Understanding Capaigns, Appeals and Events:
Campaigns, Appeals and Events are the main ways your organization will raise funds. Understanding how Causeview differentiates between the three is essential to get the best use of your Causeview installation.
Campaigns: Revenue streams that have a planned strategy
Appeals: Actioned effort to secure the gift, tactical execution of your Campaign
Events: Specific events that you hold to raise the money for the appeal.
Hierarchically, Campaigns sit at the top, as the overarching strategy to raise funds. For example, the summer campaign, etc. Appeals fall below that and are actual efforts that are taken to secure a donation from a donor. Examples include direct mailings, email blasts, social media, etc. that connect with constituents. Finally, events are physical events that you hold to raise funds (a type of Appeal).
Campaigns (Revenue Streams) define the strategic fundraising initiatives for your organization. Once you define your organizational Campaigns, you can begin to establish your Campaign Goals and build out your Appeals (tactical execution of your Campaign). Within the Campaign record, you will be able to see the roll up summary totals from all the appeals that relate to the Campaign and then start to measure the performance of the Campaign against your Campaign Goals. Examples include:
- Direct Mail
- Face to Face
- Foundations & Institutions
- Major Gifts
- Online Giving
- Planned Giving/Bequests
- Special Events
Any of the Appeals (actioned effort) that are planned and setup under one of the Campaigns will be given an Appeal Category. This acts as a secondary level of categorization that will give you the ability to do cross-campaign reporting based on the category of the Appeal. For example: instead of looking at all of the appeals within the Direct Mail campaign you may want to do an analysis of all of the Appeal of Category – Acquisition. This Appeal Category could show up under the Direct Mail campaign as well as under the Major Gifts Campaign or the Online Giving Campaign. Being able to track success and report off of Appeal Category’s gives another layer of analysis. Below are examples of possible Appeal Categories:
- Recurring Donations
- Major Donor Special Event
- Life Insurance Premium
- General Events
- Wish List
- Gift Registry
- Corporate Matching
- Employee Contributions
Campaign, Appeal, and Event Hierarchies
Structuring your campaigns, appeals, and events in Causeview is important for keeping your application well organized, and for information accuracy in accumulating gift and transaction amounts.
Hierarchies in Causeview can have a maximum of 5 levels. The top level should always be a Campaign, with the child levels composed of Appeals and Events. An Event must be at the bottom of a hierarchy with no child levels. You can have multiple Appeal levels in between. Depending on your reporting needs, campaigns may represent specific revenue streams, like Direct Mail or Online Gifts, or they may represent a period of time, like a fiscal or calendar year. Gifts and transactions should not be allocated directly toward a campaign, so at least one appeal should exist below it.
Appeals and events compose the child levels of the hierarchy, and they represent your specific outreach and stewardship efforts. Any appeal in the second level of your hierarchy is referred to as a parent appeal, which simply means that it is able to have other appeals below it. It isn’t necessary for a parent appeal to have “child” appeals or events. While an event can exist in the second level of the hierarchy, an event cannot act as a parent, and no appeals or events should exist under it.
Donations go into Appeal and Events while Campaigns represent overall parents to these levels.
You can view the existing hierarchy for a campaign, appeal, or event from the detail page. Click on the “View Hierarchy” link next to the name of the campaign, appeal, or event.
The link will open a page showing the overview of the existing hierarchy. To view information for any other campaign, appeal, or event simply click on the name to open its detail page.
Following this hierarchy ensures rollup figures on the Campaign and Appeal are correctly captured such as Total Giving This Year, Total Giving Last Year and other metrics on the performance of your fundraising activities.
To summarize, here are the structures of Campaign/Appeals you'll want to manage your Transactions under:
- Campaign - Appeal
- Campaign - Appeal - Appeal
- Campaign - Appeal - Appeal - Appeal
- Campaign - Appeal - Appeal - Appeal - Appeal
- Campaign - Appeal - Event
- Campaign - Appeal - Appeal - Event
- Campaign - Appeal - Appeal -Appeal - Event