GETTING ONBOARD WITH HEART FOUNDATIONThe Heart Foundation is an international ‘Not for Profit’ organisation with Australian headquarters in Melbourne. They save lives and improve health through funding world-class cardiovascular research, guidelines for health professionals, informing the public and assisting people with cardiovascular disease. They depend heavily on donations, which as a charity had been steadily declining.

The Challenge“Every hour of every day a woman loses her life to heart disease”

Every June, the Heart Foundation runs their Go Red for Women Campaign to raise awareness and funds for women’s heart health. The campaign revolved around an event on June 11 where supporters were able to get involved by making a donation or hosting an event at their workplace or home on the day.

While the campaign had been running globally for over 8 years, it had experienced a progressive decline in participation and donations recently, calling for a review of strategy.

In early 2015, the Foundation approached Digital Logic with a view to revitalising the campaign and driving innovation within the charity. As existing users of the Salesforce Marketing Cloud platform (then ExactTarget), they were familiar with its features but had only been undertaking basic batch and blast email campaigns across their multiple fundraising communications.

Besides the need to increase conversions and drive fundraising for this campaign, they also needed a vehicle to steadily educate their audience about hosting a Go Red for Women event, and provide them with the necessary support to run it successfully.

HEART FOUNDATION

CLIENT CASE STUDY

marketing cloudpartner

Challenge: ą Declining donations and fundraisers

ą Disengaged audience

Objectives: ą Move from batch and blast emails to trigger

based, personalised customer journey

ą Educate audience around fundraising

ą Increase fundraising for “Go Red for Women Campaign”

Solution: ą Event Registration and Reminder Playbook

ą 12 step customer journey to drive conversions and education

“ Reaching our subscribers with the right message at key moments in their journey has completely transformed how we run campaigns at Heart Foundation”.

Bryn Kelly, National Campaign Manager

The GoalThe Heart Foundation had four distinct goals for this campaign:

ą Create a dynamic customer experience across multiple media

ą Educate the fundraiser on the process for hosting an event and provide them with the necessary support

ą Allow fundraisers to spread awareness of the event with their friends and family through social sharing and maximise community involvement.

ą Drive overall donations for the Go Red for Women campaign.

The ResultsThe campaign yielded an extremely high success rate across all elements from engagement to conversion. The post-event survey indicated that fundraisers felt the campaign gave them the right mix of education and support leading up to their hosted event.

Specifically, the campaign generated the following results:

ą 37% higher conversion than previous year

ą 49% increase in pledged donations over previous year

ą Most successful “Go Red for Women” campaign on record

As a result of the success of this campaign, Heart Foundation has confirmed the continuation of Go Red for Women for a further 3 years.

“ 49% increase in pledged donations”

HEART FOUNDATION

GETTING ONBOARD WITH HEART FOUNDATION

The SolutionDigital Logic recommended their ‘Event Registration and Reminder’ Playbook to achieve the multiple aims of the Go Red for Women campaign.

This involved a comprehensive 12 step automated email customer journey over a 6-8 week period prior to the event date in June.

The campaign included automation of all the following elements:

ą Two streams of messaging based on the customer persona – Individual or Communi-ty Fundraiser

ą Staff prompts to make relevant phone calls at the right time to High Value Donors.

ą Ability to eliminate unnecessary emails for donors that joined the journey 3 weeks into campaign

ą Confirmation emails

ą Reminder emails

ą Education emails including Hero Stories, Advice and Encouragement

ą Follow up emails to collect donations post-event

PlaybookEvent Registration & Reminder

Customer Journey12 Step Customised Solution

marketing cloudpartner

Awareness Acquire Onboard Engage Convert

Best combined with

Deliverables

For more informationDigital Logic Marketing SolutionsTel: 61 3 9555 5001 Email: contact.us@digital-logic.com.au Web: digital-logic.com.au/playbooks

Engage

Business Value

Implementation Timeline

Competitive Advantage

Engage

Disrupt

Awareness

Complexity

Retain

Deepen

Advocacy

Speed-to-market

Objectives

Preparation Activate Speed

Benefits Best Practice

Retain

Manage Dataand Integration

HTMLTemplateDevelopment

EmailTemplate

TriggerEvents

EmailEngagement

(multiple)

DirectMail

(multiple)

SMSMessaging

Cross Channel Growth, Customer Survey

Quick Facts...Save time and improve the attendee experience with smooth online registration tools and reminders

Take the pain out of event management by letting technology do all the hard work.

