In Virtuous CRM+, the Campaign structure is a framework that allows your organization to plan, execute, and assess your various fundraising activities. Segments are the most detailed layer of data used to track different audiences. A Receipt Segment is a type of Segment that tracks giving inspired by a Receipt of a previous Gift. Using Receipt Segments allows you to measure the impact of your Receipts.
Table of Contents
- Example Scenario
- Create a Receipt Segment
- Connect Receipt Segment to Marketing Segment
- Assign Both Segments to Initial Gift
- Insert the Receipt Segment in the Receipt Template
- Assign Receipt Segment to Follow-Up Gift
Example Scenario
To better illustrate exactly when and how to use a Receipt Segment, let's walk through an example of a donor’s experience from making a Gift from an appeal to receiving the Receipt which prompts a subsequent Gift. Then, we dive into each step of the process to create and use Receipt Segments.
Initial Gift Appeal
Your organization posts on Facebook with a specific donation page for Arizona Gives Day. A donor, Joseph, engages with the post and sends in a donation through an online Giving Form. A Segment Code (AR1225SM) is set as the default for your online Giving Form. During Gift Processing, the exact source that pushes Joseph to donate is reflected in the Marketing Segment (AR1225SM). Additionally, a Receipt Segment code (EN1225EM2) is added to the Gift to indicate that Joseph will receive a Receipt with an appeal and reply device inside. To learn more about Gift Entry Processing, check out this detailed Support Center covering the full import process.
Receipting
After the Gift is imported, Receipting is run to send out thank-you communications. You send Joseph a specific email Receipt made for Arizona Gives Day to thank him for his donation and include a reply device with a Receipt Segment (EN1225EM2) prompting him to start a new recurring Gift. He selects the "Set Up A New Recurring Gift" reply device button you included with a custom URL including the Receipt Segment to automatically populate the Code on his Gift in the Import Tool.
Follow-Up Gift
Joseph’s new Recurring Gift is created in the Gift and Contact Import Tool with a direct relationship to the Receipt from the original Gift. The Receipt Segment code from the first Gift is now the Marketing Segment for the second Gift (EN1225EM2).
Create a Receipt Segment
To create a Receipt Segment, navigate to the specific Campaign it will be associated with. Select Create a Communication in the top right corner of the screen.
In the pop-out window, scroll down to the bottom and select Communication Type to view the available options. Select Receipt from the options. Select Save Communication after all the appropriate details are entered.
Under the Communication Type field on the left, this Segment is now categorized as Receipt.
Connect Receipt Segment to Marketing Segment
Once a Receipt Segment is created, you can associate it with a Marketing Segment from the original appeal. So, when Joseph’s Gift is imported, the Receipt Segment field will automatically populate with the Segment included in the reply device. This indicates that Joseph not only received the Receipt but also the follow-up appeal.
To assign a Receipt Segment to a Marketing Segment, edit the original Marketing Segment (e.g. the Arizona Giving Day Facebook Post). Then, search for your new Receipt Segment. Select Save.
Assign Both Segments to Initial Gift
Once a Receipt Segment is created, you can associate it along with the Marketing Segment to a Gift during Gift entry. Add the Marketing Segment as normal to track the origin of the Gift. Then, enter the Receipt Segment to indicate the donor will receive a Receipt with a Receipt Segment. To access this field during Gift Entry, select the blue Show all Gift Information link in the Gift and Import Tool.
Type the Receipt Segment Code to see available Receipt Segment Codes and select appropriately.
Insert the Receipt Segment in the Receipt Template
Receipt Segments should be added to your mail Receipts using the Merge Tag %ReceiptSegmentCode%. This dynamically prints the Receipt Segment on the Receipt as long as the original Marketing Segment is applied to the Gift. If there is not a Receipt Segment associated with the Gift, the merge tag does not render, and appears blank upon printing.
For email Receipts, Receipt Segments should be added into the donate button URL. While there is a Merge Tag for Receipt Segment Code in the email builder, inserting the actual Receipt Segment into a custom URL of a button allows new Gifts to automatically populate the correct Segment fields in the Gift Import. Click here to learn more about custom URLs.
Assign Receipt Segment to Follow-Up Gift
When the follow-up Gift is created in the Import Tool, add the Receipt Segment (EN1225EM2) to the Marketing Segment field. Because this Gift originated from the Receipt, not the original appeal, the Receipt Segment is used for tracking fundraising efforts along with all other Marketing Segments under the Campaign.
The field for Receipt Segment is left empty, unless, of course, you repeat the process!