First, you'll have the option of including Best Practice To-Dos. This is part of the project management functionality incorporated into campaigns. For each Campaign Communication, you can create tasks for yourself or assign tasks to other users. Each task is connected to a specific step in the campaign process:
- In Progress
You may choose to create your own tasks to manage your Campaign Communications, or you may opt to let Virtuous create a set of tasks based on industry best practices. If you do opt to have Virtuous create tasks, be sure to select the right staff member, as all tasks will be assigned to that individual.
Then, enter a name and start date for your Campaign Communication. If necessary, you can also change the Channel. There are three description fields:
- Description - What is the overall theme or idea behind this particular Communication?
- Data Segment Description - Who is the intended audience?
- Test Description - Is there any A/B testing included in this Communication?
You may choose to enter information for these fields or leave them blank -- the information is solely intended to be used by internal staff who may need to learn more about your campaign.
When creating a new Campaign Communication, the step field is set to "Concept" by default, but feel free to select another if it applies. Similar to the initial campaign setup, you'll also have the ability to enter three specific goals for this Communication:
- Giving Goal - How much money do you need to raise with this specific Communication in order to meet your Campaign goal?
- New Giver Goal - How many new givers do you need to acquire with this Communication?
- Network Reach - How many contacts need to receive your message in order to achieve your goal? In your Campaign planning, you will probably have calculated this already. For example, to hit your goal, you may need to bring in 100 new givers. Looking at your past conversion rates, for every 10 people that receive an email, one actually makes a financial gift. So, you'll need to reach at least 1,000 prospects in order to convert 100 of them into givers.
For your own planning and purposes, you can also include your primary call to action for your messaging. Enter cost estimates of your internal and vendor costs for launching this particular Communication in order to calculate your success at the conclusion of your Campaign.
Finally, you may choose to select a Default Project to connect with this Communication. This means that any gifts received in response to this particular Campaign Communication should be restricted to a specific project. This is ideal for capital campaigns or any other specific initiative. In practical terms, this means that when entering gifts, only a segment code will be needed, as the Project will be automatically assigned. If gifts may be restricted or unrestricted for your Campaign, it's fine to leave the Default Project blank.
Confirm that the owner for your Campaign Communication is correct and then click NEXT to configure your remaining Communications.