Case Study: American Red Cross achieves 320,000 donor sign-ups with Salesforce Marketing Cloud

The American Red Cross delivers vital services with Salesforce

The American Red Cross is a nationwide network of nearly 270 chapters with 21,000 employees and 300,000 volunteers that responds to more than 60,000 disasters a year and supplies roughly 40% of the U.S. blood supply. It faced the challenge of modernizing and consolidating information and communications across hundreds of local units to better manage volunteers, donors, blood drives, training, and real‑time public engagement during emergencies.

By implementing Salesforce (Sales Cloud, Service Cloud, Marketing Cloud, Commerce Cloud) and a centralized Center of Excellence, the Red Cross unified data, mobilized volunteers via cloud and mobile tools, and launched a Digital Operations Center to monitor social media. The result: faster onboarding and coordination, automated training and scheduling, improved case and blood‑drive management, and measurable outreach wins—most notably inspiring 320,000 new or lapsed donors during the Missing Types campaign.

American Red Cross

Gail McGovern

President and Cheif Executive Officer