1. 7/10/2014 #bbcon 1
AMERICAN DIABETES ASSOCIATION
SPECIAL EVENT MOBILE STRATEGY
Shana Masterson
@npshana

2. 7/10/2014 #bbcon 2
2012 – 2015 Organizational Priorities
Improve outcomes for people with diabetes and prediabetes
Expand the field of diabetes research
Give voice to those denied their rights because of diabetes
Heighten the nation’s sense of urgency for the growing diabetes
epidemic
***Build our capacity for success***
See full strategic plan:
http://main.diabetes.org/dorg/PDFs/American_Diabetes_Association-2012-2015-Strategic-Plan.pdf
ABOUT ADA
--Total revenue for the period of 2012 – 2015 will meet or exceed $1
billion.
--Achieve revenue growth for special events that will outpace that
of the overall Association, fueled by accelerated growth of our
signature campaigns.

3. 7/10/2014 #bbcon 3
Signature Campaigns:
120 events, 120K participants 88 events, 62K participants
$24M raised $26.5M raised
Other Campaigns:
SPECIAL EVENTS

4. 7/10/2014 #bbcon 4
Mobile “optimized” boutique
sites – Same for mobile and
tablet
TeamRaiser difficult to
“mobilize”
Most frequent click-through:
“View complete site”
Donation forms optimized in
Fall 2012
PRE-2013 MOBILE

5. 7/10/2014 #bbcon 5
Allow participants to fundraise on
their phones!
Launched 2011
Integrated with email, Facebook
and Step Out/Tour center!
Current year – 123% app revenue
increase for Tour. 53% for Step
Out.
MOBILE APPS!

6. 7/10/2014 #bbcon 6
OUR FIRST RESPONSIVE SITE –
MARCH 2013!

7. 7/10/2014 #bbcon 7
SOLIDIFYING OUR APPROACH

8. 7/10/2014 #bbcon 8
EARLY RESULTS
STEP OUT 2012 2013
Traffic 5.2% 33%
Bounce Rate
Tablet
Mobile
49%
65%
28%
29%
Time on Site
Tablet
Mobile
1:49
1:08
3:58
2:44

9. 7/10/2014 #bbcon 9
Currently testing text messaging
Further email improvement for mobile needed
QR codes – limited results
Possibly losing personal donations via mobile/tablet
Local staff can “break” responsive, need additional
mobile training
i-donors donation average is 40% more than Android
donors
TeamRaiser adapting quickly to responsive
NOW WHAT?