Episcopal Church Foundation Vestry Papers - for leading congregations

When does email cross the line and become spam? Using email as part of your congregation’s communications strategy requires collecting email addresses. What’s our responsibility regarding stewardship of this resource?

Last week, this question was posted on the Episcopal Communicators’ listserv:

I am wondering if you have any good articles or studies showing that when you email people without asking for their permission first, you are spamming? I have someone with considerable clout here who is pressuring me to sign everyone in our database up for her email newsletter and I’m saying no, but would like some numbers to back it up.

Has you been asked, or asked, this question?

In my experience, I’ve found it best to treat an email address the same way I treat a member’s mailing address or phone number: I don’t share. Ever.

Why? This person shared their personal information with the parish or organization. Period. And, even though you have a relationship with the members, email etiquette recommends asking before sharing.

So, what’s an appropriate response to this request? Does your congregation have a written policy regarding sharing of personal information? A check of your governing documents may show that you have a policy in place; if not, perhaps you should consider adopting one.

The responses on the Episcopal Communicators’ listserv all supported not sharing email addresses, instead recommending giving members the option to decide for themselves whether or not to subscribe to the newsletter in question by bringing to their attention via email or other means.

They also offered resources related to both industry practices and regulations governing spam:

• Constant Contact 
• Nonprofits Must Comply with CAN-SPAM Regs
• Online Privacy for Nonprofits  

Do you have a policy in place regarding sharing email addresses? Care to share?