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CAMPAIGN NAME
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**Make a Copy of the template to enable editing**
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Overview:Provide a brief description of the campaign, timeline and ultimate end goal(s).
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Timeline:There is no need for a detailed calendar view of the plan, but including the basics arond start time, end time, and any major milestones in between is a great start!
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Goals:What does success look like for your campaign? Is the goal to increase new subscribers to your database, raise money for your cause/ministry, see higher email performance, or something else unique to your organization's mission. Be specific in terms of how many new subscribers, what is our target fundraising goal, and what do we want to hit with our email metrics?
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Theme:It is vital to have an overarching theme for your campaign with elements that can be integrated into your various tactics throughout, including design assets, campaign messaging and stories, and much more. The theme will help tie everything together for people as they receive your emails, see ads on social and learn more about it on your website.
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Content Strategy:Your content strategy is imperative to the success of your campaign. When you start the planning process early and can spend time creating and integrating your theme, content strategy, and tactics you will have greater success in the end. Remember, don't just tell people what your campaign is about. What they really want to know is why it is:

- Is this organization’s mission authentic and unique?
- What plans do they have in place to reach their goals?
- Where is the money going, and what kind of impact is my donation making?
- Am I just another dollar sign, or does this organization truly care about me?

So keep the above in mind when you are brainstorming with the team on what is most important to share with the audience and what will ultimately move the needle?
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Tactics:Depending on your campaign theme, strategy and goals there are a variety of tacts that can be utilized in communicating your message and raising donations.

A few popular tactics include:

- Social Channels (Facebook, Twitter, Instagram, LinkedIn, YouTube, etc.)
- Email Drip Campaigns
- Web Advertising
- Facebook and Web Retargeting
- Website Homepage Banner
- Direct Mail
- And more!

It is essential to start planning early to ensure a clear communication plan and calendar is in place for optimal performance.
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Metrics Reporting:As stated above in the goals section, depending on your strategy and campaign goals there will be some metrics that will be weighted higher in terms of importance and success. Below are a few examples of metrics you can look at from both a high level and tactical nature.

High Level:
- Did we achieve the main goals set for this campaign? (new subscribers, fundraising amount, etc.)
- What performed well and where did we fall short? (What was your strategy against each and what tactics drove to the goal?)

Tactic Level:
- Direct Mail - Total sent, % completed the CTA and impact to goals (# new subscribers, average donation, total donations, etc.)
- Web Advertising and Retargeting - Total impressions, # of conversions, # of clicks, attributed donations, CPA, CPC and more!
- Email Marketing - Total sent, open rate, click rate, bounce rate, unsubscribe, landing page conversion rate, A/B test results, audience segmentation results and more!
- Social Channels - # of views, # of clicks, impressions, # conversions, # new subscribers, average donation, total donations, etc.
- Website Promotion - Tracking for # of clicks, conversions, # new subscribers, average donation, total donations, etc.
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