Understanding Marketing (Source) Codes. Team Approach Understanding Marketing (Source) Codes. Table of Contents CREATING INITIATIVES...

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1 Team Approach Understanding Marketing (Source) Codes Table of Contents OVERVIEW OF CREATING SOURCES (INCLUDING INITIATIVES AND EFFORTS)... 2 CREATING INITIATIVES... 3 CREATING A SINGLE INITIATIVE FROM THE INITIATIVE ENTRY SCREEN... 3 CREATING MULTIPLE INITIATIVES FROM THE CAMPAIGN ENTRY SCREEN... 5 CREATING EFFORTS... 7 CREATING A SINGLE EFFORT FROM THE EFFORT ENTRY SCREEN... 7 CREATING MULTIPLE EFFORTS FROM THE INITIATIVE ENTRY SCREEN... 9 CREATING THE SOURCE CODE CREATING SOURCES WITH A SINGLE EFFORT FROM THE INITIATIVE ENTRY SCREEN CREATING SOURCES FROM THE EFFORT ENTRY SCREEN CREATING A SINGLE SOURCE FROM THE SOURCE CODE ENTRY SCREEN COPYING SOURCES AND QUERIES BY EFFORT VARIOUS FEATURES AVAILABLE WHEN CREATING SOLICITATIONS Automatically Create a Query, Interactions, and Interest Records Automatic Navigation in Batch Detail FIELD DESCRIPTIONS FOR MARKETING CODES ENTERING ESTIMATED RESULTS AND VIEWING ACTUAL RESULTS Page 1

2 Overview of Creating Sources (Including Initiatives and Efforts) Most source codes contain the following elements: activity, campaign, initiative, effort, and sequential segment number. As your organization sets up its activities and campaigns during the implementation phase, your "everyday screens" for building source codes include Initiative Entry, Effort Entry, and Source Code Entry. The following is the general process for creating source codes. 1. Choose the activity and campaign for the source code you are creating. 2. Create one or more initiatives for the campaign. 3. Create one or more efforts for each initiative. 4. Create the final source code for each effort. You usually start to build your source codes from the Initiative Entry screen, since the other elements have already been created. For each initiative, the process for creating source codes is based on the following. If your initiative has only one effort, you can create the source code(s) directly from the Initiative tive Entry screen by clicking < Sources>, then <New>. See "Creating Sources with a Single Effort from the Initiative Entry Screen." If your initiative has multiple efforts, you must create the efforts before you can create the source codes. You can do this on the Initiative Entry screen by clicking <Create Efforts>. See "Creating Multiple Efforts from the Initiative Entry Screen." If you want to leave out the effort and/or segment number from your source or give the source a special name, you must first create the effort and then create the source code manually on the Source Code Entry screen. For example, to create a source code to represent all of your planned giving contributions for a given year, you could build a source code called "PG2000," which contains the activity, campaign, and initiative only. See "Creating Efforts" and then "Creating Sources from the Effort Entry Screen." Note: To create sources with special names or an incomplete set of marketing codes, the activity type must allow the source code to be a variable length (determined under System Preference). Page 2

3 Creating Initiatives The initiative is a four-character code you use to represent the timing of the solicitation (whether it be a mailing, pledge drive, special event, or other form of solicitation). In most cases, the initiative is the year and month that the solicitation is made, using the format YYMM where "YY" represents the two-digit year and "MM" represents the two-digit month (e.g., "0006" represents June of 2000, "0003" represents March of 2000). You can create one or more initiatives for a campaign. To create a series of initiatives for a campaign (e.g., for an annual membership acquisition campaign) use the Create Initiatives feature of the Campaign Entry screen. To create one initiative at a time, you can use the Initiative Entry screen. Creating a Single Initiative from the Initiative Entry Screen To create a single initiative, complete the following steps. 1. Access the Initiative Entry screen from the Marketing Management module or by clicking <Initiative> from the Campaign Entry screen. TA displays the Find Initiatives window. 2. Click <New> to create a new initiative. TA displays the Create New Initiative window. 3. Enter the activity to which the initiative applies in the Activity field. You can press the [F9] key to access a list of activities. 4. Enter the campaign to which the initiative applies in the Campaign field. You can press the [F9] key to access a list of campaigns. 5. Enter the new initiative code in the Initiative field. Generally, we recommend that you enter the initiative in the format YYMM where "YY" represents the two-digit year and "MM" represents the two-digit month. Page 3

