American Red Cross of Central Florida

American Red Cross of Central Florida
                  Copyright © 2012 Community Foundation of Central Florida

General Information

Nonprofit
American Red Cross of Central Florida
Address
5 North Bumby Avenue
Orlando, FL 32803
Phone
(407) 894 x4141
Fax
(407) 894-6951
Website
http://www.midfloridaredcross.org/

Contact Email
mail@midfloridaredcross.org
Year of Incorporation
1938
Organization DBA

Former Names

Organization's type of tax exempt status
Public Supported Charity
Name of supporting organization
American Red Cross
Organization received a competitive grant from the community foundation in the past five years
No

Statements and Search Criteria

Mission Statement
The American Red Cross is a humanitarian organization led by volunteers and guided by its Congressional
Charter and the Fundamental Principles of the International Red Cross Movement. The American Red Cross
will provide relief to victims of disaster and help people prevent, prepare for, and respond to emergencies.
Impact Statement
The American Red Cross of Central Florida was recently grouped with 3 other chapters in the Metro Orlando
area and named as headquarter for the Mid-Florida Region in a reorganization mandated by the national
organization. That process accomplished many things; operations were streamlined, back office functions
were consolidated and a system was put in place to ensure an improved organization that allows for
chapters to share resources and experiences without duplicating efforts and incurring undue costs. There is
now a regional annual report, new web site and video. All help educate the public on Red Cross services, the
delivery of those services, and it also reports use of donor dollars.

The chapter was also recognized by numerous organizations for its continued work as a region during
disaster relief operations like the Haiti Relief Response in the greater Orlando area. During that unique
response, which required around the clock client services for about 45 days, the Red Cross and its
volunteers provided food, water, medical care, and counseling to the almost 10,000 survivors that landed in
Sanford, Florida.

The chapter has also secured a more cost effective cell phone system that is to be used during disasters.
Also many of its client assistance systems have been updated to provide a speedier process for delivery of
service.

Goals for the upcoming year include improving response capabilities for an even larger scale disaster,
focusing on non-incidental fundraising, meeting fundraising goals and completing updated strategic and
succession plans.
Background Statement
In 1859, Henry Dunant saw the ravages of the war while traveling to northern Italy to meet with the Emperor
Napoleon III. Deeply affected by the wounded men he saw, he immediately organized a voluntary aid service
that would come to be known as the International Red Cross.

At the same time, America's Civil War brought a former school teacher and government worker, Clarissa
Harlowe Barton, to the front to care for the wounded. Her dedication and determination quickly earned Clara
Barton the appellation “Angel of the Battlefield.” After the war, Barton learned of the Red Cross movement
established in 1863 by Dunant and founded the American Association of the Red Cross in 1881.The
American Red Cross then received a Congressional charter in 1905.

While closely associated with the federal government in the promotion of its objectives, the Red Cross is an
independent, volunteer-led organization, financially supported by voluntary public contributions and cost-
reimbursement charges. A 25-member, all volunteer Board of Governors leads the organization. The
president of the United States, who is honorary chairman of the Red Cross, appoints eight governors,
including the chairman of the board. The chairman nominates and the board elects the president of the Red
Cross who is responsible for carrying into effect the policies and programs of the board. The American Red
Cross works closely with the International Committee of the Red Cross on matters of international conflict
and social, political, and military unrest. As a member of the International Federation of Red Cross and Red
Crescent Societies, which it helped found in 1919, the American Red Cross joins more than 175 other
national societies in bringing aid to victims of disasters throughout the world.
Primary Organization Category
Human Services / American Red Cross
Secondary Organization Category
Public Safety, Disaster Preparedness and Relief / Public Safety, Disaster Preparedness & Relief NEC
Tertiary Organization Category
Geographic Areas Served
FL - Orange
FL - Osceola
FL - Seminole
The American Red Cross of Central Florida serves all within Orange, Osceola, and Seminole counties.
Volunteers and resources are also used in disaters that happen in our neighborhing counties of Brevard,
Citrus, Flagler, Hernando, Highlands, Lake, Marion, Polk, Sumter and Volusia.
Needs Statement
The top need of the Central Florida Chapter is a new building for staff, volunteers and health and safety
courses. The current facility is more than 50 years old. The space is inadequate, the building is in constant
need of expensive repairs and parking is very limited for the number of volunteers, clients and members of
the general public that come and go every day. The estimated cost of a new building is $3 million.

