IRM-007: Electronic Mailings for Advancement Activities

Date: 06/29/2006 Status: Final
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:

  • Constituents receive messages at a measured pace throughout the year;
  • Unwanted or duplicative email is avoided;
  • Databases are kept current by capturing address changes, purging invalid or non-current addresses, and honoring omit requests in a timely manner;
  • 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 improved across the University and its schools, programs, and related foundations and associations in contacting University Constituencies.

Note: This policy does not supplant the current University policy IRM-006, Mass Electronic Mailings.

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 Schedule, viewable by all University schools, programs, and related foundations and associations to facilitate coordination. The Electronic Mailing must be formatted and scheduled using the standard procedures; all standard exclusions must be honored.

  1. Responsibilities
    The Interactive Media Group in the Development and Public Affairs Office (DPA) will help all University schools, programs, and related foundations and associations abide by this policy and corresponding procedures. This group will function as the DPA Email Coordinator for all email to the University’s Constituencies for the purposes of advancement. Interactive Media will also assist all schools, programs, and related foundations and associations with scheduling emails, obtaining mailing lists, updating databases and training on the DPA email service provider.
Procedures:

Development and Public Affairs Procedures for Electronic Mailings for Advancement Activities - Detailed procedures, including the production checklist for all email, how to correctly format an email message, how to schedule email, and related procedures. The email procedures for advancement mailings are mandatory.

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 email to serve the needs and interests of our Constituencies and to cultivate their goodwill, support, and continued engagement.

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
Approved by, Date: Executive Vice President and Chief Operating Officer, 06/29/2006
Revision History: Updated 7/14/09. This is the first version of this policy.