4 6. Click <Create>. TA displays the new code on the Initiative Entry screen. 7. Enter a description for the initiative in the Description field. 8. Fill in the fields that apply to the initiative. Page 4

5 Creating Multiple Initiatives from the Campaign Entry Screen To create one or more initiatives for a campaign on the Campaign Entry screen, complete the following steps. 1. Access the campaign for which you want to create initiatives on the Campaign Entry screen. 2. Click <Create Initiatives>. TA displays the Create New Initiatives window. If other initiatives have been created for this campaign, TA displays the number of codes last created and the first code from that set on this window. 3. Enter the number of codes you want to create in the Number of Codes field. 4. Enter the code for the first initiative you want to create in the First field. Generally, we recommend that you enter the initiative in the format YYMM where "YY" represents the two-digit year and "MM" represents the two-digit month when the solicitation is made. 5. Leave the Date checkbox marked if the initiative represents a date. If you want to create sequential initiatives that are not date based, you can unmark this checkbox. 6. Click <Create> to create the initiatives. TA displays one of the following alerts: "Some of these initiatives already exist." You can choose to overwrite the existing ones, skip them (i.e., create only those that don t already exist), or cancel the process. Page 5

6 "The initiatives were created successfully. Do you want to create more?" You can click <No> to return to the Campaign Entry screen or <Yes> to create additional initiatives. 7. Access the initiatives on the Initiative Entry screen. Note: TA highlights the <Initiative> button at the bottom of the Campaign Entry screen to enable you to quickly access the Initiative Entry screen. If you are adding a single initiative to your campaign, you might find it easier to create the initiative directly on the Initiative Entry screen. See "Creating a Single Initiative from the Initiative Entry Screen." Page 6

7 Creating Efforts The effort is a two-character code (e.g., "01," "02") that you use to represent the different attempts to solicit a donor within the same campaign and initiative. You create multiple efforts for one initiative to represent, for example, the multiple drops for a renewal or additional gift campaign. All of the information available at the effort level is also available at the initiative level. Any information you entered at the initiative level defaults to each effort you create for the initiative. To create a series of efforts for an initiative, tive, use the Create Efforts feature of the Initiative Entry screen. If the initiative will have only one effort but multiple source codes for that one effort, use the Create Sources feature of the Initiative Entry screen. Creating a Single Effort from the Effort Entry Screen To create a single effort, complete the following steps. 1. Access the Effort Entry screen from the Marketing Management module or by clicking < Effort > from the Initiative Entry screen. TA displays the Find Efforts window. 2. Click <New> to create a new effort. TA displays the Create New Effort window. 3. Enter the activity to which the effort applies in the Activity field. You can press the [F9] key to access a list of activities. 4. Enter the campaign to which the effort applies in the Campaign field. You can press the [F9] key to access a list of campaigns. 5. Enter the initiative to which the effort applies in the Initiative field. You can press the [F9] key to access a list of initiatives. 6. Enter the new effort code in the Effort field (e.g., "04" for the fourth effort). Page 7

8 7. Click <Create>. TA displays the new code on the Effort Entry screen. 8. Enter a description for the effort in the Description field. 9. Fill in the fields that apply to the effort. Page 8

9 Creating Multiple Efforts from the Initiative Entry Screen To create one or more efforts for an initiative on the Initiative Entry screen, complete the following steps. 1. Access the initiative for which you want to create efforts on the Initiative Entry screen. 2. Click <Create Efforts>. TA displays the Create New Efforts window. If other efforts have been created for this initiative, TA displays the number of effort codes last created. 3. Enter the number of effort codes you want to create in the Number of Codes field. 4. Click <Create> to create the efforts. TA displays one of the following alerts: "Some of these efforts already exist." You can choose to overwrite the existing ones, skip them (i.e., create only those that don t already exist), or cancel the process. "The efforts were created successfully. Do you want to create more?" You can click <No> to return to the Initiative Entry screen or <Yes> to create additional efforts. 5. Access the efforts on the Effort Entry screen. Note: TA highlights the <Effort> button at the bottom of the Initiative Entry screen to enable you to quickly access the Effort Entry screen. Page 9

