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Message American Red Cross Donor Experience To attract new donors, the American Red Cross enlisted IDEO’s help in elevating the donation experience. After talking to both donors and non-donors, IDEO found that behaviors were strongly influenced by emotional associations. The resulting “experience blueprint” combined brand, service, space, and product design strategies to increase the organization's visibility and foster new donor relationships. Mobile drive environments, new service tools, and donor-centered interactions were designed to enhance emotional relevance for potential new donors. http://www.ideo.com/work/featured/red-cross/