Campaign Management uses a four-tier campaign structure, so you can plan actions and monitor results to the detail level you need. A default hierarchy is supplied with the system. However, you can rename the hierarchy to reflect your organization's or industry's terminology.
Campaign Management tiers
Campaign
A strategy to accomplish a single marketing goal, such as a membership drive, a fundraising campaign, an annual convention, or a legislative initiative. Campaigns are the highest level of measurement and are typically project-driven.
Appeal
Each major marketing effort of a campaign, usually associated with a drop date. An appeal can be:
■ A phase of the project, such as "First Request" or "Airwaves Blitz"
■ A portion of the campaign targeted to a specific group of contacts or prospects
■ A portion of the campaign assigned to an internal group (generating mailing lists, designing artwork, managing responses)
Solicitation
A series of communication pieces for an appeal. For example, a "First Request" appeal might direct different messages to previous donors/customers than to prospects.
Source codes
Numbers assigned to each communication piece to track responses. These numbers are associated with reply devices (postcard, website checkbox) so your organization can measure the effectiveness of each solicitation. Source codes are the most granular level of measurement.
Default campaign hierarchy