Case Study: American Red Cross achieves streamlined training and increased donor engagement with Salesforce Commerce Cloud

American Red Cross delivers vital services with Salesforce

The American Red Cross is a nationwide relief organization with roughly 270 chapters, 36 blood regions, 300,000 volunteers and 21,000 employees that responds to more than 60,000 disasters a year and supplies about 40% of the nation’s blood. Its challenge was to modernize and centralize volunteer, donor and case-management operations across hundreds of local units, manage complex blood-collection logistics and training services, and engage the public in real time during emergencies.

Since 2009 the Red Cross has deployed Salesforce (Sales, Service, Marketing and Commerce Clouds) through a centralized Center of Excellence to unify data, mobilize volunteers via cloud and mobile tools, run a Marketing Cloud–powered Digital Operations Center for social listening, and automate training and commerce workflows. The result: faster, more coordinated disaster response, quicker volunteer onboarding and class scheduling, better analytics for outreach, and campaigns like Missing Types that inspired 320,000 new or lapsed donors to make appointments.

American Red Cross

Cliff Holtz

COO