Launch a play with Playbooks

1) Open Playbooks

2) Choose Your Play

Use Suggested Plays on Home for quick wins, or switch to the Catalog for a larger curated selection. Select a card and click Start.

3) Name, Describe, and Set Your Timeframe

4) Review Your Play

You’ll land on Strategy first. Use the tabs to move through the play from planning to launch.

5) Refine Your Strategy

Strategy answers are drafted from your inputs and organizational context. Click any section to edit directly, or select Regenerate to iterate.

Import a Strategy Brief (optional)

Already have a strategy brief for your play? Upload it or paste the URL to your document.

Click Smart Import to upload a your strategy brief or paste a URL. Then Regenerate any section to incorporate your sources.

Source control & citations

Guide the tone with Custom Input

6) Select Your Audience Segments

Each Play comes with pre-built audience segmentation. But you have the ability to add any of your custom audiences to use for specific targeting, segmentation, and messaging.

Drag your audiences into Selected Audiences.

Choose who is included (e.g., Lapsed Donors, Mid‑level Donors, Offline Donors, etc). Select one or combine several.

Need a new audience? Create it in Pathways > Manage Audiences. Your draft Play is always saved where you left off.

7) Review and Approve Your Touchpoints

Touchpoints are where your play comes to life. Each one represents a message or channel interaction that supports your strategy — email, ad, or page.

Edna has generated all the draft Touchpoints for your play. You can review, edit, and refine any Touchpoint that you need—or even add additional ones.

Understand the toolbar

Hover over the icons below to learn what each one does:

Edit and regenerate content

Each Touchpoint can be manually edited directly from its card. You can also use Edna to regenerate or enhance content based on different methods:

• Regenerate Content – Quickly refresh the draft using existing context and existing sources. 
• Additional Guidance – Add a custom prompt to refine tone, detail, or focus for this specific touchpoint. 
• Behavioral Psychology Concepts – Apply persuasion and engagement frameworks derived from behavioral science to improve performance. 
• Other Assets – Reference content from other created assets to maintain consistency across your campaign. 

• Writing Frameworks – Explore alternate writing styles or structures to dial in your messaging and narrative.

   

Think your play needs something extra? Click +Add Touchpoint to add a new one.

Provide a name, description, channel, destination, and launch date, and Edna will generate a fresh draft based on your play strategy.

Iterate until it’s right

Edna is your creative partner — use it to test new ideas, compare approaches, and find the best version.

You have full control to customize, regenerate, and approve content until every message feels ready to launch.

8) Prepare to Launch

When your Touchpoints are finalized and approved, it’s time to move to Launch.

Select each Touchpoint you want to include in your launch. You can click inside a single card or use Select All at the top to select every approved Touchpoint. Then click Launch Play in the top-right corner to open the launch page.

The Launch section provides a complete overview of the play you’re about to run, including every Touchpoint, connection, and destination.

Finalizing Your Details

Review each connected channel and ensure destinations are linked. Configure connection-specific settings such as ad accounts or email lists. Preview each Touchpoint’s final content before sending it out.

If a system isn’t connected, Avid will generate a Google Docs with all of your copy. Then you can simply copy/paste the copy for each Touchpoint into your system of choice.

Once you’ve verified and approved you play, scroll to the bottom of the Launch screen and click Launch Play to begin deployment.

9) Launch

When all Touchpoints are Approved and destinations are properly connected (or a Docs export has been created), click Launch.

When you click launch, Avid will:

1. Setup your emails & audiences in your connected email platform. When you're ready to send, you'll do so directly from your email platform.
2. Setup your ads in your connected Meta/Facebook ads account. When you're ready to turn them on, just login to Meta Ads Manager, add your budget, and turn on your campaign.
3. Generate a Google Doc with all of your copy. You can share this with internal stakeholder for approval, and then copy/paste into your channel of choice.

You did it! You’ve created and launched a Play.

You reviewed the strategy, finalized audiences, approved assets, and executed your campaign.

Take a breath (or better yet, a victory lap). In a matter of minutes, you've just pulled off what usually takes a full team and weeks of coordination. Be proud of yourself — you’ve officially joined the ranks of fundraising pros who let Edna do the heavy lifting.

What happens now?

Avid continuously learns from each Playbook that you launch. For every Touchpoint that you launch, Edna fine-tunes its understanding of your tone, preferences, brand voice, and more.

That means your next Playbook will go even faster—reducing edits, saving time, and driving better results.