infoGroup Launches Nonprofit Division

October 26, 2009       Paul Clolery      

The melding at infoGROUP continues with the combining of database firm Triplex and creative and list company May Development Services to form infoGROUP Nonprofit. The new division will launch with approximately 435 clients and virtually no client overlap.

Gretchen Littlefield, who currently runs Triplex, will head the operation. She will report to Larry May, founder of May Development and current president of Direct Media | Millard, another infoGroup division. The new division will stand on its own but Littlefield will report to May through infoGroup’s corporate structure.

“The combined group creates a single strategic solution for clients and will service the complete nonprofit market including health, religious, environmental, political, animal welfare and social service fields,” said May.

According to Littlefield, Triplex is strong with nonprofits that are involved with advocacy, progressive politics, animal rights and the environment. May Development is strong with health, religious and large blue chip organizations.

The combined operations make sense, said Littlefield. “As direct marketers seek donors from a wider variety of sources, nonprofits are looking to do more than buy lists and delete duplicates. They are looking for strategic guidance in finding the right people to contact with the right message, in the right media,” she said. “This new relationship will enable us to combine our strategic resources at every stage of the acquisition and renewal process for a better return on the client’s investment.”

May said infoGROUP Nonprofit will launch with 75 employees, approximately 25 more than Triplex and May Development combined. The additional 25 people are support staff at facilities in Wisconsin and Omaha. “infoGroup is investing in nonprofit, online, social networking and continually in data,” said May.

infoGroup Nonprofit will have operations in Washington, D.C., Greenwich, Conn., Marshfield, Wisc., and Omaha, Neb. The merger takes effect November 1 with a target date of Jan. 1, 2010 for being fully integrated, Littlefield said.

“Technology is really driving the future,” Littlefield said. “To make the greatest impact, we’ve got to constantly be changing to reach donors and prospective donors in ways that naturally fit their lifestyle. Online or on the go, it’s about connecting people to the causes they care about most.”

infoGroup has been on a list and database industry buying spree for the past several years. A public company traded on the NASDAQ and based in Omaha, Neb., it bought Direct Media International, Millard and Triplex. It merged Direct Media with Millard earlier this year.

infoUSA had acquired DMI, based in Greenwich, Conn., in 2008 for $18 million in cash, according to insiders. The revenue projection for infoGroup Nonprofit, according to sources, is $10 million on sales that might exceed $70 million.

The DMI deal followed the acquisition by infoGroup of list firms Walter Karl, Edith Roman, Rubin Response, Millard, Mokrynski-Direct, American Church Lists and Jami. infoGroup acquired Triplex in 2004.

It was the second time DMI was purchased. It was bought in 1996 by Acxiom for $25 million, according to reports filed with the Securities and Exchange Commission. A few years later, DMI was bought back for a fraction of the sale price.

infoGroup merged Direct Media and Millard this past June. It immediately became one of the industry’s largest providers of targeted prospecting media for the consumer and business-to-business markets. The merged firms will have 65 brokerage staff, 45 media management specialists, an alternative media group, a full-service creative and production agency, primary market research services and an experienced international team.

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