Responsible AI Implementation

As digital marketing continues to evolve, there is a growing demand for communication that feels personal, relevant, and timely. During Gonzaga’s transition to a Salesforce Customer Relationship Management (CRM) system, it is especially important to use data in ways that are not only effective but also ethical. Because the University is rooted in Jesuit values, we strive to act with integrity, respect the dignity of each person, and promote the common good. These principles must guide how we collect, interpret, and apply data.

These guidelines offer practical support for marketing professionals on how to use constituent data responsibly. The goal is to promote communication strategies that are informed by data while also protecting privacy and fostering trust.

CRM systems provide valuable information, such as demographic details and records of past interactions like donations or event attendance. However, creating responsively personalized experiences often involves collecting behavioral data, such as how individuals interact with websites or emails.

Using this type of data can lead to more strategic decisions, but it also raises important questions about transparency, consent, and fairness. These guidelines are designed to help ensure that communication practices respect people’s boundaries, promote equity, and mitigate risks related to data misuse or loss of trust. They are informed by the principles of ethical data governance, which emphasizes collecting, storing, and using data in ways that protect individual privacy and honor the trust placed in the University.