LEGAL	530000
DEHART & DARR ASSOCIATES
1360 BEVERLY ROAD 201	MCLEAN	VA	22101	LEGAL	300000
INTERACTIVE MARKETING SOLUTIONS
777 SUMMER STREET SUITE 502	STAMFORD	CT	06901	DATABASE MAINTENANCE	257000
KSE PARTNERS
1800 DIAGONAL ROAD SUITE 600	ALEXANDRIA	VA	22314	LEGAL	164400
INFOCISION
325 SPRINGSIDE DRIVE	AKRON	OH	44333	MARKETING SERVICES	100200

Field	Value	IRS element (for citing)
Number Of Contractors GT100 K	5	NumberOfContractorsGT100K

Program Service Revenue ProgramServiceRevenue (5 entries)

DescriptionDescription	Business CodeBusinessCode	Total Revenue ColumnTotalRevenueColumn	Related Or Exempt Function IncomeRelatedOrExemptFunctionIncome
MEMBERSHIP DUES	900099	10482999	10482999
CONFERENCE & EVENTS	900099	8783549	8783549
EDUCATION SERVICES	900099	1767925	1767925
CONSUMER PREFERENCE SE	900099	1139240	1139240
RESEARCH & STRATEGIC I	900099	178727	178727

Total Oth Program Service Revenue TotalOthProgramServiceRevenue

Field	Value	IRS element (for citing)
Total Revenue Column	546835	TotalRevenueColumn
Related Or Exempt Function Income	546835	RelatedOrExemptFunctionIncome

Field	Value	IRS element (for citing)
Total Program Service Revenue	22899275	TotalProgramServiceRevenue

Investment Income InvestmentIncome

Field	Value	IRS element (for citing)
Total Revenue Column	313542	TotalRevenueColumn
Exclusion	$313,542	ExclusionAmount

Royalties Revenue RoyaltiesRevenue

Field	Value	IRS element (for citing)
Total Revenue Column	166147	TotalRevenueColumn
Exclusion	$166,147	ExclusionAmount

Gross Rents GrossRents

Field	Value	IRS element (for citing)
Real	465369	Real

Less Rental Expenses LessRentalExpenses

Field	Value	IRS element (for citing)
Real	530483	Real

Rental Income Or Loss RentalIncomeOrLoss

Field	Value	IRS element (for citing)
Real	-65114	Real

Net Rental Income Or Loss NetRentalIncomeOrLoss

Field	Value	IRS element (for citing)
Total Revenue Column	-65114	TotalRevenueColumn
Exclusion	-$65,114	ExclusionAmount

Gross Amount Sales Assets GrossAmountSalesAssets

Field	Value	IRS element (for citing)
Securities	6740299	Securities

Less Cost Oth Basis Sales Expenses LessCostOthBasisSalesExpenses

Field	Value	IRS element (for citing)
Securities	6374036	Securities

Gain Or Loss GainOrLoss

Field	Value	IRS element (for citing)
Securities	366263	Securities

Net Gain Or Loss Investments NetGainOrLossInvestments

Field	Value	IRS element (for citing)
Total Revenue Column	366263	TotalRevenueColumn
Exclusion	$366,263	ExclusionAmount

Total Revenue TotalRevenue

Field	Value	IRS element (for citing)
Total Revenue Column	23680113	TotalRevenueColumn
Related Or Exempt Function Income	22899275	RelatedOrExemptFunctionIncome
Unrelated Business Revenue	0	UnrelatedBusinessRevenue
Exclusion	$780,838	ExclusionAmount

