E-Mail in an Organizing Climate Best Practices for Association Members and Leaders
There is no doubt that E-mail has changed the way we communicate. E-mail lets us send association news to the masses, quickly and efficiently, saving time and postage. In our organizing work, e-mail gives us access to people we wouldn’t be able to reach if we had to rely on paper mail. The SCEA encourages members and leaders to seek creative ways to use e-mail technology as an organizing tool. Here are some tips to guide members and leaders when using e-mail for association activities. 1.
FOLLOW THE RULES. Adhere to school and district rules about the use of the school district’s computer and server to send e-mail. Even if a school employee is working with personal e-mail, they must abide by the district’s policy if they are using the district’s equipment.
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USE PROFESSIONALISM, discretion and good judgment about conducting association business during the school day.
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SEND E-MAIL BEFORE SCHOOL OR AFTER SCHOOL. The clock time of emails and text messages can be compared to the teachers schedule to see if it was sent during instructional time.
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ORGANIZING / MEMBERSHIP RECRUITMENT Explore ways to use e-mail to its fullest potential. Let the technology work for you, to save time and expand the reach of your message. Get as many home e-mail addresses as you can and build a database. Be clear about why you are sending e-mail. If there is something specific you want the reader to do, make sure you say so. A phrase like “Call to Action”, bold colors and graphics can draw attention to your message. Make e-mails relevant and interesting, so members will read them. Encourage members to SHARE the e-mail with others (if appropriate). Keep it simple. An e-mail that is too wordy might be ignored. Don’t overdo it. Don’t send too many e-mails too often. Follow the rules of writing. Educators are expected to know how to write. Check spelling and proof your e-mail.
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NO GUARANTEE OF PRIVACY. E-mail that flows through the school district’s system may be subject to the Freedom of Information Act. Don’t let this discourage you from sending appropriate and necessary e-mail, but remember that some things may be more appropriate discussed face to face.
A publication of The SCEA Member Advocacy Center
June 2012
6.
LEAVE EMOTION OUT OF EMAIL but make a connection. Emotion can be a distraction; instead, tell readers why they should care. There is a difference between passion and anger. In organizing, passion is important; however, anger will turn readers off and make the e-mail seem like a personal crusade. Resist the urge to use a distribution list and e-mail as a podium for personal agendas. Sleep on it. Never send e-mail when angry or upset. Once you send it, you can’t get it back. Keep the focus on what’s best for children and public education and frame your argument accordingly.
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SCHOOL BOARD MEETINGS E-mail to remind members to attend a school board meeting should include the date, time and place of the meeting, and any specific agenda item you want them to pay special attention to. E-mailed minutes that are sent after a board meeting should be straightforward and factual. If a school board member voted in opposition to something, report how he or she voted but avoid using language that disparages the board member as an individual. Focus on the vote, not the person. Remember, the Board is your employer. Be clear in your reporting. If the Board stated they will take into consideration a proposal to privatize building maintenance, it would be inaccurate to report that the Board is planning to privatize building maintenance.
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PERSONNEL ISSUES Self-preservation is a strong motivator. School employees who are overly worried about their job may fall victim to the convenience of e-mail and fire off an e-mail without giving it the necessary forethought. For example, a teacher who has been accused of saying something inappropriate makes matters worse by sending an email that is not professionally worded. Personnel issues are confidential. A professional educator is obligated to respect the confidential nature of personnel matters, especially their own. Do not use e-mail to draw others into a personnel matter. This kind of e-mail can be disruptive to the school environment and lead to disciplinary action.
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DON’T MAKE IT PERSONAL. E-mail should never be used to openly criticize individuals. This is unprofessional and almost always gets someone in trouble, and it’s usually the sender. Administration can address this on the teacher’s evaluation in Domain 4, APS 10: Professionalism, on GBE or formal evaluation.
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E-Newsletters. Electronic newsletters are a great substitute for paper newsletters, more practical, and will allow a Local to reach a wider audience. Find a template, create a logo, collect personal e-mail addresses and then create Local e-newsletters that give your Local Association great visibility! School employees won’t join something they cannot see. You belong to a great association, so spread the word!
A publication of The SCEA Member Advocacy Center
June 2012