Case Study: American Red Cross accelerates disaster response and donor & volunteer engagement with Salesforce DMP

American Red Cross helps people faster with Salesforce

The American Red Cross, the nation’s leading emergency relief and preparedness organization, needed a better way to manage relationships with volunteers, donors, and hundreds of local units while also monitoring public sentiment and communications during disasters. With data and operations spread across 150 national partners and 500+ local field units, the challenge was consolidating information, coordinating rapid response, and using social media to reach and reassure the public.

The Red Cross implemented Salesforce Sales Cloud and Marketing Cloud and built a Digital Operations Center to centralize data, monitor social channels, and streamline outreach. Volunteers can onboard quickly and use their own devices to coordinate relief, staff deployment is better informed by social listening, and the organization has improved donor and volunteer engagement, sped crisis response, and reduced IT overhead.

American Red Cross

John Crary

CIO