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PROFILE - DOROTHEA ARNDT: Giving support.

Publication: New Media Age
Publication Date: 29-JAN-09 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
The British Red Cross's head of new media has shown various forms of online activity can be adopted by charities to advance their causes

Two and a half years ago Dorothea Arndt was brought in by the British Red Cross to double, then treble the number of people using the charity's online platforms. She's on track and leading the organisation into innovative uses of digital media that include alternate reality games, education and online advocacy.

Charities have to achieve a kind of alchemy, magicking enormous donations out of the public for the minimum possible spend. As an emergency response organisation, the British Red Cross has to achieve this in double-quick time. So online offers a good fit with its aims, enabling it to launch appeals within a matter of hours.

Arndt's new media team, which came into being in 2006, had its budget doubled last year but still operates on a fraction of the charity's total spend....

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