BBCON 2014 Session by Matthew Mielcarek and Brenda Miele

1. QUESTION:
What separates a design
that is trendy compared
to a design that is useful?

2. It’s a RWD DUEL, Y’ALL!
TEAM
LORETTA
TEAM
BRAD
TEAM
LORETTA
TEAM
DOLLY
DOLLYPARTONENTERTAINMENT.COM
BRADPAISLEY.COM

3. • 61% they will leave if they can’t find what
they need
• 48% feel the company doesn’t care for
their business
61%
will leave if they can’t find what they need
48%
feel the company doesn’t care for their business
BUT…
• 67% will CONTINUE ON if they have a
positive experience

4. 67%
will CONTINUE ON if they have
a positive experience

5. QUESTION:
ANSWER:
What separates a design
Responsive Web Design,
that is trendy compared
y’all!
to a design that is useful?

6. RWD LESSONS LEARNED
AS told THROUGH Country
MUSIC!
Matthew Mielcarek, VP, Strategy & UX Design
Brenda Miele, Creative Director
charitydynamics.com

7. LESSON #1
“Forever and Ever, Amen”

8. Lesson #1: Assess Your Designs

9. Lesson #1: Assess Your Designs
Traffic Sources
What’s This Mean?
• Direct traffic is high
meaning you have a lot of
visitors coming from
email, social media or
other places that mention
the URL clearly
• Over 40% of referral is
from Facebook – social
media love!
Top Traffic Source Cities:
1. Chicago
2. New York
3. Deerfield
4. Houston
5. Alexandria
Top Visitors, but
not necessarily
top performers
(Boston missing,
NYC is #14)

10. Lesson #1: Assess Your Designs
REMAIN FOCUSED ON
DESIGN OBJECTIVES

11. Annual Post Season Assessment:
American Diabetes Association
Year 1
Year 2
Year 3

12. 2012 Assessment
1
2
3
4
5
6
7
8
10 9 30 12 11

13. • At the time, only 12% of
visitors were using mobile
devices
• ADA had a mobile site –
not responsive – the #1 link
that was clicked was to
show the full site
• Urgent priority to launch a
responsive site for the next
event season
2012 Assessment

14. 2013 Assessment

15. 2013 Assessment

16. 2013 Assessment

17. 2014 Assessment
• Post event
assessment
highlighted relatively
high registration
abandonment rate
• Attributed to overly
complicated search
process
• Plan to refine and
simplify search for
subsequent event
season

18. Lesson #1: Assess Your Designs
• Remain Focused on Objectives
• Build Assessment in to your
Organizational Process
• Refine and Optimize when Appropriate

19. LESSON #2
“I Like It, I Love It!”

20. Lesson #2: Engage Your
Audience
Ever Hear of A.D.D.?
Think your audience might have it?

21. Lesson #2: Engage Your
Audience
21 #bbcon

22. Lesson #2: Engage Your
Audience
• We’ve increased our reach
• No more barriers of multiple sites
• Consolidated analytics
• We are on trend!
22 #bbcon

23. I Like It, I Love It, I Want Some
More of It!
BLAH
Case in Point…
I LIKE IT, I LOVE IT!
National Kidney Foundation!
BLAH
BLAH BLAH

24. HOW DO WE KEEP THEM
FOCUSED & LOVING US?

25. Lesson #2: Engage Your
Audience
• RWD Lead us to:
• Recognizing
our Audience
• Improving
Engagement
Paths
• Designing for
emotion

26. LESSON #3
ENGAGE
YOUR AUDIENCE

27. • Up front:
“When,
Where,
Who”
• Simplified
CTAs.
• Hello Social
share!

