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The American Red Cross mobilizes the power of volunteers and the generosity of donors to prevent and alleviate human suffering in the face of emergencies. To continue successfully fulfilling its mission, they needed a first-class CMS that would support multiple users working in a collaborative environment.


Our software engineering team worked to transition the two websites to Adobe Experience Manager. By moving the sites to AEM, the American Red Cross can now create and leverage content across two different properties—all from within one platform.

Our UI/UX teams conducted in-depth donor interviews to best understand the online experience. By recognizing user frustrations, we successfully created a branding style guide kit to be used across the two sites in order to give donors a more consistent, user-friendly, and unified experience.

To help create a better online experience, we built a visually-compelling, responsive site that included content migration and incorporated much-needed elements of Search Engine Optimization.


Our technology team implemented Adobe Analytics and Adobe Target in addition to creating three different web app variations where users can register for blood drives, make online donations, and send thank you cards. Now the two websites utilize a full suite of marketing applications that harness Adobe’s best-of-class tools and features.

“Since 1881, The American Red Cross has set the standard in emergency response. Now we have a One Red Cross environment that sets the standard in unification.”
- Matt Cascio, Executive Director, American Red Cross (Marketing Technology)


Merkle is a global data-driven, technology-enabled performance marketing agency. For over 30 years, Fortune 1,000 companies and leading nonprofit organizations have partnered with us to build and maximize the value of their customer portfolios. We work with world-class brands like Dell, T-Mobile, Samsung, GEICO, Regions, Kimberly-Clark, AARP, Lilly, Sanofi, NBC Universal, DIRECTV, American Cancer Society, Habitat for Humanity, and many others to build and execute customer-centric business strategies. With more than 9,000 smart, dedicated people in more than 50 offices around the world, we are still growing at a rate that outpaces the market, with 2018 net revenue of $846million.

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