Campaigns and Appeals

ClearVantage uses Campaigns and Appeals to track marketing efforts.

Campaigns track broad marketing efforts, such as reminders for annual membership renewals, a new product offering, or the registration drive for an annual conference. Each campaign contains a group of appeals, which are used to track participation and success rates.

Appeals reflect a specific medium, such as an email, a post card, or a specific message. Appeals can be used to offer discounts or special pricing and are used to track email blasts. Depending on your organization’s goals, campaigns and appeals may be managed in various ways.

Campaigns

Campaigns can be used to track marketing efforts for any marketing goal such as an event, donation fund, or advocacy outreach. For example, you might create a campaign for this year’s annual meeting. Each postcard, email, or discount offered would be an appeal within the campaign. Campaigns are the overarching group for the specific effort tracked by an appeal.

Creating Campaigns and Appeals

ClearVantage uses Campaigns and Appeals to track marketing efforts. Campaigns track broad marketing efforts, such as reminders for annual membership renewals or a new product offering. Each campaign contains a group of appeals, which are used to track participation and success rates. Appeals may reflect a specific medium, such as an email, a post card, or a specific message. Appeals can be used to offer discounts or special pricing and are used to track email blasts. Depending on your organization’s goals, campaigns and appeals may be managed in various ways.

Campaigns

Campaigns can be used to track marketing efforts for any marketing goal such as an event, donation fund, or advocacy outreach. For example, you might create a campaign for this year’s annual meeting. Each postcard, email, or discount offered would be an appeal within the campaign. Campaigns are the overarching group for the specific efforts tracked by an appeal.

Adding New Campaigns

A separate campaign should generally be created for each membership year, major event, or donation fund being marketed. To create a new campaign:

1. Navigate to Processes on the main menu, and then click on “Email Marketing”.

2. Click on the blue “Add Campaign” button.

   

3. Fill out the following fields:

   

Campaign Details:

• Campaign CD: Assign a code to the campaign. The campaign code should not contain spaces or special characters. The campaign code is also part of the default appeal code, and the two codes combined can have a maximum of 20 characters. This is a required field.

• Campaign Name: Enter a name for the campaign.

• Description: Add a description for the campaign.

• Company CD: Choose a Company Code from the drop-down menu.

• Start Date: Assign a start date to the campaign. This tracks the beginning of your marketing efforts. This date will drive when the campaign appears on your campaign schedule.

• End Date: Assign an end date to the campaign. This tracks the end of your marketing efforts. This date will drive when the campaign appears on your campaign schedule.

• Category: Select a campaign category from the dropdown menu options. This is often used to track the type of program being marketed and can be used for reporting on the campaigns that have the same category. This information can be tracked at the appeal level as well.

  Note

  The options contained in the “Category” dropdown menu are contained in the “Lookups” table. To access this table, navigate to Administration > Edit Reference Tables and scroll down on the left-hand side to the "Lookups" option.

• Theme: Enter a campaign theme. This is often used to track the type of program being marketed and can be used for reporting on the campaigns that have the same category. This information can be tracked at the appeal level as well.

• Audience: Enter a description of the target audience for the campaign.

• Deliver By: Select a delivery method from the dropdown menu options. This is often used to track the type of outreach efforts and can be used for reporting on the campaigns that have the method of outreach. This information can be tracked at the appeal level as well.

• Goal Type: Enter a goal type. This is often used to track the objective of the program being marketed and can be used for reporting on the campaigns that have the same objective. This information can be tracked at the appeal level as well.

• Revenue Goal: Enter a revenue goal for the campaign.

• Goal Qty: Enter a goal quantity amount to the campaign.

• Actual Revenue: Once the marketing effort is completed, you can enter the actual revenue for the effort.

• Actual Qty: Once the marketing effort is completed, you can enter the actual quantity for the effort.

• Budget: Enter a marketing budget for the campaign.

• Default Trans: Select a default dues type, donation fund, or subscription. This should only be used if all transactions assigned to this campaign should be assigned to the selected dues, donation, or subscription type.

Example

A category might be “End of Year Fundraising” and themes within that campaign could be “Informational” and “Ask”.

or

For an annual event, the category could be “Donations” and themes could be “Silent Auction”, “Volunteers”, and “In-Kind”.

Main Contact:

• Member Type: This is for your main contact for the campaign. Select the Main Contact’s Member Type (either Individual or Organization). Next, click on the “SearchIndividuals/Organizations” button to select your main contact. Enter your search criteria, and then click on the blue “Search” button. Highlight the individual or organization that you would like to use as your Main Contact and click on “Select Person”.