The chapter has an on-going need for funds for disaster clients and the disaster services program which
requires constant training, certifications and maintenance of warehouses for disaster supplies and
emergency response vehicles.

There is a rising need for new technology and computers for volunteer stations and staff. Current systems
date back nearly a decade. Because of age and limited space for data the system is slow and causes delay
in response time. The estimated cost of new computers would be about $65,000.

The Central Florida Chapter also needs a facility that can serve as a Disaster Operations Center during a
response so regular operations can continue at the headquarters building. The DOC is the hub for
coordination and communications during a disaster with dozens of volunteers and staff coming and going to
and from their assignments. Currently, the chapter is forced to "shop around" for organizations willing to
donate space at the start of a disaster response. The total cost to consider should include the space and
maintenance of utilities and facility.

The Health and Safety Department of the Central Florida Chapter is in need of a facility for its CPR, first aid
and AED courses around the service delivery area as well as its expanding nurse assistant training program.
This would provide the public more options in terms of locations and would also allow for more people to be
trained in life saving skills.

CEO Statement
One of the most distinctive aspects of the American Red Cross is its reliance on the generous donations of
time by members of the community in delivering services and fulfilling the organization's mission. Volunteers
are the backbone of the organization and relief operations simply are not possible without the tireless work
that goes on by people who are giving their time for free. To ensure an organized and successful response
volunteers train in various areas from mass feeding to psychological first aid in order to maintain the level of
readiness that is required. Volunteers are also available 24 hours a day, seven days a week to respond to
disasters which can arise at any moment. On average, the Central Florida Chapter responds to more than
250 disasters a year, many are small disasters like house fires that affect just a few people but the
circumstances are no less tragic than larger scale disasters for those coping with the devastation.

All Red Cross services are free to disaster clients - this is another unique aspect of our organization. The
Red Cross covers the cost of food, clothing, medications, shelter needs, counseling and medical services for
clients. This is a full service approach to client needs which also makes the Red Cross unique.
The American Red Cross also serves as a life-line to military men and women and their families. When a
family experiences a death, birth or any other form of life’s emergencies, it is the Red Cross that relays the
message from home to a deployed military member. The Red Cross also offers financial assistance to
military families. The Central Florida Chapter helped nearly 120 families the past fiscal year and relayed
hundreds of messages.
Health and Safety is another area of Red Cross that helps our communities prepare for the unexpected. Our
volunteer instructors teach skills such as CPR, first aid, AED, aquatic safety, and HIV/AIDS prevention for
individuals and businesses. Last year over 22,000 people were trained in lifesaving skills at the Central
Florida Chapter.
There is no other organization like the Red Cross in the country that possesses the depth of volunteer
structure and knowledge. From our board members to our disaster job directors, caseworkers and nurses;
all are people who care deeply about community and who are willing to put their own needs aside to care for
others.
Board Chair Statement
I chose the American Red Cross because of its long history of service to the entire country and its level of
commitment to its clients. Since first coming onto the Board of Directors, I have seen numerous successes
and accomplishments made possible by the hard work of staff, volunteers and other board members. The
first that comes to mind is the outstanding effort made in January of 2010 following the Haiti earthquake and
the efforts to evacuate 10,000 people from Port Au Prince to the Greater Orlando area. An enormous amount
of human and material resources supported the effort. The same approach is used in other disasters like
hurricanes, floods and fires.
While large scale disasters, like Haiti, attract media attention, the work of the Red Cross often goes on
quietly in this community. This is a challenge because people don’t realize the daily responses and continued
preparation and planning that goes on.
The Central Florida Chapter is also supported by some of the best companies in the area and some of the
best community volunteers and business leaders in our community. I believe this speaks highly of our
organization and our mission.
As one of the oldest nonprofit organizations in the world, the Red Cross faces challenges and successes
because of its long held traditions. Its structure has changed numerous times throughout its 129 year
history. This has lead to some discord and lack of consistency in its management through the decades. By
the same token, the Red Cross brand has been an iconic symbol recognized worldwide. The strong core
mission and principles has created a foundation that has been unshakable and has guided the organization
through many difficulties.
In the past two years, the organization has seen change again when Gail McGovern became the latest CEO
of the national organization. She has introduced new ideas and cost saving initiatives that have lead the
organization forward through extremely difficult financial situations due largely in part by the economic
climate. She has dramatically reduced the Red Cross debt, balanced the budget and propelled many
chapters into financial stability.
Part of the reason I decided to become part of the Red Cross Board of Directors was so I could help steer
the Central Florida Chapter through the challenges it faces. I know my work is worthwhile when I see the
smiles of families just helped by a Red Cross volunteer after a fire, flood or other disaster.

