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AMERICAN DIABETES ASSOCIATION SPECIAL EVENT MOBILE STRATEGY

Shana Masterson@npshana

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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.

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Signature Campaigns:

120 events, 120K participants 88 events, 62K participants

$24M raised $26.5M raised

Other Campaigns:

SPECIAL EVENTS

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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

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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!

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OUR FIRST RESPONSIVE SITE – MARCH 2013!

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SOLIDIFYING OUR APPROACH

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EARLY RESULTS

STEP OUT 2012 2013

Traffic 5.2% 33%

Bounce Rate TabletMobile

49%65%

28%29%

Time on SiteTabletMobile

1:491:08

3:582:44

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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?