Grizzard Provides Lifeline to Red Cross
In Arizona, Boosting Online Income By 90%

THE CLIENT: American Red Cross in Southern Arizona

THEIR CHALLENGE: Lagging online marketing and fundraising
While the Southern Arizona chapter of the Red Cross had a strong direct mail effort in place, they lagged behind in online marketing. They received just 1-2 online donations per month, averaged just 6,000 weekly pages views, and received very few online class sign-ups.

THE STRATEGY: Overhaul the site with usability and fundraising goals in mind
Grizzard identified key issues with the original site that were impeding visitor engagement.  The original design was cluttered, difficult to navigate and off-brand.  Also, each department was adding content independently with no coherent overall strategy.  Armed with our audit’s findings, Grizzard outlined specific, measurable goals for online fundraising, and then began a complete overhaul of the site that included:

• Online interaction with website visitors
• Delivery of multiple messages through a flash-based masthead on home page
• Multiple email address capture opportunities
• Creation of interchangeable areas designated for specific marketing messages
• Improvements to site structure for Search Engine Optimization
• Put 12-month plan in place to feature monthly themes that would unify the messaging

THE RESULTS: Increased website traffic and revenue
Within just six months of the redesign, the charity experienced dramatic improvements in online activity:

• Weekly page views increase from 6,000 to 10,000
• Sign-ups for training classes jumped from 0 to 105
• The online mailing list increased from 1,200 to 2,000
• Online donations increased from 1-2 per month to 9.2
• Online income increased by 90%

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MORE ABOUT THE CLIENT:
The Southern Arizona chapter of the American Red Cross provides local and international disaster relief, services to armed forces, lifesaving training, blood services, disaster preparedness, and international tracing and messaging services.