In our previous blog, we looked at How to plan your fundraising campaign using Payments2Us. We covered some of the aspects that should be considered before launching into the campaign such as learning about your target donors, measurements for success and how to fine-tune your message for the communication multi-channels best suited for your donors.
Now let’s get the campaign running!
Name your campaign
In Salesforce, create a new campaign with a meaningful name. You may adopt a naming convention that everyone understands to help with reporting later.
Eg Christmas Appeal 2018
Connect your contacts
Donors can be added individually from the Contact or Lead Tab. Simply press the ‘Add to Campaign’ button for each Contact from either the related view.
The most common way to add a large number of Contacts to a Campaign is by running a report of Contacts and then pressing the “Addo to Campaign” button that is shown on the report output.
If you’re sending out a mass email, donors are automatically added to the campaign as they support your cause with the Payment Form designed in Payments2Us. Below is the set-up of a donation form in Payments2Us.
When a Contact is added to a Campaign, they become Campaign Members. Contacts can be associated with multiple Campaigns and Campaigns can be associated with multiple Contacts. Campaign members enables this many to many relationship.
Campaign Members are allocated a status. It could be ‘Not Donated’, ‘Donated’, ‘Target’, ‘Do not send’ etc
Helpful Tip: Look for the free AAkonsult Campaign Status app in the App Exchange to help quickly pre-populate multiple Campaign Member status data.
Sort your campaign hierarchy
Each Campaign can have sub-campaigns running with it. For example, your Xmas 2018 Campaign may have several multi-channel waves reaching donors. This may be through direct mail, email, fundraising event etc.
To see the hierarchy structure, simply press the parent/child button
You can monitor and adjust the status of each by clicking into its details as shown below.
By using campaign hierarchy, you can monitor giving patterns and also calculate the best timing of communication. All totals roll up the top level.
If a donor has already given, their details can be removed so they no longer part of the next Wave of communications. Simply run a report over the ‘status’ from Campaign Member to extract these donors from the first Campaign wave and then add them to the second Campaign Wave.
Calculate your segmentation
If you’re aware of your donors, their capacity to give and their preferred communication, you can segment your donors so that you can tailor your message to them.
You may wish to offer those who are your major donors (maybe donations over $6,000) a special invitation or specifically thank them for helping your cause. Or you may wish to address regular donators (those who have donated more than five times in a year) with a special communication.
This can be done by setting up a custom formula field in the Contact. If you’re not familiar with formula fields, please contact us to show you how this can be done.
A report is run to pick up segmented donors which are then added to the campaign with a button on the report.
Personalise the donation form
You can tailor and pre-populate fields within the donation form for your proposed donor making it easy for them to just fill in their payment details and send. You can even work out their average donation and fill in the amount specifically for them.
Payments2Us uses a ‘URL Token” which is a unique and secure web link that draws on the data in the Contact to fill in the form.
Which will appear to your donor as below:
If a donation is made via this link, then the ‘Campaign Member Paid Status’ field is automatically updated to ‘paid’ for that donor. You can ensure they are not sent any more campaign messages except a very big thank you.
Run your campaign
Now it’s up to you. With careful planning and measurement strategies in place, you can optimize your campaign for success. Good luck!
