How Australia’s Largest Marathon Used Automated Behavioural Email to Grow 20% in 2018

Every year since 1978, Melbourne Marathon has attracted runners from all over the world, from first-time runners to elite-level Olympic medalists.

Known for its flat and fast course, Australia’s largest marathon enables runners to achieve new personal bests each time they participate. The marathon is also set alongside a long string of the city’s iconic landmarks, including St. Paul’s Cathedral, Federation Square, and the Shrine of Remembrance. Runners will finally cross the finish line inside the famed Melbourne Cricket Ground.

The Challenge: combine 40+ years of heritage with a new-era fundraising strategy

For decades, Melbourne Marathon has given runners the chance to make a difference through fundraising. In 2018, they decided to partner with Blackbaud with the goal to upgrade their efforts in growing fundraiser acquisition and increasing donations.

The Solution: thoughtful personalisation for next-level engagement

To support Melbourne Marathon’s fundraising program and on top of the branded event and fundraising pages, Blackbaud Peer-to-Peer Digital Services have developed a custom, automated, behavioural fundraising email journey.

With the help of Blackbaud, Melbourne Marathon rallied together fundraisers and donors for a record year in 2018 and grew an impressive 20%, exceeding its fundraising goal.