American Red Cross Launches Gifts that Save the Day Holiday Campaign

Through the online catalog at www.redcross.org/gifts, people can make a donation that could provide food and shelter for a disaster victim for a day; a military comfort kit with a robe, phone card and other supplies for a wounded warrior; or a month of basic necessities for a family in another country who lost everything in a disaster.

In addition, the online catalog provides an opportunity for people to give a charitable gift while doing their online shopping. Although retail sales are projected to remain flat this holiday season, online holiday gift-giving is expected to grow by 4 percent.

Gifts made through the catalog are contributions towards a Red Cross program area, not a donation to a specific project or item. The donations will be used to provide assistance where it is needed most within the program area; remaining money is put to use where it is needed most.

“These have been turbulent economic times for the Red Cross and other non-profits, with more and more people seeking help,” said McGovern. “The Red Cross is working very hard to raise money now so the organization can be there tomorrow with help and hope when people need it most.”

A key part of the 2009 Red Cross holiday campaign will be national advertising, including national cable television, in-flight magazines and online advertising urging people to make a donation to the Red Cross.

The television ads, which start November 23, mark the first time since 2003 that the Red Cross has done national television advertising during the holiday giving season. The advertising will support the end-of-year giving campaigns of the Red Cross and of chapters throughout the country.

The Red Cross ads feature photos and images of people being offered comfort and help by the Red Cross after a disaster, when they need life-saving blood or following a local home fire. The ads, which feature a voiceover from actor Jimmy Smits, seek to capture the “Red Cross moment” when people go from despair to hope, and urge people to give the gift that saves the day.