Programs
Armed Forces Emergency Services/AFES
Emergency communication link and case management for financial assistance to active and retired military
service members and their families. Offer information and referral services to military members and their
families. Provide training for service members and their families titled "Coping with Deployment". Financial
Assistance through the Casualty Travel Assistance Program. Serve as emergency communication link for
military service members to their families. Provide social service and case mangement for financial
assistance to active and retired military service members. Locator services for military members. Offering
information and referral services to military and their families.
Budget
$313,000
Category
Human Services, General/Other / Emergency Assistance

Population Served
Families / Adults
Program Short-Term Success
Program Long-Term Success
Program Success Monitored By
Examples of Program success
We were contacted by a serviceman's mother who tragically lost her son in an explosion in Baghdad. She
was requesting assistance to travel to her son's funeral. Through the Casualty Travel Assistance Program
we were able to provide funds for her and her family to travel to her son's funeral. We were able to assist
with fuel, food, and lodging in her time of need.

Disaster Emergency Services
Provide immediate emergency assistance to people affected by natural or manmade disaster including food,
clothing, shelter, medical assistance, mental health intervention, rent and referrals to other agencies. Also,
educating our community to prevent, prepare for and mitigate the effects of disaster. This is an unfunded
mandate of our Congressional Charter
Budget
$1,235,000
Category
Public Safety, Disaster Services, General/Other / Disaster Services
Population Served
Adults / Aging, Elderly, Senior Citizens / Children and Youth (0 - 19 years)
Program Short-Term Success
Program Long-Term Success
Program Success Monitored By
Examples of Program success
Early in the morning we received a call from Orange County Fire Rescue reporting and explosion had
occured at an apartment complex. Fifteen volunteers responded to assist the 16 families that had lost their
homes. They worked throughout the day with the clients and management to ensure that each family had a
place to go to prevent homelessness, beds to sleep on, clothes to wear. Sadly, a gentlemen was seriously
injured in the fire. Our mental health workers and nurses worked with the gentleman's family as they arrived
to his bedside. Also, provided mental health services to the other families traumatized by the event. We fed
them and the firefighters as all worked together to make something positive out of a sad situation.

Health and Safety Education
Offers life saving skills and education training courses to individuals and businesses in our tri-county
community. These courses include: CPR, First Aid, AED (Automated External Defibrillator), Aquatics,
HIV/AIDS Caregiving and much more.
Budget
$1,178,000
Category
Public Safety, Disaster Services, General/Other / First Aid Training
Population Served
Adults / Families
Program Short-Term Success
Program Long-Term Success
Program Success Monitored By
Examples of Program success
Darryl Mobley, one of our trained Central Florida CPR students, was out of town with his family. He found
himself in a restaurant with an unconcious patron on the floor. Thanks to the skills learned in an American

Red Cross of Central Florida Health and Safety Program, Darryl Mobley was able to save this man's life
using techniques learned in his CPR/First Aid/AED training class to dislodge the object; whereby unblocking
his airway and allowing him to breathe again. This man that he never even knew, was able to live to see his
family again and enjoy another day of life due to Darryl's preparedness to respond to a life threatening
emergency. This true story depics the importance of acquiering these life saving skills and the flexibility of
being able to use them no matter where, no matter when, and on no matter who. Our desire is to establish
an environment that engages individuals with genuine concern and enthusiasm. Striving for excellence with
humanity and compassion to set us apart.

