Salesforce helps us to gather and analyze information so we can focus on turning what we learn into actionable strategies.”

Cliff Holtz, Chief Operating Officer
 
 

“Once, a Red Cross supporter told me that when she was a little girl, she didn’t know what our organization did,” said Gail McGovern, President and CEO of the American Red Cross.  "But she knew that whenever she saw that image of a red cross, it meant that help and hope were on the way.”

Every eight minutes, the American Red Cross responds to a disaster in the community. The American Red Cross is a nationwide network of nearly 270 chapters and 36 blood service regions with 300,000 Red Cross volunteers and 21,000 employees. The organization responds to people affected by more than 60,000 disasters each year.

The Red Cross trains more than 5.9 million people in lifesaving skills like CPR, first aid, and lifeguarding every year. Additionally, it provides nearly 391,000 services to members of the military, veterans, and civilians through its Hero Care Network. If there is a way to help, the Red Cross is there.

Founded in 1881, the Red Cross has undergone quite a transformation from its early days, when the telegraph was its main method of communication. Today, the organization uses Salesforce to build closer connections among its constituents.

The Red Cross started using Salesforce in 2009, in an effort to manage relationships with volunteers, donors, and service recipients more effectively. Using Sales Cloud, it consolidates information from 150 national partners and more than 250 local field units to make it easier to build relationships with supporters and volunteers and get the word out during a crisis. "Donors and volunteers are the heart and soul of our organization,” said McGovern. “The closer we can stay with them, the more we can do for the public at large.”

 

Salesforce helps us stay connected to our most valuable resources — the volunteers, partners, and donors that make what we do possible.”

Cliff Holtz, COO of American Red Cross

The Red Cross responds to a wide variety of disasters, ranging from home fires to hurricanes to floods. When a disaster strikes, it provides shelter, food, and comfort to address basic needs.  The Red Cross uses Salesforce to support fundraising, case management for emergency assistance, blood drive campaigns, and the transportation and sale of blood and blood products to hospitals and healthcare providers. Within the Red Cross, a centralized team of Salesforce architects, administrators, and program managers, called the Center of Excellence, manage the administration of new Salesforce applications to support a wide range of programs and services.

Additionally, the Red Cross relies on Salesforce to rally volunteers. Because operations and training are done in the cloud, volunteers can find resources instantly, so they are quickly ready to help during a crisis. With Salesforce, volunteers can use their own mobile devices to coordinate disaster relief efforts. Not only does the organization save money, but it can onboard new volunteers quickly. “Salesforce helps us stay connected to our most valuable resources — the volunteers, partners, and donors that make what we do possible,” said Holtz.

 

A survey sponsored by the Red Cross revealed that nearly a quarter of the general public, and a third of the online population, would use social media to let loved ones know they're safe in an emergency. The survey also found that people use social media during disasters to get updates, seek and give help, and connect to others.

With this data in mind, the Red Cross unveiled its Digital Operations Center, a command center dedicated to monitoring and staying in touch with the public across social. The innovative center uses Marketing Cloud to listen to social media conversations — gathering invaluable information during a disaster or monitoring public preparedness for a serious situation. Data gathered in the Digital Operations Center can also help determine where to position workers on the ground.

“Marketing Cloud gives us ways to measure the effectiveness of our community outreach,” said Holtz. “It helps us to gather and analyze information so we can focus on turning what we learn into actionable strategies.”

 

As the nation’s largest provider of blood products, the Red Cross is dedicated to providing the safest, most reliable blood possible to patients in need. It handles the collection, processing, and distribution of blood and blood products, providing roughly 40% of the nation’s blood supply. This is a complex business with an uncertain supply and demand of a perishable commodity that needs to be rigorously managed through an FDA compliance process. The Red Cross also performs research, blood testing and other related blood services.

The Red Cross uses Salesforce to help generate and track leads for blood drives. The organization also uses Salesforce to manage its relationship with healthcare providers for the distribution of blood and blood products.

The Red Cross provides a wide variety of training programs including first aid, cardiopulmonary resuscitation (CPR), water safety and lifeguarding, and disaster preparedness throughout the United States for individuals, workplaces, and aquatic facilities. It teaches 5.9 million Americans annually, ranging from youth to professional rescuers.

Red Cross Training Services was the first division to partner with Salesforce Success Services to implement a wall-to-wall Salesforce architecture, including Sales Cloud, Service Cloud, Marketing Cloud, Community Cloud, and Commerce Cloud. Taking a user-centered approach, Red Cross Training Services transformed its customer experience by automating and streamlining its business processes.

The team is using Sales Cloud, Commerce Cloud, and Service Cloud to handle all B2B and B2C sales and service interactions. It is sending students on personalized journeys through Marketing Cloud to help them keep up to date with their certifications and training schedules. Class scheduling and instructor preparation are now automated in Salesforce, with the Instructor's Corner portal providing self-service access to all the resources required to conduct a class, deflecting numerous calls to the service center.

 

In the summer of 2018, Salesforce partnered with the Red Cross to help ensure the success of its Missing Types campaign. With a goal of engaging 370,000 new or lapsed blood donors, the Red Cross challenged people to imagine a world where the letters A, B, and O have gone missing. The letters A, B, and O identify our main blood types, and when there’s a blood shortage, they really do go missing from hospital shelves. Most people don’t realize that every two seconds, someone in the U.S. needs blood. However, less than 3% of the population donates blood in any given year.

As the provider of roughly 40% of the nation’s blood supply, the Red Cross partnered with companies around the nation to host blood drives, feature the campaign on their websites and social channels, and sponsor billboards in major metropolitan areas. The inaugural campaign inspired 320,000 new and lapsed donors to make a life-saving blood donation appointment to help ensure the A’s, B’s, and O’s don’t go missing. It is the blood on the hospital shelves that helps save lives in an emergency.

The American Red Cross name, emblems and copyrighted materials are used with its permission, which in no way constitutes an endorsement, express or implied, of any product, service, company, opinion or political position. The American Red Cross logo is a registered trademark owned by the American National Red Cross. For more information about the American Red Cross, please visit redcross.org.
 
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