Empathy Lab transforms American Red Cross Digital Experience Using Best-of-Breed Retail Strategies and Technologies

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Empathy Lab, one of the world’s leading digital consultancies focused on ecommerce and broadband solutions across all connected devices, is celebrating the launch of the new online experience for the American Red Cross – redcross.org.

“Empathy Lab has been fortunate to work with several clients who have both the vision and the commitment to redefine their industry. The Red Cross is no exception,” noted Kevin Labick, CEO of Empathy Lab. “What makes this such an extraordinary a

The new redcross.org leverages personalization, geo-location, user generated content & automated checkout processes to drive donations, volunteerism, and overall brand-awareness.

After being awarded the account in March, 2011, Empathy Lab now acts as a strategic advisor, program manager, and digital agency for the Red Cross, the nation’s premier emergency response organization, made up of over 600,000 volunteers and 30,000 employees, with nearly 600 locally supported chapters across the country.

Empathy Lab worked with the Red Cross to develop an online experience to improve business results for the non-profit, including increasing financial donations, online training & class registrations, and the ability to deliver localized, relevant content both during non-emergency and disaster states. Additionally, Empathy Lab identified ways for the Red Cross to better leverage the digital channel and communicate the story of its mission, as well as the stories of the individuals who are giving and receiving help through the Red Cross each and every day.

“We are extremely proud of the work we’re doing with the American Red Cross and inspired to collaborate with a partner dedicated to a mission that affects so many lives,” said Lisa Kagel, VP, Group Account Director with Empathy Lab.

“Empathy Lab has been fortunate to work with several clients who have both the vision and the commitment to redefine their industry. The Red Cross is no exception,” noted Kevin Labick, CEO of Empathy Lab. “What makes this such an extraordinary account for us is that success is not just measured in dollars earned, but also in people helped. It is an honor for us to participate.”

Empathy Lab’s solution includes a unified multi-channel user experience for the Red Cross, informed by a centralized user profile data repository that powers personalization, enhanced merchandizing, and content syndication. Several tactics including personalization, geo-location, user generated content & automated checkout processes were implemented within the experience. The crux of the initiative, however, involved uncovering human behavior when contributing to a non-profit. Through extensive research and testing, Empathy Lab was able to codify the broad range of triggers and motivations involved in donating money as well as blood. These drivers differed greatly from those involved in purchasing a typical consumer product. The Red Cross solution needed to capture exactly what donors were “buying” and deliver an emotionally driven, humanized experience through content and design.

Empathy Lab is excited to continue to help the Red Cross deliver on its mission and fundraising objectives. With the site launched, the agency is now working with the organization on testing and optimization strategies to enable continuous improvement and innovation, and to help fulfill its important mission.

ABOUT AMERICAN RED CROSS
The American Red Cross shelters, feeds and provides emotional support to victims of disasters; supplies more than 40 percent of the nation's blood; teaches skills that save lives; provides international humanitarian aid; and supports military members and their families. The Red Cross is a not-for-profit organization that depends on volunteers and the generosity of the American public to perform its mission. For more information, please visit redcross.org or join our blog at http://blog.redcross.org.

ABOUT EMPATHY LAB
Empathy Lab is a leading digital consultancy focused on driving breakthrough strategies and experiences that drive business success across web, mobile, tablet and smart TV for Fortune 500 and fast-growth organizations around the world. Empathy Lab’s clients include Liberty Global, the American Red Cross, Avon, Comcast, DirecTV, TJX, NBCU, Nintendo, Rogers Communications, Sony, Chartis/AIG, Sentara Healthcare, Chubb, Reed Elsevier, and Philosophy. For more information, please visit http://www.empathylab.com

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Michelle Pack
mpack@empathylab.com
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