28. Lesson #2: Engaging Your
Audience
• Build a platform for your AUDIENCE
• Remember who you are serving
• Know Your Action Paths and keep it
simple
• No one wants to wait around like we
did for Dolly’s site!
• Take it to the Next Step: Build
personas to keep you on track, focused
and prioritizing

29. LESSON #3
“You’re Still the One”

30. Traffic Originating on Homepage
(and falling)

31. Lesson #3: Focus on Content
Attracts audiences through SEO
Engages audiences to stay
Connects, builds trust and
creates moments of truth

33. Lesson #3: Focus on Content
• Complex, diverse
organization
• Align tone to
mission
• Create local
connection with
more frequently
updated content

34. Lesson #3: Focus on Content

35. Lesson #3: Focus on Content
• Original content attracts website visitors to your site
and organization
• Your homepage is the most popular but not primary
entry point
• Create tools that facilitate content creation and
contribution

36. LESSON #4
“WIDE OPEN SPACES”
RWD = OPENS YOUR (WEB) HORIZONS

37. 37 #bbcon

38. 38 #bbcon

39. 39 #bbcon

40. Lesson #4: Open Your (Web)
Horizons
• Prioritize your need
• Get buy in from your
stakeholders
• Don’t ever say NEVER!
40 #bbcon

41. Lesson #4: Open Your (Web)
Horizons
• Case in Point: World Wildlife
Fund
• Rebranding New IFE
Program
• Decided to use
TeamRaiser as platform
• Needed everything to be
Responsive
• BIGGEST PRIORITY:
Allow large % of mobile
fundraisers to log in on
41 #bbcon
mobile / tablet

42. Lesson #4: Opening Up Your (Web)
Horizons
42 #bbcon

43. Lesson #4: Open Your (Web)
Horizons
But what about the Participant Center?
WE NEED MOBILE
FUNDRAISING!
43 #bbcon

44. 44 #bbcon

45. Lesson #4: Open Your (Web)
Horizons
With a bit of:
• Patience (and a great developer)
• CSS
• Media Queries
MAGIC HAPPENED!
45 #bbcon

46. Lesson #4: Opening Up Your (Web)
Horizons
MEDIA QUERIES
46 #bbcon

47. Lesson #4: Opening Up Your (Web)
Horizons
47 #bbcon

48. 48 #bbcon
But wait….
I’m not a
developer


49. Lesson #4: Open Your (Web)
Horizons
• Case in Point: Be the Match
• Campaign to target
Hispanic marrow donors
• Nearly three out of four
Hispanics (72%) already
owned smartphones as of
Q3 20131
• BIGGEST PRIORITY:
Emails must be mobile
ready and work in a
1Nielsen U.S. Digital Consumers Report, 2/2014
number http://www.nielsen.com/us/en/insights/reports/2014/the-us-digital-consumer-report.
html
of email clients
49 #bbcon

50. 50 #bbcon

51. Lesson #4: Open Your (Web)
Horizons

52. Lesson #4: Open Your (Web)
Horizons
But what about the “bad kids”
of email?
Lotus Notes 8 & 8.5,
Outlook 2000 – 2003,
Gmail App, & Windows
52 #bbcon

53. Lesson #4: Open Your (Web)
Horizons
We had to get “nerdy”:
• Coded to have a centered, responsive design
without media queries.
• Fluid design that utilizes display: inline-block &
text-align: center.
• BONUS: There are only 6 images so even if they
don’t “download” they get the full gist of the email
MAGIC HAPPENED AGAIN!
53 #bbcon

54. 54 #bbcon
Test tip: Use
Litmus!


55. Lesson #4: Open Your (Web)
Horizons
• Remember:
• RWD allows you room to grow:
• Your audience
• Your website
• Your knowledge
• NEVER GIVE UP
(or take no for an answer )
55 #bbcon

56. Q&A
56 #bbcon

57. What Have We Learned?
Assess Your Design
Engage Your Audience
Focus on Content
Open Your (Web) Horizons
57 #bbcon

58. So Many More Lessons to be
Learned

59. Don’t forget to complete
a session survey!
Each completed survey enters you into a drawing to win a
complimentary registration to bbcon 2015 in Austin, Texas*.
*Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be
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59 #bbcon
Thank You