Book Image

Using CiviCRM - Second Edition

By : Hommel, Murray, P Shaughnessy
Book Image

Using CiviCRM - Second Edition

By: Hommel, Murray, 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 (16 chapters)
15
Index

Implementing an appeal


As we have seen, fundraising plans generally include several different fundraising programs, such as converting one-time givers into preauthorized monthly donors, holding a fundraising dinner, or prospecting for new donors. In this section, we will use CiviCRM to deliver an appeal across many channels: online, direct mail, telemarketing, and direct contact.

Planning

An appeal is a targeted message to constituents encouraging them to donate for a specific purpose, such as a project or new initiative. The standard elements of a simple fundraising appeal plan may include the following parameters:

  • Segment: Who is to be asked for donating?

  • Goal: What total amount of giving is the appeal aiming to raise, and what will the funds be used for?

  • Case: What reasons are to be provided for donating? This should be a refinement of the general case for giving in the overall fundraising plan. It is usually best if there is an emotional component and a sense of urgency in the communications...