  

• Member Code: After you select your Main Contact via the “Search Individuals/Organizations” button process described above; this field will populate automatically.

• Click on the blue “Add Campaign” button to save and close the campaign.

  

Appeals

Appeals allow you to track various elements of your marketing campaign. Registrations, dues, donations, product purchases, and email blasts are all tracked at the appeal level. Appeals can also be used to create promotional codes that provide discounts and special pricing.

Adding Appeals to a Campaign

1. Go to the relevant campaign’s notebook.

2. Click on the “Appeals” tab.

   

3. Click on the “Add Appeal” button to open a blank Appeal Notebook.

   

4. Fill out the following fields:

   

Appeal Details

• Appeal ID: The appeal ID will be automatically populated with the campaign code followed by a hyphen. You can either enter a code for the appeal after the hyphen, or you can delete the campaign code and enter a new appeal code. Any code that you choose to enter must be unique for the entire system. This field has a character limit of twenty characters. This is the only required field in the Appeal Notebook.

• Appeal Name: Assign a name to the appeal.

• Appeal Deadline: Select the date that the appeal must be used by. This field is for reporting purposes only. By default, it does not end the ability to use the appeal online.

• Inactive: Check this box to make the appeal inactive.

• Campaign CD: The campaign code will automatically populate for the campaign from which you are creating the appeal.

• Company CD: Select your company code from the dropdown menu.

• Start Date: Assign a start date to the appeal. This tracks the beginning of your marketing efforts. This date will drive when the appeal appears on your campaign schedule. By default, the start date will determine your ability to use the appeal online.

• End Date: Assign an end date to the appeal. This tracks the end of your marketing efforts. This date will drive when the appeal appears on your campaign schedule. By default, the end date will determine your ability to use the appeal online.

• Status: Enter an appeal status. By default, this does not impact the ability to use the appeal online.

• Category: Assign a category to the appeal. This is often used to track the type of program being marketed, and it can be used for reporting on the appeals that have the same category. This information can be tracked at the campaign level as well.

• Audience: Describe the target audience for the appeal.

• Deliver By: Enter a delivery method. This is often used to track types of outreach efforts and can be used for reporting on the appeals that have the same method of outreach. This information can be tracked at the campaign level as well.

• Group Type: Enter a group type. This is often used to track the type of audience and can be used for reporting on the appeals for this audience type.

• List Vendor: Enter a vendor associated with the appeal.

• List Name: Enter a product associated with the appeal.

• Sponsorship Package: This field references discounts, for more information go to the Discounts User Guide.

Main Contact:

• Member Type: This is for your main contact for the appeal. Select the Main Contact’s Member Type (either Individual or Organization). Next, click on the “Search Individuals/Organizations” button to select your main contact. Enter your search criteria, and then click on the blue “Search” button. Highlight the individual or organization that you’d like to use as your Main Contact and click on “Select Person.”

  

• Member Code: After you select your Main Contact via the “Search Individuals/Organizations” button process described above; this field will populate automatically.

• Press the blue “Save” button at the bottom of the page to save the Appeal Notebook.

Tracking Emails and Reports

The ability to track emails sent through the Email Blast tool requires some basic setup. Once ClearVantage is set up to track emails, an invisible image is added to each HTML sent. That image must be downloaded by the recipient for the email to be tracked.

Emails are tracked through the campaigns and their appeal codes. For each email sent, a unique appeal must be linked to that email to track it.

From the main menu dropdowns:

1. Navigate to Processes and click on Email Marketing.

   

2. From here, select you campaign, and go to the appeals tab.

   

3. Click on your appeal, and then expand the reports tab underneath the activities panel.

   

From here, you can view the following reports. Additional custom reports can also be created:

Note

To create new reports, please refer to the Report Writer guide.

1. Appeal Summary Report: The report will show the sent emails, unique opens, total opens, unique clicks, total clicks, and forwards for each appeal.

   

2. Email Marketing Summary Report: Provides a count of the following metrics: emails sent, unique opens, total opens, forwards, click throughs, and unique click throughs.

3. Marketing Customer Summary Report: The report will show the name of the person the email was sent to, the latest activity, number of emails sent, number of reads, number of clicks, first read, last read, and last click.

4. Marketing Customer Detailed Report: The report will show the name of the person the email was sent to and each activity including reads, clicks, and forwards.

5. Click Summary: Provides a list of recipients that have opened a hyperlink, organized by hyperlink.

6. Bounces: Provides a list of email addresses that were unable to be delivered. It also includes the customer name and ID, the time the email bounced, the bounce code, and the error message that was returned.