@RedCross

Red Cross @RedCross

Red Cross uses Twitter for donor support and to mobilize communit

ies in times of need

The Challenge

With the support of volunteers and donations, the American Red Cross (@RedCross) helps prevent and relieve suffering through worldwide outreach such as aiding victims of natural disasters. The instantly recognizable organization now has over 500,000 volunteers and 32,000 employees in nearly 600 locally supported chapters.

The Solution

@RedCross first used Twitter to spread general service announcements such as encouraging its followers to learn CPR; however during the 2007 California wildfires, the organization realized that Twitter could mobilize people to action when it used the platform to direct victims to shelters. “It was a watershed moment for us,” says Wendy Harman, Director of Social Strategy at the American Red Cross. “We realized that Twitter was a great way to provide valuable real-time tips in times of crises where every second counts. Twitter users also helped us share that information by retweeting shelter locations online and then extending that information offline by telling their neighbors.”

With this success, @RedCross decided to create local chapter Twitter accounts to develop deeper relationships with the community. Accounts like @HawaiiRedCross relay local information such as flood cleanup tips. And as an organization that stands on the shoulders of its volunteers in the field, @RedCross decided to enlist digital volunteers to help provide tips, resources and information during crises.

The Results

Twitter users actively engaged with the #PerfectGift campaign with Retweets and Replies, helping @RedCross raise the full $10,000 through Nemark’s donation.

“We now have nearly 300 local Twitter accounts and over 200 digital volunteers,” says Harman. “Our successful donation drive can be attributed to Twitter’s active community. On an average day the Red Cross is mentioned 4,000 times across the social web, of which over 60% comes from Twitter. We are only beginning to fully realize how Twitter can help empower donors, volunteers, and all stakeholders to carry out the mission of the American Red Cross. We look forward to running more Twitter programs.”

References

https://business.twitter.com/en/optimize/case-studies/redcross/