Program Comments
CEO Comments
The Service to Armed Forces program has grown over the past 5 years. The Red Cross has provided
assistance to over 9400 military families with emergency communication, information and referrals.
Additionally, the Red Cross has assisted 441 families to access financial assistance totaling more than
$620,000. Last year alone we assisted 116 families, an increase from just 51 the previous year. SAF has
also broadened. As the war continues with repeated deployment of troops, there has been an increase in
suicides, divorces and spouse and child abuse among our service member families. In order to assist these
families we have developed a course that is now being piloted in Florida and 14 other state which is called
Coping with Deployments. We have also added a program to allow additional family members to travel to the
bedside of a wounded soldier or to attend the funeral of their loved one. Our Casualty Travel Assistance
program augments what the military does in these situations.

Our Disaster Services program has a long 92 year history in Orange, Osceola and Seminole counties. In the
previous 5 years, the Red Cross has provided assistance to over 6,000 families with basic life sustaining
goods and services. As we look at the climate change over the same period, we see larger disasters, more
frequent disasters and a more expensive recovery. We recognize that it takes a lot of hard work to build and
maintain collaborative partnerships with our community, government and nonprofit partners to ensure a
successful outcome to disaster services. Our Community Disaster Education program reaches diverse and
at-risk populations and last year we reached out to 150,000 individuals. We continually strive to improve our
program by working with organizations to deliver training to our volunteers and community.

The American Red Cross Health and Safety program is designed to address the need for life saving skills
training in every area of our community. Our three training sites provide the people of Orange, Osceola and
Seminole counties with the means to acquire these life saving skills. Statistics show that the rate of survival
is doubles when CPR is performed until someone arrives with a defibrillator. The Red Cross offers adult,
infant and child CPR, first aid and AED courses. We train a large number of parents, high school seniors
required to obtain certification for graduation and our program also accommodates workplace training.
Recently we've added a very successful Babysitting Camp that offers youths ages 11-15 the opportunity to
learn not just life saving skills but also internet, fire and personal safety.
Foundation Staff Comments

Management

CEO/Executive Director
Joel W. Hass
CEO Term Start
Feb 2003
CEO Email
joelh@midfloridaredcross.org
CEO Experience
Joel W. Hass serves as the Chief Executive Officer of the American Red Cross Mid-Florida Region. He’s
responsible for the operation and success of 4 chapters which cover 13 counties. Mr. Hass is based in
Orlando and first came to the Red Cross as the CEO of the Central Florida Chapter in 2003.
  While Mr. Hass remembers raising money for the Red Cross as a young child in Minnesota (he collected
more pennies than any other child in the state) he has spent most of his career in the health care industry.
Prior to coming to the Red Cross, Mr. Hass served as Vice President for Regional Development of the
Florida Division of Adventist Health System. He was also President of the Florida Hospital Foundation in
Orlando, Florida and under his leadership, the Foundation’s net worth increased from $15,000,000 to

$45,000,000. Planned Giving also increased from an average of $3,000,000 annually to over $50,000,000.
  Mr. Hass received a Master’s Degree in Business Administration, with an emphasis in Marketing, from the
University of Maryland in 1977. Joel also received a Master's Degree in Health Administration from the
University of Minnesota in 1983. He has previously served as President of Central Texas Medical Center in
San Marcos, Texas, and has held numerous marketing, public relations and foundation positions throughout
his career.
  His volunteer work includes Vice Chair of the Orlando Regional Chamber of Commerce for Regional
Development. He also served as Chair of myregion.org, which is a seven county regional planning initiative.
In this position he facilitated raising $2,000,000 from regional business to support the project and is currently
chairing a 100 member regional board of advisors and a 26 member executive committee.
Number of Full Time Staff
28
Number of Part Time Staff
0
Number of Volunteers
1105
Number of Contract Staff
0
Staff Retention Rate
Organization has Fundraising Plan?
Under Development
Organization has Strategic Plan?
Under Development
Does your organization have a Business Continuity Plan?
Yes
Years Strategic Plan Considers
3
Date Strategic Plan Adopted
July 2009
Management Succession Training Plan
Under Development
Organization Policies And Procedures
Yes
Co-CEO

Co-CEO Term Start

Co-CEO Email
Co-CEO Experience
Former CEOs and Terms
 -
Senior Staff
Katherine Gonzalez - Regional Chief Development Officer

