Frankly, I’m sick and tired of  the dismissive comments with which many in our trade dismiss the money raising accomplishments of the American Red Cross in this Haiti disaster.

Sure it’s a ‘big brand … sure it gets top media attention … sure the President and First Lady added to the media attention with their visit on Saturday.

Make no mistake. When it comes to multi-channel fundraising communications, far from resting on its brand laurels, the American Red Cross is doing everything right. We all should all take a leaf from their disaster communications playbook.

The indefatigable Nancy Schwartz, in her blog Getting Attention, summarizes the multi-channel, ever-present approach of ARC’s Haiti work:

“Here’s how the Red Cross’ communication innovation is boosting the impact of disaster communications: 

1. Pushing out the latest from Haiti via the Disaster Online Newsroom, a blog that makes it easy for Red Cross staffers to get new info out a.s.a.p.
2. Producing almost-real-time, short-form, easy-to-absorb video on the state of the devastation and the challenges faced by the relief effort. This video was "on the air" (via the blog) five hours after the earthquake struck.
3. Sharing the Red Cross’ relief strategy as it evolves (via the video). The weak infrastructure in Haiti has resulted in the collapse of many entries into the damaged country. The Red Cross outlines its preparation in surrounding countries for entering Haiti today.
4. Making it incredibly easy to give via mobile phone.Text “HAITI” to 90999 to donate $10 to American Red Cross relief for Haiti.
5. Mobilizing social media tools to spur awareness, giving and conversation in multiple communities. You can follow the Red Cross’ Haitian relief news via Twitter (@RedCross), the org blog and Facebook.”

P.S. Compare today’s with yesterday’s Agitator post and you’ll see that Tom and I don’t agree on everything!

P.P.S. Says Tom in his "right of reply": 1) I agree … Nancy has done a great job summarizing the communications activities of the Red Cross. 2) But I don’t need the Red Cross to use my donation duplicating the reportage of CNN and other news organizations (unlike the scenario where, say, Amnesty International reports on human rights abuses that mainstream media ignore). 3) What I do need from ARC is for them to do the best job they possibly can to translate donations — not into Tweets — but into actual relief on the ground as quickly as possible. And certainly, along the way they might educate us in a meaningful way, from their unique perspective, on the huge infrastructure challenges that make immediate relief so difficult, as well as begin to make the fundraising case for ongoing support. 4) As to whether this present gift receiving constitutes "fundraising," I’ll stand by yesterday’s post.