Client: Aid For Africa
Goal: Knowing that at least 40 percent of Internet users go online via mobile devices, Aid for Africa approached OmniStudio to help them reach those visitors and donors. Goals of the project included:
• A cost effective solution
• A site to compliment rather than replace the current website
• Streamlined approach aimed at increasing mobile giving
• Focus visitors on a limited number of site pages
Strategy: While it is possible to retrofit websites to make them responsive, meaning they stretch or shrink to fit various screen widths, this option was cost prohibitive for Aid for Africa. Similarly, developing a mobile application, which requires high-end development, design and marketing to get supporters to download the product, was too expensive.
Aid for Africa had clearly outlined goals they were looking to achieve with a mobile tool. Armed with five tasks and a limited budget, OmniStudio staff crafted a solution around a simplified mobile site.
Results: Aid for Africa’s mobile web solution, which brings the user to a condensed home page with key links, is easy to use and seamlessly integrates with the systems Aid for Africa already has in place, such as email marketing and donation tools.
With this new mobile site, there is no need to include special links in emails for mobile and desktop users. The platform automatically knows when users are on mobile devices or desktops and routes them to the appropriate site for their device.
Most importantly, donors have a simplified process for making donations on their phones. A recent study by Pew found that 56 percent of adults in the U.S. own smart phones and more of them than ever before are donating to causes like Aid for Africa the easy way—through their phones.