CASE STUDY: BRITISH HEART FOUNDATION How the British Heart Foundation Lifted Engagement with Live Polling Participants complete the 26.2 miles of MyMarathon on their own terms—they can run or walk at the gym, in the park, and over a few days or spread out over a month. Along the way, MyMarathon runners collect donations for life-saving heart research. BHF needed a way to cheer on their runners, help them connect with their community and promote helpful content from their MyMarathon microsite. Since BHF wanted to boost engagement, they chose to use emails with live polling. Their poll asked runners about their progress and showed how many other runners chose the same answer. When the recipient made their choice, they were taken to page with tips for overcoming their challenge. They

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