Case Study: American Red Cross Benchmark and Boost Fundraising Skills with Assessments, Training and Analytics

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Published: January 30, 2015

In an increasingly crowded non-profit arena, the American Red Cross needed to reaffirm its position as a “charity of choice” among individual, corporate and foundation donors. According to Susan Rowell, Director of Training for American Red Cross National Headquarters (NHQ) Development, the organization wanted to become more proactive in its approach to development to “understand fundraising as a science and as a process.” To accomplish this, the American Red Cross development group looked to introduce a program to improve the fundraising skills of individual employees and provide them with a formal process for engaging prospective donors and expanding existing donor relationships. The program would
need to scale nationally across seven regional divisions and support fundraising efforts for its five lines of service: disaster relief, military family aid, blood services and health and safety education and training. The organization also wanted to initiate a metric-driven approach that would support a stronger training culture and help leverage workforce analytics for better business results.