The American Heart Association is a legacy brand with real impact, but rising competition and shifting donor habits were chipping away at relevance and revenue. With new players entering the space and audiences shifting, AHA was looking for fresh ways to keep supporters engaged and build longer-term value.

We developed a donor-retention content strategy and a subscription-based concept that gave supporters ongoing, mission-aligned value. We brought it to life with an omnichannel experience and a functional prototype, and expanded communications to reach emerging donor segments. The work earned executive approval to move forward with the membership program and helped shape key initiatives like Heart Walk and Heart Challenge, laying the groundwork for stronger, more sustainable engagement.