The Heart Foundation is a non-profit organization that funds cardiovascular research and provides health information and support for those with heart disease. Their Go Red for Women campaign to raise awareness and funds for women's heart health was experiencing declining participation and donations. Digital Logic developed a 12-step automated email customer journey to educate donors about hosting fundraising events and drive donations for the campaign. This resulted in a 37% increase in conversions and a 49% increase in pledged donations, making it the most successful Go Red for Women campaign.

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 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 cloud
partner
Challenge:
ąą Declining donations and fundraisers
ąą Disengaged audience
Objectives:
ąą Move from batch and blast emails to trigger
based, personalised customer journey
ąą Educate audience around fundraising
ąą Increase fundraising for “Go Red for Women
Campaign”
Solution:
ąą Event Registration and Reminder Playbook
ąą 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:
ąą Create a dynamic customer experience across multiple media
ąą Educate the fundraiser on the process for hosting an event and provide them with the
necessary support
ąą Allow fundraisers to spread awareness of the event with their friends and family through
social sharing and maximise community involvement.
ąą 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:
ąą 37% higher conversion than previous year
ąą 49% increase in pledged donations over previous year
ąą 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:
ąą Two streams of messaging based on the
customer persona – Individual or Communi-
ty Fundraiser
ąą Staff prompts to make relevant phone calls
at the right time to High Value Donors.
ąą Ability to eliminate unnecessary emails for
donors that joined the journey 3 weeks into
campaign
ąą Confirmation emails
ąą Reminder emails
ąą Education emails including Hero Stories,
Advice and Encouragement
ąą 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 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 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
Confirmation
High Value Donors
High Value Donors
Confirmation
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
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 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