Chad Magnuson - Regional Chief Emergency Services Officer

Dan Roll - Chapter Executive, Coast to Coast

Management Reports to Board?
No
CEO Formal Evaluation and Frequency
Yes - Quarterly
Senior Management Formal Evaluation and Frequency
Yes - Quarterly
Non Management Formal Evaluation and Frequency
Yes - Quarterly
Collaborations
Affiliations
American National Red Cross - 1917
External Assessments Accreditations

Awards
4-Star Rating - Charity Navigator - 2011
Government Licenses

Nondiscrimination Policy Plan
Yes
Whistle Blower Policy Plan
Yes
Document Destruction Policy Plan
No
Directors and Officers Insurance Policy
Yes
CEO Comments
Foundation Staff Comments

Governance
Board Chair
Mr. David C. Webb
Board Chair Company Affiliation
Fifth Third Bank
Board Chair Term
July 2010 to June 2012
Board Chair Email
david.webb@53.com
Board Members
Andy Abernathy - ABC Fine Wine & Spirits - Voting
Glenn Baker - United Healthcare - Voting
Jane Bindas
Michael Bittman - Gray/Robinson Attorneys at Law - Voting
Valerie Collins - Darden Restaurants - Voting
Julia Frey
Frank Guerriero
Karen Harrington
Kevin Jackson - Advanced Information Systems Group, Inc. - Voting
Edward Johnson - Lynx - Voting

Byron Knibbs - Orlando Utilities Commission - Voting
Sherry Magee - United Medical Corporation - Voting
Ramon Ojeda - Hispanic Chamber of Commerce of Metro Orlando - Voting
Terry Owen
Kitty Phillips - Walt Disney World Company - Voting
Michael Ryan - Lowndes, Drosdick, Doster, Kanter & Reed, P.A. - Voting
Conrad Santiago - Ameriprise Financial Services, Inc. - Voting
Steven Casey Silver - Voting
Todd Smith - M&I Marshall & Ilsley Bank - Voting
David Walton - Regions Bank - Voting
David Webb - Fifth Third Bank - Voting
Kenneth Wright - Baker & Hostetler - Voting
Board Demographics
Ethnicity:
African American/Black: 3
Asian American/Pacific Islander: 0
Caucasian: 17
Hispanic/Latino: 2
Native American/American Indian: 0
Other: 0
Other (if specified):
Gender:
Female: 6
Male: 16
Unspecified: 0
Board Term Lengths
3
Board Term Limits
3
Board Meeting Attendance
42
Written Board Selection Criteria
Yes
Written Conflict Of Interest Policy
Yes
Percentage of Monetary Contributions
100
Percentage of In-Kind Contributions
32
Constituency Includes Client Representation
No
Board Co-Chair

Board Co-Chair Company Affiliation
Board Co-Chair Term
 to
Number of Full Board Meetings Annually
6
Constituent Board Members

Risk Management Provisions

Standing Committees
Communications / Promotion / Publicity / Public Relations
Development / Fund Development / Fund Raising / Grant Writing / Major Gifts
Youth
Volunteer
Program / Program Planning
Additional Board/s Members and Affiliations

CEO/Executive Director Comments

Financials
Fiscal Year
2012
Projected Revenue
$4,669,103
Projected Expenses
$3,290,673

Prior Three Years Total Revenue and Expense Totals Chart
      Fiscal Year           2010                2009                          2008
     Total Revenue           $2,445,537              $3,487,626               $2,274,474
     Total Expenses          $3,036,993              $2,885,859               $2,934,233

Prior Three Years Total Revenue Sources Chart
      Fiscal Year           2010                     2009                     2008
     Foundation and          $473,832                $176,552                 $325,285
     Corporation
     Contributions
     Government              $0                      $0                       $0
     Contributions
     -- Federal              $0                      $0                       $0
     -- State                $0                      $0                       $0
     -- Local                $0                      $0                       $0
     -- Unspecified          $0                      $0                       $0
     Individual Contributions $1,008,295             $1,425,715               $583,214
     Indirect Public Support $343,558                $513,983                 $602,117
     Earned Revenue          $422,911                $464,636                 $473,683
     Investment Income,      $34,701                 $16,579                  $18,836
     Net of Losses
     Membership Dues         $0                      $0                       $0
     Special Events          $95,527                 $112,075                 $0
     Revenue In-Kind         $0                      $1,000                   $66,704
     Other                   $66,713                 $777,086                 $248,341

