In 2014/15, the American Cancer Society (ACS) had three separate apps all around fundraising for our core events of Relay for Life and Making Strides Against Breast Cancer. Two of the apps were created by a 3rd party and allowed consumers to track their fundraising progress as well as send donation solicitations via FB, Email, Text, and Twitter. ACS internally created a 3rd app that allowed registrants of both events to scan credit cards so that they could accept donations digitally. Our consumers told us that we had been offering very disjointed app experiences and that fundraising via mobile was very difficult.
Our objective in 2016 was to create a more cohesive and unified app experience that would combine all the features and functionality of the 2 event apps with the payment capabilities in the 3rd. The result was the new and improved ACS FUNdraising app that allows participants of Relay for Life and Making Strides the ability to track their fundraising progress not only at the individual level but also the team and event level as well. Consumers also have the ability to send donation solicitation messages via email, text and all the social networks in addition to being able to scan credit cards and checks from a completely PCI compliant app.
Our objectives in releasing this app were the following:
*Provide a more engaging and reliable mobile platform for our consumers to fundraise and interact with the ACS.
*Take advantage of the shift with regards to consumer preference to interact with brands on the go. A mobile website would not work for our specific use cases
*Drive incremental revenue to the ACS via payment methods that take advantage of the on-the go consumer mindset (scanning checks, scanning credit cards, PayPal)