Red Cross Advertising, Public Relations, and Marketing Strategies in Ireland and America
By Kristen Zelenka
In a flawless environment, supporting nonprofits by lending a helping hand, providing for a cause, or even donating blood would simply be an unselfish act of kindness. However, in the real world, these humanitarian acts are hard to acquire. Therefore, the American Red Cross and the Irish Red Cross must find ways to help persuade people to get involved. The only problem is that marketing and advertising for a nonprofit organization must captivate not only the donor but also the consumer.
One of the many ways that the American Red Cross raises awareness of its services is through cause marketing promotions. Cause marketing is “a mutual benefit marketing tool in which for profit and nonprofit businesses form a partnership to promote the businesses' product or service.” The value of this strategy to the American Red Cross is that it spreads awareness, raises revenue, and gains consumer engagement. Its evaluation process of cause marketing entails making sure there is a genuine and sincere partnership between the business and consumer, a mutually beneficial cooperation, and clarity.
The American Red Cross also takes great pride in its brand name and logo as well. Peggy Dyer, the Red Cross’ chief marketing officer comments: "The Red Cross brand is one of the most iconic and trusted brands in the world. I am eager to engage Red Cross volunteers, donors, supporters and the people we serve to help strengthen and grow this wonderful brand. It’s a true honor to know our work will increase the public’s appreciation for the brand and advance the Red Cross mission of helping people face emergencies–whether it’s a hurricane or a heart attack, a call for blood or a call for help."
In 2008, the organization had various public relations problems, so it hired a whole new line of corporate-style marketing workers, including its first brand manager. That same year, the Red Cross announced its first national marketing and advertising campaign that was aimed toward NASCAR racing fans. Robert D. MacDonald, the senior vice president of sales and marketing commented, “NASCAR reaches one in four Americans. Its geographical reach has been growing from where it started in the South, and now it’s pretty much all over.” The Red Cross logo was visible on the hood and side of several racing cars and tents at NASCAR events. NASCAR fans were also able to read where to donate blood and how to get involved online. The Red Cross then sent out e-mails to the people who signed up to give blood that year at NASCAR events. The Red Cross has also worked with Uno restaurants on a campaign called, “Give a pint, get a pizza.”
The most significant plan of action that the American Red Cross has been extremely successful with is its social media strategies. “Who says the Internet is only for young people? At age 127, the American Red Cross loves the Internet.” Social media tools allow the American Red Cross to align with their target market on an individual basis "at the place where your life intersects with our mission.” The growth of social media shows that consumers spend much of their time on the Internet. “Every day, several hundred people talk online about how their lives intersect with the Red Cross. We read and learn from every conversation. By adopting social media, we're making it easier for you to tell us how to make the Red Cross a better organization.” The American Red Cross is on Facebook, Youtube, Twitter, Flickr, blogging sites, and newsroom chats. The American Red Cross works with Bret Bernhoft, a chief partner of InsYght Consulting. He created the social marketing strategy for the American Red Cross that let large businesses reach out to Generation Y, people between the ages of 18 and 30 years old.
The American Red Cross also advertises on the television, radio, print newspapers, web-banners, and live-read scripts for PSA’s. For many of their radio ads, they use celebrities’ voices such as Billy Ray Cyrus, Fergie, Raven-Symone, Peyton Manning, and Reba McEntire. The Red Cross uses many well-known celebrities and entertainers to call consumers to its cause.
Needless to say, the American Red Cross has come a long way in advertising since its famous WWI and WWII campaigns. Its campaigns back then were the first aggressive advertising endeavor in advertising history. The campaign included posters, ads in newspapers and magazines, banners, billboards, and placards, brochures, leaflets, motion pictures, public speakers, public events, and many other grass-rooted efforts. The American Red Cross’s 2010 National Advertising Campaign is called “You Save the Day: Turn Heartbreak into Hope.”
The Irish Red Cross’ public relations, advertising, and marketing strategy is extremely different from the American Red Cross. First of all, the Irish Red Cross was established in 1939, making it close to 60 years younger than the American Red Cross. Also, Ireland is surprisingly a little behind with the age of the internet and the use of social media. However, the Irish Red Cross has a Facebook, Twitter, and Youtube account.
The Irish Red Cross is proud of its new International Communications strategy for 2007-2012, and it is extremely enthusiastic about accomplishing its goals. It wants the Strategy to help strengthen its partnerships by using it as a beginning tool to recognize areas of mutual effort and benefit. In order to communicate and sell the important information it contains, the Irish Red Cross is working to spread its message worldwide with help from their volunteers, partners, staff, government, and other humanitarian publics.
The Irish Red Cross knows to use well-known, credible celebrities and corporate sponsors to market its nonprofit as well. Popular TV chef, Rachel Allen, worked with O'Briens Irish Sandwich Bar in Dublin back in March to launch the Irish Red Cross "Save a Life. Change a Life" campaign. "Save a Life. Change a Life" campaign is taking place throughout O’Brien’s sandwich bars in April and May. Customers will be able to buy Irish Red Cross pins that look like lifesaving First Aid kits. The pins cost only €2 and are available in all 74 O'Briens sandwich bars across Ireland. All the money from this campaign benefit the Irish Red Cross. Emma Doyle, head of fundraising with the Irish Red Cross, commented, "We hope that for one week during our "Save a Life. Change a Life" campaign that anyone buying a sandwich or a coffee will help us by buying a pin. All funds raised will help us continue our work in Ireland and in countries that need it most."
While I was in Dublin, I had the great pleasure of visiting the Irish Red Cross. Its marketing and advertising strategy is much smaller than the American Red Cross; however, its humanitarian message is felt throughout the country.
For more information about the American Red Cross or the Irish Red Cross, visit its websites at http://www.redcross.org or http://www.redcross.ie.