Creating and Managing Initiatives
Membership teams often run many separate campaigns at once – onboarding emails, renewal reminders, event registration, and so on. On their own, each campaign only tells part of the story, so it's hard to tell whether a bigger goal, like improving member retention, growing new membership, or boosting event attendance, is actually being reached.
An Initiative solves this by grouping everything related to one goal into a single place: the campaigns that support it, the Signals tracked around it, and the member responses it generates. Instead of checking several campaigns separately, you get one unified view of how that goal is progressing.
Creating Initiatives
Initiatives are created and managed in the Your Initiatives section of your Home page.
When there are no active Initiatives, you can review the ready-made Initiatives that Membership AI has put together based on your organization's goals and active campaigns.
If you do not already have goals added to your Org Profile, Membership AI will suggest goals using call recordings and goals from organizations similar to yours. Add, edit or reject the suggested goals or add your own goals at the bottom.
Review the recommended Initiatives and their descriptions. By default, all recommendations are selected, but you can uncheck any that don't apply to you, then click Get started with Initiatives to create the ones you’ve selected.
Recommended Initiatives remain accessible at any time via the left sidebar option located beneath your active Initiatives.
Creating an Initiative from Scratch
If you want to build an Initiative outside of the recommendations, click the New button in the top-right corner of the Your Initiatives section to create one from scratch.
Give your Initiative a name and short description, and assign it a color to help you tell Initiatives apart later.
Select which campaigns belong to it from a list of your existing campaigns. Find campaigns easily by searching by name or filtering by channel, status, or tags. You can select as many as you like, and add more later.
Click Create Initiative to save it.
Your new Initiative will then appear in Your Initiatives going forward.
Once created, whether by recommendation or from scratch, each Initiative will show key metrics like sends in the last 30 days and engagement rate, ongoing AI recommendations, associated campaigns and signals, recent member responses, and upcoming sends, all in one view tied to that single goal.
Editing Initiatives
Once an Initiative exists, you can edit it or manage which campaigns belong to it from a few different places.
From the Initiative: Click the 3-dot menu in the top-right corner of any Initiative to edit or remove it. Edit details lets you edit the Initiative's basic details, and Manage Campaigns lets you add campaigns to, or remove them from, the Initiative.
From the Campaign List: A campaign can belong to one or more Initiatives, and you can manage those connections without leaving the campaign list. An Initiatives tab sits as the second tab in the default campaign list view, working the same way the Tags tab does — each Initiative appears in its own collapsible panel. From this list, you can attach or remove a campaign's Initiatives directly, a quick way to assign an Initiative to a campaign that isn't attached to one yet. Initiatives always display with their assigned color, and any you've favorited are called out separately, whether you're viewing them here or in the Initiatives selection window. Web engagement campaigns are also visible under any Initiative they belong to in this tab, even though they currently don't appear on the campaign list's other tabs.
From the Campaign Editor: You can also view and manage a campaign's Initiatives from its Settings in the Campaign Editor. This shows which Initiatives the campaign currently belongs to, and lets you attach or remove Initiatives using the same confirmation step you'd see from the campaign list.
Whichever way you create it, an Initiative groups your scattered campaigns under one trackable goal. Head back to Your Initiatives on the Home page anytime to check its progress and recommendations.