JRFH Parent Journey

Rebuilding Jump Rope for Heart’s 
Parent Journey

The Heart Foundation is one of Australia’s most trusted health organisations, working to reduce the risk and impact of coronary heart disease. It remains one of the nation’s leading causes of death, claiming 51 lives every day.

For over 60 years, they’ve invested millions of dollars towards research into the cause, diagnosis, treatment and prevention of heart disease. Their vision is powerful: to make heart health achievable for everyone in Australia by 2050.

Jump Rope for Heart is a flagship program for the Heart Foundation, running for over 40 years. It gets primary school kids moving and teaches them the value of physical activity, all while raising funds for life-saving heart research.

At the heart of it? Kids becoming Heart Heroes by skipping to raise money and awareness for a cause that impacts thousands of Aussie families. But these kids can’t do it alone and parent engagement throughout the program is critical.

The challenge

The existing parent journey in Salesforce Marketing Cloud wasn’t working. It was overly complex, hard to update, and prone to breaking. Emails were skipping steps, personalisation was failing, and the Heart Foundation team had to resort to manual sends.

This wasn’t just a tech issue, it was holding the campaign back. Missed messages meant missed engagement opportunities, lost momentum, and a disjointed experience for families who should have felt supported and inspired every step of the way.

What we did

Together, we mapped out a solution that balanced flexibility with simplicity.

The goal: rebuild the journey so it’s scalable, easy to maintain, and works exactly as it should, without needing a developer every time something changes.

Here’s what we delivered:

• A clean rebuild of the parent journey in SFMC
• Personalised EDMs using journey-specific attributes (no more “Hi [FirstName]” fails)
• A structure that’s modular, clear, and easy to troubleshoot
• Training for the HF team on setup, automation, and maintenance

All copy and creative were ready to go. We reused existing templates where it made sense and built 14 email waves. Some of these with up to nine tailored versions, based on attributes like when a parent joined the journey or how close they were to hitting their program goals, all for a single audience segment. Parent data from the Heart Foundation’s CRM platform was set up to flow into SFMC automatically, so everything ran smoothly from sign-up to send.

The result

The new parent journey is simple, smart, and scalable.

The Heart Foundation team now has a setup that’s easy to understand, easy to update, and finally doing what it should. They can deliver the right message, to the right parent, at the right time. Every email lands with the correct personalisation. Every step is automated. No manual workarounds. No broken journeys.

The real win? This isn’t just a fix, it’s a framework. The Heart Foundation team can now replicate the setup across other campaigns and programs, reducing future build time and giving their internal team more control. It removed a major friction point and unlocked momentum across the board.

One journey rebuilt. Multiple future use cases unlocked.

Sound familiar?

Need to fix a broken journey or maximise an opportunity with automation?

Let’s talk. We’ll help you sort the mess, streamline the tech, and get your marketing firing again.

If your supporter journey is holding your campaign back, let’s fix it. We helped the Heart Foundation streamline their Jump Rope for Heart experience, and we can help you build smarter, simpler journeys that deliver.