Canadian Diabetes Association
Volunteer/Fund-raising website enhancements: Donations
Background
With over 150 branches across the country, the Canadian Diabetes
Association (CDA) is the largest non-governmental supporter of diabetes
research, education and advocacy. Together with its sections and
councils, its employees and volunteers, the CDA plays an invaluable
role in the everyday lives of the over 2 million Canadians who live
with diabetes.
The challenge
The existing Donations section of the CDA web site no longer met
the growing number of donation programs or the needs of the donating
public. The CDA wanted to encourage online donations.
The
results
First, we produced an audit of the Donations section of the web
site, the competitive space and a go-forward vision outlined,
in certain detail, the various paths to follow to increase presence
and functionality. Second, we worked to refresh the Donations
area, adding the necessary donation programs, information architecture
and design details, while staying within the current site wide
navigation system and branding elements. This required RPI to
consider e-commerce partner functions along with integration with
an advanced CRM system.
Employing creative solutions to meet user needs, RPI added depth and value to the Donations section by dedicating program content and function to their own pages. Photo treatments were standardized, copy was re-worked and new "call-to-action" graphic elements, following brand, were introduced for situational site navigation.
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