1. Visibility of the Red Cross Brand
•86% of consumers say they are likely to switch brands
to one associated with a good cause.
•80% of consumers say that corporate support of causes
wins their trust in that company
•A majority of Americans believe that companies have a
responsibility to help support causes
•The 12,288 active volunteers at the Red Cross are key players
in their social groups. People turn to them for advice & help.
•Partnering with the Red Cross connects companies to an
organization that touches one million people in our
community each year
•Without a doubt, the American Red Cross is America’s best
known charity
80%
Recall of Red Cross Mentions (Visibility)
70% 70% 68%
60%
58% 54%
50% 50%
45%
42% 43% 48%
40% 41% 38%
38% 39%
37% 36%
33%
30%
20%
10%
0%
Sep-01 Mar-02 Sep-02 Mar-03 Sep-03 Mar-04 Sep-04 Mar-05 Sep-05 Mar-06 Sep-06
American Red Cross American Cancer Society United Way
Salvation Army American Heart Association FEMA Homeland Sec Fed

2. Trust in the Red Cross Brand
•More than a third of Americans can readily recall a story
in the media about the American Red Cross
•85% of Americans cite the the community value of the
American Red Cross
•American Red Cross ranks second, only to the
Olympic symbol, in recognition worldwide
•Intent to donate money and willingness to volunteer
is higher than other charities
•More than half of Americans would speak highly of
the American Red Cross, more than any other major
charity
•71% of Americans indicate trust in the American
Red Cross – a number which has remained stable
since 2007
Trust in the American Red Cross
80%
77% 77%
75%
72% 72%
71% 71%
70%
69% 70%
70%
65%
64% 64%
63%
60%
55%
50%
45%
40%
Oct '05 Dec '05 Jan '06 Mar '06 Apr 1 '06 Apr 23 '06 Sep '06 Jan '07 Nov '07 Apr '08 Sept '08 Jan '09
American Red Cross American Cancer Society Salvation Army American Heart Association United Way