The document outlines the evolution of supporter engagement by the American Red Cross, beginning with Clara Barton's initial meetings and her ability to motivate volunteers. It discusses the transition from traditional communication methods such as newsletters to modern avenues like email campaigns, social media, and text giving, highlighting the importance of multi-way communication. The text speculates on future developments in nonprofit communications driven by advancements in mobile technology and smart devices.

1. Nonprofit Supporter EngagementHistory and Evolution: A Red Cross Case StudyBy Rachael BoyerMay 24, 2011

2. The American Red Cross began with a meeting of Clara Barton’s acquaintances. Clara was also a persuasive and charismatic speaker who could rally volunteers with ease.

3. The Red Cross used posters and newsletters

4. Then emailUnique email campaigns with catchy subject lines and visually interesting graphics encourage action from supporters, but don’t allow for conversations.

5. Then social media and text givingSocial media allows multi-way communication, and text giving is popular, but not without problems.

6. What’s next?Will mobile TV, and internet-enabled smart phones continue to make nonprofit communications evolve?

7. CreditsBy Rachael Boyer, for COM 546, Evolutions and Trends of Digital Media at the University of Washington, Master of Communication in Digital Media. Spring 2011.Papatoetoe Red Cross meeting, ca 1962, photograph by Trevor Penman, courtesy Manukau Libraries http://www.flickr.com/photos/manukau-libraries/4477875704/in/photostream/Information about Clara Barton, and the American Red Cross http://www.redcross.org/museum/history/claraBarton.aspVintage American Red Cross posters: http://www.redcross.org/museum/exhibits/posters.aspRed Cross email screenshot by Jeannie Chan: http://www.curiousmarketeer.com/2011/01/a-lesson-from-the-red-cross/Ozarks Red Cross Twitter screenshot: http://www.flickr.com/photos/ozarksredcross/4931433930/sizes/m/in/photostream/Text giving photo by Ann Larie Valentine: http://www.flickr.com/photos/sanfranannie/2825316538/Mobile TV photo by Nicolas Nova: http://www.flickr.com/photos/nnova/3948168895/Red Cross Social Media study: http://offcampus.lib.washington.edu/login?url=http://search.ebscohost.com.offcampus.lib.washington.edu/login.aspx?direct=true&db=a9h&AN=58095719&site=ehost-live