Campaign Selection Criteria

Whenever contacts are selected for a marketing campaign, a wide variety of data are potentially relevant as criteria for choosing them. For example, some campaigns are intended to reach contacts who are resident in a particular region, others are intended to reach supporters who have previously given gifts of a particular size, whilst others will aim to reach supporters who have not been contacted for a certain length of time. Most campaigns use a complex combination of criteria. (See also the requirements for Statistical Model Implementation).

In order for these criteria to be applied in campaign selections, the relevant data must be accessible to the campaign selection tools. The functional requirements are given below.

In developing this section, we recognise that the requirements of different organisations will differ greatly, and therefore that we could have simply abstracted a more general requirement:

'The system shall enable an administrative user to to generate derived values, using any combination of available data, and any combination of logical and mathematical operators. These derived values shall be available to the campaign selection logic'.

This abstraction is a logically complete statement of the requirement, and we could have left it at that. But taken on its own though it's not be particularly helpful(!). Therefore, as well as this abstraction, we have provided a list of more specific - but inevitably less complete - functional requirements below. The requirements in the table should be read as illustrative examples of what might appear in your requirements catalogue.

# Requirement Label Requirement Text
010 Recency The system shall make the following calculated data items ('derived data') available to the campaign selection tools:
  • Days since last single gift (‘cash’) donation
  • Days since first single gift (‘cash’) donation
  • Days since first regular payment instruction created
  • Days since regular payment instruction last renewed
  • Days since regular payment instruction last upgraded
  • Days since last regular payment instruction last cancelled
  • Days since last advocacy campaign action
  • Days since enquiry
  • Days since last email received / opened / clicked through
020Frequency The system shall make the following derived data available to the campaign selection tools:
  • Number of single gifts ever made
  • Number of single gifts made within last 6 months
  • Number of single gifts made within last 12 months etc
  • Number of regular payment upgrades
  • Number of regular payment upgrades within last 12 months etc
  • Number of regular payment reactivations
  • Number of campaign actions taken
  • Proportion of emails opened vs sent
030 Value The system shall make the following derived data available to the campaign selection tools:
  • Value of last single gift
  • Value of first single gift
  • Total value of all single gifts
  • Total value of all gifts ever
  • Current annual value of regular payment instruction
  • Annual value of last regular payment instruction
  • Annual value of first regular payment instruction
  • Ascending / Descending / Flat value sequence (i.e. relationship between the values of subsequent gifts)
040 Geographic (Spatial) Criteria The system shall make the following derived data available to the campaign selection tools:
  • Town
  • County
  • Country
  • Parliamentary constituency, Euro constituency
  • Postal Area
  • Postal Sector
  • Distance from a specific point (e.g. using radius to select contacts within X miles of an event location)
  • Drive time from a specific point (e.g. using radius to select contacts within X minutes drive of an event location)
060 Demographic and Household Data The system shall make the following data available to the campaign selection tools:
 070Campaign Eligibility CriteriaThe system shall make the derived campaign eligibility criteria, defined under Consents and Preferences available to the campaign selection tools.
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