Case Study: American Diabetes Association achieves 30% mobile participation with Blackbaud TeamRaiser

Mobile Web Experience Fuels Participation in Step Out: Walk to Stop Diabetes

The American Diabetes Association sought to grow participation in its signature Step Out: Walk to Stop Diabetes event and relied heavily on its website for registration, team organizing, and donations. For 2013 the Association faced an aggressive 15% growth goal but worried that an add-on mobile site—limited in content, hard to navigate, and unable to support customization for 125 local sites—would hamper registrations and engagement.

The Association implemented a responsive redesign using Blackbaud TeamRaiser and worked with Charity Dynamics to create a single, mobile-friendly site with streamlined pages, templates for local customization, and training for regional managers. After the relaunch mobile visits climbed from 5% to 30%, the user experience and engagement improved markedly, making it easier for supporters to register, donate, and return to the site.

American Diabetes Association

Shana Masterson

National Associate Director for Interactive Fundraising and Engagement