American Lung Association – Fight For Air Climb

Project Description

American Lung Association’s Fight for Air Climb events are unique fundraising opportunities that take place in prominent skyscrapers, stadiums, or arenas nationwide. Participants can climb steps as a fitness target, a race, or a great way to be active and meet new friends to help raise funds necessary to provide life saving education, research and advocacy in the effort to beat lung disease. Charity Dynamics was tasked with redesigning the Fight for Air Climb TeamRaiser website to introduce the new look of the event as well as introduce a consistent, concise, geo-targeted user experience.

Project Details

Client American Lung Association
Skills Boundless Fundraising, Strategy, UX Design
View http://action.lung.org/site/PageNavigator/FFA_splash.html

Challenge

  • Attract users to take clear, concise and compelling actions.
  • Increase conversion for registered participants to fundraising online.
  • Make the site invigorating to both endurance enthusiasts and those with a mission connection.
  • Emphasize the unique experience.
  • Improve user experience to support registered participants by making fundraising intuitive and as easy as possible.
  • Preserve brand consistency among events as much as possible.
  • Provide functionality for events to easily add local content while maintaining brand, without “breaking” responsive layout.
  • Create one master blueprint to be replicated for each child event.

Approach

  • Comprehensive strategic analysis to establish cohesive goals, audience engagement paths, and define streamlined site architecture across each local event.
  • Utilize best practices in responsive design, as well as TeamRaiser responsive registration and donation forms to enhance user experience across all devices.
  • Custom designed TeamRaiser development, including responsive participant centers centered around conditional user engagement achievements.
  • Introduced geo-location recognition functionality to ease event look up process.
  • Incorporate new Fight for Air Climb brand look and feel into digital properties.
  • Cohesive branded, responsive companion stationery design.
  • Social sharing functionality integration throughout, as well as registration and donation conversions and Facebook commenting on personal and team pages.
  • Designed and developed custom, responsive participant center focused on conditional user achievements
  • Enhanced SEO rankings by implementing appropriate meta data and Google Analytics tracking.

Outcome:

  • User experience focused, beautiful responsive design for enhanced registration and donation processes.
  • Streamlined website development to facilitate easy maintenance within the TeamRaiser product.
  • Relevant and engaging personalization to further enhance the connection constituents feel with this event and organization.

Outcome

  • User experience focused, beautiful responsive design for enhanced registration and donation processes.
  • Streamlined website development to facilitate easy maintenance within the TeamRaiser product.
  • Relevant and engaging personalization to further enhance the connection constituents feel with this event and organization.

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