American Red Cross

A U.S. humanitarian nonprofit providing disaster relief, blood services, emergency preparedness, health training, and support for military families.

Last updated October 13, 2026

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Overview

The American Red Cross, formally the American National Red Cross, is a United States humanitarian nonprofit and the American member of the International Red Cross and Red Crescent Movement. Founded by Clara Barton on May 21, 1881, it was created to bring the principles and practical methods of the international Red Cross organization to the United States. Its role has expanded from wartime nursing and disaster assistance into a nationwide network delivering emergency response, blood collection and distribution, health and safety education, international humanitarian support, and services for members of the U.S. armed forces, veterans, and their families. The organization is distinctive in American public life because it is independent of the federal government while operating under a congressional charter. That charter assigns it specific responsibilities, including assistance to military personnel and families and relief during domestic disasters. The Red Cross is not a government agency, does not have shareholders, and is not listed on a stock exchange. It depends on donations of money, blood, and volunteer time, together with program revenue and institutional support, to operate its services. Disaster Services is one of its most visible activities. The organization responds to house fires, hurricanes, floods, tornadoes, wildfires, severe storms, and other emergencies by providing immediate help such as shelter, food, supplies, health services, emotional support, recovery guidance, and connections to other resources. It also works internationally through the Red Cross and Red Crescent network during major crises. Its disaster work has included responses to events such as the sinking of the Titanic, the First and Second World Wars, the 1918 influenza pandemic, Hurricane Katrina, and the 2023 Maui wildfires. Biomedical Services is another defining part of the organization. The Red Cross developed the first nationwide civilian blood program in the United States during the 1940s and remains a major supplier of blood and blood products to American hospitals. The service collects donations, tests and processes blood, distributes products, and educates the public about donation. The organization also provides first-aid, CPR, and other health and safety courses, along with preparedness information designed to help individuals, families, workplaces, and communities respond before professional help arrives. Service to the Armed Forces supports military members, veterans, and their families, including emergency communications, assistance during deployments and crises, and connections to community resources. International Services links the organization to global humanitarian programs and the wider Red Cross and Red Crescent network. Across these activities, the brand is positioned around trusted, rapid, practical help in emergencies rather than commercial products. In the twenty-first century, the American Red Cross has invested in digital communications, information technology, mobile services, preparedness tools, and social media. Gail J. McGovern led the organization from 2008 through June 2024, a period marked by financial restructuring, operational modernization, and responses to major domestic and international disasters. Cliff Holtz became president and chief executive officer on July 1, 2024, after serving as chief operating officer. The organization continues to adapt to more frequent and intense disasters, blood-supply pressures, changing public expectations, and the needs of underserved communities.

History

The American Red Cross was established by Clara Barton on May 21, 1881, after her experience with humanitarian relief in Europe and her efforts to introduce the international Red Cross model in the United States. Barton’s organization initially focused on assistance during armed conflict and major disasters, but its mandate broadened as the country experienced industrial accidents, epidemics, natural catastrophes, and wars. The organization became an important source of nursing, relief supplies, communications, and volunteer mobilization during the Spanish-American War and the First World War. World War I greatly expanded the institution’s scale. The American Red Cross organized fundraising drives, recruited volunteers, supported military hospitals, assisted civilians overseas, and used mass advertising to explain the need for donations. Its War Fund and Roll Call campaigns demonstrated the power of national publicity and helped establish the organization as a major American humanitarian institution. It also supported relief during the 1918 influenza pandemic and later provided services during World War II and other conflicts. The organization received its first congressional charter in 1900. The charter created a distinctive relationship with the federal government: the Red Cross remained a private nonprofit but received federally defined responsibilities, especially support for armed forces personnel and disaster relief. It has subsequently received additional charter amendments and continues to operate independently while coordinating with government agencies, hospitals, emergency managers, and international Red Cross and Red Crescent bodies. A major institutional turning point came in the 1940s with the creation of the first nationwide civilian blood program in the United States. Blood collection and distribution became one of the Red Cross’s central services and eventually a large-scale biomedical operation supplying hospitals across the country. Health and safety education also became a permanent part of the organization’s public role, with courses in first aid, CPR, water safety, and emergency preparedness. In the later twentieth century, the Red Cross used public-service advertising to recruit blood donors and volunteers, promote health training, raise funds, and address public-health misinformation. Its campaigns with the Ad Council included volunteer recruitment, blood-donation education, and a 1986 effort to dispel false beliefs about AIDS transmission. Following September 11, 2001, it expanded preparedness communications, culminating in the 2003 Together We Prepare campaign. The organization responded to numerous large-scale disasters in the modern era, including the Titanic sinking, Hurricane Katrina, major hurricanes, tornadoes, floods, wildfires, the Haiti earthquake, the Japan earthquake and tsunami, Hurricane Sandy, and the Maui wildfires. These responses increased public awareness of the Red Cross while also exposing the operational complexity of nationwide disaster relief, including the need to coordinate volunteers, donations, shelters, logistics, health services, and public communications. Gail J. McGovern became president and CEO in 2008 during a period of significant financial and operational strain. Her tenure emphasized deficit reduction, debt management, information-technology modernization, expansion of health and safety instruction, and digital communication. She also oversaw responses to major disasters and the organization’s pandemic-era blood and plasma activities. After McGovern retired from the CEO role in 2024, Cliff Holtz, formerly the chief operating officer, became president and CEO, while McGovern became chair of the Board of Governors. Today, the American Red Cross combines emergency response, blood services, preparedness education, military-family assistance, and international humanitarian work. It relies on a large volunteer base and public contributions, and it continues to adjust its programs to changing disaster patterns, blood-supply needs, technology, and inequities in access to emergency assistance. The American National Red Cross was founded in 1881 by Clara Barton. From its early years, the organization focused on disaster relief and humanitarian assistance, gradually developing a network of volunteers and local units across the United States. As public-health, disaster-management, and military-support needs evolved, its activities expanded to disaster response, blood services, first-aid and safety education, and support for service members, veterans, and their families. The modern American Red Cross operates as a nonprofit organization, relying primarily on individual and institutional donations, volunteer participation, and related service programs. Its emblem and organizational identity are part of the International Red Cross and Red Crescent Movement, while its operational focus is primarily on disaster, health, and community needs within the United States.

