A talk for the Melbourne Nonprofit User GroupThis talk A talk for the Melbourne Nonprofit User Group
This talk is based on this fabulous article https://blog.brightsteppartners.com/2015/11/11/year-end-donor-campaign-segmentation-in-salesforce/ and I have unashamedly borrowed heavily from it.
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If you do this, you will need to add the Hierarchy stats to the standard appeals page layout also. We will keep it simple for this exercise and add Campaign Member Statuses instead.
In the article, Megan has two phases to her campaign - to send the email, then do phone calls, so she has created them as separate campaigns. These two phases may or may not have the same people in them - depending on how you think people will react to getting that level of communication.
Step 3 - Reports
Now start to build your reports.
| Info | ||
|---|---|---|
| ||
Are you fanatical about entering your households? Do you enter household emal addresses? Do you want to ensure that only one person from the household gets an email? (I'm not sure about this - postal mail yes, but maybe each person should get an email). If yes, you are going to want to do separate reports for individuals and households. How do you know that a person is in a household? It's difficult. Do you have a field whereby you know that that means the person is in a household? Use the Contacts & Organisations and Household Report Type. For NPSP 2 you may be able to filter where Informal Greeting contains " and " but then you get all Andrews. Or Contact > Household Naming Order is not blank, but that doesn't get set unless you specifically say which person is first by editing the household. In NPSP 2 there is a button you can add to the campaign for Household Mailing List but it does nothing of the sort! It does not bring in the household address or household greetings. Useless. |
You are going to need reports for
| Send Type | Individuals | Org Contacts | Households |
|---|---|---|---|
| Email Marketing |  | | NA |
| Mailing | | | |
The Email Marketing reports are very simple and have just enough fields for you to know that the right people are on the list. Also include the email address.
The Mailing reports should have all the address fields including the Address 1, 2 and 3 fields.
Report Criteria
You may have another field that says something like "do not hassle for future appeals" which you can include.
| Tip | ||
|---|---|---|
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Rather than entering the same criteria over and over again, I create a formula checkbox to help me with this. Eg isOnEmailAppeals__c which is a formula such as AND(NOT(ISBLANK(Email)),HasOptedOutOfEmail = false, NoFutureAppeals__c = false) And another formula for isValidMailingAddress__c which is AND(MailAddrNotCurrent__c = false,NOT(ISBLANK(MailingState)), NOT(ISBLANK(MailingCity)), NOT(ISBLANK(MailingStreet)), DoNotPostMail__c = false). Mailing Address Not Current is when you know that this address is no longer current (eg the letter was returned), but you don't want to get rid of it yet because you want to verify it is that person from their previous address. Do Not Post Mail allows you to still contact them by Email, but allow them to opt out of postal mail. |
All reports should be saved as relative dates and with names that DO NOT INCLUDE the dates - see Reports. That way you can run these reports next year and the year after.
Email Marketing Donors This Year
Organisations & Contacts report Types (or Accounts & Contacts)
- Email Address is not blank
- Email Opt Out is false
- Latest Gift Date > THIS YEAR *or THIS FISCAL YEAR if you want to go back to the beginning of your financial year). See https://help.salesforce.com/apex/HTViewHelpDoc?id=custom_dates.htm
To change this to a Mailing report, change the criteria, remove the email address and add the mailing fields.
- Is Valid Mailing Address = true
- Latest Gift Date = LAST YEAR (or LAST FISCAL YEAR).
Email Marketing Donors Last Year
Organisations & Contacts report Types (or Accounts & Contacts)
- Email Address is not blank
- Email Opt Out is false
- Latest Gift Date = LAST YEAR (or LAST FISCAL YEAR).
Email Marketing Donors in past 5 years
Organisations & Contacts report Types (or Accounts & Contacts)
- Email Address is not blank
- Email Opt Out is false
- Latest Gift Date < LAST 2 YEARS (or LAST 2 FISCAL YEARS).