Comp Current Officers Directors CompCurrentOfficersDirectors

Field	Value	IRS element (for citing)
Total	2360336	Total

Other Salaries And Wages OtherSalariesAndWages

Field	Value	IRS element (for citing)
Total	5438997	Total

Pension Plan Contributions PensionPlanContributions

Field	Value	IRS element (for citing)
Total	429508	Total

Other Employee Benefits OtherEmployeeBenefits

Field	Value	IRS element (for citing)
Total	673047	Total

Payroll Taxes PayrollTaxes

Field	Value	IRS element (for citing)
Total	175484	Total

Fees For Services Legal FeesForServicesLegal

Field	Value	IRS element (for citing)
Total	133952	Total

Fees For Services Accounting FeesForServicesAccounting

Field	Value	IRS element (for citing)
Total	105326	Total

Fees For Services Lobbying FeesForServicesLobbying

Field	Value	IRS element (for citing)
Total	542733	Total

Advertising Advertising

Field	Value	IRS element (for citing)
Total	309301	Total

Office Expenses OfficeExpenses

Field	Value	IRS element (for citing)
Total	225705	Total

Information Technology InformationTechnology

Field	Value	IRS element (for citing)
Total	307667	Total

Occupancy Occupancy

Field	Value	IRS element (for citing)
Total	2099392	Total

Travel Travel

Field	Value	IRS element (for citing)
Total	307832	Total

Conferences Meetings ConferencesMeetings

Field	Value	IRS element (for citing)
Total	5018806	Total

Interest Interest

Field	Value	IRS element (for citing)
Total	28054	Total

Depreciation Depletion DepreciationDepletion

Field	Value	IRS element (for citing)
Total	1595039	Total

Insurance Insurance

Field	Value	IRS element (for citing)
Total	128813	Total

Other Expenses OtherExpenses (4 entries)

DescriptionDescription	TotalTotal
EDU.SVCS/R & D	1127058
MEMBERSHIP	593474
GOVERNMENT AFFAIRS	498108
CONSUMER PREFERENCE SER	277368

All Other Expenses AllOtherExpenses

Field	Value	IRS element (for citing)
Total	934847	Total

Total Functional Expenses TotalFunctionalExpenses

Field	Value	IRS element (for citing)
Total	23310847	Total

Savings And Temp Cash Investments SavingsAndTempCashInvestments

Field	Value	IRS element (for citing)
BOY	1081923	BOY
EOY	693965	EOY

Accounts Receivable AccountsReceivable

Field	Value	IRS element (for citing)
BOY	136719	BOY
EOY	189978	EOY

Prepaid Expenses Deferred Charges PrepaidExpensesDeferredCharges

Field	Value	IRS element (for citing)
BOY	894502	BOY
EOY	1154069	EOY

Field	Value	IRS element (for citing)
Land Buildings Equipment Basis	2744553	LandBuildingsEquipmentBasis
Land Bldg Equipment Accum Deprec	1787111	LandBldgEquipmentAccumDeprec

Land Buildings Equipment Basis Net LandBuildingsEquipmentBasisNet

Field	Value	IRS element (for citing)
BOY	1022922	BOY
EOY	957442	EOY

Investments Pub Traded Securities InvestmentsPubTradedSecurities

Field	Value	IRS element (for citing)
BOY	13029681	BOY
EOY	13607338	EOY

Intangible Assets IntangibleAssets

Field	Value	IRS element (for citing)
BOY	1179495	BOY
EOY	87501	EOY

Total Assets TotalAssets

Field	Value	IRS element (for citing)
BOY	17345242	BOY
EOY	16690293	EOY

Accounts Payable Accrued Expenses AccountsPayableAccruedExpenses

Field	Value	IRS element (for citing)
BOY	1683322	BOY
EOY	1521710	EOY

Deferred Revenue DeferredRevenue

Field	Value	IRS element (for citing)
BOY	4068829	BOY
EOY	4236445	EOY

Mort Notes Pybl Secured Invest Prop MortNotesPyblSecuredInvestProp

Field	Value	IRS element (for citing)
BOY	2446000	BOY
EOY	1446000	EOY

Other Liabilities OtherLiabilities

Field	Value	IRS element (for citing)
BOY	3085319	BOY
EOY	4846060	EOY

Total Liabilities TotalLiabilities

Field	Value	IRS element (for citing)
BOY	11283470	BOY
EOY	12050215	EOY

Field	Value	IRS element (for citing)
Follow SFAS117	X	FollowSFAS117

Unrestricted Net Assets UnrestrictedNetAssets

Field	Value	IRS element (for citing)
BOY	6061772	BOY
EOY	4640078	EOY

Total Net Assets Fund Balances TotalNetAssetsFundBalances

Field	Value	IRS element (for citing)
BOY	6061772	BOY
EOY	4640078	EOY

Total Liab Net Assets Fund Balances TotalLiabNetAssetsFundBalances

Field	Value	IRS element (for citing)
BOY	17345242	BOY
EOY	16690293	EOY

Field	Value	IRS element (for citing)
Info In Schedule O Part XI	X	InfoInScheduleOPartXI
Reconcilation Revenue Expenses	369266	ReconcilationRevenueExpenses
Reconcilation Other Changes	-1790960	ReconcilationOtherChanges
Method Of Accounting Accrual	X	MethodOfAccountingAccrual
Accountant Compile Or Review	0	AccountantCompileOrReview
FS Audited	1	FSAudited
Audit Committee	1	AuditCommittee
Financial Statement Consolidated	X	FinancialStatementConsolidated
Federal Grant Audit Required	0	FederalGrantAuditRequired

