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Vision and Mission Statement Analysis
The mission of the American Red Cross is as follows: "The American Red Cross, a humanitarian organization led by volunteers and guided by its Congressional Charter and the Fundamental Principles of the International Red Cross and Red Crescent Movement, will provide relief to victims of disaster and help people prevent, prepare for, and respond to emergencies" (American Red Cross, Mission Statement, 2011).
The American Red Cross engages in a wide variety of strategies to increase its recognition among donors, and also to increase its ability to respond to emergency or disaster scenarios for aid recipients. Its publicity efforts are significant. The American Red Cross has long used celebrities to raise awareness of the services that it provides and of its need for financial and blood donations. For example, it was involved with American Idol's Idol Gives Back charity drive, which helped raise money for a group of selected charities. Moreover, the American Red Cross's involvement in that campaign helped reassure potential donors that the funds they gave would be spent in a responsible manner. While the Red Cross does engage in advertising, it does so in a fiscally responsible manner. The ability to say that the vast majority of donated funds are being used to provide actual goods and services for people in need helps keep the American Red Cross one of America's most trusted charities. It also cross-promotes the idea of emergency preparedness. For example, its 1881 brand of apparel and accessories is designed for emergency preparedness, while promoting the Red Cross brand. This type of dual-purpose networking is an important part of the Red Cross strategy. For example, the Red Cross is a premier provider of CPR education and babysitter training, two ways that it gets its message across into the community. On their own, these services provide the type of emergency preparedness that the organization strives to provide to the community. In addition, by providing a good introduction to the Red Cross, the services give people a no-pressure introduction to the services and needs of the organization.
The primary strength of the American Red Cross may be its sterling reputation. The American Red Cross has provided quality disaster…[continue]
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