When creating a new marketing campaign, before you do anything in your Salesforce platform, you need plan what your marketing campaign and strategy are going to look like. Most campaign plans look something like the following.
- 2020TAX 2020 Tax appeal
- 2020TAXC1 Tax appeal first round
- 2020TAXC1S1 Segment 1 (Regular givers, EM)
- 2020TAXC1S2 Segment 2 (Regular givers, DM)
- 2020TAXC1S3 Segment 3 (High Value Donors, EM)
- 2020TAXC1S4 Segment 4 (High Value Donors, DM)
- 2020TAXC1S5 Segment 5 (Other Donor, EM)
- 2020TAXC1S6 Segment 6 (Other Donor, DM)
- 2020TAXC2 Tax appeal follow up for non-responders.
- 2020TAXC2S1 Segment 1 (Regular givers, EM)
- 2020TAXC2S2 Segment 2 (Regular givers, DM)
- 2020TAXC2S3 Segment 3 (High Value Donors, EM)
- 2020TAXC2S4 Segment 4 (High Value Donors, DM)
- 2020TAXC2S5 Segment 5 (Other Donor, EM)
- 2020TAXC2S6 Segment 6 (Other Donor, DM)
- 2020TAXC1 Tax appeal first round
This is a tax appeal for the year 2020.
It includes two stages of campaign, an initial campaign and then a follow up campaign for those who did not respond to the first.
In each of these two stages there are 6 segments of supporters, broken down by supporter type and preferred channel.
As you can see there a few key aspects of this campaign structure that you need to understand.
Most campaign structures are hierarchical in nature, that is, we start with a major campaign which is broken down into one or more smaller campaign stages, each of which is sometimes broken down into multiple campaign segments. Each of these points will become a campaign entry in Salesforce. Note that Salesforce up support up to 5 levels of Campaigns in hierarchies.
The first entry we would create in the above campaign is the 2020TAX campaign entry. This would be the main or ‘parent’ campaign entry for our overall campaign.
We would then create campaign entries for both of the campaign stages, in this case 2020TAXC1 and 2020TAXC2. These are going to be the two stages of our campaign and we link them to the main campaign through the Parent Campaign field.
The next stage would be to create each of the final campaign segments starting with 2020TAXC1S1. We would give each a description, a default GAU and other values. Their Parent Campaign would be the 2020TAXC1 campaign.
Once all the campaign entries have been established, we create our segments, where we identify the groups of contacts who are going to become Campaign Members for each campaign segment and link them to each of the campaigns.
For example, Segment 1 is regular givers who we are going to email. We will run a process to identify these individuals and link them to the 2020TAXC1S1 campaign by creating Campaign Member records for them.
This process is repeated for each of the 2020TAXC1 segments.
Once all campaign entries have been populated, we can execute our marketing campaign. We will then receive responses which we process in Salesforce and the responses will be assigned to campaigns during the data entry process.
Each of the small segment campaigns will end up producing statistics such as the number of solicitations, the number of responses, the total response value, average response value, response rate etc. These statistics we also flow up to the hierarchy, so later on, when we examine the 2020TAXC1 campaign we will see the collective results of all six of our sub-campaigns.
After we have completed our follow-up campaign. The 2020TAX record will contain the summary statistics of both stages of our campaign i.e. the entire Tax appeal for 2020.
Multiple Campaign Stages:
Since this is a campaign that has two marketing stages, at the appropriate point in time we would repeat much of this process for the 2020TAXC2 campaign segments. These segments would incorporate the outcomes of our first campaign stage.
Before we can create our campaign, there are a couple of other steps we need to take to ensure we have all the elements necessary to conduct our campaign. These include:
- Develop solicitation pieces for each segment
- Create GAUs for each cause you are fundraising for
- Develop Tax Receipts for each channel and variation you need
- Review your supporter preferences flags and opt outs to make sure you are not going to include people who are deceased or who have asked to be excluded in each particular marketing channel or campaign type.
We will cover GAUs next, and preferences, flags and opt outs later on in this module. Please refer to the Receipting module for information about receipts.