American Red Cross
One of the nation's largest and most prominent non-profit organizations, the American Red Cross, retained CLS to help manage the communications crisis facing the organization’s response to the tragedy of September 11, 2001.
While the Red Cross’ reputation soared immediately following the September 11th attacks in the wake of their good works, the organization was soon the target of public criticism. By late October 2001, the Red Cross was being condemned by victims’ family members, politicians and the media for allocating a portion of its Liberty Fund towards future terrorist attacks, rather than addressing the needs of those who were directly affected on September 11.
To turn the focus back on the Red Cross’ positive work, CLS recognized the need to address the policy issues at the crux of the organization’s communications problem. To diffuse criticism, we advised the Red Cross leadership and Board of Directors to suspend donations to the Liberty Fund, to dedicate 100 percent of the existing Liberty Fund donations to the 9/11 victims and their families, and to communicate that policy reversal to stakeholders. We counseled the organization to bring in an outside voice to assess the future of the Fund, which culminated in a report and regular oversight from former U.S. Senate Majority Leader George Mitchell. To demonstrate the Red Cross’ commitment to reform, we created and branded the “Donor Direct” program to consistently clarify a donor’s intent in fundraising going forward.
Our strategic plan turned criticism to accolades from victims’ family members, politicians and the media. As a result, the Red Cross brand was elevated to historic levels and favorable articles appeared across the country, from the New York Times to the Seattle Times. The CLS-designed “Donor Direct” program also won widespread praise from charitable watchdog groups for the forthrightness of fundraising system.
