Transforming for the Future: A 2013 Update from Gail McGovern, President and CEO

Abstract

The importance of the Red Cross to our nation and to the world led them to transform the organization. When Ms. Forman arrived in 2008, the Red Cross was facing a number of serious challenges -- a repeated turnover in leadership; a $209 million operating deficit and significant debt; an unwieldy organizational structure; difficulties within the Blood Services operations; outdated IT systems; a powerful but tired brand; and a fundraising strategy in need of a makeover. It was very clear to Ms. Forman that the Red Cross needed to be saved so it could continue its humanitarian mission for generations to come. Six key initiatives were identified: achieving financial stability, increasing donations, improving Blood Services quality, revitalizing the Red Cross brand, modernizing our IT systems and promoting teamwork -- a part of what we call One Red Cross.Five years later, excellent progress has been made on all six initiatives. The Red Cross has been transformed into a financially stable, leaner and more efficient organization, better prepared for the future. Employees and volunteers have embraced change, created a culture of cost-consciousness and achieved extraordinary successes through the power of teamwork.This report tells you the story of the turnaround and transformation; what has been achieved, what is happening now, and the plans for the future. It is a story that involves dedicated volunteers, donors and supporters -- the true heroes behind the Red Cross mission