10 If you are adding a single effort to your initiative, you might find it easier to create the effort directly on the Effort Entry screen. See "Creating a Single Effort from the Effort Entry Screen." Page 10

11 Creating the Source Code This section explains how you can create the final source code once all of the components of the code are in place.* If any of the components have not yet been created, start with the steps in "Creating Sources (Including Initiatives and Efforts)." *Note: There is one exception to this. You can create source codes that only contain one effort from the Initiative Entry screen without having first created the effort. To create a source code that contains a limited number of the marketing components or has a customized name (which you can only do if the associated activity does not require a fixed length source code), you must use the Source Code Entry screen. Creating Sources with a Single Effort from the Initiative Entry Screen To create one or more source codes for an initiative that will have a single effort only, complete the following steps. 1. Access the initiative for which you want to create efforts on the Initiative Entry screen. 2. Click <Create Sources>. TA displays the Create New Sources window. Note: The <Create Sources> button is disabled if efforts or sources have already been created for the initiative, in which case you cannot follow these steps. You can create efforts from this screen, or create sources from the Effort Entry screen. 3. Enter the number of source codes you want to create in the Number of Codes field. 4. Enter the name of the general ledger account to which gifts associated with the source code(s) you are creating should be posted in the General Ledger Credit field. TA defaults this field to the general ledger account assigned to the initiative. If one has not yet been assigned, you can press the [F9] key to access a list of general ledger accounts. 5. If you want TA to create queries to correspond to the source code(s) you are creating, make sure the Create Queries? checkbox is marked. See "Various Features Available When Creating Solicitations" for more information. 6. Click <Create> to create the source code(s). Page 11

12 7. Access the source code(s) on the Source Code Entry screen and fill in the fields that apply. Note: TA highlights the <Source> button at the bottom of the Initiative Entry screen to enable you to quickly access the Source Code Entry screen. Creating Sources from the Effort Entry Screen To create one or more source codes for an effort on the Effort Entry screen, complete the following steps. 1. Access the effort for which you want to create sources on the Effort Entry screen. 2. Click <Create Sources>. TA displays the Create New Sources window. Note: Displayed in this window is the number of existing source codes for this effort, the number of source codes last created, and the first segment number in that set. 3. Enter the number of source codes you want to create in the Number of Codes field. 4. Enter the starting segment number for the new source code(s) in the First field. 5. Enter the name of the general ledger account to which gifts associated with the source code(s) you are creating should be posted in the General Ledger Credit field. TA defaults this field to the general ledger account assigned to the effort. If one has not yet been assigned, you can press the [F9] key to access a list of general ledger accounts. Page 12

13 6. If you want TA to create queries to correspond to the source code(s) you are creating, make sure the Create Queries? checkbox is marked. See "Various Features Available When Creating Solicitations" for more information. 7. Click <Create> to create the source code(s). TA displays one of the following alerts: "Some of these sources already exist." You can choose to overwrite the existing ones, skip them (i.e., create only those that don t already exist), or cancel the process. "The sources were created successfully. Do you want to create more?" You can click <No> to return to the Effort Entry screen or <Yes> to create additional source codes. 8. Access the source code(s) on the Source Code Entry screen and fill in the fields that apply. Note: TA highlights the <Source> button at the bottom tom of the Initiative Entry screen to enable you to quickly access the Source Code Entry screen. Creating a Single Source from the Source Code Entry Screen To create a single source code, complete the following steps. Page 13

