During Gail McGovern’s first visit to Southern California, she met with donors, volunteers, and employees to discuss her six strategic initiatives for moving the organization forward in the next three to five years:
- Achieving financial stability
In 2008, the Red Cross faced an operating deficit of $209 million as a result of a record number of disasters around the country (including wildfires in Southern California) that emptied its disaster fund coffers. In just nine months, McGovern cut this deficit by 75 percent to $35 million. She plans to further reduce the deficit over the coming years. - Increasing financial donations
McGovern is initiating a “non episodic” disaster giving fund, asking corporations, foundations and individuals to make an annual gift to the Red Cross, rather than donate only after high-profile disasters. - Delivering high-quality blood products and services
McGovern is focusing on standardizing all blood collection sites around the country to ensure the Red Cross has the safest blood supply in the country. - Revitalizing the Red Cross brand
The Red Cross is the second most recognized brand in the world, with a 72 percent favorability rating. McGovern wants to leverage the brand more effectively and is committed to engaging a younger audience through social media channels. - Updating information technology
McGovern plans to overhaul the technology systems by reviewing best practices at individual chapters, outsourcing some functions and utilizing existing systems. - Coordinating the nearly 700 Red Cross chapters around the country.
McGovern has introduced a “One Red Cross” initiative, whereby she plans to standardize Red Cross back office operations, share best practices, and, if necessary, move funds among the more than 700 Red Cross chapters nationwide.