Schedule C IRS990ScheduleC

Field	Value	IRS element (for citing)
Substantially All Dues Nondeduct	0	SubstantiallyAllDuesNondeduct
Only In House Lobbying	0	OnlyInHouseLobbying
Agree To Carryover Prior Year	0	AgreeToCarryoverPriorYear
Dues Assessments	10482999	DuesAssessments
Non Ded Lobby Political Current	542733	NonDedLobbyPoliticalCurrent
Non Ded Lobby Political Total	542733	NonDedLobbyPoliticalTotal
Aggr Amt Reported In Dues Notices	1677280	AggrAmtReportedInDuesNotices
Taxable	-$1,134,547	TaxableAmount

Schedule D IRS990ScheduleD

Leasehold Improvements LeaseholdImprovements

Field	Value	IRS element (for citing)
Other Cost Or Other Basis	892001	OtherCostOrOtherBasis
Depreciation	638936	Depreciation
Book Value	253065	BookValue

Equipment Equipment

Field	Value	IRS element (for citing)
Other Cost Or Other Basis	571335	OtherCostOrOtherBasis
Depreciation	434855	Depreciation
Book Value	136480	BookValue

Other Land Buildings OtherLandBuildings

Field	Value	IRS element (for citing)
Other Cost Or Other Basis	1281217	OtherCostOrOtherBasis
Depreciation	713320	Depreciation
Book Value	567897	BookValue

Field	Value	IRS element (for citing)
Total Of Book Value Land Buildings	957442	TotalOfBookValueLandBuildings

Other Liabilities OtherLiabilities (2 entries)

DescriptionDescription	AmountAmount
DEFERRED RENT	$672,642
PENSION PAYABLE	$4,173,418

Field	Value	IRS element (for citing)
Total Of Amounts	4846060	TotalOfAmounts
Total Revenue	23680113	TotalRevenue
Total Expenses	23310847	TotalExpenses
Excess Or Deficit For Year	369266	ExcessOrDeficitForYear
Net Unrealized GL On Investments	-107467	NetUnrealizedGLOnInvestments
Other	-$1,683,493	OtherAmount
Total Adjustments	-1790960	TotalAdjustments
Excess Or Deficit Per FS	-1421694	ExcessOrDeficitPerFS
Tot Revenue Etc Audited Fincl Stmt	24635669	TotRevenueEtcAuditedFinclStmt
Net Unrealized Gains Investments	-107467	NetUnrealizedGainsInvestments
Other Revenues	1063023	OtherRevenues
Revenue Not Rptd F990	955556	RevenueNotRptdF990
Revenue Subtotal	23680113	RevenueSubtotal
Revenue Not Rptd On Fin Stmt	0	RevenueNotRptdOnFinStmt
Total Revenue Per Form990	23680113	TotalRevenuePerForm990
Tot Expenses Etc Audited Fincl Stmt	24105322	TotExpensesEtcAuditedFinclStmt
Other Expenses Included	794475	OtherExpensesIncluded
Expenses Not Rptd F990	794475	ExpensesNotRptdF990
Expenses Subtotal	23310847	ExpensesSubtotal
Expenses Not Rptd On Fin Stmt	0	ExpensesNotRptdOnFinStmt
Total Expenses Per Form990	23310847	TotalExpensesPerForm990

Form990 Schedule D Part XIV Form990ScheduleDPartXIV (4 entries)

