The British Red Cross – a prime example of what charity can achieve
Charitable organisations often have difficulty in raising enough funds for their causes. This is because their campaigns often lack an essential ingredient that propels people to donate their cash to those in need- the ability to connect with the public. The key to making people aware of the problems that face so many challenged groups is to expose them and ignite a reaction from the public. The British Red Cross, through its powerful and thought-provoking media coverage, has achieved this.
Tackling the violent conflicts, famine and the impact of the drought crisis affecting Somalia in East Africa is currently one of main goals of the British Red Cross. The organisation is just one of a small number of charities that has played an instrumental role in reaching out to communities in this country by providing food to severely malnourished children and women that have fallen pregnant.
As well as providing food, medical care and clean water to impoverished countries, the British Red Cross also offers First Aid teacher training courses to charity workers so that they can better assist individuals requiring urgent medical care.
The key to the British Red Cross'campaign is to reach out to people by illustrating the extent of these problems through the media. By publishing videos and photographs of the scenes that the organisation’s staff are having to witness, people can see for themselves just how bad the situation is. With so many individuals unable to access basic medical care or even clean water, the only source of help available to them is charitable donations.
According to the British Red Cross website, a £20 donation is enough money to allow a family to store and transport water from ten jerry cans. A £45 donation can provide 30 fruit tree seeds to a group of farmers, while £75 will enable a farmer to plough their land for planting. It is clear that money spent here goes much, much further than the same amount spent in the UK.
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