- Latest Gift Date > LAST 6 YEARS (or LAST 6 FISCAL YEARS).
Email Marketing High Value Donors
Organisations & Contacts report Types (or Accounts & Contacts)
- Email Address is not blank
- Email Opt Out is false
- Largest Gift Amount >= 5000 (or whatever amount you think)
(you could also include some date bounds in this if you want).
Others
How would you do the criteria for the other reports. That sort of depends on how your org is set up. Eg Board members are usually affiliations, but do you then roll up affiliations onto the contact and set a flag to say this is a Board Member? Or if Board Members are a mailing list Campaign, then use Declarative Lookup Rollup Summary to add a field to the Contact to say that this is a Board Member based on their inclusion in that Campaign.But, keeping ALL of the appeal in one Campaign means that no duplicates will be created. (Unless of course you have dirty data).
Campaign Statuses
Setting up the Campaign Statuses on your new campaigns is imperative. Use AAKonsult Campaign Stats or watch out for the new app from Bigthinks that will do something similar but use Custom Metadata Types.
You may want to add a new Type to the Campaign Type field - named Appeals.
Then add the following Statuses (depending of course on how you are going to run the levels in your Campaign).
| Status | Responded |
|---|---|
| Previous Donor | |
| This Year Donor | |
| High Value Donor | |
| Org Contact | |
| Board Contact | |
| Sent | |
| Donated | |
Now remember to change the Type to Appeals (or change it to blank, save, then to Appeals if it already set to Appeals). Check the Campaign Member Statuses.
Step 3 - Reports
Now start to build your reports.
| Info | ||
|---|---|---|
| ||
Are you fanatical about entering your households? Do you enter household email addresses? Do you want to ensure that only one person from the household gets an email? (I'm not sure about this - postal mail yes, but maybe each person should get an email). If yes, you are going to want to do separate reports for individuals and households. How do you know that a person is in a household? It's difficult. Do you have a field whereby you know that that means the person is in a household? Use the Contacts & Organisations and Household Report Type. For NPSP 2 you may be able to filter where Informal Greeting contains " and " but then you get all Andrews. Or Contact > Household Naming Order is not blank, but that doesn't get set unless you specifically say which person is first by editing the household. In NPSP 2 there is a button you can add to the campaign for Household Mailing List but it does nothing of the sort! It does not bring in the household address or household greetings. Useless. |
You are going to need reports for
| Send Type | Individuals | Org Contacts | Households |
|---|---|---|---|
| Email Marketing | | | NA |
| Mailing | | | |
The Email Marketing reports are very simple and have just enough fields for you to know that the right people are on the list. Also include the email address.
The Mailing reports at this stage should be very simple - you don't need their mailing address details on these reports.
Report Criteria
You may have another field that says something like "do not hassle for future appeals" which you can include.
| Tip | ||
|---|---|---|
| ||
Rather than entering the same criteria over and over again, I create a formula checkbox to help me with this. Eg isOnEmailAppeals__c which is a formula such as AND(NOT(ISBLANK(Email)),HasOptedOutOfEmail = false, NoFutureAppeals__c = false) And another formula for isValidMailingAddress__c which is AND(MailAddrNotCurrent__c = false,NOT(ISBLANK(MailingState)), NOT(ISBLANK(MailingCity)), NOT(ISBLANK(MailingStreet)), DoNotPostMail__c = false). Mailing Address Not Current is when you know that this address is no longer current (eg the letter was returned), but you don't want to get rid of it yet because you want to verify it is that person from their previous address. Do Not Post Mail allows you to still contact them by Email, but allow them to opt out of postal mail. |
All reports should be saved as relative dates and with names that DO NOT INCLUDE the dates - see Reports. That way you can run these reports next year and the year after.
