Red Cross deployed ATG Web Commerce to replace several hundred local Web sites with a single, standardized site that provides a better customer experience, reduces overall expenses and at the same time allows regional organizations to shape information and address local needs.
Delivering During a Crisis
In the days following Hurricane Sandy, Red Cross relied heavily on its new Web site so people could get regional updates, find local shelters, donate money and volunteer for disaster relief efforts.
During the Hurricane Sandy telethon on NBC, the Red Cross site handled peak volumes of more than 500,000 page requests per minute, 75,000 concurrent credit card users, and 22 financial transactions per second with 100 percent uptime.
The ATG Web Commerce platform enables Red Cross to deliver information based on a visitor's location, so the organization was able to target content. That means that people in affected areas saw shelter and services updates while those coming to the site from outside the Sandy-impacted area could quickly find ways to volunteer, give blood, or make financial donations.
Helping to Mobilize the Power of Volunteers and Donors
Volunteers and donors engage with the Red Cross in many different ways; the new site provides patrons with a consolidated view of their involvement, including volunteer work, monetary contributions, blood donations, online CPR courses and merchandise purchases.
The charitable organization -- which responds to roughly 70,000 disasters per year, helping millions of people in need -- uses ATG Web Commerce On Demand to contain costs while having the infrastructure required to handle extreme increases in traffic during domestic and international disasters.
Red Cross also uses ATG Web Commerce Service Center to make it easier to relay vital information gathered locally during disasters and respond faster to volunteer and donor inquiries.
Empathy Lab and McFadyen Consulting Group, both Gold level partners in Oracle PartnerNetwork (OPN), worked with Red Cross on the new Web site.
"We used Oracle's ATG Web Commerce personalization and content targeting capabilities during our Sandy response to update and make changes hourly, to keep people informed and make it easier for them to get help and know how to help," said Craig Oldham, Vice President of Marketing, Digital Engagement, American Red Cross. "Bringing all of the touchpoints onto a single platform makes it possible for us to offer users a personalized, consistent experience while reducing overall costs. We are using ATG Web Commerce to streamline how we engage and interact with donors, volunteers, course-takers and supporters."
"Oracle's ATG Web Commerce has enabled us to standardize and simplify e-commerce operations, improve security and compliance, handle a disaster-related surge in activity, and provide new and better ways to connect with and to serve individuals and communities," said Suzanne Hall, Vice President of Information Technology, Multi Channel Commerce and Security, American Red Cross.
"By standardizing on Oracle's ATG Web Commerce, the American Red Cross is equipping its teams to connect more effectively and efficiently with key audiences while making it easier for people to get involved," said Mike Webster, Senior Vice President and General Manager, Oracle Retail. "When you centralize commerce operations and deploy the right tools, you also improve the ability to make the end user's experience more personally relevant, satisfying and productive."
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