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

Haylie.Oriot@eduserv.org.uk 01225 470460

www.eduserv.org.uk