Engaging with donors in a mobile market     - A British Red Cross case studyFelicity Pointer             David Peel  Web O...
Introduction• Eduserv - a NfP IT Service Provider  – Managed Hosting & Cloud  – Web Development  – IAM  – Licence Negotiat...
A crisis can happen anywhere, and toanyone.As well as helping people abroad, the BritishRed Cross helps more than a millio...
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 •...
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 integratedsolution?•Information architecture (IA) approach?•COPEing w...
Mobile or app?
Separate mobile site or integrated solution?                     FreeDigitalPhotos.net
HTML5HTML5 is a group of many differenttechnologiesWe used:•HTML5 Boilerplatehttp://html5boilerplate.com/mobile/•Best prac...
Geolocation
Information architecture                           FreeDigitalPhotos.net
Shared contentCOPE-ing with contentCreateOncePublishEverywhere
Device detection and redirectionWe used 51degrees.mobihttp://51degrees.mobi                              FreeDigitalPhotos...
Summary•Mobile web – Wide device coverage, cost effective•Integrated technology solution – easily share content,redirectio...
What worked well • User-centered design • Iterative process • Talking to the developers • Mobile first
What didn’t work so well • Iterative process • Deployment
Next steps:•Donation journey during a live emergency•Mobile donations during a live appeal
For more information contactHaylie Oriot, Charity Client Manager, Eduserv        Haylie.Oriot@eduserv.org.uk              ...
Charity Technology Conference Presentation
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Charity Technology Conference Presentation

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Felicity Pointer, Web Developer at British Red Cross, David Peel, Web developer at Eduserv and John Simcock, Client Director at Eduserv spoke at Charity Technology Conference 2012 about how British Red Cross optimized their site for mobile.

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Charity Technology Conference Presentation

  1. 1. Engaging with donors in a mobile market - A British Red Cross case studyFelicity Pointer David Peel Web Officer, Web developer, EduservBritish Red Cross John Simcock Client Director, Eduserv
  2. 2. Introduction• Eduserv - a NfP IT Service Provider – Managed Hosting & Cloud – Web Development – IAM – Licence Negotiation• Why Eduserv?
  3. 3. A crisis can happen anywhere, and toanyone.As well as helping people abroad, the BritishRed Cross helps more than a million peoplein the UK every year.Providing practical help in emergencies,short-term care in the home, and teachinglife-saving first aid skills.
  4. 4. British Red Cross digital strategy
  5. 5. Digital Fundraising Forum, Summer 2012
  6. 6. Driving Donations • Mobile donation conversion rates lower than on desktop • Ready to take donations in an emergency • Payment gateways
  7. 7. Business case for mobile • Increase in mobile traffic • Lower donation conversion rate • Nature of mobile usage
  8. 8. Digital Fundraising Forum, Summer 2012
  9. 9. • Why Sitecore?• Why develop a mobile site and not an app?• Why those user journeys?
  10. 10. Near you widget - Before
  11. 11. Near you widget - After
  12. 12. Near you widget results - Before
  13. 13. Near you widget results - After
  14. 14. Donations
  15. 15. Donation widget
  16. 16. Solutions•Mobile or app?•Separate technology site or integratedsolution?•Information architecture (IA) approach?•COPEing with content•Mobile detection, redirection and SEO
  17. 17. Mobile or app?
  18. 18. Separate mobile site or integrated solution? FreeDigitalPhotos.net
  19. 19. HTML5HTML5 is a group of many differenttechnologiesWe used:•HTML5 Boilerplatehttp://html5boilerplate.com/mobile/•Best practice mark-up•Geo location services API
  20. 20. Geolocation
  21. 21. Information architecture FreeDigitalPhotos.net
  22. 22. Shared contentCOPE-ing with contentCreateOncePublishEverywhere
  23. 23. Device detection and redirectionWe used 51degrees.mobihttp://51degrees.mobi FreeDigitalPhotos.net
  24. 24. Summary•Mobile web – Wide device coverage, cost effective•Integrated technology solution – easily share content,redirection, APIs•Separate content tree for information architecture – totalflexibility, user focused journeys•Shared and customised content•Intelligent mobile site redirection dependent on context
  25. 25. What worked well • User-centered design • Iterative process • Talking to the developers • Mobile first
  26. 26. What didn’t work so well • Iterative process • Deployment
  27. 27. Next steps:•Donation journey during a live emergency•Mobile donations during a live appeal
  28. 28. For more information contactHaylie Oriot, Charity Client Manager, Eduserv Haylie.Oriot@eduserv.org.uk 01225 470460 www.eduserv.org.uk

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