American Red Cross

CLS Strategies was retained by the American Red Cross, one of the nation's largest and most prominent nonprofits, to help manage the communications crisis facing the organization following the Red Cross’ response to the tragic events of September 11, 2001.

The controversy surrounded the Red Cross’ decision to reserve a portion of the funds collected in the wake of 9/11 for victims of future acts of terrorism. CLS Strategies helped guide the organization's turnaround, including changing the policies governing the Liberty Fund so that all the funds collected post-9/11 were used to support its victims and their families.

CLS Strategies also recommended that former U.S. Senate Majority Leader George Mitchell be retained as an overseer of the Liberty Fund, and worked with him to publicize the plan he developed in consultation with families impacted by the tragedy, as well as a series of progress reports. CLS Strategies also worked with the Red Cross on matters supporting its brand, as well as key initiatives by the organization's chapters and blood division. While the Red Cross’ reputation declined in the wake of criticism around its initial policies following 9/11, it soon climbed back to its historic highs once the organization instituted its new policies and communicated them to the public.