14 1. Access the Source Code Entry screen from the Marketing Management module or by clicking <Source> from the Effort Entry screen. TA displays the Find Sources window. 2. Click <New> to create a new source. TA displays the Create New Source window. TA defaults information on this window based on the source code or effort with which you were just working. 3. Enter the name of the source in the Source field. Note: The length of the source code and number of required components depends on whether the source code corresponds to a fixed length activity type. If the source code corresponds to a fixed length activity type, the source code must be identical to the marketing code components. You can generate the source code from the activity, campaign, initiative, and effort codes by pressing the [F2] key. You can then add a three character segment number at the end of the code. If the source code does not correspond to a fixed length activity type, you can enter any code up to 14 characters, depending on your organization s business practices. 4. Enter the activity, campaign, initiative, and effort to which the source applies in the corresponding fields. You can press the [F9] key from these fields to access a list of values. 5. Enter the name of the general ledger account to which gifts associated with the source code should be posted in the General Ledger Credit field. You can press the [F9] key to access a list of general ledger accounts. 6. If you want TA to create queries to correspond to the source code, make sure the Create Queries? checkbox is marked. See "Various Features Available When Creating Solicitations" for more information. Page 14

15 7. Click <Create> to create the source code. TA displays the source code on the Source Code Entry screen. 8. Fill in the fields that apply to the source code. Page 15

16 9. On the Results tab, you may store projected goals for information such as revenue, total cost, and net revenue. As transactions are posted, TA stores the actual and calculates the variances between your goal and the actual values. If your organization n is using TA's international transaction functionality you can view the information for the home office (or base) currency and for the activity currency. Copying Sources and Queries by Effort TA enables you to copy source codes and their corresponding queries from one effort to the next by using the Copy Sources and Queries by Effort operation. You might find this feature useful when setting up the marketing codes for a campaign that is very similar to a campaign from a previous month or year. For example, if you have an Annual Development renewal campaign that is based on an annualized year, you can use the Copy Sources and Queries by Effort operation to automatically copy the source codes and queries from efforts in your 2000 campaign to the efforts in your 2001 campaign. You can then update the mailing date, package, etc. as necessary on the new source codes and queries. Note: You must create the new effort codes before you run the Copy Sources and Queries by Effort operation. The Copy Sources and Queries by Effort operation (found in the Marketing Management module from the Main Menu) enables you to do one or more of the following between one effort and another: 10. Copy source codes 11. Copy queries 12. Schedule new queries 13. Schedule new outputs After you run this operation, TA displays a Results window that notifies you of the number of source codes created and/or updated, and the number of queries and outputs scheduled. Note: When you copy a query, TA references the Prefix for Source Code Queries system preference to set the new query s name. Page 16

17 Various Features Available When Creating Solicitations Automatically Create a Query, Interactions, and Interest Records Automatic Creation of the Corresponding Query When you create a new source code, you have the option to create the source code's corresponding query by marking the Create Query? checkbox. This query is tied to the source code (i.e., TA sets the Source field on the query to the source code for which the query was created). You use the query to select the donors for the source code. For example, you can have TA automatically create a query for each renewal source code. Then for each query, using the Query Entry screen, you set up the criteria for selecting the donors for the query s corresponding renewal source code. You can access the query entry screen by clicking <Query>. Note: Not every source needs a query, e.g., you don t need a query for a pledge break source code (you do need a query for the pledge bill source code). Automatic Creation of the Corresponding Interactions TA allows you to create an interaction for every contact you have with your donors; one such contact is a solicitation. By creating an interaction at the time you solicit the donor, you are able to capture characteristics about the donor at the time of the solicitation, and you can easily see each solicitation that the donor received by looking at the donor's interaction history. To automatically create an interaction for each account that receives a solicitation, you schedule the Create Interaction update procedure when you schedule your query and output. You can have TA automatically schedule this procedure for you when you create a new source code. When you create a new source code, TA automatically marks the Create Interactions? checkbox on the Options window of the Source Code Entry screen. If you leave this checkbox marked, TA automatically schedules the Create Interaction update procedure when you schedule a query that is linked to that source code. You must remember to set the parameters for the update procedure before the query and output schedule record is run. See "Create Interaction" in the Understanding Update Procedures chapter of the TA Online Help for more information about this procedure. We recommend mend that you uncheck this box. It would be better (and safer) practice to create the Interaction when you schedule the Query & Output, not when you create the source code. Set Up Dual Solicitations (available in v.6.0.x) You may link a source code to another if your organization's business practices include sending out mailings for two programs, campaigns, or two purposes. For example: a standard newsletter mailing can include a request to participate in your sustaining gift program. Both reply devices can contain both source codes (and ask amounts) and users enter the corresponding source code depending on the type of gift returned. On the Source Code Entry screen: 1. Use the Joint Src field on the main source code. If you want to piggy back this mailing with another solicitation, enter the first few characters of the other source code (it must Page 17

