actual cost
Calculated as follows when Budget Level is set to Source Code:
(total insert costs x actual number of contacts solicited) + (overhead costs of source codes for which output has been generated)
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)
average transaction amount
Total Revenue divided by the total number of all orders, gifts, and pledges attributed to one of the following:
■ Source code
■ All source codes within a campaign, an appeal, or a solicitation
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.
campaign type
Object for organizing and grouping specific and similar campaigns. The following campaign types are available by default:
■ None
■ Annual - Campaign that occurs every year
■ Designated - Funds generated by the campaign are committed to a specific entity
■ Undesignated - Funds generated by the campaign are not committed to a specific entity. The organization decides how to allocate the funds, unless specified by the donor.
cost per thousand
Equal to the following:
■ For each campaign, appeal, and solicitation:
(Actual Cost x 1000) / number of pieces mailed
■ For each source code when Budget Level is set to Source Code:
(Total Cost x 1000) / number of pieces mailed
count
Total records in an external list
current response rate
Equal to the following for each campaign, appeal, solicitation, and source code:
number of responses received / number of pieces mailed
date of first response
Date a contact first responds for each campaign, appeal, solicitation, and source code
date of last response
Date a contact last responded for each campaign, appeal, solicitation, and source code
drop date
The definition of drop date depends on the media involved:
■ Direct mail – Date delivery begins
■ Telemarketing – Date calls begin
■ Media spots (TV, radio, webcast) – Air date
■ Newsletters – Date of issue mailing
■ Online campaigns – Date email messages are sent
Drop dates for other efforts can include:
■ Date the mailing list is generated
■ Date the creative concepts/artwork is complete
■ Date the response management process is set up
dummy/test selects
Practise run to verify counts. Many organizations run dummy or test selects prior to their anticipated mail date to see the final counts and to modify the criteria if the numbers are not what they anticipate.
During the production process, counts are usually required for:
■ Accurately determining postage costs (usually pre-paid)
■ Determining print quantities
■ Determining print quantities by package
estimated cost
Calculated as follows when Budget Level is set to Source Code:
(total insert costs x estimated number of contacts solicited) + (source code overhead costs)
external filename
Name of an external list
highest transaction amount
Maximum of all orders, gifts, and pledges attributed to one of the following:
■ Source code
■ All source codes within a campaign, an appeal, or a solicitation
insert
Physical item sent to a contact such as a merge letter, pre-printed collateral, or envelope
insert type
Object for organizing and grouping specific and similar inserts. The following insert types are available by default:
■ None
■ Brochure
■ Envelope
■ Form
■ Postage
kill file
Files from an external source that have been checked for duplications and merged/purged with an organization's iMIS database and rented lists
last drop date
Date of the last output generation
list member type
Method of grouping list members into general types. The default list member types are Contact and Prospect.
list type
Method of organizing source lists by type. The default List Types are Query, Segment Definition, and Solicitation Response.
lowest transaction amount
Minimum of all orders, gifts, and pledges attributed to one of the following:
■ Source code
■ All source codes within a campaign, an appeal, or a solicitation
net revenue
Calculated at the campaign, appeal, solicitation, and source code levels as:
Total Revenue – Actual Cost
operational costs
Costs for anything that is applies to the marketing effort as a whole, such as:
■ Lettershopping
■ Printing
■ Paper
output process
A process-oriented task, for example, a Crystal report, MS Word merge, or query
overhead cost
The sum of expenses entered for each appeal (when Budget Level is set to Appeal) or source code (when Budget Level is set to Source Code)
package costs
Costs for anything applied to the package, such as:
■ Postage
■ Outer envelope
■ BRE
■ BRD
■ Telemarketing costs
predicted response rate
Percentage estimate of contacts responding to each appeal (when Budget Level is set to Appeal) or source code (when Budget Level is set to Source Code)
response media
The origin of an opportunity, such as email, web, telephone, or postal mail
response stage
Pre-defined stages in the source code so that a contact moves through campaign stages as they respond to solicitations
response state
The configuration setting for including contacts in specific campaign stages based on response history:
Solicited – Contact has been solicited but has not responded.
SolicitedResponse – Contact has responded to a solicitation.
UnsolicitedResponse – Contact has responded but was never solicited.
OptOut – Contact has opted out of the solicitation.
revenue per thousand
Equal to the following for each campaign, appeal, solicitation, and source code:
(Total Revenue x 1000) / number of pieces mailed
ROI percentage
Equal to the following for each campaign, appeal, solicitation (Budget Level set to Source Code), or source code (Budget Level set to Source Code):
(Total Revenue – Actual Cost) / Actual Cost
seed lists
Lists of individuals within the organization sending the campaign. These lists are often included to confirm the mail date and to distribute samples internally.
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 code
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 in a campaign.
source code ID mode
Configuration setting to generate source codes manually or automatically
source code type
Indicates whether source code list sources are defined by internal data or by an external file. Default source code types are Run Once, Run Many, and External List.
source list
List specifying contacts to be solicited
synchronize responses
Option that triggers the response recognition process
target revenue
Monetary goal for each campaign and appeal (when Budget Level is set to Appeal) or for each solicitation and source code (when Budget Level is set to Source Code)
total cost
Calculated according to budget level:
■ Budget Level is set to Appeal – equals the sum of all overhead costs for an appeal and for all appeals within a campaign. Insert costs are ignore). The displayed Total Cost is always up-to-date with the current cost of all sub-items. Because Total Cost calculation relies solely on overhead costs, Total Cost is never estimated.
■ Budget Level is set to Source Code – Total Cost (Actual or Estimated) displays for each campaign, appeal, solicitation, and source code
total revenue
The sum of all orders, gifts, and pledges attributed to all source codes within a campaign, an appeal, or a solicitation