The Campaign Details is a group of metadata attributes that can be applied to campaigns in Vega. They enable consistent tracking and reporting across campaign type, messaging approach, audience, and testing strategy — covering all campaign formats including email, SMS, direct mail, events, and raffles.
Attributes are organised into two groups:
Core Tags — apply to every campaign regardless of method.
Channel & Fundraising Tags — fundraising-specific metadata, with some fields shown conditionally based on Campaign Type or Campaign Method.
Note: Campaign Method (email, SMS, direct mail, event, etc.) is managed separately in Vega and is not duplicated here.
Group 1: Core Details
Attribute Type | Selection | Purpose |
|---|---|---|
Campaign Type | Single | The primary goal of the campaign |
Campaign Theme | Single | The creative or strategic theme |
Campaign Tone | Multiple | The messaging style and directness |
Campaign Funnel Stage | Single | Where in the customer journey this sits |
Campaign Audience | Single | The target segment |
Campaign Cadence | Single | The send frequency or trigger pattern |
Personalisation Level | Single | Degree of personalisation applied |
A/B Variant | Single | Which variant this campaign represents |
Message Intensity | Single | The overall pressure of the messaging |
Campaign Type
Purpose: Defines the primary goal of the campaign. One value must be selected before a campaign can be saved.
Value | Description |
|---|---|
Acquisition | Campaigns aimed at bringing in new contacts or donors |
Retention | Campaigns focused on keeping existing supporters engaged |
Reactivation | Campaigns targeting lapsed or disengaged contacts |
Upsell / Cross-sell | Campaigns encouraging an existing supporter to give more or differently |
Awareness | Brand or cause awareness campaigns not tied to a direct ask |
Loyalty | Campaigns that reward or celebrate long-term supporters |
Raffle | Raffle, lottery, or prize draw campaigns |
Campaign Theme
Purpose: Captures the creative or strategic theme driving the campaign. A single theme per campaign is enforced to keep reporting clean — if two themes apply equally, consider splitting the campaign.
Value | Description |
|---|---|
Seasonal | Tied to a time of year — Christmas, EOFY, etc. |
Product Launch | Introducing a new product, program, or initiative |
Promotional | A specific offer, discount, or incentive |
Educational | Informing or nurturing the audience with content |
Event Driven | Tied to an event — a milestone, disaster, or news moment |
Win-back | Specifically designed to re-engage lapsed supporters |
Milestone | Celebrating an anniversary, achievement, or threshold |
Campaign Tone
Purpose: Describes how direct or soft the call to action is. Multiple tones can apply to a single campaign (e.g. a campaign can be both Soft and Informational).
💡 This is the only multi-select field in the Core Tags group.
Value | Description |
|---|---|
Soft | Low-pressure, relationship-building messaging |
Neutral | Balanced tone without strong directional pressure |
Hard | Direct, clear ask with strong call to action |
Urgent | Time-sensitive or scarcity-driven messaging |
Nurture | Warming and relationship-focused, no immediate ask |
Informational | Primarily educational — sharing news, updates, or facts |
Conversational | Casual, personal tone designed to feel like a 1:1 message |
Campaign Funnel Stage
Purpose: Indicates where in the customer journey this campaign sits.
Value | Description |
|---|---|
Top of Funnel | Awareness and discovery — audiences unfamiliar with the brand |
Mid Funnel | Consideration — audiences who are aware but not yet committed |
Bottom of Funnel | Conversion — audiences ready to act or give |
Campaign Audience
Purpose: The target segment this campaign is directed at.
Value | Description |
|---|---|
New Donors | Contacts who have recently joined or made their first gift |
Lapsed Donors | Contacts who have not engaged or given within a defined period |
Active Donors | Current supporters within their giving window |
VIP / Major Donors | High-value or high-engagement supporters |
All Subscribers | The full contactable list with no segment filter |
High Value Prospects | Contacts with above-average giving capacity but not yet donors |
Campaign Cadence
Purpose: Describes the send pattern or trigger mechanism for this campaign.
Value | Description |
|---|---|
One-off | A single standalone send |
Triggered | Sent automatically based on a contact's behaviour or event |
Recurring | Sent on a regular schedule (weekly, monthly, etc.) |
Drip | A sequence of timed messages sent over a period |
Personalisation Level
Purpose: Records how deeply personalised the campaign content is.
Value | Description |
|---|---|
None | No personalisation — same content to all recipients |
Segment | Content varies by audience segment but not by individual |
Individual | Content dynamically personalised at the individual contact level |
A/B Variant
Purpose: Identifies which version of an A/B test this campaign represents. Use in combination with a paired campaign to compare results.
Value | Description |
|---|---|
Control | The baseline version with no changes applied |
Variant A | The first test variant |
Variant B | The second test variant |
Variant C | A third test variant if required |
Message Intensity
Purpose: A high-level indicator of the overall pressure or weight of the messaging. Useful for tracking fatigue and balancing communication volume across a contact base.
Value | Description |
|---|---|
Low | Light touch — minimal ask or pressure |
Medium | Moderate ask — clear but not aggressive |
High | Strong ask — used for urgent or high-priority campaigns |
Group 2: Channel & Fundraising Tags
Attribute Type | Selection | Condition | Purpose |
|---|---|---|---|
Ask Type | Single | All campaigns | The nature of the financial ask |
Ask Strategy | Single | All campaigns | How the ask amount is presented |
Campaign Goal | Single | All campaigns | The fundraising objective |
Tax Receipt Type | Single | All campaigns | Deductibility and receipt handling |
Raffle Type | Single | Campaign Type = Raffle | The type of raffle or lottery |
Ticket Sales Channel | Multiple | Campaign Type = Raffle | How tickets are being sold |
Event Format | Single | Campaign Method = Event | Delivery method — in-person, virtual, or hybrid |
Stewardship Type | Single | All campaigns | For thank-you and impact campaigns |
Communication Preference Flag | Single | All campaigns | Suppression and transactional override status |
Channel & Fundraising Tags — Fundraising Specific
Ask Type
Purpose: Captures the nature of the financial or commitment ask being made. Critical for segmenting fundraising results by product type.