18 have already been created), and then press [F9] to select the source code. (You may enter the entire source code if you know it.) 2. The <Switch> button is enabled if you have a source code linked. Click this button if you want to navigate to the related source code. 3. The Joint Of field displays the main source code if the one that you are viewing is linked. On the Query and Output Schedule Screen and Outputting Information: 4. If you use the Create Interaction Update procedure and specify a source in the Joint Source field, TA creates two interaction records according to the parameters defined in the update procedure. The interaction records are the same except that one has the 'main' source code and the other as designated by the Joint Src. 5. You may output the two source codes and the ask amounts that correspond to each. Use these calculated fields according to what you want to SOURCE JOINT SOURCE to output the main source and the Joint Source. Use these calculated fields if you want to output the ask amounts for the main source and the Joint AMOUNT 1 (QUERY AMOUNT 2 (QUERY AMOUNT 3 (QUERY AMOUNT 4 (QUERY AMOUNT 5 (QUERY AMOUNT (QUERY AMOUNT 1 (QUERY JOINT AMOUNT 2 (QUERY JOINT AMOUNT 3 (QUERY JOINT AMOUNT 4 (QUERY JOINT AMOUNT 5 (QUERY JOINT AMOUNT (QUERY JOINT SOURCE) 6. If you are using this dual solicitation feature and ask amounts, then you must use the calculated fields listed above. That is, the calculation is performed when you generate the output file (rather than during the query process). Automatic Assignment of Interests You can assign the interests that should be posted to a donor s account if the donor responds to the solicitation. You can only assign interests at the source code level (i.e., you cannot assign interests at a higher level of the marketing code hierarchy and have the interests default down to each source code). For example, for an event source code that is a walk event, you can assign interests such as ATHLETICS and WALKING, and TA will assign these interests to the donor when they respond to the solicitation. These interests are implied. See "Implied Interest and Confirmed Interest" in the Managing Account Information chapter of the TA Online Help for more information about implied interests. To assign interests, click <Interests>. TA displays a window where you can select from a list of interests to assign. Page 18

19 Mark the checkbox (available in v. 6.0.x) if you also want the interest record to be displayed on the Account Activity screen if the Interest record is assigned to the account. Only one Interest record per activity may be displayed on the Account Activity screen (on Page 3 in the Largest Interest field). Automatic Navigation in Batch Detail At the source code level, you can indicate that you want TA to navigate to a certain field when that source code is entered during gift entry. After the source code is entered, TA immediately moves the cursor to the field you specified. (If the field is in a pop-up window, TA displays the window, and places the cursor in the field you specified.) To specify a field to navigate to in Batch Detail, complete the following steps. 1. Click <Options>. TA displays the Options window. 2. Mark the Auto Display checkbox. 3. Enter the field you want TA to navigate to in the Go To Field field. You can press the [F9] key to select from a list of fields. Page 19

20 Field Descriptions for Marketing Codes Financial Information Fields Fund Type - Whether the funds are Annual, Capital, Endowment, or Restricted. For example, for Annual Giving, set the fund type to "A" for annual. The highest level of the marketing code structure at which you can enter a fund type is the activity. Fund - The accounting fund number. The highest level of the marketing code structure at which you can enter a fund is the campaign. Chapter or Station Support Fields Affiliation - The chapter or station that is represented by the code, if applicable. If your organization set the "Set Transaction Level Affiliation" system preference to Source, and you assign the affiliation to the marketing codes, TA will automatically set the affiliation on the transaction. Note: Affiliation is similar to office. Most chapter-based organizations use affiliation rather than office; however, if you want to assign chapter information to a benefit, use office.the highest level of the marketing code structure at which you can enter an affiliation is the activity. Office - The office that is responsible for this marketing activity. Note: If your organization is chapter-based, you can set up codes for your offices and create activity types for each office. For example, you may set up a distinct activity type for each chapter such as AMA for Annual Campaign, Massachusetts and AVA for Annual Campaign, Virginia. When Technique, Date, and Solicitor Technique-The technique used to solicit the gifts or pledges (e.g., mass mailing, telemarketing).the highest level of the marketing code structure at which you can enter a technique is the campaign. Date - The date on which the solicitation is to be mailed (Mail Date). This field is often used when the technique is mass mailing or telemarketing. It can also be used to reduce data entry errors: if you set this date, TA prevents users from entering this source code on a transaction whose gift date is before the Mail Date. For uploaded gifts, TA issues an error when transactions with this source code have a gift date that is before the Mail Date.The highest level of the Page 20

