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@CloudExpo Authors: Jennifer Gill, Dana Gardner, Elizabeth White, John Basso, Pat Romanski

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American Red Cross Increases Online Donations, Breaks Transaction Records Using Oracle's ATG Web Commerce

Scalability, Performance of ATG Web Commerce as an Oracle Managed Cloud Service Supports 500,000 Page Requests per Minute During Hurricane Sandy Telethon

REDWOOD SHORES, CA -- (Marketwire) -- 01/09/13 -- Oracle (NASDAQ: ORCL)

News Facts

  • The American Red Cross has implemented Oracle's ATG Web Commerce solutions, components of Oracle Commerce, to improve personalization and drive donations in support of its humanitarian services and programs through an improved customer experience on
  • 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.

Supporting Quotes

  • "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."

Supporting Resources

About Oracle Retail
Oracle provides retailers with a complete, open and integrated suite of business applications, server and storage solutions that are engineered to work together to optimize every aspect of their business. 20 of the top 20 retailers worldwide - including fashion, hardlines, grocery and specialty retailers - use Oracle solutions to drive performance, deliver critical insights and fuel growth across traditional, mobile and commerce channels. For more information, visit our Web site at

About Oracle in Industries
Oracle industry solutions leverage the company's best-in-class portfolio of products to address complex business processes relevant to retail, helping speed time to market, reduce costs, and gain a competitive edge.

About Oracle
Oracle engineers hardware and software to work together in the cloud and in your data center. For more information about Oracle (NASDAQ: ORCL), visit

Oracle and Java are registered trademarks of Oracle and/or its affiliates. Other names may be trademarks of their respective owners.

Greg Lunsford
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Mary Ellen Amodeo
Amodeo Associates
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