This section describes the set and procedures for generating exports for solicitations and mass mailings. One-off or highly-personalized letters are described hereXXXXXXXXXXXXXXXXXXXX
Setup: If additional analysis is required for solicitations, Source Analysis Rules (SAR) can be set to create a table of data for each mailing like age of recipient, address at time of mailing, etc. Set can be done at Administration > Record sources > Constituent Marketing Information. This is optional and not required.
It is worth noting a few differences between RE and CRM in this area, as the set up is a little different and RE terms like appeal and package mean different things in CRM.
In RE our mailings had 2 levels: appeal and package.
In CRM, there are additional levels
| CRM Area | Description | Example 1 - Standard (simpler structure) | Example 2 - Extended (allows for more complex metrics) |
|---|---|---|---|
| Appeal | Umbrella grouping for marketing efforts. Can be focused or more broad for an entire fiscal year. | FY18 Annual Giving Solicitations | 2018 Fall Solicitation |
| Marketing Effort | These are specific groups of communications linked to this mailing. Constituents are de-duped within a marketing effort | Fall Solicitation Spring Solicitation Honor Your Doctor | Donor Renewal Lapsed Donors |
| Segment | Break-outs of the Marketing Efforts. Roughly equivalent to RE packages | Donor Renewal - High End Lapsed | High-end, LG 3-6 months High-end, LG 6-9 months |
| Package | What did the constituent actually receive. At this level you specify what channel was used, keep copies of the letter, expenses, etc | Mailing, close faced envelope | Mailing, letter 4 with teaser on envelope |
CRM also has a concept of Appeal Mailings which are simpler versions of Marketing Efforts. After reviewing the pros and cons, the Atlas Design Team has opted to use Marketing Efforts instead of Appeal Mailings. Some of the considerations are outlined below.
Marketing Efforts
- Marketing efforts provide a full, robust set of data/information on your mailings. The source code provides detailed data points on your audience (giving, lapsed, current donor, employee, etc).
- Marketing effort includes finder numbers, ease of linking the revenue to the donor/appeal.
- ME’s have multiple segments.
- Add specific solicit codes and additional selections may be added as exclusions.
- ME’s you can review the list before you activate.
Appeal Mailings
- Appeal mailings do not include a source code for reporting, limiting what you can gather from the mailing.
- Appeal mailing do not include finder numbers.
- Appeal mailings only have one selection per appeal, no segments. Your queries become more complicated.
- Add specific solicit codes but no additional selections may be added.
- Zero opportunity to review the list before activation, more room for error.
- If the selection changes and you run it again, it will remove the constituent from the appeal mailing.