Restarting loyal walkers.
Challenge: The American Heart Association experienced a drop off in retaining previous participants in their annual Heart Walk.
Solution: Through data-mining and analysis, Summit determined the need for a program to re-engage lapsed walkers. Summit developed ReStart!, a program designed to reach lapsed participants a minimum of three times over an 8-12 week pre-event time frame. Summit used direct mail, email pieces, a survey, invitation, reminder card and voice broadcast call to inform potential walkers. ReStart! produced a 10 percent re-engage rate overall, and individuals who were re-engaged raised more dollars overall than other walkers.