We suggested the creation of a ‘running club’ where in exchange for tips and tailored content we could promote events to an opted in base of warm members. We targeted multiple audiences e.g. ‘couch to 5kers’ who were new and keen to be part of a community. Members are now  in the thousands. What were cold acquisition channels have become warm and very cost-efficient recruitment channels. The data became one of the most efficient lookalikes across the charity and meant that less budget was required YoY to fill the event spaces, meaning more could be spent on valuable care.