How the Australian Red Cross makes every dollar count for greater good

In this CFO Edge interview, Jean-Baptiste Naudet, Chief Financial Officer at the Australian Red Cross, reveals the organisation’s lesser-known complexities and wide-ranging services that extend far beyond its well-known humanitarian mission.

In this interview, Jean-Baptiste Naudet, Chief Financial Officer at the Australian Red Cross, reveals the organisation’s lesser-known complexities and wide-ranging services that extend far beyond its well-known humanitarian mission.

The Red Cross generates revenue not only through donations but also via 160 retail shops across Australia and a first aid and mental health training business.

These diversified income sources require expertise in multiple fields, including retail and training, while supporting essential services.

The core focus of the Red Cross includes emergency relief for natural disasters, programs for community resilience, and unique initiatives like the Ready app and the Pillowcase Project, which prepares children for potential emergencies.

To sustain this wide array of services, the organisation must prioritise its initiatives carefully, particularly in tough economic times.

Ensuring that donor funds have maximum impact is paramount, and the finance team plays a critical role in efficiently allocating resources.

ADAPT’s survey data reveals that organisations with high data quality and integration are 4x more effective at reducing costs.

This is a critical factor when maximising limited donor funds.

Similarly, organisations that simplify processes are 6x more effective at lowering technology and operational costs, aligning closely with the Red Cross’s mission to keep overheads low.

Technology plays a crucial role in enabling efficiency, especially by integrating systems to streamline data and insights for decision-making. For example, AI is used to verify claims and prevent fraud, ensuring that funds reach those in genuine need more quickly and accurately.

This approach aligns with ADAPT research showing that 66% of organisations with high operational visibility report better business case development, an advantage the Red Cross leverages for donor accountability.

Jean-Baptiste explains that digital transformation is essential to the organisation’s ability to expand rapidly during crises.

Tools like AI help streamline operations, such as managing donor engagement and predicting fundraising needs, while enabling volunteers to focus on direct aid.

In a rapidly evolving environment, the Red Cross’s finance function is transforming to become not only a steward of resources but also a driver of strategic impact, helping to maximise every dollar toward aiding vulnerable communities across Australia and beyond.

Key takeaways:

• Diverse revenue streams: The Australian Red Cross relies on donations, retail shops, and a first aid/mental health training business, requiring expertise across multiple sectors to support its wide-ranging humanitarian services.
• Strategic prioritisation for impact: Given limited resources, the organisation focuses on high-impact initiatives, leveraging technology and careful impact measurement to direct donor funds efficiently toward essential programs like disaster response and refugee support.
• Digital transformation for efficiency and scalability: AI and integrated systems enable the Red Cross to respond quickly during crises, reduce operational costs, and enhance donor engagement, all while empowering volunteers to maximise their impact in times of need.