Margaret O'Donnell, Head of Digital at British Red Cross, David Peel, Web developer at Eduserv and Charity Client Manager at Eduserv spoke at NfP Technology 2012 about how British Red Cross optimised their site for mobile.

1. Engaging with donors in a mobile market
- A British Red Cross case study
Felicity Pointer David Peel
Web Officer, Web developer, Eduserv
British Red Cross
John Simcock
Client Director, Eduserv

2. Introduction
• Eduserv - a NfP IT Service Provider
– Managed Hosting & Cloud
– Web Development
– IAM
– Licence Negotiation
• Why Eduserv?

3. 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.

4. British Red Cross digital strategy

5. Digital Fundraising Forum, Summer 2012

6. Driving Donations
• Mobile donation conversion rates
lower than on desktop
• Ready to take donations in an
emergency
• Payment gateways

7. Business case for mobile
• Increase in mobile traffic
• Lower donation conversion rate
• Nature of mobile usage

8. Digital Fundraising Forum, Summer 2012

9. • Why Sitecore?
• Why develop a mobile site
and not an app?
• Why those user journeys?

10. Near you widget - Before

11. Near you widget - After

12. Near you widget results - Before

13. Near you widget results - After

14. Donations

15. Donation widget

16. Solutions
•Mobile or app?
•Separate technology site or integrated
solution?
•Information architecture (IA) approach?
•COPEing with content
•Mobile detection, redirection and SEO

17. Mobile or app?

18. Separate mobile site or
integrated solution?
FreeDigitalPhotos.net

19. HTML5
HTML5 is a group of many different
technologies
We used:
•HTML5 Boilerplate
http://html5boilerplate.com/mobile/
•Best practice mark-up
•Geo location services API

20. Geolocation

21. Information architecture
FreeDigitalPhotos.net

22. Shared content
COPE-ing with content
Create
Once
Publish
Everywhere

23. Device detection and redirection
We used 51degrees.mobi
http://51degrees.mobi
FreeDigitalPhotos.net

25. 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

26. What worked well
• User-centered design
• Iterative process
• Talking to the developers
• Mobile first

27. What didn’t work so well
• Iterative process
• Deployment

28. Next steps:
•Donation journey during a live emergency
•Mobile donations during a live appeal

29. For more information contact
Haylie Oriot, Charity Client Manager, Eduserv
Haylie.Oriot@eduserv.org.uk
01225 470460
www.eduserv.org.uk