Innovator Spotlight: The American Heart Association | npENGAGE

Innovator Spotlight: The American Heart Association

By on Oct 25, 2011

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At the Convio Summit earlier this month, we honored The American Heart Association (AHA) with an Innovator Award for the Best Team Event for their Youth Market Events, Jump Rope For Heart and Hoops For Heart!  These campaigns are aimed at elementary and middle school students respectively; over 40,000 schools participate each year, teaching kids about the importance of exercise, heart health, and helping others.  As part of the program, students are encouraged to register online using Convio’s TeamRaiser tools, set up their personal page, and send e-mails to friends and family and raise money to help kids with “special hearts.”

In 2010, AHA partnered with Convio’s Strategy Team to drive higher adoption of the online registration and fundraising tools.  The team developed a new coaching e-mail campaign to coach students to use their fundraising tools, and re-recruit participants from previous campaigns.  Convio and AHA worked together to conceptualize new interactive activities to incorporate into the “HeartQuarters,” or Participant Center, for Jump and Hoops participants to use.  Convio partners See3 Communications and Pursuant worked closely with both AHA and Convio to develop two custom interactive tools for students to use in their fundraising efforts.

Pursuant’s Personalized Video allows Jump Rope For Heart participants to input their name and school’s name to appear in the video, then send it to friends and family to show how they can make a difference. Click here to check it out.

See3’s Photo-Upload eCard allows Jump and Hoops students to select a card, upload their photo, and have their picture appear in an eCard to send to friends and family. Click here to see it in action.

RESULTS:

Thanks to these tools and the fantastic team on the ground at AHA, the Youth Market events saw tremendous growth.

  • Significant lift in online registrations and donations
  • 84% of students gave the online fundraising tools favorable ratings (“liked it” or “liked it a lot”).
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