Report on Fundraising Strategies: Canadian Red Cross Health Services

This report provides a detailed analysis of the fundraising strategies employed by the Canadian Red Cross, a humanitarian organization. It begins with a description of the organization's mission, mandate, and constituency, emphasizing its role in providing aid both domestically and internationally, guided by the principles of the International Red Cross and Red Crescent Movement. The report identifies the key sources of funding, including government and private donors such as Walmart Canada, Microsoft Canada, and media partners like The Weather Network. It then delves into the fundraising strategies, including face-to-face campaigns, telefundraising, online platforms, and community partnerships. The report highlights the importance of donor rights, transparency, and privacy policies. Furthermore, it outlines the organization's five-fold fundraising cycle, which includes identifying prospects, understanding their potential, cultivating relationships, addressing their needs, and maintaining connections. The report concludes with a list of references. This report is a valuable resource for understanding the fundraising landscape of a major health and human services organization.

Running head: FUNDRAISING IN HEALTH AND HUMAN SERVICES
Fundraising in Health and Human Services
Name of the University:
Name of the Students:
Author Note:

1Fundraising In Health And Human Services
Q.1. Description of the Organization and the mission, mandate and constituency of
the organization.
The Canadian Red Cross is a Canadian Humanitarian Organization that is involved in
extensive charity and is an extension of the Red Cross and Red Crescent. The Canadian Red
Cross is an organization, that receives charity and from both the government of the country
and the private bodies or the organization of the country. The Red Cross society us a
charitable organization that takes active role in reaching funds and help to places that are
faced with natural disasters, and to the people and places affected with major injuries or
accidents, and also assists in reaching funds to the disaster prone areas, and to the ones who
are in grave need of help, from all aspects (Southin, 2013). The organization also provides
international helps through the international bodies and try to reach to the paces which are
suffering from disasters, injuries, health issues and epidemics and other social and economic
disaster situations. It also reaches help to the pace that are affected by international and
national, political conflict. The organization also focuses on providing first aid training and
creating volunteers who will like to actively take part in the charity works. It also helps the
vulnerable populations around the world. The Canadian Red Cross is governed by or follow
the seven principles that are upheld by the International Red Cross and the Red Crescent
Movement, these are, the principles of humanity, neutrality, unity, universality, voluntary
services and independence ("Our Charity Profile: Canadian Red Cross - Canadian Red
Cross", 2019).
The essential mission of the organization is to reach to and improve the lives of the
vulnerable people by the principle of humanity spreading through and across both Canada
and the world. The organization along with practicing and including the principles of the
International Red Cross and the Red Cross Crescent, also practices the principles of respect
and inclusiveness across the world and focus upon empowering the community population

2Fundraising In Health And Human Services
around the world. It includes in its mission the principles of practicing transparency and
adaptation around the world, and their uniqueness lies in approaching and appealing to the
different situations of different parts of the world, differently, and as according to the culture
and the practices and belief systems of that particular society or community ("Our Charity
Profile: Canadian Red Cross - Canadian Red Cross", 2019). They practice the principles of
maintaining the dignity of the community culture. The organization, also includes in its
mission the principles of accountability and effectiveness, and works voraciously both within
the voluntary and across the world, and their special focus lies upon producing and providing
quality services and work across the world and within the country. They also try to focus
upon maintaining the safety of the members of the organization, and the training program that
the organization holds for the members.
Q.2. Key sources of funding of the organization and its donor base.
The Canadian Red Cross is a humanitarian organization, which is specially run by the
funds provided to the organization, by the governmental and the private bodies. Prior to find
out about the policies and the ways for asking for funds by the organization, it is important to
understand that the organization provides and practices Donor rights, and the maintains
transparency in the fundraising policies. A donor can view how his or her money is reaching
to the needy or how their donation is contributing in the process of change. The organization
also practices privacy policies to maintain the privacy of its donors (Glassford, 2014). The
organization also practices certain fraud policies to ensure that the funding is reached to the
areas in need and also put much focus and efforts on the controlling the digital glitches that
may rise up during the processes of fund raising and the online transferring of money.
The organization actively uses the face to face fund raising policy to collect funds.
The face to face fund raising policy refers to reaching out to people asking for money or other

