Book Image

Using CiviCRM - Second Edition

By : Erik Hommel, Joseph Murray, Brian P Shaughnessy
Book Image

Using CiviCRM - Second Edition

By: Erik Hommel, Joseph Murray, Brian P Shaughnessy

Overview of this book

CiviCRM provides a powerful toolbox of resources to help organizations manage relationships with constituents. It is free, open source, web-based, and geared specifically to meet the constituent relationship management needs of the not-for-profit sector. Beginning with broader questions about how your organization is structured, which existing workflows are critical to your operations, and the overarching purpose of a centralized CRM, the book proceeds step by step through configuring CiviCRM, understanding the choices when setting up the system, importing data, and exploring the breadth of tools available throughout the system. You will see how to best use this software to handle event registrations, accept and track contributions, manage paid and free memberships and subscriptions, segment contacts, send bulk e-mails with open and click-through tracking, manage outreach campaigns, and set up case management workflows that match your organization’s roles and rules. With specific emphasis on helping implementers ask the right questions, consider key principals when setting up the system, and understand usage through case studies and examples, the book comprehensively reviews the functionality of CiviCRM and the opportunities it provides. With this book, you can help your organization better achieve its mission as a charity, industry association, professional society, political advocacy group, community group, government agency, or other similar organization and position yourself to become a power user who efficiently and effectively navigates the system.
Table of Contents (20 chapters)
Using CiviCRM - Second Edition
Credits
About the Authors
www.PacktPub.com
Preface
Index

A/B testing


Version 4.6 of CiviCRM introduced a new tool that will let you create different versions of a mailing and compare how effective they were based on the response statistics. You can vary the differences based on the From address, subject line, or the entire e-mail.

When constructing an A/B test, it replaces the process previously described for creating a standard bulk e-mail. In the first step, you name the mailing and decide which of the three test types you will use. In the second step, you define your recipient list and target audience breakdown. The recipient list is selected in the same way as you do a normal mailing. The target breakdown determines the percentage of recipients that will randomly be selected to receive the A version of the mailing, the B version of the mailing, and the Final version of the mailing. The concept here is to send different versions of the mailing to a small subset of your recipient list to determine the version that generates a better response...