IdentifierIdentifier	Return ReferenceReturnReference	ExplanationExplanation
DESCRIPTION OF UNCERTAIN TAX POSITIONS UNDER FIN 48:	PART X:	DIRECT MARKETING ASSOCIATION, INC. (THE "ASSOCIATION") IS TAX-EXEMPT UNDER INTERNAL REVENUE CODE SECTION 501(C)(6). THE ASSOCIATION RECOGNIZES THE EFFECT OF INCOME TAX POSITIONS ONLY IF THOSE POSITIONS ARE PROBABLE OF BEING SUSTAINED. INCOME GENERATED FROM ACTIVITIES UNRELATED TO THE ASSOCIATION'S EXEMPT PURPOSE IS SUBJECT TO TAX UNDER INTERNAL REVENUE CODE SECTION 511. THE ASSOCIATION DID NOT HAVE ANY MATERIAL UNRELATED BUSINESS INCOME TAX LIABILITY FOR THE YEAR ENDED JUNE 30, 2012. MANAGEMENT EVALUATED THE ASSOCIATION'S TAX POSITIONS AND CONCLUDED THAT THE ASSOCIATION HAD TAKEN NO UNCERTAIN TAX POSITIONS THAT REQUIRE ADJUSTMENTS TO THE CONSOLIDATED FINANCIAL STATEMENTS. GENERALLY, THE ASSOCIATION IS NO LONGER SUBJECT TO INCOME TAX EXAMINATIONS BY U.S. FEDERAL, STATE OR LOCAL TAX AUTHORITIES FOR YEARS BEFORE 2008.
PART XI, LINE 8 - OTHER ADJUSTMENTS:		NET INCOME FROM INTERNET ALLIANCE 268,548. CHANGE IN PENSION OTHER THAN NET PERIODIC PENSION COSTS -1,952,041. TOTAL TO SCHEDULE D, PART XI, LINE 8: -1,683,493.
PART XII, LINE 2D - OTHER ADJUSTMENTS:		INTERNET ALLIANCE INCLUDED IN CONSOLIDATED FINANCIAL STATEMENTS 532,540. RENTAL EXPENSE OFFSETTING RENTAL INCOME 530,483.
PART XIII, LINE 2D - OTHER ADJUSTMENTS:		INTERNET ALLIANCE INCLUDED IN CONSOLIDATED FINANCIAL STATEMENTS 263,992. RENTAL EXPENSE OFFSETTING RENTAL INCOME 530,483.

Schedule J IRS990ScheduleJ

Field	Value	IRS element (for citing)
First Class Or Charter Travel	X	FirstClassOrCharterTravel
Club Dues Or Fees	X	ClubDuesOrFees
Written Policy Re T And E Expenses	1	WrittenPolicyReTAndEExpenses
Substantiation Required	1	SubstantiationRequired
Compensation Committee	X	CompensationCommittee
Form990 Of Other Organizations	X	Form990OfOtherOrganizations
Board Or Committee Approval	X	BoardOrCommitteeApproval
Severance Payment	0	SeverancePayment
Supplemental Nonqual Retire Plan	1	SupplementalNonqualRetirePlan
Equity Based Comp Arrangement	0	EquityBasedCompArrangement

Form990 Schedule J Part II Form990ScheduleJPartII (8 entries)

Base Compensation Filing OrgBaseCompensationFilingOrg	Comp Based On Related OrgsCompBasedOnRelatedOrgs	Bonus Filing OrgBonusFilingOrg	Bonus Related OrgsBonusRelatedOrgs	Other Compensation Filing OrgOtherCompensationFilingOrg	Other Compensation Related OrgsOtherCompensationRelatedOrgs	Deferred Comp Filing OrgDeferredCompFilingOrg	Deferred Comp Related OrgsDeferredCompRelatedOrgs	Nontaxable Benefits Filing OrgNontaxableBenefitsFilingOrg	Nontaxable Benefits Related OrgsNontaxableBenefitsRelatedOrgs	Total Compensation Filing OrgTotalCompensationFilingOrg	Total Compensation Related OrgsTotalCompensationRelatedOrgs	Comp Report Prior990 Filing OrgCompReportPrior990FilingOrg	Comp Report Prior990 Related OrgsCompReportPrior990RelatedOrgs
LAWRENCE KIMMEL - TERM 51412
498028	0	255000	0	1242	0	0	0	173482	0	927752	0	0	0
SENNY BOONE
157410	0	11000	0	486	0	0	0	38846	0	207742	0	0	0
JERRY CERASALE
226092	0	8500	0	3216	0	0	0	54696	0	292504	0	0	0
KENNETH EBELING - TERM 62912
200647	0	5000	0	745	0	0	0	47470	0	253862	0	0	0
SUE GERAMIAN - TERM 1212
188285	0	45000	0	2064	0	0	0	54130	0	289479	0	0	0
ROBERT GRECO
150360	0	20000	0	676	0	0	0	39338	0	210374	0	0	0
LINDA WOOLLEY
273200	0	25000	0	2322	0	0	0	69120	0	369642	0	0	0
JULIE HOGAN - TERM 12911
157360	0	10000	0	313	0	0	0	38565	0	206238	0	0	0