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kinds of help. However, in the face to face fund raising policy, they primarily ask for money
("Our Charity Profile: Canadian Red Cross - Canadian Red Cross", 2019). The face to face
campaigns include going from door to door and asking for the money, they also uses the
shopping mall compounds and streets and business houses for the fund raising process.
According to the researchers it is the most cost effective way to ask for help from the people
and to raise a good collection. However, the members do not ask for cash only, they also keep
the provision for online transactions, and they provide bills accordingly to the donors.
Other than this, the organization also uses the telefundraising, whereby, the members are to
call people across the nation to ask for help and contribution. Now this is essentially online
transaction policy, so therefore, the donors can verify the calls as well, before making the
contribution ("Our Charity Profile: Canadian Red Cross - Canadian Red Cross", 2019).
The organization also makes effective use of the community partnership in order to gather
funds across the country and across nations. This particular program helps the organization in
many ways, it not only helps the organization to reach the contributions and helps to the areas
and people in need, but also it helps the organizations to find out the gaps and the needs in the
services and across cultural groups. The community based partnership also helps the
organizations to find out the ways to reach to the societies and the areas, and helps them to
understand the cultural aspects of different societies. The government of Canada helps them
in this manner, and among the private bodies the Walmart Canada, Aviva Canada, Microsoft
Canada, Sun Life Financial, Economical Insurance, Shaw Communications, Desjardins, Co-
op, Nalcor Energy, Canadian Bankers Association, PCL Construction are the ones who fund
the organization (Lucky et la., 2014). Along with these, the Weather Network and Quebecor
are the media partners of the organization that sponsor the organization.

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Q.3. The key fundraising strategies employed in relation to the planning process and
fund raising cycle.
The fund raising policies that the organization follow are, face to face fund raising
policies, online fund raising policies, organizational helps and the telefundraising policies. the
face to face fund raising policy is regarded as one of the most cost effective way to generate
funds and the members of the organization has made uses of the shopping malls, streets and
all the popular public forms to collects funds, and it has been proved as one of the most
effective way to reach to collect funds ("Our Charity Profile: Canadian Red Cross - Canadian
Red Cross", 2019). The online fund raising policy only attracts the interested people, who are
willing to pay for the organizational activities. The members also calls up people and reach to
the business houses and extensively use the social media to collect funds.
However the most unique strategy of the organization is the practice of monthly gift
policy that will be provided to the donors for making their contribution, and this has been
proved to be very effective as viewed by the annual report of the company. This is very good
approach taken by the organization, as it provides little happiness to the donors as well, and
make them feel good about themselves.
The organization follows a five-fold fund raising cycle, that includes,
 Identifying the prospects and the potential donors for the organization.
 Understanding the potentiality and the qualification of the prospects.
 Cultivating the relationship of each of the prospects.
 Understanding the solution for each of the prospects.
 Maintaining a strong relation and connection through recognition.

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References:
Glassford, S. (2014). Practical patriotism: how the Canadian Junior Red Cross and its child
members met the challenge of the Second World War. The Journal of the History of
Childhood and Youth, 7(2), 219-242.
Lucky, T. T., Seed, C. R., Waller, D., Lee, J. F., McDonald, A., Wand, H., ... & Wilson, D. P.
(2014). Understanding noncompliance with selective donor deferral criteria for high‐
risk behaviors in A ustralian blood donors. Transfusion, 54(7), 1739-1749.
Our Charity Profile: Canadian Red Cross - Canadian Red Cross. (2019). Retrieved from
https://www.redcross.ca/donate/information-for-donors/our-charity-profile-canadian-
red-cross
Southin, T. (2013). Harnessing the Fundraising Potential of Charitable Crowdfunding in
Canada.