Crisis Response Time for American Red Cross

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(1) Since the writing of this case, the American Red Cross (ARC) is on record as having conceptually addressed its infrastructure and operational hurdles. However, very few strides have been made to reverse stakeholder perception crisis response time, relief dispatch strategies, and the ethical dilemmas plaguing the organization. Governmental mandates that streamlined the board and that established accounting /reporting parameters have done little to modify the organizations operational culture. Since 2002, the organization has had seven CEO’s. This high turnover has prompted concern from stakeholders and government officials. Records indicate the organization now has approximately 35,000 employees and its volunteer pools still hoovers around 500,000. Under the leadership of Gail McGovern, current CEO and President, the organization has eliminated the large deficit it posted in FY 2010. These recent developments demonstrate the organization is progressive. Even so, ARC continues to experience the same ethical hurdles it did 20 years ago. Recent major national disaster relief occurrences, for which the Red Cross led efforts, have been the earthquake that struck Haiti and Hurricane Sandy. A strategic alliance with Dell has allowed ARC to implement a digital operations center for humanitarian relief in 2011 (ARC, n.d.). Social media (Facebook and Twitter) and smartphone applications have also been added to the organization’s communication arsenal as social media (Facebook and Twitter) and smartphone applications communication tools for advance storm tracking, crisis area developments and real time communications between ground crews and decision making management personnel (Zolkos, 2012). Although these communication... ... middle of paper ... ...ts stakeholders and stabilized the internal culture. If compensation for the organization’s executives were tied to designated performance indicators for ARC (Lytle, 2013), the organization may actually operate more efficiently and effectively. (5) There are a number of issues pertaining to legal, regulatory and financial improprieties and compliance that I would advocate should be more effectively monitored by congress. The vast amounts of donor funds that are embezzled and subsequently never used for the purpose for which they were donated greatly compromises the sustainability of ARC. If the organization is to remain solvent and continue to rely on donor contributions, it requires a new financial management model that will restore stakeholder confidence and reduce occurrence of embezzlement of strategy and some form of external governance of donor funds.

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