Form990 Schedule J Part III Form990ScheduleJPartIII (3 entries)

Return ReferenceReturnReference	ExplanationExplanation
PART I, LINE 1A	THE PRESIDENT AND KEY EMPLOYEES OF THE ASSOCIATION ARE PROVIDED ANY NECESSARY OR REASONABLE TRAVEL AND ENTERTAINMENT OR OTHER BUSINESS RELATED EXPENSES. THIS POLICY APPLIES AS LONG AS IT IS FOR THE BENEFIT OF THE COMPANY. ANY PROVISIONS NOT STATED IN TRAVEL POLICY NEEDS APPROPRIATE AUTHORIZATION FROM A VP OR HIGHER. THEY ARE ALL NONTAXABLE. LINDA WOOLLEY RECEIVED A MEMBERSHIP FEE TO KENWOOD CLUB AND IT WAS NONTAXABLE.
PART I, LINE 1B	SEE PART I, LINE 1A FOR EXPLANATION.
PART I, LINE 4B	LINDA WOOLLEY AND JERRY CERASALE PARTICIPATE IN THE SUPPLEMENTAL NONQUALIFIED RETIREMENT PLAN. THERE WERE NO PAYMENTS MADE TO THESE PARTICIPANTS IN THE FISCAL YEAR. THE VALUE OF THE NONQUALIFIED PLAN IS USUALLY CALCULATED ONCE THEY TERMINATE THEIR EMPLOYMENT.

Schedule O IRS990ScheduleO

General Explanation GeneralExplanation (8 entries)

