Week 3 – Chapter 3: Red Cross

Week 3 – Chapter 3: Red Cross

The American Red Cross was charged with raising blood donations after the September 11^th attacks on the World Trade Center and Pentagon. Donations flowed in with amounts never seen before by the American Red Cross, so much so that there was in fact too much blood for the organization to handle. The Red Cross had the unfortunate task of telling the American people that approximately twenty percent of their donations were wasted and thrown away. Red Cross President at the time, Bernadine Healy however sparked of a furious debate after forming a Liberty Fund which raised $547 million—none of which went to Red Cross chapters across America as normal donations usually do. The positive provider image of the Red Cross was brought into question. Through the implementation and use of a new programs called Donor DIRECT and Donor Intent Recognition programs, faith in the Red Cross was restored. In times of tragedy, even good ideas and seemingly harmless actions can lead to outrage due to sensitivity swelling in people at the time. Being super aware of your surroundings and action is needed in situations like these, as is shown by this case study.