Red Cross Company - Organization's Help to the Needy People, Fundraising Campaign, Involvement Behavior, and Attitudes - Example

Student’s Name: Instructor’s Name: Course Code & Name: Date of Submission: Executive summary Red Cross Company was established with an aims of bringing humanity in the society. It aims at respecting human dignity through helping those who are needy. It has come up with various programs to assist people faced with disasters, calamities and reuniting loved ones in the Military. American Red Cross society however faces many challenges. Lack of enough capital to gear their operations is a major challenge. They have deployed a new public service commission to draft a new campaign strategy. The commission decides that they will use beneficiaries to draft a campaign plan. Victims who have benefited from Red Cross society services have to tell their stories. These stories are to be edited and placed on social media. Executives believe that, People will be touched whenever they read these stories. They will realize how Red Cross society is beneficial to the society. This is a nice idea to generate enough funds to help Red Cross society operate its activities. However, use of diversity videos by this company may create confusion among the people. Table of Contents Executive summary 2 1.0 Introduction 1 2.0 Analysis 2 2.0.1 Relevant attention factors 2 Organization’s help to the Needy people. 2 Red Cross Fundraising Campaign 2 Red Cross society rending services 2 2.0.2 Comprehension 3 2.0.3 Involvement Behavior 4 High involvement 4 Low involvement 4 2.0.4 Attitudes (functions and relationship with the advertisement) 4 Instrumental function 5 To give knowledge 5 Defense function 5 3.0 Conclusion 5 4.0 Reference 7 1.0 Introduction Red Cross society is an international organization that was established to enhance humanitarian movements. It is a large organization which comprises of millions of volunteer staff worldwide. Its missions and objectives include: To save human life. Through blood donations, food relief and first aid programs. To ensure that human life is protected and respected. To meet the needs of the poor. They elevate suffering that human beings endeavor. Red Cross society have various branches globally which are united by common goals, objectives, purposes, statues and set rules and regulations. It was formed some decades back after the need to assist soldiers wounded in battle field. The number of wounded patients outnumbered the number of nurses in the hospital. Therefore a need to start Red Cross society emerged. They provide assistance to people affected by disasters, supply blood and to aid armed forces during battles (Barton, Clara. 1904). Red Cross Society have been have been advertised in most media groups. Advertisement by business daily, “To Tell its story, Red Cross Goes to Those It Helped” dated 12th December 2012, Describes how the association had launched a new pubic committee to design a campaign to raise capital. It used the people who have benefited from the services rendered by the association. American Red Cross society uses the beneficiaries to testify their services. Red Cross society identified specific people who had benefited from their services. These services include floods, fire rescues and uniting members with their loved ones in the military. They believed that these services touched the life’s of the victims (Barton, Clara. 1904). The new board published and produced video talks by these beneficiaries. These videos were to be used during the campaign trail. Fig 1. Source: redcross websites 2.0 Analysis 2.0.1 Relevant attention factors Organization’s help to the Needy people. Red Cross society always responds to disasters that occur. According to this media advertisement, “To Tell its story, Red Cross Goes to Those It Helped” dated 12th December 2012, describes how the American Red cross society have helped people affected by various disasters. It helps victims who have been affected by fires breakouts, floods, food shortages and reuniting loved ones with those in military. Angelina Perez whose house had been burnt to ashes confesses that she had been secured a hotel to live in by Red Cross society.”Red Cross place us in a Hotel so that we could stay together”, she said (Leith, Denise. 2002). Red Cross Fundraising Campaign Red Cross society appointed a new public service commission to design a new campaign strategic plan. The pan was aimed to raise enough capital to help steer the activities of the organization. The strategy to be used involved the use of beneficiaries to initiate a successful campaign. The beneficiaries were to be taken to a tour to Alabama. Chef executive director of American Red Cross societies (Mrs. Dyer) believed that, by moving with the victims, it reflects a lot about the activities that Red Cross society has rendered to the society. “Red Cross society has done a great job in directing victims to tell their stories to the people”, Mrs. Nancy Schwartz said (Leith, Denise. 2002). Red Cross society rending services Through the advertisement, Red Cross society gives various services to the people. Angelina Perez, who is one of the victims, appreciates the assistance given by the organization after her house was burnt to ashes by fire. “Red Cross Society secured a room for us in the hotel so that we could be together” Mrs. Angelina Perez said (Leith, Denise. 2002). 2.0.2 Comprehension Many organizations have been formed each with different aims and goals to achieve. Red Cross society is one of the biggest organizations that have been formed to protect humanity. According to my view, this organization is effective and efficient. It ensures that human rights are respected. It saves the lives of those who are needy in the society. Majorly, it plays a big role that most government agencies would not. Military personnel may be left without assistance after warfare, these people work for the nation; they protect the nation against attacks. When they are injured, Red Cross societies are there to attend to their injuries. Life is all about risks and uncertainties. These risks include disasters such as fires, floods, hailstorms etc. Such disasters affect people’s properties. In many cases it claims the lives of many people. Red Cross societies respond to any alarms rapidly (Barton, Clara. 