Return ReferenceReturnReference	ExplanationExplanation	IdentifierIdentifier
FORM 990, PART VI, SECTION A, LINE 6	ANY ORGANIZATION, WHETHER INCORPORATED OR NOT, WHICH USES, CREATES, PRODUCES, SERVICES OR SUPPLIES MATERIALS FOR DIRECT MARKETING, AND ANY INDIVIDUAL WHO IS A GENERAL MEMBER, IS ELIGIBLE FOR MEMBERSHIP IN THIS ASSOCIATION. THE MEMBERSHIP OF THE ASSOCIATION SHALL BE CLASSIFIED AS FOLLOWS: COMPANY MEMBERSHIP OF THE ASSOCIATION SHALL CONSIST OF COMPANIES OR CORPORATIONS THAT ARE USERS, CREATORS, SUPPLIERS, SERVICES OR PRODUCERS OF ANY FORM OF DIRECT MARKETING. WITHIN COMPANY MEMBERSHIP THERE SHALL BE THREE TYPES OF MEMBERS VOTING, REGULAR AND SERVICE. REGULAR MEMBERSHIP SHALL CONSIST OF EMPLOYEES OF A COMPANY MEMBER WHO ARE CERTIFIED IN WRITING BY THE COMPANY MEMBER TO THE ASSOCIATION TO RECEIVE THE BENEFITS DESCRIBED IN SECTION 4 OF THE ARTICLE OF BYLAWS OTHER THAN THE RIGHTS TO VOTE AND TO HOLD OFFICE, AND WHO ARE INCLUDED IN THE BASIC DUES PAID BY THE COMPANY. THE NUMBER OF REGULAR MEMBERS THAT A COMPANY MEMBER SHALL BE ENTITLED TO SHALL BE DETERMINED BY THE FORMULA CONTAINED IN THE THEN CURRENT DUES SCHEDULE MAINTAINED BY THE ASSOCIATION. SERVICE MEMBERSHIP SHALL CONSIST OF EMPLOYEES OF A COMPANY MEMBER WHO ARE, UPON NOTICE TO THE VOTING MEMBER, TO RECEIVE THE BENEFITS DESCRIBED IN SECTION 4 OF THE ARTICLE OF BYLAWS OTHER THAN THE RIGHTS TO VOTE AND TO HOLD OFFICE, FOR WHICH EXTRA SERVICE MEMBERSHIP IS PAID. VOTING MEMBERSHIP ONE OF THE MEMBERS (REGULAR OR SERVICE) FROM EACH COMPANY SHALL BE DESIGNATED AS THE VOTING MEMBER, CERTIFIED BY THE COMPANY MEMBER TO THE ASSOCIATION TO BE ITS OFFICIAL REPRESENTATIVE IN ALL THE AFFAIRS OF THE ASSOCIATION INCLUDING THE HOLDING OF OFFICE THEREIN DURING THE TERM OF SUCH CERTIFICATION. ANY CHANGE BY A COMPANY MEMBER OF SUCH A CERTIFICATION SHALL BE EFFECTIVE UPON THE RECEIPT BY THE ASSOCIATION OF A WRITTEN NOTICE THEREOF FROM THE COMPANY MEMBER AT LEAST TEN (10) DAYS PRIOR TO ANY REGULAR OR SPECIAL MEETING. EDUCATIONAL MEMBERSHIP SHALL INCLUDE ALL DULY LICENSED EDUCATIONAL INSTITUTIONS AND THOSE PERSONS ACTIVELY ENGAGED IN THE PROFESSION OF TEACHING ON A COLLEGE LEVEL OR ITS EQUIVALENT, WHO WILL RECEIVE THE BENEFITS DESCRIBED IN SECTION 4 OF THE ARTICLE OF BYLAWS OTHER THAN THE RIGHTS TO VOTE AND TO HOLD OFFICE. TRADE ASSOCIATION MEMBERSHIP SHALL INCLUDE TRADE ASSOCIATIONS WHOSE MEMBERSHIP INCLUDES A SUBSTANTIAL SEGMENT OF MEMBERS HAVING AN INTEREST IN DIRECT MAIL OR DIRECT MARKETING, WHO WILL RECEIVE THE BENEFITS OUTLINED IN SECTION 4 OF THE ARTICLE OF BYLAWS OTHER THAN THE RIGHTS TO VOTE AND TO HOLD OFFICE. GENERAL MEMBERSHIP SHALL INCLUDE ALL OTHER FORMS OF MEMBERSHIP NOT CONTAINED IN THESE BYLAWS, WHETHER ORGANIZATIONS OR INDIVIDUALS, INCLUDING DIFFERENT SUBCLASSES OF MEMBERS AS DETERMINED BY THE ASSOCIATION, HOWEVER DENOMINATED. SUCH MEMBERS WILL RECEIVE BENEFITS AS DETERMINED BY THE ASSOCIATION, OTHER THAN THE RIGHTS TO VOTE AND TO HOLD OFFICE.
FORM 990, PART VI, SECTION A, LINE 7A	ONE OF THE MEMBERS (REGULAR OR SERVICE) FROM EACH COMPANY SHALL BE DESIGNATED AS THE VOTING MEMBER AND SHALL HAVE THE RIGHT TO VOTE. THE VOTE OF THE VOTING MEMBER MAY BE CAST PERSONALLY OR BY A DULY DESIGNATED PROXY IN ACCORDANCE WITH PROCEDURES REASONABLY PRESCRIBED BY THE ASSOCIATION.
FORM 990, PART VI, SECTION B, LINE 11	FORM 990 IS PREPARED WITH THE ASSISTANCE OF OUR OUTSIDE AUDIT AND TAX FIRM. IT IS REVIEWED BY THE ORGANIZATION'S PRESIDENT, CHIEF FINANCIAL OFFICER AND CONTROLLER BEFORE BEING SENT TO ITS GOVERNING BODY FOR REVIEW PRIOR TO SUBMISSION TO THE IRS.
FORM 990, PART VI, SECTION B, LINE 12C	EACH OFFICER, KEY EMPLOYEE AND MEMBER OF THE BOARD OF DIRECTORS ARE REQUIRED TO COMPLETE AND FILE WITH THE PRESIDENT OF THE ASSOCIATION A DISCLOSURE STATEMENT REGARDING POTENTIAL CONFLICTS OF INTEREST AND ANNUALLY FILE A STATEMENT OF CONTINUED ACCURACY THEREOF.
FORM 990, PART VI, SECTION B, LINE 15	COMPENSATION OF THE PRESIDENT OF THE ORGANIZATION IS DETERMINED BY THE COMPENSATION COMMITTEE OF THE BOARD OF TRUSTEES. THE COMMITTEE IS COMPRISED OF INDEPENDENT MEMBERS OF THE GOVERNING BOARD. COMPENSATION FOR THE PRESIDENT IS STATED IN THEIR CONTRACT ONCE AN AGREEMENT IS INITIATED. OTHER OFFICERS AND KEY EMPLOYEE COMPENSATION IS DETERMINED BY THE PRESIDENT IN COLLABORATION WITH THE CHAIRMAN OF THE BOARD OF TRUSTEES. OTHER OFFICERS AND KEY EMPLOYEE COMPENSATION IS CALCULATED BASED ON THE POSITION AND COMPARABLE INDUSTRY STANDARDS. THE ORGANIZATION ALSO USES DATA OF COMPARABLE COMPENSATION FOR SIMILARLY QUALIFIED PERSONS IN FUNCTIONALLY COMPARABLE POSITIONS AT SIMILARLY SITUATED ORGANIZATIONS AND CONTEMPORANEOUS DOCUMENTS AND RECORDKEEPING WITH RESPECT TO DELIBERATIONS AND DECISIONS REGARDING THE COMPENSATION ARRANGEMENT.
FORM 990, PART VI, SECTION C, LINE 19	THE GOVERNING DOCUMENTS, CONFLICT OF INTEREST POLICY AND FINANCIAL STATEMENTS ARE NOT MADE AVAILABLE TO THE PUBLIC.
FORM 990, PART XI, LINE 5:	NET UNREALIZED LOSSES ON INVESTMENTS: -107,467. NET INCOME FROM INTERNET ALLIANCE 268,548. CHANGE IN PENSION OTHER THAN NET PERIODIC PENSION COSTS -1,952,041. TOTAL TO FORM 990, PART XI, LINE 5: -1,790,960.	CHANGES IN NET ASSETS OR FUND BALANCES:
FORM 990, PART VII	DMA INTERNET ALLIANCE ROBERT GRECO 40 2 LINDA A. WOOLLEY 40 2	AVERAGE HOURS PER WEEK DEVOTED TO RELATED ORGANIZATIONS