21 Financial Information Fields General Ledger Credit Account - The general ledger account to which gifts should be posted. This field is critical if you plan to interface with your accounting software. Even if you don t plan to interface, you can use this field for reporting purposes through TA s query and output facility or TA s reports. At minimum, enter a "dummy" account number (e.g., "Credit Default"). TA requires this number for each source code. If you enter the dummy number at the activity level, you can take advantage of the marketing hierarchy and let this number default down to each source code you create within the activity. The highest level of the marketing code structure at which you can enter a general ledger account is the activity. Chapter or Station Support Fields you create source codes for the activity type, the office code will default from the activity type to the source code.the highest level of the marketing code structure at which you can enter an office is the activity type. Note: Office is similar to affiliation. Use office instead of affiliation to assign chapter information to benefits, as affiliation cannot be applied to a benefit. Staff Responsible - The brief name of the individual responsible for this marketing activity, if one person is responsible. The name specified in this field defaults to each transaction posted to the source code. You can use this field for reporting purposes through TA s query and output facility.note: You cannot change the staff person at the transaction level. If you want to be able to change the name at the transaction level, you can assign a solicitor instead of a staff person. The highest level of the marketing code structure at which you can Technique, Date, and Solicitor marketing code structure at which you can enter a date is the initiative. Solicitor - The person responsible for soliciting the gift. Note: The solicitor differs from the staff person in that the solicitor is often assigned to major giving and capital campaign source codes, but the staff person is often assigned for mass marketing source codes. The highest level of the marketing code structure at which you can enter a solicitor is the campaign. Page 21

22 Financial Information Fields Chapter or Station Support Fields enter an affiliation is the activity. Technique, Date, and Solicitor Page 22

23 Project, Purpose, Event Gift Type, Source Analysis Rule Test/List Information Project - The project for which the gift is solicited, which represents a specific restriction on how the donation can be used (e.g., a new building, research initiative, program). The highest level of the marketing code structure at which you can enter a project is the campaign. Purpose - The purpose further defines the reason for the project, and is useful if you want to compare the same purpose across different projects (e.g., you set up projects to fund production of different programs).the highest level of the marketing code structure at which you can enter a purpose is the campaign. Gift Type - The gift type that should be assigned to gifts received from this solicitation. This field is used occasionally to override the gift type that would ordinarily be assigned by the gift type rules. Note: TA only uses the field if the gift type rules assigned to the solicitation incorporate this field (e.g., the "GMGTMT4" gift type rules. The gift type rule is assigned at the activity type or activity level. The highest level of the marketing code structure at which you can enter a gift type is the campaign. Analysis - The source analysis rule (SAR) to apply with this source code. See "Source Analysis Codes and Rules" in the TA Online Help for more information about the SAR. The highest level of the marketing code structure at which you can You can create the List, Package, Test Code, and Test Cell codes using the corresponding Code Entry screens. List - The acquisition list represented by the solicitation (e.g., a magazine or other publication from which your organization acquired names). This field is important at the effort and source levels. The highest level of the marketing code structure at which you can enter a list is the initiative. The following fields are available on List Order Entry in the Marketing Management Module. List Source - Select the source of the list. You can press [F9] to access a list of codes that have been set up. Cost per Thousand - Enter the amount according to the cost of the list. Universe - Enter the number of names available for purchase. Original Count - Enter the number of records actually purchased. Matched In-House - Enter the number of records that match in-house records. Matched to Lists - Enter the number of names that are matched to other lists. Bad Addresses - Enter the number of invalid addresses in the list. The following fields are on the Summary tab (in v.6.0+): Package - The package used to solicit the gift (e.g., window envelope). This field is important at the effort and source levels. The highest level of the marketing code structure at which you can enter a package Page 23