IRM-007: Electronic Mailings for Advancement Activities

Date: 06/29/2006 Status: Final
Last Revised: 04/13/2018
Policy Type: University
Oversight Executive: Vice President for University Advancement
Applies To: Academic Division, the Medical Center, and University-Related Foundations engaged in advancement activities.
Reason for Policy:

Electronic Mailings (email) can be a powerful and efficient tool to communicate with University Constituencies for advancement purposes and to secure their engagement and support. Email can also be seen as an unwanted intrusion if not used in a careful and coordinated way. It is vital that the University and its schools, programs, and related foundations and associations adhere to consistent email practices to ensure that these methods of communication are used in a coordinated and effective manner.

Definition of Terms in Statement:
  • Advancement Activities:

    Contacts with University Constituencies for the purpose of advancing a Constituent's level of engagement with the University or its programs.

  • Constituencies:

    Alumni, parents of alumni, parents of enrolled students, friends of the University and current or prospective donors.

Policy Statement:

All email to Constituencies for the purpose of advancement activities, excluding incidental peer-to-peer mailings, must be placed on the Advancement Email Calendar, viewable by all University schools, programs, and related foundations and associations to facilitate coordination. Electronic mailings must be formatted and scheduled using agreed-upon procedures; all standard exclusions must be honored. All communications must comply with relevant federal and state laws, as well as University policy IRM-006, Mass Electronic Mailings.

Compliance with Policy:
Failure to comply with the requirements of this policy may result in disciplinary action up to and including termination in accordance with relevant University policies.

Question about this policy should be directed to the Contact Office.

Procedures:

To schedule and view upcoming communications, gain calendar access, or ask questions about coordination with other departments across Grounds, visit the Advancement Email Calendar. This resource should be used to assure advancement communications adhere to the following guidelines:

By following these procedures, all areas of the University, its schools, programs, and related foundations and associations will be better able to make effective use of communication tools to serve the needs and interests of our Constituencies and to cultivate their goodwill, support, and continued engagement.

  • Constituents receive messages at a measured pace throughout the year;
  • Unwanted or duplicative email is avoided;
  • The University and its schools, programs, and related foundations and associations send email only to constituent groups with whom they have clearly evident connections or established relationships (i.e., alumni, donors, event attendees, parents or friends of the University); and that
  • Coordination is maintained across the University and its schools, programs, and related foundations and associations in contacting University Constituencies.
Related Information:

Advancement Email Best Practices - Describes best practices for emails for Advancement Activities. The Email Best Practices, while not mandatory, are highly recommended.

DPA Email Coordinator Contact Information:
Phone - 434-243-2096
Email - dev-improjects@virginia.edu

Policy Background:

This policy was created by the DPA Email Policy Committee.

Major Category: Information Resource Management
Next Scheduled Review: 04/13/2020
Approved by, Date: Executive Vice President and Chief Operating Officer, 06/29/2006
Revision History: Updated 4/13/18; 7/14/09.