In addition to the fundamental core of Committees, Contacts, Contributions, and Events, EveryAction also has a variety of structures for organizing the complex activities and interactions of your supporters. This document lists them all, and explains when and for what Audubon uses them (or doesn't).
Source Codes
Structure:
[department]-[type]-[source]-[strategy]-[detail]
Source codes are about representing Audubon's general ledger funding, grant reporting, and tracking lead gen efforts.
- Contributions and Ticketed Event Forms
- Where should this funding go - To associate a specific donation with a GL code
- How was this money raised - To associate a specific donation with a marketing effort
- Events, Online Advocacy Actions, Online Volunteer Signups, Online Email List Signups
- To associate with a grant or department that paid for that event, action, or signup
If actions listed above generate a new person — or when adding new people either individually or in bulk — Source Codes become that new record's Origin Source Code. This serves two main purposes:
- Who brought this person in
- Respecting territory - To segment individuals into and out of certain communications based on who spent time and effort acquiring them
- Customizing experience - To segment individuals into and out of certain communications based on their first action with us (probably only early on in their journey)
- Which specific effort brought this person in
- Measuring return on investment (ROI): To rollup future money and actions from this person as a means of evaluating a lead generation effort (paid or organic)
- Lead quality: To calculate retention and behavior of individuals who came in through a particular effort
Activist Codes
Structure:
[Category]: [Interest] - [optional sub-engagemt note]
Activist Codes are about flagging and label behavior, interests, and preferences of our supporters not otherwise captured. Labeling the individual, something you believe about them.
- Represent behavior not otherwise represented in a native EveryAction structure (e.g. make a signup form to take in bird count data, and use an Activist Code to represent that it's application represents a submission of bird count data)
- Track attributes of a supporter that cross-cut all strategic priorities and department activities (e.g. "Likes cardinals" or "Hiker") but do not rise to the level of a target audience ("BLE" should be a target)
- Log preferences of a user that apply across many campaigns and events (e.g. "Don't call after 8pm", "Prefers email to phone")
- Suppress a specific supporter from a stream of communication they might otherwise get (e.g. "No fundraising email")
Targets
Targets are about defining strategically important Audubon target audiences in a consistent way for all EveryAction users.
What about points??
Engagement Types
Engagement Types are about summarizing and normalizing value of supporter engagement that are important to Audubon.
They are also a way of defining an type of engagement type not otherwise captured in native EveryAction data structures or defining an engagement type that could be represent in multiple ways.
Tags
No universal use currently exists for tags.
However, if you have a need for another dimension of supporter categorization or segmentation not covered by any of the person-level structures listed here, consider using tags to fill that need in whatever way you wish.
Survey Questions
Represent the results of a conversation that we had with a member or volunteer at a point in time.
Saved Lists
Saved Lists are about puttings supporters together in discrete groups for use in later segmentation or reporting.
Saved Searches
Saved Searches are about defining specific segments of supporters for reporting or communication using all the criteria available in EveryAction.