1904). Organizations that are aimed towards restoring human dignity should be formed. I support these great organizations because of the following reasons; They give quality services to the needy people in the society. (Protect fire , floods) Membership voluntarily. Every person who wants to join these societies should volunteer to assist those who are needy. They save human lives during emergency situations. They help in inducing blood donation programs, food relief to dry areas, medical assistance to doctors and disaster management services. They respond quickly to emergencies in remote areas. They are reliable to assist those who are needy.(Angelina Perez) They have international network. Red Cross societies are wide spread globally. They ensure their services are given to all people in the world. ( Tour to Alabama) They have good strategy to raise capital. They use victims who have benefited from their services to draft a campaign trail. Such campaigns generate enough capital to gear its activities.( new public service commission) 2.0.3 Involvement Behavior High involvement Advertisement is highly involved. The new board of American Red Cross public service was established to draft a campaign strategy to raise capital. Victims who have benefited from the organization’s services are used to give testimonies about it. Angelina Perez shows how Red Cross society secured her a room in a hotel. This occurred after her house was burnt by fire. Sarah Centrella, a single mother whose house was affected by floods, shows how Red Cross society helped her secure a room in a hotel (Barton, Clara. 1904). The strategy employed by American Red Cross society to raise capital is technical. They plan for a tour to Alabama where victims affected could meet other people in Diaspora and to narrate their stories to them. They believed that people are touched by past experience they have undergone. By moving along with victims, people are touched by their experiences. They then come to realize how Red Cross societies were beneficial to them.”It is the best way to make people open their wallets”, Deborah Small a psychology professor said (Leith, Denise. 2002). Low involvement On the other hand, the above advertisement can be term low, the use of talks to advertise how Red Cross society have helped victims may create confusion. This is according to Edward Russell who is an associate professor in advertising at new school public communications. He termed the campaign as fairly effective. His concern is that, diversity created by Red Cross society in the videos may end up confusing many people. The message sent by victims through the video may bring confusion, other people may believe while others may ignore it (Barton, Clara. 1904). 2.0.4 Attitudes (functions and relationship with the advertisement) Attitude is the position / feeling towards something. Attitudes have various functions which includes the following. Instrumental functions. Also called adaptive functions. To give Knowledge Defense function. Instrumental function Attitudes are there to enable many people to realize their objectives in life. Such attitudes serve an adaptive function. In the advertisement, executives of American Red Cross societies have expressed concerns in raising capital using beneficiaries. Through their director (Mrs. Dyer) they believed that people’s wallets will be open if they heard about other people experiences. This idea was aimed towards raising funds to assist the organization’s activities. “Red Cross Society has done a big work in directing beneficiaries to tell their stories”, Mrs. Nancy Schwartz said. Mrs. Nancy has a positive feeling that the Red Cross society has done a great job by editing stories said by beneficiaries. He Claims that this initiative will enable people to realize the efforts that the organization does to the needy people in the society (Barton, Clara. 1904). To give knowledge Attitudes help people know the truth about the occurrence of some events. They help people to understand more about other events. In the advertisement, the strategy used by management of American Red Cross society was highly involved. Editing and shooting of video talks by victims helped people to understand more about the organization. Beneficiaries tell their stories to other people. These stories are touching. It makes people to understand the services given by the Red Cross society. How it helps people who are needy (Barton, Clara. 1904). Defense function Attitudes helps peoples t o protect them from damaging situations. They help people understand damages in the society and learn how to avoid them. The advert aims at raising funds as well as exposing services done by Red Cross society to the people. (Leith, Denise. 2002) 3.0 Conclusion In summary, Red Cross society is a great organization that aims to protect human life through blood donations, food relief, disaster management programs and more. They ensure that human life is respected and protected. They rescue those who are needy in the society by providing them with basic needs when faced with problems. Red Cross society employs various strategic plans to boost its activities. The new public service board has come up with a good strategy to raise funds for the organization. Life is all about risks and uncertainties. There is need for an agency that cares for human life, Agencies that responds quickly to emergencies. Agency which protects people’s lives .Red Cross society has achieved these functions. The advert has both high and low involvement. The public service has come with an idea of using beneficiaries of Red Cross society to generate income. They are to narrate their stories which are then edited. This can be term as high involvement. The decision made is technical. However, Professor Russell claims that, the used of diversity videos by Red Cross agency may bring confusion. This idea can be term as low involvement. Attitudes have been used in this advertisement for knowledge, defense and instrumental purposes. 4.0 Reference Arruda-Filho, E., Cabusas, J., & Dholakia, N. (2010). Social behavior. International Journal of Information Management, 30(6), 475-480. Redcross.org.au. Australia Redcross website. (np).[online] http://www.redcross.org.au/default.aspx Retrieved 16 April 2013. Barton, Clara. (1904).A story of the Red Cross: Glimpses of field work. New York: D.Appletion and Company. Retrieved from http://www.gutenberg.org/ebooks/30230 Burkitt, L. (2010, December 16). Red Cross rescues a widow. Wall journal [Eastern edition], p. B.8.  Leith, Denise (2002). The politics of power: Freeport in Suharto’s Indonesia. University of Hawaii Press, ISBN 0-8248-2566-7 Phillips, Brenda D.; David M. Neal, Gary R. Webb (2011). Introduction to Emergency Management. CRC Press. p. 408. ISBN 1439830703. Retrieved 16 April 2013. Read More