American Red Cross Launches First of Its Kind Digital Operations Centre

It truly is remarkable the impact that technology and social media has had on how we reach out, communicate, share information and engage supporters within the nonprofit fundraising sector. I have written about this impact extensively and specifically on how nonprofits can use social media platforms as effective fundraising and engagement tools. Related articles have included tips for Facebook, Twitter, Pinterest, email marketing programs and Online Video types to consider among other related posts. The digital growth that we have experienced in the last two years alone has made online communications a force to be reckoned with that requires time and dedication to satisfy the growing needs of a socially engaged public. Enter The American Red Cross and their newly established Social Media Digital Operations Centre with Dell.

Images courtesy of redcross.org and dell.com

Launched on March 7th, 2012 and built in an alcove at their Washington Disaster Operations Centre, this new centre is modeled after its partner Dell’s own Social Media Listening Command Centre. The centre is designed to spot trends during a disaster or emergency situation by listening and following online conversations on Facebook, Twitter, blogs and other platforms to proactively identify needs and helping connect people with resources. It is estimated that the internet is the 3rd most popular source for emergency information next to television and radio, with 18% using Facebook.

Information during disasters is very valuable and the more information the American Red Cross can obtain from the online community the better they can respond to emergency situations. The centre will have the capabilities to listen to and respond to online conversations. The benefits of this initiative include the ability to interact real-time directly with the affected communities and provide them with answers to questions, timely information and ground support as required.

The first of its kind, their Digital Operations Centre sprung into action even before its official launch as tornadoes hit the South and Midwest of the U.S. From giving advice on how to keep safe, to providing information on where to get help, the centre was able to monitor and provide online comfort to communities that were still connected through their mobile devices. It’s evident that this new initiative will certainly make ground support more effective when responding to emergencies and get support to those who need it faster than ever before.

Although initiatives on this scale may not be suitable or feasible for most nonprofit organizations, the concept of cause and brand monitoring is an important one. As nonprofits continue to increase engagement through social media and online channels, allocating dedicated resources to monitor and respond to their respective communities is where our technological future is heading. Perhaps not immediately, but in the very foreseeable future more and more organizations will be working towards developing Digital Departments that are dedicated to their online communities. What makes this possible for organizations of all scopes and sizes is that initiatives do not need to be as elaborate or cost prohibitive. Cost effective monitoring and engagement tools exist that can provide the same results as we have written about in the past.

With this new centre Dell and the American Red Cross is pioneering an initiative that I can foresee other nonprofits emulating in one form or another. Ultimately, each organization needs to evaluate how they can best respond in times of crisis while meeting the needs of their online communities.

Check out this graphic on American Red Cross’s technology timeline and its impact on disaster relief.

Red Cross Digital Operations Center powered by Dell

[youtube]http://www.youtube.com/watch?v=QkCWqIMsk2M [/youtube]

_________________________________________________________________________________________
For nonprofit, nonprofit fundraising, CSR business and other news, connect with us on Twitter, Facebook and Linkedin or subscribe to our RSS feed.

Miratel Solutions is a Toronto call centre, eBusiness, and letter shop mail house specializing in professional fundraising services including telephone fundraising, online fundraising, lottery services, donation caging, donation processing and other donor management services. We are committed to our CSR business values in all contact centre services and mail house operations and advancing the missions of the nonprofits we proudly serve.