Heart Foundation Case Study
- 1. GETTING ONBOARD WITH HEART FOUNDATION The 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 womens 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 cloud partner Challenge: Declining donations and fundraisers Disengaged audience Objectives: Move from batch and blast emails to trigger based, personalised customer journey Educate audience around fundraising Increase fundraising for Go Red for Women Campaign Solution: Event Registration and Reminder Playbook 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
- 2. The Goal The Heart Foundation had four distinct goals for this campaign: Create a dynamic customer experience across multiple media Educate the fundraiser on the process for hosting an event and provide them with the necessary support Allow fundraisers to spread awareness of the event with their friends and family through social sharing and maximise community involvement. Drive overall donations for the Go Red for Women campaign. The Results The 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: 37% higher conversion than previous year 49% increase in pledged donations over previous year 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 Solution Digital 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: Two streams of messaging based on the customer persona Individual or Communi- ty Fundraiser Staff prompts to make relevant phone calls at the right time to High Value Donors. Ability to eliminate unnecessary emails for donors that joined the journey 3 weeks into campaign Confirmation emails Reminder emails Education emails including Hero Stories, Advice and Encouragement Follow up emails to collect donations post- event Playbook Event Registration & Reminder Customer Journey 12 Step Customised Solution marketing cloud partner Awareness Acquire Onboard Engage Convert Best combined with Deliverables For more information Digital Logic Marketing Solutions Tel: 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 Data and Integration HTML Template Development Email Template Trigger Events Email Engagement (multiple) Direct Mail (multiple) SMS Messaging 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 havent banked their money. High value clients will recieve a personal phone call from HF. What 鍖eld in the data will determine whether they are an individual or community fundraiser? 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 Community Fundraiser Hourly Key: email Con鍖rmation High Value Donors High Value Donors Con鍖rmation Event 11th of June Event 11th 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 havent yet completed. A gentle reminder to all community fundraisers to bank the money if they havent 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 con鍖rm 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 days Afternoon 10th 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 Afternoon 10th June + 3 days + 7 days Click Click SMS or email reminder to be sent. A reminder message to be triggered to members who haven t yet taken the 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 Solutions p: +61 3 9555 5001 w: www.digital-logic.com.au e: contact.us@digital-logic.com.au Head Office: 477 Warrigal Rd, Moorabbin VIC 3189