2024
Cliff Holtz becomes CEO
[3]Cliff Holtz leadership profileredcross.org
Cliff Holtz became president and CEO, succeeding Gail McGovern.
2008
Gail McGovern becomes CEO
[11]Gail McGovern becomes CEOobamawhitehouse.archives.gov
Gail J. McGovern assumed leadership during a period of financial and operational restructuring.
2003
Together We Prepare campaign
[6]American Red Cross post-September 11 preparedness campaignaef.com
A national public-service campaign promoted household and community emergency preparedness.
1940
Nationwide civilian blood program
[1]American Red Cross — Historyredcross.org
The Red Cross developed the first nationwide civilian blood program in the United States during the 1940s.
1917
World War I War Fund campaign
[5]American Red Cross World War I advertising case historyaef.com
National fundraising and advertising mobilized money and volunteers for wartime humanitarian work.
1900
First congressional charter
[2]American Red Cross federal charterredcross.org
The organization received its first federal charter, defining responsibilities connected with military assistance and disaster relief.
1881
American Red Cross founded
[1]American Red Cross — Historyredcross.org
Clara Barton established the American Red Cross in the United States, with disaster relief and humanitarian assistance as its primary mission.

Products and positioning

A trusted, volunteer-supported emergency response and lifesaving services organization whose mission is to prevent and alleviate human suffering.

Emergency response · 1881
Disaster Services
Provides immediate assistance and recovery support after disasters such as home fires, hurricanes, floods, tornadoes, wildfires, and severe storms. Services can include shelter, meals, relief supplies, health services, emotional support, casework, preparedness guidance, and referrals to longer-term assistance.
Blood services · 1940
Biomedical Services
Collects donated blood, processes and tests components, and distributes blood products to hospitals. The program became a nationwide civilian blood service during the 1940s and remains one of the organization's most prominent operational activities.
Health and safety education
Training Services
Offers education in first aid, CPR, emergency response, and related health and safety skills for individuals, workplaces, schools, and communities. The service supports the organization's broader goal of helping people act effectively before professional responders arrive.
Military-family support
Service to the Armed Forces
Supports service members, veterans, and military families through emergency communications, assistance during crises and deployments, and connections to community and government resources. Selected information, communication, and support services for members of the armed forces, veterans, and their families in connection with service, deployment, and family needs.
International humanitarian assistance
International Services
Works through the global Red Cross and Red Crescent network to support humanitarian response, disaster assistance, restoring family links, and other international programs.
Disaster Relief
Emergency assistance for individuals and families affected by events such as hurricanes, floods, and fires. Support can include temporary lodging, food, essential supplies, information, and recovery assistance.
Blood Services
Blood collection, processing, and related supply services that help provide blood and blood products to healthcare institutions. The program depends on public blood donations and is a major part of the organization's public-health work.
First Aid, CPR and Safety Training
First-aid, CPR, and other health and safety courses for individuals, schools, businesses, and community organizations, designed to improve emergency preparedness.
Safety education
Water Safety
Water-safety education and training related to swimming, aquatic activities, and lifeguarding, intended to reduce drowning risks and build emergency and rescue skills.

Marketing campaigns

2012Storytellers
United States
The holiday giving campaign featured self-filmed, unscripted accounts from people helped by the Red Cross, including survivors of home fires and floods.
Outcome. The campaign presented the organization’s work through first-person experiences and highlighted disaster relief, blood services, military-family support, international aid, and training.
Source
2003Together We Prepare
United States
The national brand and preparedness campaign used television PSAs, earned media, and preparedness materials to encourage Americans to prepare for emergencies in the post-September 11 environment.
Outcome. The campaign increased the visibility of preparedness as a core Red Cross responsibility and reached national broadcast audiences.
Source
1986AIDS blood-safety education campaign
United States
A public-service campaign addressed misinformation about AIDS transmission and helped communicate the safety and importance of blood donation.
Outcome. The campaign contributed to public education during a period of widespread confusion about AIDS and blood services.
Source
1945Ad Council public-service advertising partnership
United States
For more than five decades, Red Cross and Ad Council campaigns promoted blood donation, volunteer service, health and safety courses, and charitable giving.
Outcome. The campaigns broadened awareness of Red Cross services and supported recruitment and donation goals.
Source
1917World War I War Fund and Roll Call campaigns
United States
The American Red Cross used national advertising, fundraising appeals, membership drives, and volunteer recruitment to support wartime relief. Messaging translated overseas humanitarian needs into a direct home-front responsibility for Americans.
Outcome. The campaigns substantially expanded public participation and fundraising for the organization’s wartime work.
Source

