In comparison to other channels (primarily email), Hustle helped increase engagement with past race participants. It was easy to use and a great way to have one-to-one conversations with our supporters!

  • Stephanie Staley, Marketing & Development Director, Susan G. Komen Greater Iowa

The Problem

Susan G. Komen is the world’s largest breast cancer organization, funding more breast cancer research than any other nonprofit while providing real-time help to those facing the disease. Komen has set a bold goal to reduce the number of breast cancer deaths by 50% in the U.S. by 2026. Thanks to its national event series, Race for the Cure, Komen is already contributing to this goal and has had a global impact on breast cancer research and awareness.

When the Greater Iowa chapter of Susan G. Komen realized Race for the Cure registration numbers were down, it tried to reach participants who ran the previous two years but had since lapsed. However, their standard channels for engagement, such as email, were not effective for encouraging their audience to participate again and -- ideally -- every year.

Komen of Greater Iowa needed to increase registrations and build stronger relationships with its community to ensure lifetime interest in the event.

The Solution

Since the target audience had previously participated in the Race for the Cure, Komen knew they were familiar with the cause and likely to be interested in participating again. They simply needed a personal way to reach and reactivate them. Hustle helped Komen text 3,397 people who ran the Race for the Cure in the past two years.

In addition, Komen used Hustle as a P2P fundraising tool to acquire new donors. Komen reached out to existing race registrants to encourage them to spread the word and get their friends and family to participate or donate. By activating this group of individual fundraisers, Komen grew their network and increased race registrations and donations.

In both segments, Komen kept the conversation casual and focused on how participation in the Race for the Cure contributes to the ultimate goal of reducing breast cancer deaths in the U.S. By connecting with runners and walkers in a personalized way, they were able to convert lapsed donors and new participants into lifetime supporters.

The Outcome

Adding personalized texting to their pre-race outreach yielded great returns for Susan G. Komen of Greater Iowa. By targeting past participants, current participants, and their extended networks, Komen was able to strengthen existing relationships and increase revenue.

Komen texted thousands of previous participants using Hustle and saw a 17% engagement rate and 12% conversion rate. Plus, by using Hustle to encourage P2P fundraising, the registered participants were able to secure an additional 262 new team members in just one week -- more than a 100% increase.