A Guide to Using GAIL Communications

It’s no doubt about it — GAIL has become more powerful since it first launched back in 2013. The ability to send mass communication pieces to practically any group of constituents has become more popular, and we want to make sure users are using every process effectively. Whether it’s a marketing effort, event communications or acknowledgements report, this guide will help you navigate the GAIL communications modules and when each is appropriate to use.   

Back to the Basics

Let’s start with the fundamentals. All communications sent in GAIL should reflect the mission of the UGA Foundation — fundraising and alumni/donor engagement. The guide below will help to determine whether your communication should be sent through GAIL.

  • You are contacting UGA alumni, donors, friends, parents, prospective donors, etc.
  • You are promoting UGA or generating support (financially or otherwise)
  • The purpose of the communication is related to an event 
  • The communication is a solicitation 
  • The recipients of your communication are internal 
  • You are sending individual communications 
  • The communication does not generate awareness or support of UGA or its programs 
  • Does not align with the mission of supporting fundraising, and alumni and donor engagement

Because of the significant increase in the use of GAIL outside of its purpose, Advancement Services has identified a process for users to send internal communications through their listserv using BEE created content. Users must have access to GAIL for legitimate purposes and the email SHOULD NOT include an ask. Please contact AskIT for instructions or questions. 

Ready to Send

Now that you’ve determined whether your communication should be sent through GAIL, the next step is to decide which communication module to use. Don’t worry — we’ve included helpful tips to help you make a decision. 

digital-marketing

Marketing Effort

Direct Marketing Efforts is a robust tool used for mailing or emailing correspondence for the purposes of fundraising, newsletters, and general mailings that offer great variability. Read below to determine when to send a marketing effort.

  •  If you’re mailing or emailing newsletters, solicitations, etc. 
  • If you are preparing annual reports or honor rolls
  • If you are sending holiday cards
  • If your communication is a stand alone announcement advertising open events  you’re planning for the year with no intentions to send invitations or collect registrations, no links to registration pages, and no attendance being taken, etc. (all specific event related communications are expected to be sent using the Events module)

Event Communication

Events are any UGA related gathering for the purposes of social, fundraising, stewardship, etc. that should be tracked within the GAIL system. Events can be setup as single or multi-level. Read below to determine when you should send an event communication.

  • If communication links to a registration page 
  • If registrations will be taken and attendance will be tracked
  • If you are sending various communications about the same event, including promoting the event
    • Remember to use event naming conventions to distinguish one communication from another (ex. Invitation – INV, Save the Date – SAVE, etc.)
    • Smart Queries help you send reminders, follow-up’s, etc.

Acknowledgements

Acknowledgements are processes that are setup and used to send out thank-you letters to your donors. There is at least one acknowledgement process already set up for each school/college/unit. Acknowledgements are for the sole purpose of sending thank you letters to your donors, it is not meant to be used for other types of mailings.

  • Automated email acknowledgements are also an option, reach out to AskIT for more information.

Please note that each communication module is unique and requires separate trainings. Register today to begin creating your communications in GAIL.

Each communication type is counted in our yearly statistics and it is very important that each type of mailing is represented in the appropriate communications module.

Still have questions? Contact any member of the Client Services team or AskIT. 

November 21, 2022 |