Keep your subscribers happy by providing the content they want, exactly when and how they want it.

Maximise attendance at your next event by leveraging all customer touch-points in an automated and targeted cross-channel pre-event campaign.

\ Send communications 12 weeks prior, then 9, 6, 3 and 1 week

\ Send Early Bird registration offer \ Offer past attendees a discount \ Use direct mail if customer fails to respond to initial communication

9.5 - 12 business daysWhen you want to maximise attendance at an event, trade-show or conference.

\ Measure - Monitor customers’ interests by tracking online behaviour

\ Plan - Use online behaviour to customise future marketing activities

\ Automation - Send reminders to registered guests just prior to event

\ Exposure - Maximise event attendance for free and paid events

\ Efficiency - Minimise resources required to manage event registrations

\ Return - Optimise your investment in events

Data, creative, website, upcoming events.

Event Registration& Reminder

Data fed back into Marketing Cloud for those who haven’t banked their money.

High value clients will recieve a personal phone call from HF.

What field in the data will determine whether they are an individual or communityfundraiser?

Will be triggered within 1 hour of signing up.

Will be triggered within 1 hour of signing up.

After they have made a donation for the event.

Will be sent a few days after sign up.

Go Red For Women

Everyday Hero

Survey

Data capture

Individual

CommunityFundraiser

HourlyKey: email

Confirmation

High Value Donors

High Value Donors

Confirmation

Event11th of June

Event11th of June

Thank you message, introduction to setting up your supporter page & share with your friends!

Will be sent a few days after sign up.

Will be triggered a few weeks out of June.

Pushing all community fundraisers to grow awareness for their event and drive donations.

Will be triggered two days before June.

A last minute reminder before the fundraising events making sure they are all ready.

To be sent the night before the event.

Reminder sent on the evening before the event to all members for encouragement.

To be sent after the main fundraising events.

Congratulate all members for participating and drive them to complete the customer survey.

Only sent to those who haven’t yet completed.

A gentle reminder to all community fundraisers to bank the money if they haven’t yet done so.

Increase brand loyalty and cusomer service.

Extend the relationship past digital by providing a phone call to all community fundraisers.

Thank you message, an introduction to setting up your supporter page & share with friends!

Personal phone call to high value donors to confirm and thank them for their donation.

Event Reminder

Keep On Pushing Hero Stories & Advice Lead Up To Event

Email

Follow Up & Survey Bank The Money Reminder Phone Call

Go Red & Donate

Event Reminder Bank The Money

Reminder about the event, donate now, dress in red, recipes, tips & inspiring ideas

To be sent the night before the event.

Reminder sent on the evening before the event to all members for encouragement.

+ 1 hr

+ 1 hr

+ 2 daysAfternoon10th June

+ 2 days

Follow Up & Survey

To be sent after the main fundraising events.

Congratulate all members for participating and drive them to complete the customer survey.

- 5 days - 2 days Afternoon10th June

+ 3 days + 7 days

Click

Click

SMS or email reminderto be sent.

A reminder message tobe triggered to members who haven’ t yet takenthe survey.

+ 2 days

Share inspiring stories, provide expert content & advice leading up to the month of June.

Copyright Digital Logic Marketing 2016. Commercial in confidence. Not to be replicated without the consent of Digital Logic”.

Digital Logic Marketing Solutionsp: +61 3 9555 5001 w: www.digital-logic.com.au e: contact.us@digital-logic.com.auHead Office: 477 Warrigal Rd, Moorabbin VIC 3189