Marketing Efforts Overview

Marketing efforts enable you to segment donors based on a wide variety of characteristics. For direct marketing Direct marketing is a way in which an organization reaches its donors and prospects. Direct marketing is used in programs where the organization mass markets their organization. Unlike marketing one-to-one through a meeting or a call, as is done in major gift fundraising, direct marketing focuses on reaching a large group of donors with a message that triggers a donor response. efforts, such as appeals to existing donors, you can segment donors by recent giving history and wealth. For public media efforts, such as broadcast and online advertisements, you can segment recipients based on marketing locations and media outlets.

To increase the effectiveness of your fundraising, you can target your best prospects with customized content. A marketing effort can use a variety of packages that appeal to the interests and demographics of your segments.

Using the features in the program, you can plan and execute all aspects of marketing efforts.

• In Administration, an administrator must configure the record sources to include an effort. When you set up a record source, the Gift Record Source is required to activate a marketing effort. When an administrator selects a gift record source and maps the appropriate fields, an activated marketing effort can determine all the gifts associated with an effort and calculate performance measures based on the gift amounts and other criteria.

• Before your organization creates and sends marketing efforts, set configuration options for Marketing and Communications. You can access these options from the Marketing and Communications page, under Configuration.

• Use the Vendors, Creatives, and Packages features to establish records for the businesses you purchase items from, the items you use in your direct and public marketing efforts (anything from graphics to small gifts such as pens you may include), and the actual pieces that make up your marketing efforts.

• Add acquisition lists to the program. These hold general information about the list and group related list segments that make up the list. Use list segments to import the data in the list into the program for use in your marketing efforts.

• Use finder files to keep rented and exchanged names and addresses separate from your house file. The records included in these files cannot be stored permanently in the database until those recipients give a gift.

• Use the Segmentation feature area to create the segments that will enable you to target specific direct marketing efforts and pieces of mail to different groups of donors.

• Use the Public Media feature area to create public media segments such as media outlets, time slots, and marketing locations to target your public marketing efforts.

• The Planner feature enables a Marketing Executive or Director to plan out the fiscal year (or other fixed time period) for your organization. This person in your organization knows the strategy and budget and captures this information in the Planner.

• Create source code parts and layouts that you can apply to your marketing efforts to establish the specific combination of list, package, segment, etc. that results in a particular gift.

• Use the Marketing Efforts feature to create the marketing effort itself, including the segmentation or public media. You can then create an export for the marketing effort to send to a mailing house or call center, for example, or import into another program.

• Perform analysis by running performance reports on all facets of your marketing efforts.