Donors This Year
Organisations & Contacts report Types (or Accounts & Contacts)
- Email Appeals = true OR Valid Mailing Address = true (depending on how you set up your helper formulas)
- AND Latest Gift Date > THIS YEAR (or THIS FISCAL YEAR if you want to go back to the beginning of your financial year). See https://help.salesforce.com/apex/HTViewHelpDoc?id=custom_dates.htm
Donors Last Year
Organisations & Contacts report Types (or Accounts & Contacts)
- Email Appeals = true OR Valid Mailing Address = true
- AND Latest Gift Date = LAST YEAR (or LAST FISCAL YEAR).
Donors in past 5 years
Organisations & Contacts report Types (or Accounts & Contacts)
- Email Appeals = true OR Valid Mailing Address = true
- AND Latest Gift Date < LAST 2 YEARS (or LAST 2 FISCAL YEARS).
- AND Latest Gift Date > LAST 6 YEARS (or LAST 6 FISCAL YEARS).
High Value Donors
Organisations & Contacts report Types (or Accounts & Contacts)
- Email Appeals = true OR Valid Mailing Address = true
- Largest Gift Amount >= 5000 (or whatever amount you think)
(you could also include some date bounds in this if you want).
Others
How would you do the criteria for the other reports. That sort of depends on how your org is set up. Eg Board members are usually affiliations, but do you then roll up affiliations onto the contact and set a flag to say this is a Board Member? Or if Board Members are a mailing list Campaign, then use Declarative Lookup Rollup Summary to add a field to the Contact to say that this is a Board Member based on their inclusion in that specific Campaign.
You are only using these reports to find the people to add to your appeals.
Step 4 - Add to Campaigns
Now you can add the contacts to your campaigns.
This is where you start with the most general, and build up to the most specific group.
If someone had donated in the last 5 years, and is a high value donor and is a Board Member they will end up with the status of Board Contact in your campaign.
- Run the Donors in past 5 years report. Click Add to Campaign, choose Campaign Status of Previous Donor
- Run the Donors Last Year report. Click Add to Campaign, choose Campaign Status of Previous Donor
- Donors This Year. Campaign Status = This Year Donor and choose to Override the Campaign Member Status
- High Value Donors. Campaign Status = High Value Donor and choose to Override the Campaign Member Status
- etc etc.
Now you have a campaign with the thousands of people you are going to send the campaign to. At this stage you can run a campaign report and you might choose to delete some people and specifically add other people. Eg there might be a "CEOs Infuencers Mailing List" that you may want to add.
Step 5 - Prepare Exports
This is now where you decide who you are mailing to and who you are emailing to - hopefully it is just a matter of all Board Members are being mailed, to and if they have an email, they get emailed to otherwise they get postal mail to their household. But you may have different criteria.
Remember that Campaigns can include people that don't have email addresses, but when you sync with Mailchimp or Campaign Monitor these people won't come across.
Mailing with external mailing house
So now you need to do a Campaign Member report with the Campaigns with Contacts and Household report type.
You will only need a Mailing report here.
Choose the Campaign
Chose the criteria of Email Appeals = false AND Valid Mailing Address = true
Bring in all the household address fields, not the contact address fields.
Bring in the household greeting field.
You don't need any email address or any other fields other than you will send to the mailing house.
Export this report to CSV.
Open it in Excel
Use the Remove Duplicates to remove all the household duplicates.
Save this as a CSV and send it off to the mailing house.
Mailing using aiEasyLabel
For this one, I created a field on the Contact as a Lookup to Campaign and called it Current Appeal.
Then I did a Declarative Lookup Rollup Summary to add the campaignMember's CampaignID to the Contact if it was an Appeal
Then I could create a view on Contact to include where Latest Appeal IS NOT BLANK and use that View to create the mailing list reports.
Sync with Mailchimp or Campaign Monitor
Follow the steps in the Mailchimp or Campaign Monitor apps to query all the Campaign Members that should be in your List to send the appeal to.
When you add them, choose to add them to a Static Segment for 2016 Christmas Appeal, that way you can ignore all the newsletter subscribers that are on your list. Try to not create a new list because then you will pay for subscribers twice.