Prior Three Years Expense Allocations Chart
Expense By Type

     Fiscal Year              2010               2009         2008
     Program Expense          $1,979,617         $2,117,548   $2,243,013
     Administration           $226,733           $288,085     $305,318
     Expense
     Fundraising Expense      $522,907           $480,226     $385,902
     Payments to Affiliates   $0                 $0           $0
     Total Revenue/Total      0.81               1.21         0.78
     Expenses
     Program                  65%                73%          76%
     Expense/Total
     Expenses
     Fundraising              27%                22%          26%
     Expense/Contributed
     Revenue

Prior Three Years Assets and Liabilities Chart
Assets and Liabilities

     Fiscal Year              2010               2009         2008
     Total Assets             $2,388,268         $2,993,761   $3,012,512
     Current Assets           $1,778,182         $2,256,188   $2,156,480
     Long-Term Liabilities    $0                 $0           $0
     Current Liabilities      $758,067           $722,104     $1,313,085
     Total Net Assets         $1,630,201         $2,221,657   $1,699,427

Short Term Solvency
     Fiscal Year              2010               2009         2008
     Current Ratio: Current   2.35               3.12         1.64
     Assets/Current
     Liabilities

Long Term Solvency
     Fiscal Year              2010               2009         2008
     Long-term                0%                 0%           0%
     Liabilities/Total Assets

Prior Three Years Top Three Funding Sources
Top Three Funding Sources

     Fiscal Year              2010               2009         2008

Top Funding Source      Individuals              Individuals              Indirect Public Support
      and Dollar Amount       $1,008,295               $1,425,715               $602,117
      Second Highest          Foundations and          Inter Red Cross,         Individuals
      Funding Source and      Corporations             Royalties, Other         $583,214
      Dollar Amount           $473,832                 $777,086
      Third Highest Funding   Earned Revenue           Indirect Public Support Earned Revenue
      Source and Dollar       $422,911                 $513,983                $473,683
      Amount

Endowment Value
-
Spending Policy
Are you currently in Capital Campaign?
No
Capital Campaign Purpose
Campaign Goal
-
Capital Campaign Dates
 -
Capital Campaign Raised-to-Date Date

Capital Campaign Raised-to-Date Amount
-
Capital Campaign Anticipated in Next 5 Years?
Yes
State Charitable Solicitations Permit
Exempt Expires
State Registration
Exempt
CEO Compensation
$125,001 - $150,000
CEO Comments
The American Red Cross reports consolidated financial statements for the national organization. The
attached Pro-Forma 990 for the Central Florida Chapter is for informational purposes only and is not filed
with the IRS.

One of the biggest challenges facing the Red Cross is fundraising during times when there is no large scale
disaster capturing the headlines. If the Red Cross is not top of mind then people simply do not give. Some
disasters, like floods, also fail to inspire the community to give. Unfortunately, floods typically do affect
Central Florida fairly frequently.

The organization recently brought on a new marketing and fundraising director who is revamping the
fundraising plan and devising a more strategic approach that includes a stronger localized marketing effort.

While Central Florida has demonstrated its generosity there is a feeling that the Red Cross can do more to
engage established donors and potential new donors through a more focused effort. That effort will inform
the public of services that go on every day such as disaster training and preparation, health and safety
classes and services to the armed forces.

Another challenge facing the Central Florida Chapter is declining United Way funding. The Heart of Florida
United Way recently informed the Red Cross that is will phase out disaster related funding to the Central
Florida Chapter. This leaves a financial gap that must be filled. There are numerous solutions that have
proven both innovative and effective and include a clothing donation program and a disaster readiness
assessment program for businesses that are currently in the development and initial implementation phases.
Both have garnered interest from both the general public and business communities.
Foundation Staff Comments
2010: Financial figures taken from audit. 990 is a pro-forma for local chapter and is not filed with the IRS.
990 and audits are reconciled.

Disaster Programs

Is your organization a member of Voluntary Organizations Active in Disaster (VOAD)?
Yes
Program Name
Program Description
Budget
Category
Population Served
Program Previous Experience
Resources and/or services offered in disaster

                                                                                          Prepared 01.17.2012