Red Cross’ Communications Innovation in Haiti Disaster Relief Effort — Smart Stuff

Red Cross' Communications Innovation in Haiti Disaster Relief Effort -- Smart StuffBefore digging into American Red Cross’ stellar communications on the Haitian earthquake relief effort, I urge you to contribute to help the people of Haiti. Here’s a list of several organizations you can give to.

Please spread the word to colleagues, family and friends. Relief needs are huge.

At the moment of, I wanted to tip my hat to the American Red Cross for its immediate and creative communications strategy on the situation in Haiti and fundraising for relief efforts (through its International Response Fund). Their work is a great model for your organization when you’re responding to a crisis or simply handling everyday business.

Here’s how the Red Cross’ communication innovation is boosting the impact of disaster communications:

  1. Pushing out the latest from Haiti via the Disaster Online Newsroom, a blog that makes it easy for Red Cross staffers to get new info out a.s.a.p.
  2. Producing almost-real-time, short-form, easy-to-absorb video on the state of the devastation and the challenges faced by the relief effort. This video was “on the air” (via the blog) five hours after the earthquake struck.
  3. Sharing the Red Cross’ relief strategy as it evolves (via the video). The weak infrastructure in Haiti has resulted in the collapse of many entries into the damaged entries. The Red Cross outlines its preparation in surrounding countries for entering Haiti today.
  4. Making it incredibly easy to give via mobile phone.Text “HAITI” to 90999 to donate $10 to American Red Cross relief for Haiti.
  5. Mobilizing social media tools to spur awareness, giving and conversation in multiple communities. You can follow the Red Cross’ Haitian relief news via Twitter (@RedCross), the org blog and Facebook.

Overall, the Red Cross is doing a great job in utilizing a broad range of communications channels and capitalizing on each one’s strengths.

Other organization’s are also responding effectively. Oxfam has communicated its relief focus (public health, water and sanitation to prevent the spread of waterborne disease) which is very helpful in making giving decisions. Partners in Health, already on the ground in Haiti, is bringing medical assistance and supplies to hardest-hit areas.

P.S. Follow these key strategies to maintain the impact of your org’s communications in the shadow of a disaster like this one.

To learn more about social media and other key communications strategies, get the in-depth articles and case studies featured in the twice-monthly Getting Attention e-update. Subscribe today.

Nancy Schwartz on January 13, 2010 in Case Studies, Nonprofit Communications, Social Media, Web 2.0 | 3 comments
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  • Thank you Nancy!

  • Samantha

    I agree that the Red Cross has worked wonders with real-time information and mobile technology. There are numerous other examples of how mobile technology is changing the landscape of the nonprofit sector. The SSIR reports on it here: http://www.ssireview.org/opinion/entry/mobile_increasingly_on_call/

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