Campaign Management uses a hierarchical system to give you the flexibility to manage campaigns at the level of detail you require. The four levels are:
1. Campaign – A strategy to accomplish a single marketing goal. The campaign is the highest level of organization and measurement.
2. Appeal – Each major marketing effort of a campaign, usually associated with a drop date (the date the effort is sent out). Appeals are the building blocks of your campaign.
3. Solicitation – A communication effort sent to a targeted group. Solicitations can be sent as letters, email messages, phone calls, or other means.
4. Source Codes – Numbers assigned to each possible response for a specific solicitation (such as reply cards, phone calls, donations, or purchases). Your organization tracks responses with these numbers to measure the effectiveness of each solicitation. Source codes are the most granular level of measurement in a campaign.
The following diagram illustrates an example hierarchy for a basic member retention campaign.
Example membership campaign