The native Marketing Campaigns functionality in Microsoft Dynamics® CRM gives associations the tools needed to plan, run, track and report on campaigns without custom development, which can save time and money for the organization.
Campaign records within Microsoft Dynamics CRM centralize all of your efforts for a specific initiative, including planning activities, targeted marketing lists, campaign emails, follow up phone calls and campaign responses. Since these Campaign records are part of the centralized association management system, staff from different departments can view the records. For example, both the event planning and finance departments can see the overall budget and advertising plan for an event.
Planning & Campaign Activities
Running a successful campaign requires planning. Organize internal tasks—such as reserving a venue for an event, organizing a meeting to determine a fundraising campaign’s goals or creating a targeted marketing list—within a Campaign record by adding Planning Activities. Use Campaign Activities to keep track of any external outreach involved in a campaign, like mailings, phone calls or advertising. These activities are recorded in the Activities record of each contact on your campaign’s marketing list and are accessible by staff members across the organization, enabling collaboration between and within departments.
Each campaign utilizes marketing lists, which can include any type of customer record, including leads, accounts or contacts. There are two types of marketing lists within Marketing Campaigns that serve very different purposes: static and dynamic.
Static lists are a snapshot in time. They show all the members at a specific time and do not update or change when new members are added to the system. You would use this type of list when sending contacts to your mail house for a print mailing or targeting donors as of a specific date.
A dynamic list constantly updates based on changes to the AMS database. You can use this type of list when you want to send reminder emails to members who have registered for an event, who need to renew their membership or who recently completed a certification. The system recognizes members’ statuses based on predetermined criteria—such as event registration, membership due date or course completion—and they are then added to the dynamic list.
In order to measure campaign performance, we recommend that Campaign responses are collected. Campaign responses can be collected a number of ways—manually, changing a campaign activity to a response, importing responses, enabling email tracking and using mail merge to automatically generate email responses. In addition, you can build workflows that are triggered by different responses. For example, if a lapsed member responds to an email during a member drive, that response can trigger a workflow for a follow-up phone call to thank them for their interest in coming back and possibly to find out why they left the organization and what the organization can do to get the member to renew.
Microsoft Dynamics CRM’s Marketing features make it simple to report on your campaigns. The Campaign Performance Report calculates different key performance indicators (KPIs) that can be used to compare campaigns. It also provides pre-designed reports to analyze and present your data.
By using the native Marketing capabilities of Microsoft Dynamics CRM, your association can gather data that will help make future campaigns more successful—without customizing your association management system. This saves you time and money and allows you to optimize the investment you’ve already made in your AMS software.
About Mary Ann Roberts
Mary Ann Roberts is a principle consultant at Protech Associates, Inc. In this role, she serves as consultant, trainer and implementer for customers’ association management solutions.