Felicity PointerWeb Officer,
British Red Cross
David PeelWeb developer, Eduserv
John SimcockClient Director, Eduserv
Engaging with donors in a mobile market - A British Red Cross case study
Introduction• Eduserv - a NfP IT Service Provider
– Managed Hosting & Cloud– Web Development– IAM– Licence Negotiation
• Why Eduserv?
A crisis can happen anywhere, and to anyone.
As well as helping people abroad, the British Red Cross helps more than a million people in the UK every year.
Providing practical help in emergencies,
short-term care in the home, and teaching life-saving first aid skills.
British Red Cross digital strategy
Digital Fundraising Forum, Summer 2012
Driving Donations
• Mobile donation conversion rates lower than on desktop
• Ready to take donations in an emergency
• Payment gateways
Business case for mobile
• Increase in mobile traffic
• Lower donation conversion rate
• Nature of mobile usage
Digital Fundraising Forum, Summer 2012
• Why Sitecore?
• Why develop a mobile site and not an app?
• Why those user journeys?
Near you widget - Before
Near you widget - After
Near you widget results - Before
Near you widget results - After
Donations
Donation widget
Solutions
•Mobile or app?
•Separate technology site or integrated solution?
•Information architecture (IA) approach?
•COPEing with content
•Mobile detection, redirection and SEO
Mobile or app?
Separate mobile site or integrated solution?
FreeDigitalPhotos.net
HTML5HTML5 is a group of many different technologies
We used:•HTML5 Boilerplate http://html5boilerplate.com/mobile/•Best practice mark-up•Geo location services API
Geolocation
FreeDigitalPhotos.net
Information architecture
Shared content
COPE-ing with content
Create
Once
Publish
Everywhere
Device detection and redirection
We used 51degrees.mobi http://51degrees.mobi
FreeDigitalPhotos.net
Summary•Mobile web – Wide device coverage, cost effective
•Integrated technology solution – easily share content, redirection, APIs
•Separate content tree for information architecture – total flexibility, user focused journeys
•Shared and customised content
•Intelligent mobile site redirection dependent on context
What worked well
•User-centered design•Iterative process•Talking to the developers•Mobile first
What didn’t work so well
•Iterative process
•Deployment
•Donation journey during a live emergency
•Mobile donations during a live appealNext steps:
For more information contact Haylie Oriot, Charity Client Manager, Eduserv
[email protected] 01225 470460
www.eduserv.org.uk
