Restarting Loyal Walkers
The American Heart Association had experienced a drop-off in retaining previous participants in their annual Heart Walk. Through data-mining and analysis, our team determined the need for a program to re-engage lapsed walkers, inspiring us to create Project ReStart!. After using data to identify these lapsed participants, Project ReStart! deployed direct mail and email for a series of three communications, including a survey, a save-the-date and an invitation to the Heart Walk. The survey helped the American Heart Association pinpoint which issues to address when attempting to re-engage lapsed walkers. The result was a 10.4% re-engagement rate. In fact, the re-engaged participants raised more dollars on average than those who participate year after year.