Value | Description |
|---|---|
Single Gift | A one-off donation ask |
Regular Giving | Recurring donation ask (monthly, annually, etc.) |
Upgrade | Ask to increase an existing regular gift |
Raffle Ticket | Purchase of raffle or lottery tickets |
Event Registration | Ticket purchase or registration fee |
Pledge | Commitment to give at a future date |
In-Memoriam | Gift in memory of a person |
Bequest / Legacy | Gift in a will or estate planning ask |
Peer-to-Peer | Supporter fundraising on behalf of the organisation |
No Ask | Purely informational or stewardship — no financial ask |
Ask Strategy
Purpose: Describes how the ask amount is framed or presented to the recipient. Useful for testing which ask presentation drives better response rates.
Value | Description |
|---|---|
Fixed Amount | A single specific amount presented |
Anchor Amounts | Three or four suggested amounts offered |
Open Ask | No amount suggested — donor decides |
Matched Giving | Donor's gift will be matched by a third party |
Giving Ladder | Progressive amounts tied to impact descriptions |
Last Gift + | Ask based on the donor's previous gift amount plus an uplift |
Campaign Goal
Purpose: The fundraising purpose or destination of funds raised. Useful for impact reporting and donor stewardship.
Value | Description |
|---|---|
Unrestricted | Funds go to general operations — no restriction |
Project-specific | Funds directed to a named project or program |
Emergency Appeal | Urgent response to a crisis or disaster |
Capital Campaign | Major infrastructure, building, or endowment drive |
Endowment | Building long-term invested funds |
Research | Funds directed to a research program |
Tax Receipt Type
Purpose: Records the deductibility status of the campaign for compliance and donor receipt purposes.
Value | Description |
|---|---|
Fully Deductible | Gift is 100% tax deductible — standard donation |
Partially Deductible | Gift has a non-deductible component (e.g. event ticket with a donation portion) |
Non-deductible | No tax deductibility — raffle tickets, merchandise, etc. |
Not Applicable | No financial transaction — awareness or stewardship only |
Channel & Fundraising Tags — Raffle Specific
📌 These fields are shown in the UI only when Campaign Type = Raffle.
Raffle Type
Purpose: Identifies the type of raffle or prize draw. Different raffle types carry different regulatory requirements in Australia and New Zealand.
Value | Description |
|---|---|
Art Union | Ongoing or major prize raffle — typically requires a permit |
Lottery | Legislated lottery format |
Sweepstake | Prize draw based on entry, not ticket purchase |
Chook Raffle | Small informal raffle, typically at an event |
Calcutta | Auction-style sweep typically used at sporting events |
Ticket Sales Channel
Purpose: Records how raffle tickets are being sold. Multi-select — a raffle may sell across several channels simultaneously.
💡 This is a multi-select field.
Value | Description |
|---|---|
Online | Sales via website or digital platform |
Phone | Outbound or inbound phone sales |
Door-to-door | In-person canvassing |
Event | Sold at a physical event |
Mail-in | Physical reply-paid form |
Retail / Agency | Sold through a third-party retail or agency partner |
Channel & Fundraising Tags — Event Specific
📌 This field is shown in the UI only when Campaign Method = Event.
Event Format
Purpose: Captures how the event is delivered. Event Type is managed separately on the event form.
Value | Description |
|---|---|
In-person | Physical attendance at a venue |
Virtual | Online-only delivery |
Hybrid | Both in-person and online attendance options |
Channel & Fundraising Tags — Compliance & Stewardship
Stewardship Type
Purpose: Used on thank-you, receipt, and impact campaigns to distinguish stewardship sends from acquisition or appeal sends in reporting.
Value | Description |
|---|---|
Thank You | Post-gift acknowledgement send |
Impact Report | Reporting back on what gifts achieved |
Tax Receipt | Formal receipt for tax purposes |
Anniversary | Marking a giving anniversary or supporter milestone |
Newsletter | Regular update — not a direct ask |
Welcome Series | Onboarding sequence for new supporters |
Communication Preference Flag
Purpose: Records how this campaign interacts with suppression rules and communication preferences. Important for compliance and audit trails.
Value | Description |
|---|---|
Standard | Normal suppression rules apply |
Transactional Override | Sent regardless of marketing opt-out (e.g. receipts, event confirmations) |
Suppression Applied | Additional suppression layers applied beyond standard rules |
Notes for Administrators
Campaign Tone and Ticket Sales Channel are the only multi-select fields — all others accept a single value.
Raffle fields (Raffle Type, Ticket Sales Channel) should only be shown in the UI when Campaign Type = Raffle.
Event Format should only be shown in the UI when Campaign Method = Event. Event Type is captured separately on the event form and is not duplicated here.
Campaign Method (email, SMS, direct mail, event, etc.) is a separate system field and is not part of Campaign Tags.
Attribute values are managed in the Attribute Library. Contact your Vega administrator to add, edit, or retire values. Do not add free-text values outside the library to ensure consistent reporting.
Presets are available in the campaign creation UI for common configurations (Promotional, Product Launch, Win-back, Nurture). These auto-populate all three required Core Tag fields and can be adjusted after selection.
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