To increase user and donation numbers, the organization outlined key strategic projects. They included improving directed fundraising initiatives through the better use of technology and design, providing a completely responsive website with shared information and, utilizing targeted SEO strategies.
Highlighting initiatives and engaging users on the homepage as disasters occurred was a business priority. However, the association was unable to post their videos and their homepage was unable to quickly respond to the changes it needed. An enhanced landing page was created to support campaigns during emergency relief situations and site administrator-friendly video capabilities were added.
Inner pages used tables to display areas of information. To improve the table content via data sharing between country and village pages, two new content types were configured. With the data maintained in Excel, an importer was built to map the data and import it into the specific Drupal content type, allowing it to be displayed as needed, and without any additional work required from the site administrator. The tables themselves were reconfigured for hard-to-adjust information and to work effortlessly on mobile devices.
Following a manmade or natural disaster, search engine queries for “donate children” and the event’s location significantly increased. By building additional SEO terms and functionality, searches are better captured, higher ranked and, visitors are directly channelled to the appropriate pages that they are seeking.