The CRM-enabled communication strategy toolkit I developed emerged during a period of evolving communication infrastructure in Advancement at Gonzaga University, where I work. This shift presented both a challenge and an opportunity to realign communication practices with ethical principles rooted in Jesuit values, including transparency, accessibility, and respect for diverse audiences. As communication professionals face increasing pressure to personalize messages, use data responsibly, and adopt emerging technologies such as artificial intelligence (AI), the need for a thoughtful, principled framework becomes essential. The toolkit was created to help guide ethical decision-making and support inclusive, values-driven communication throughout this technological transition at Gonzaga and for other entities in need of guidance.

Key Takeaways

This project surfaced foundational insights that shaped the development of the toolkit. Ethical data use plays a vital role in building and maintaining trust. Strengthening data literacy and giving audiences meaningful control over their personal information enhances communication relevance and reinforces organizational accountability (Morrow, 2021). Additionally, strong oversight is essential when integrating AI and automation into communication workflows. Responsible innovation depends on human review and alignment with the organization’s mission and values to reduce ethical risks. Equally important, digital accessibility signals a deeper commitment to inclusion. Designing content that is easy to access, understand, and navigate helps ensure equitable communication across diverse audiences. (Peláez et al., 2025). Collectively, these insights show that ethical communication is not only a strategic asset but also a moral responsibility, especially during periods of rapid technological change.

Theoretical Grounding

The project draws on communication ethics by emphasizing transparency, accessibility, and respect for diverse audiences. These values guided the development of the toolkit and remained relevant throughout the process. While these principles were affirmed during implementation, the project also revealed limitations in applying them consistently, particularly when business demands or when technological uncertainty created ethical gray areas. The theory of communication ethics provided a valuable foundation, but it must be reinforced through clear infrastructure, leadership support, and user empowerment to be fully effective.

A central consideration in applying these ethical principles is the integration of emerging technologies like artificial intelligence. The risks of AI technologies come from developing systems that perpetuate our own biases, that allow us to act without grasping the consequences, and that replicate the inequities that are part of our world (Brooks, 2022). These risks highlight the need for human oversight, ethical review processes, and deliberate alignment between technology use and organizational values. Embedding ethical theory into practice requires ongoing evaluation and collaboration between communication, data, and IT professionals.

Project Limitations

While the toolkit provides a strong foundation for responsible and values-driven communication, several limitations emerged during its development and anticipated implementation. One major limitation is the uncertainty surrounding the new CRM-integrated marketing platform’s capabilities. Because the platform is still under development, many of the strategies proposed in the toolkit are based on projected features rather than confirmed functionality. This required me to adopt a flexible and forward-looking approach to the toolkit’s design. As Brey (2017) explains, evaluating an emerging technology before it is fully implemented can provide the advantage of early intervention. In this context, the toolkit emphasizes conceptual frameworks, like phased roadmaps and infographics, rather than finalized workflows or platform-specific instructions.

Furthermore, while ethical data practices are emphasized, organizational constraints like long-standing habits, competing business priorities, and inconsistent stakeholder expectations may slow adoption. For example, in my workplace, some communication professionals expressed concern about data retention limits due to leadership requests for long-term performance metrics. These kinds of practical tensions reveal a gap between ethical ideals and day-to-day operational demands.

Recommendations for the Future

For others undertaking a similar project, several recommendations may help guide development and implementation. First, it is important to design for flexibility. Because implementation timelines for new technological systems often shift, communication tools should be scalable and adaptable to changing technical or organizational needs. Also, communication professionals should balance short-term needs with long-term goals. Although it may not be feasible to address every opportunity at once, documenting future enhancements will help keep the toolkit relevant and support ongoing improvement. These recommendations support a proactive and sustainable approach to communication strategy during transitions to new technological systems.

Conclusion

The CRM-enabled communication strategy toolkit represents a proactive response to the challenges and opportunities presented by evolving communication technologies. Grounded in communication ethics and informed by Jesuit values, the toolkit equips communication professionals to navigate digital transformation with integrity, intentionality, and respect for diverse audiences. While limitations such as technological uncertainty and organizational constraints posed challenges, the project demonstrated that ethical communication is both achievable and essential, even amid rapid change. By prioritizing data literacy, promoting responsible innovation, and centering accessibility, this project affirms that ethics must remain a guiding force in strategic communication. As technology continues to evolve, sustaining this ethical foundation will be critical to fostering trust, inclusion, and long-term engagement.