Defining campaign appeals

The appeal level is the anchor that binds the different elements of a marketing campaign.

Appeal level in campaign hierarchy

An appeal is the level of a campaign where you:

■    Link specific products to the campaign

■    Assign drop dates for media and other efforts

■    Track costs, if desired

Important prerequisites to defining appeals

■    You must have a campaign set up before you can add an appeal.

■    Make sure that all products are created before you link them to an appeal. The purchase of these products will be tracked to help you measure the campaign's success.

Business goals

To define appeals for your campaign, you will:

1.  Link specific products to the campaign. Your campaign might include physical products such as apparel, books, and documents or non-physical products such as event functions, gifts, and pledges.

□    Set up the products in the appropriate area before assigning them to the campaign.

■    Fundraising events: Events > Define an event

■    Gifts and pledges: Fundraising > Set up Tables > Appeals or Distributions and premiums

■    Physical products: Orders > Manage inventory > Manage products

□    Add the products to the appeal(s) in the campaign.

□    (optional) Set up minimum required gift amount to receive each product.

2.  Assign drop dates.

The definition of drop date depends on the media involved:

□    Direct mail – Date the post office starts to deliver the mailing

□    Telemarketing – Date the calls begin

□    Media spots (TV, radio, webcast) – Date of airing

□    Newsletters – Date of mailing, by issue

□    Online campaigns – Date the email messages are sent

Drop dates for other efforts can include:

□    Mailing list generation

□    Creative concepts/artwork complete

□    Response management process set up

3.  Track costs (optional).

If your organization tracks operational costs at the appeal level, you will need to enter cost information when you set up the appeal.

Next step

You will define solicitations as the different messages or groups of responses.

To create an appeal

1.  Select Marketing > Campaign definition.

2.  Select the appropriate campaign.

3.  Click the Appeals tab.

4.  Click Add an Appeal.

5.  Define the appeal:

□    Enter a Name.

□    Select a Status (Active or Inactive).

■    If the status is changed from Active to Inactive, the status of all child entities is set to Inactive.

■    If the status is changed from Inactive to Active, the status of child entities is not affected.

■    The status of a child entity cannot be changed to Active if any parent entities have an Inactive status.

□    (optional) Enter an Overhead Cost, or click the plus icon to add multiple costs.

□    (optional) Enter a Start Date and an End Date.

□    (optional) Enter a response rate next to Predicted Response Rate (the estimated percentage of contacts that will respond to the appeal) and the Last Response Date.

□    (optional) Enter a dollar amount for a Target Revenue value.

□    (optional) Enter a Description.

6.  Click Save.

The system displays the status on the Summary tab. Click on the link for more details.

To assign a product to an appeal

1.  Open a campaign.

2.  Click the Appeals tab and select an appeal.

3.  Click the Products tab.

4.  Select a Query to view:

□    All Products

□    Products By Code

5.  Select the desired products.

The added products display in the list of Selected Products.

6.  Click Save.