Schedule R IRS990ScheduleR

Form990 Schedule R Part II Form990ScheduleRPartII

Name Of Disregarded Entity NameOfDisregardedEntity

Field	Value	IRS element (for citing)
Business Name Line1	INTERNET ALLIANCE	BusinessNameLine1

Address US AddressUS

Field	Value	IRS element (for citing)
Address Line1	1615 L STREET NW STE 1100	AddressLine1
City	WASHINGTON	City
State	DC	State
ZIP Code	20036	ZIPCode

Field	Value	IRS element (for citing)
EIN	521275427	EIN
Primary Activities	ADVOCACY	PrimaryActivities
Legal Domicile State	DC	LegalDomicileState
Exempt Code Section	501(C)(6)	ExemptCodeSection

Direct Controlling Entity Name DirectControllingEntityName

Field	Value	IRS element (for citing)
Business Name Line1	DIRECT MARKETING ASSOCIATION INC	BusinessNameLine1

Field	Value	IRS element (for citing)
Controlled Org	1	ControlledOrg

Field	Value	IRS element (for citing)
Receipt Of Int Ann Rents Royalties	0	ReceiptOfIntAnnRentsRoyalties
Gift Grant Or Cap Contr To Other Org	0	GiftGrantOrCapContrToOtherOrg
Gift Grant Or Cap Contr Fr Other Org	0	GiftGrantOrCapContrFrOtherOrg
Loans Or Guarantees To Other Org	0	LoansOrGuaranteesToOtherOrg
Loans Or Guarantees From Other Org	0	LoansOrGuaranteesFromOtherOrg
Sale Of Assets To Other Org	0	SaleOfAssetsToOtherOrg
Purchase Of Assets From Other Org	0	PurchaseOfAssetsFromOtherOrg
Exchange Of Assets	0	ExchangeOfAssets
Rental Of Facilities To Other Orgs	0	RentalOfFacilitiesToOtherOrgs
Rental Of Facilities Fr Other Orgs	0	RentalOfFacilitiesFrOtherOrgs
Perform Of Services For Other Orgs	0	PerformOfServicesForOtherOrgs
Perform Of Services By Other Orgs	0	PerformOfServicesByOtherOrgs
Sharing Of Facilities	1	SharingOfFacilities
Sharing Of Paid Employees	0	SharingOfPaidEmployees
Reimbursement Paid To Other Org	0	ReimbursementPaidToOtherOrg
Reimbursement Paid By Other Org	0	ReimbursementPaidByOtherOrg
Other Transfer To Other Org	0	OtherTransferToOtherOrg
Other Transfer From Other Org	0	OtherTransferFromOtherOrg