E-mail is a mainstay for any organization because it’s an invaluable tool for communications and marketing when it’s used effectively.  Unfortunately, it can also become time intensive, frustrating and cause communication gaps when it’s not used effectively.  Small to midsize organizations are most likely to face challenges for reasons including having no IT/PC support readily accessible, not having a site up or very limited e-mail service with their hosting plan.

Use Domain-Based E-Mail

person@aol.com , staff@yahoo.com, person@myjobemail.com

There are a number of problems that arise when your staff and volunteers use personal e-mail addresses for church business.  A few of these problems may become obvious, but a few have negative impact the church may not be aware of:

1. Access and control of communications - when personal e-mail addresses are used, the organization does not have access or control of correspondence for the church. The church would not have access to saved messages, would not receive important communications and may not be able to access accounts held by the Church when an individual leaves or even just changes their e-mail address.
    
2. Lost marketing exposure - each time a communication is sent using an e-mail address of AOL, it’s great marketing for AOL but robs the church’s website of exposure and name recognition. If this seems a small matter, consider why so many Internet giants offer free e-mail accounts simply so that users provide free marketing and exposure for them. E-mail recipients will often visit a site or refer off-site if the domain is part of the e-mail address.
    
3. Credibility - Church communications using personal addresses may give your recipient the impression that your organization is not well established.

Use Role-Based E-Mail

joe.smith@yourchurch.org > controller@yourchurch.org, admin@yourchurch.org

Even when using your church domain e-mail, there is still a consideration of setting up the addresses most effectively.  The temptation is often to use the persons name, however this is very problematic because of the staff turnover and reassignment of duties that are likely on an ongoing basis.  This can create a significant amount of e-mail that arrives for the wrong person, with the reality being some of it will not be properly forwarded. This may be a particular concern for individuals that receive sensitive or confidential information.

For those organizations using e-commerce, the use of a person’s name in the e-mail address in systems like PayPal may reduce response. The person initiating the transaction may get the impression they are conducting business with an individual versus the organization. The trust and credibility factor can weigh heavily here and the efforts should be made to reinforce credibility and trust with corresponding addresses such as giving@, contributions@, orders@, events@, etc.

Lastly, an organization must consider the financial impact and the work involved each time a staff member’s role changes. Published e-mail addresses and major correspondence addresses should always be role-based as a strict rule because the cost and work involved to change e-mail addresses on all  printed and published materials is high. Even the changes that would be required in staff listings or on your website, would be quite a chore to maintain.

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