Case Study: (RED) mobilizes $465M to fight AIDS with Salesforce

(RED) is on the trail to help achieve an AIDS-free generation

(RED), founded by Bono and Bobby Shriver in 2006, partners with major brands to turn consumer purchases into donations for The Global Fund to fight AIDS. With a compact team of about 18–20 people, (RED) needed to manage dozens of corporate partnerships, engage more than 6 million followers with one‑to‑one communications, and prove program impact—including efforts to reduce mother‑to‑child HIV transmission—at global scale.

Since 2016, Salesforce (Sales Cloud, Marketing Cloud, Einstein Analytics, and the Salesforce Platform) has enabled (RED) to automate personalized outreach, integrate partner and program data, and deliver transparent reporting. The platform helped the small team scale partnerships and campaigns and mobilize roughly $465 million for The Global Fund, strengthening trust with partners and accelerating progress toward an AIDS‑free generation.

RED

Deb Dugan

CEO