This is one of the most common uses for campaigns in Salesforce. In this instance, each Salesforce Campaign corresponds to a particular ‘ask’ or appeal. Individual appeal campaign records can be connected to a parent campaign in order to show sub-totals. For example, you might have an annual fund campaign for the year. Underneath that annual fund campaign you might have a child appeal campaign for your end of year fundraising. And underneath that end of year fundraising campaign you might have different child campaigns for a mailer, an end of year email campaign, and your board’s call list. In KELL360, we use something called a record type to help you display different information on a campaign based on whether it is an appeal campaign or a parent fundraising campaign.
One of the ways that campaigns really excel for tracking fundraising appeals is that you can simultaneously track each individual person who was solicited, as well as every donation that came to your organization as a result of that campaign. What this allows you to do is to easily calculate what percentage of people responded to that appeal and refine your fundraising process.
It is important to remember that the campaign in Salesforce tracks where money is coming from, not where money is going to. If you organization has particular funds and programs where your donors can designate their donation, use funds and allocations to track that. For example, if you have an online donation form where donors can choose to donate to either the general operating fund or a particular program, the campaign for those gifts would be ‘Online Donation Form’ because that tells you where the money came from. The program that the donor gave to would be tracked as an allocation on the gift.
Campaigns used for communication or outreach efforts track individuals (contacts) who you engage with in a particular way. Email lists are a great example of this; each person in a ‘Newsletter Email List’ is someone who receives your email newsletter and engages with your organization that way. You have the ability to set up various statuses for these ‘Campaign Members’, so that you can track whether or not someone has responded to the campaign (eg. by clicking on a link in an email, or by opting out of the email list). This lets you tailor how you interact with the person in the future. Each person (contact) can be a part of multiple campaigns at once. Tracking these different types of campaigns in Salesforce lets you easily see a birds’ eye view of how you interact with someone.
Campaigns are often used to track single events or event series. Using Click & Pledge app, you can automatically add registrants or attendees to an event campaign. For example, you can add all attendees from a particular event series to a single campaign, which you can then use for marketing purposes or follow up with attendees using a mass email program.
Larger gala events can also use campaign functionality to great effect. You can create a campaign for the gala event, and have different child campaigns to show your sponsorship solicitation efforts, ticket sales, and even volunteer recruitment for that event.