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Example: Creating a fundraising campaign

In this example, the campaign manager for the Research Foundation wants to create a fundraising campaign. The Research Foundation, which researches human diseases and develops vaccines, is preparing for its annual Ride for Research fundraising event.

The Ride for Research event is a weekend-long bicycle ride that has been very successful in generating revenue and awareness for the foundation's research. To attract riders for this year's event, the foundation will conduct a direct-mail marketing campaign that targets past and potential riders.

Create the campaign

The campaign manager creates the marketing campaign for the Ride for Research event.

  1. Open Campaign Management.
  2. Click New Campaign.
  3. Define the campaign:
    • Name: Ride for Research
    • Campaign Code: 05RR
    • Description: Our annual series of events that serve as our major outreach and awareness campaign. The series culminates in our annual bicycle ride.
    • Campaign Type: Annual
    • Status: Active
    • Start Date: 03/01/2006
    • End Date: 02/27/2007
    • Predicted Response Rate: 14.00
  4. Click Save.

Create the direct mail appeal

The campaign manager creates a direct mail appeal to attract riders for the Ride for Research event.

  1. Open the Ride for Research campaign, and select Appeals.
  2. Click Add Appeal and define the direct mail appeal:
    • Name: Direct Mail Appeal
    • Description: Direct mail appeal to attract riders for the Ride for Research event.
    • Status: Active
    • Start Date: 04/01/2006
    • End Date: 04/30/2006
    • Predicted Response Rate: 11.00
  3. Click Save.

Create the products monitored by the campaign

When a monitored product (product linked to the campaign at the appeal level) is purchased (or a donation is made), the response management feature of Campaign Management automatically captures the product sale, which then is used for monitoring and measuring the campaign's performance.

  1. In the iMIS Events module, define the event:
    • Event Code: 05RR
    • Title: 2005 Ride for Research
    • Status: A
    • Begin Date: 02/26/2006
    • End Date: 02/27/2006
    • Maximum: 25000
    • Fund Raising Event: Enabled
    • Entity Code: General Fund
    • Campaign: 05RR
  2. Click Save.
  3. Define the Event Registration function:
    • Function Code: REG
    • Title: Event Registration
    • Type: REG
    • Status: A
    • Begin Date: 02/26/2006
    • Time: 7:00 AM
    • End Date: 02/27/2006
    • Time: 5:00 PM
    • Description: Registration for the Ride for Research fundraising event.
    • Maximum: 25000
    • Automatic Option: Enabled
    • Fees: 100.00 Regular
    • Income Account: General Income
  4. Click Save.
  5. In the iMIS Orders module, create the Product category:
    • Category: Product
    • Description: Order Products
    • Stock Item: Enabled
    • Taxable: Enabled
  6. Click Save.
  7. Create the Ride for Research coffee mug product:
    • Code: RR-MUG
    • Category: Product
    • Status: Active
    • Title: 2005 Ride for Research Coffee Mug
    • Pricing: 8.00 Regular
    • Unit of Measure: Each
    • Weight: .5
    • Stock Item: Enabled
    • Taxable: Enabled
  8. Click Save.

Add the products to the direct mail appeal

  1. Select the Ride for Research campaign.
  2. Open the Direct Mail Appeal.
  3. Assign the monitored products to the campaign's Direct Mail Appeal:
    1. Select the Products tab.
    2. From the list of Available Products, select 05RR and RR-MUG.
  4. Click Save.

Create the solicitation for riders

The campaign manager's marketing plan is to solicit all Research Foundation members to ride in the Ride for Research event.

  1. Open the Direct Mail Appeal and select Solicitations.
  2. Click Add Solicitation.
  3. Define the Solicitation for Riders:
    • Name: Solicitation for Riders
    • Description: Core solicitation with specific requests for participating in and sponsoring the Ride for Research event.
    • Status: Active
    • Reminder Date: 04/09/2006
    • Start Date: 04/10/2006
    • End Date: 04/17/2006
    • Predicted Response Rate: 14.00
  4. Click Save.

Create the source code package for potential riders

The campaign manager defines the source code package that will be sent to all potential riders in the Ride for Research event.

Create the source code

  1. Open the Solicitation for Riders solicitation, and select Source Codes.
  2. Select Add Source Code
  3. Define the Riders source code:
    • Code: Riders
    • Description: Package to contacts for riding in the Ride for Research event.
    • Status: Active
    • Overhead Cost: CC_01 = Cost Code, 500 = Amount
    • Predicted Response Rate: 14.00
    • Target Revenue: 75000
    • Source Code Type: Run Many
    • List Member Type: Contact
  4. Create the source list:
    1. List Type: Query
    2. Select the All Contacts query.
  5. Click Save.

Create the inserts

The following inserts are needed for the Ride for Research event:

  1. In Campaign Management, select Inserts.
  2. Click New, and define the 10" x 15" envelope:
    • Name: ENV10X15
    • Description: 10" x 15" envelope
    • Cost: Cost Code = CC_01, Amount = .05
    • Status: Active
    • Insert Type: Envelope
  3. Click Save.
  4. Click New and define the brochure:
    • Name: BRCHR
    • Description: Information Brochure
    • Cost: Cost Code = CC_02, Amount = .07
    • Status: Active
    • Insert Type: Brochure
  5. Click Save.
  6. Click New and define the business return envelope:
    • Name: RTNENV
    • Description: Business Return Envelope
    • Cost: Cost Code = CC_03, Amount = .05
    • Status: Active
    • Insert Type: Envelope
  7. Click Save.
  8. Click New and define the postage:
    • Name: POSTAGE
    • Description: Postage
    • Cost: Cost Code = CC_04, Amount = .15
    • Status: Active
    • Insert Type: Postage
  9. Click Save.
  10. Click New and define the registration form:
    • Name: RegForm
    • Description: Registration Form
    • Cost: Cost Code = CC_05, Amount = .02
    • Status: Active
    • Insert Type: Form
  11. Click Save.

Add the inserts to the source code

  1. Open the Riders source code
  2. Click the Package tab.
  3. Add the following inserts:
    • ENV10X15
    • BRCHR
    • RTNENV
    • POSTAGE
    • RegForm
  4. Click Save.

See Also

Managing Campaigns

Planning a campaign

Defining a campaign

Creating an appeal

Creating a solicitation

Creating a source code

Creating a source list

Creating an insert

Defining costs

Managing responses

Monitoring and measuring performance


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