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March 03, 2006
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"We want to make sure that not-for-profits who depend on timely communication with their members get all of the privileges of this powerful medium," said Charles Stiles, AOL Postmaster. "Our announcement today guarantees that every certified not-for-profit will get the same benefits as private-sector companies that have decided to utilize Goodmail's Certified Email system."
First, not-for-profit organizations that conform to, and abide by, AOL's anti-spam and email policies and standards, may qualify for AOL's Enhanced White List, which provides delivery of email - with images and web links in the email -- on a comparable basis to the Certified Email program administered by Goodmail for commercial bulk emailers. The email may not be marked as "certified," but will be handled and delivered on an identical basis to Certified Email. This program will be administered and provided by AOL directly to not-for-profits, at no charge.
The second delivery option available to not-for-profits will enable them to use one or several third-party email accreditation service providers to authenticate their email. These services ordinarily charge mailers a nominal, flat, non-recurring fee to qualify. However, AOL will fully pay for not-for-profits' flat-rate, sign-up costs associated with the third-party provider program on a pro-bono basis. The company is currently in discussions with email accreditation providers, and expects this new, pro-bono program will be evaluated and tested internally in the next 30 days. AOL intends to identify one or more third-party email accreditation providers during this time, and is targeting implementation of this program in the next 90 days.
At the same time, AOL will continue to make additional improvements to its exceptional regular White List and Enhanced White List practices, to further improve the deliverability of email for all organizations currently residing on those lists.
"We announce this today to make sure that there is no further confusion or question about what not-for-profits would need to do to be able to communicate to AOL members on a level commensurate with large, commercial email providers who opt to use Goodmail's Certified Email program. There will be no requirement, ever, for not-for-profits who deliver email to AOL members to pay for email certification and delivery," said Stiles.
"Because of the complex technical evaluation, verification, and testing involved, further details on this new program will be worked through in the next 30-60 days," Stiles said, "at which time AOL will issue a statement about the final structure of the program."
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