Brand decisions

2024
CEO succession from Gail McGovern to Cliff HoltzOther
Background
Gail McGovern retired after more than sixteen years as president and CEO. Cliff Holtz had served as chief operating officer and was selected as her successor.
Action taken
Holtz became president and CEO on July 1, 2024, while McGovern assumed the chair of the Board of Governors.
Aftermath
Leadership continuity was maintained through an internal succession from the organization's chief operating officer.
Source
2008
Financial and operational transformation under new CEOStrategy
Background
Gail J. McGovern took over while the organization faced a substantial operating deficit, debt obligations, and pressure to modernize its systems and service delivery.
Action taken
Management pursued financial stabilization, information-technology modernization, expanded training, and stronger digital communications.
Aftermath
The organization reported improved financial stability and continued investment in mission delivery during McGovern's tenure.
Source

Recent events

2021-10-25
Liberty University and American Red Cross hold campus blood drive[12]Liberty University与美国红十字会在校园举办献血活动liberty.edu
Liberty University partnered with the American Red Cross to offer a two-day blood drive on campus on Monday and Tuesday. The article reports that more than 120 donations were given.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
2021-09-01
KOCO 5 and American Red Cross partner for Hurricane Ida relief[13]KOCO 5与美国红十字会合作援助艾达飓风灾民koco.com
Reported: 2021-09-01
KOCO 5 partnered with the American Red Cross to help people affected by Hurricane Ida and hosted a Day of Giving that raised $13,135 for the Red Cross.
2021-08-31
Publix launches Tennessee flood-relief donation campaign[14]Publix发起田纳西州洪灾捐款活动yahoo.com
Reported: 2021-08-31
Publix established a register donation campaign at its Tennessee stores to raise funds for people affected by flooding in Middle Tennessee. Donations are to be channeled through the American Red Cross.
2021-08-10
Legoland offers discounted tickets for Red Cross fundraiser[15]Legoland推出折扣门票为红十字会筹款tampabay.com
Reported: 2021-08-10
Legoland offered one-day tickets to its Winter Haven park for $47, a 50% discount from the gate price, with $10 from each ticket sold donated to the Red Cross of Central Florida. The offer ran through September 5, 2021.
2020-12-09
Jim Hudson Automotive Group donates emergency response vehicle to the Red Cross[16]Jim Hudson Automotive Group 向红十字会捐赠应急响应车辆abccolumbia.com
Reported: 2020-12-09
Jim Hudson Automotive Group donated a new energy-efficient emergency response vehicle to the Red Cross. The vehicle is intended to help volunteers serve meals after a tornado and assist families after house fires.
2020-06-30
Wilbur-Ellis launches countdown to its centenary[17]Wilbur-Ellis启动百年庆倒计时prnasia.com
Reported: 2020-06-30
Wilbur-Ellis launched a countdown to its centenary and announced plans for anniversary activities over the following 12 months, including a new anniversary website and a donation program benefiting Red Cross organizations in the United States, Canada and Asia-Pacific.
2020-04-24
Trade Me opens Kindness Store to support charities[18]Trade Me开设Kindness Store支持慈善机构scoop.co.nz
Trade Me opened its Kindness Store, a curated page where customers can purchase items needed by charities, working with Women’s Refuge, Red Cross, City Mission, Age Concern, Variety – the Children’s Charity and The Salvation Army.
2020-04-13
American Red Cross and Active Heroes partner on resiliency workshop[19]美国红十字会与 Active Heroes 合作推出复原力研讨会kmmo.com
Reported: 2020-04-13
The American Red Cross partnered with Active Heroes to offer the COVID-19 Resiliency Workshop, with sessions scheduled for April 16, April 23 and April 28.
2020-04-13
YMCA of Montclair and American Red Cross conduct blood drive[20]蒙特克莱尔基督教青年会与美国红十字会举办献血活动montclairlocal.news
Reported: 2020-04-20
The YMCA of Montclair hosted a blood drive at the Park Street YMCA with the American Red Cross; more than 50 donors attended and 21 pints of blood were collected.
Unconfirmed
Jaguar Land Rover deploys vehicles to support Red Cross relief efforts[21]捷豹路虎调配车辆支持红十字会救援工作mansworldindia.com
Reported: 2020-04-02
Jaguar Land Rover deployed 160 vehicles, including the new Defender, to support Red Cross workers during the coronavirus pandemic. The report says the vehicles supported efforts in the UK and other named markets.

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