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Our Annual Plan for FY20

Our priorities for the year ahead, as we work towards our ambitious 2020 outcomes.

Annual Plan FY20 - Message from Judy

We’ve achieved a lot since we started our ambitious Strategy 2020 in 2016. Our collective hearts, minds and energies continue to deliver incredible work every day. 

We’ve built strong foundations: from co-designing solutions with clients and communities, to launching new ways to support those going through tough times and adopting new ways of working. At the same time, Red Cross staff, volunteers and members have supported millions of Australians. All the while, we’re grappling with the impacts of climate change, declining trust in institutions, widening inequality, a tight budget and a challenging fundraising environment.

This year we will carry out our vital work with clients and communities, alongside considering changes we must make to be future fit. The work we do in Australian communities every day will continue – touching base, checking-in, visiting, responding to disasters, raising funds for those in times of disaster, and bringing people together to help, wherever help is needed. Our international work will centre on 14 sister National Societies in the Asia Pacific.

We have ambitious targets this year: encouraging 300,000 people to take humanitarian action in their communities; equipping 1 million Australians for disasters; engaging a further 25,000 financial supporters. Along with this, we are making savings to corporate costs so more dollars can be directed directly to our humanitarian outcomes.

We also have critical objectives to deliver in our programs and services, such as the Community Home Support Programme, Community Visitors Scheme, Lady Lawley Cottage, Support for Trafficked People Program, Asylum Seeker and Refugee Assistance Program, and Humanitarian Settlement Program.

We will be expanding our REDxYouth network, and working on new ways to support those made vulnerable by technological advancement through initiatives like Humanitech and the Identity Project; supporting those most vulnerable through a safety net for migrants who fall through the gaps; and increasing disaster resilience by advocating for investment in mitigation and climate change adaptation.  

All the while, we’ll stay true to our Fundamental Principles – focussing always on those in most humanitarian need and supporting and enabling anyone going through tough times without taking sides.

Thank you to every volunteer, member and staff member for your extraordinary commitment. I look forward to seeing what we can achieve together this year.

Judy Slatyer

Goal 1

Build an inclusive, diverse and active humanitarian movement based on voluntary service.

2.5 million people, reflecting the diversity of our community, take voluntary humanitarian action with us to help others

2020 target

300,000 further people taking humanitarian action (to reach total of 2.2m)


  • Develop at least 3 toolkits for community led action (including volunteers and members). Our pipeline includes breakfast clubs, Save a Mate, Climate Ready and others.
  • Increase the REDxYouth network by a further 5,000 young people.  
  • Implement minimum core functions in our State/Territory hubs. Improve on-boarding, so volunteers can apply and meet us within 10 days, be ready to start within five days of completing checks and join us just seven days later.
  • Implement an individual volunteer resource plan for all retail stores, to ensure consistent and reliable resourcing.

Get involved with Red Cross – volunteer, become a member or partner with us.

50% (of 2.5 million) are self-organising and leveraging our knowledge, expertise, and evidence to advocate for and help others

2020 target

50% of 300,000 people self-organising.

  • Implement two mobilisation initiatives, focussed on loneliness/social connection and preparation for disasters.
  • Establish the Humanitech initiative with external funding. Define a business model and create a “solution pipeline”, with one solution developed to pilot stage.
  • Advance the Identity Project, establish a trusted group of organisations and commercialise the business model for the first use case, and establish a pipeline of additional use cases.

Get involved with Red Cross – volunteer, become a member or partner with us.

Australians trust and respect Australian Red Cross

2020 target

Achieve score above 84 in annual AMR Charity Reputation Reptrak ranking and maintains trust scores in quarterly brand tracker.

  • Finalise a brand strategy (including brand image, strategy, message and unique selling proposition). Develop and test four concepts and key brand narratives for different audiences, and create brand materials to roll-out for use across the organisation.
  • Implement My Red Cross to improve supporter, member and volunteer communication and interaction.  
  • Maintain practices and policies to ensure the data and information we are trusted with remains private and secure, keeping our data security risk within tolerance.
  • Achieve compliance with international Payment Card Information Data Security Standards to protect against credit card fraud and misuse.

There are many ways you can support Australian Red Cross – find out more here.

Goal 2

Save lives, build resilient communities and support people in disasters.

3 million Australians are equipped to be prepared for and recover from disasters

2020 target

An additional 1 million Australians (total of 1.36m) are equipped to prepare for and recover from disasters.

  • Build our preparedness work into work of others (for example Emergency Management Victoria) and use networks to amplify preparedness and recovery activities and promotions, including major corporate partners, promoting the Get Prepared app and other digital solutions.
  • Complete our measurement approach and commence reporting on actions being taken as a result of Red Cross preparedness/recovery work.
  • Drive preparedness and recovery activity at scale through existing and new solutions, with a focus on digital engagement (including and beyond the Get Prepared app).

‚ÄčLearn more about how you can do one simple thing to help prepare for an emergency.

There has been a four-fold national increase in investment (government, corporate, other) in disaster risk reduction and community resilience

2020 target

Achieved. New target: use FY20 to decide future year goals.

  • Advocate at all levels of government for equal consideration on social resilience and structural mitigation activities.
  • Engage heavily with governments and corporates in the lead up to the 2020 Asia Pacific Ministerial Conference on Disaster Risk Reduction.
  • Continue to drive investment in mitigation activities that build psycho-social resilience and address the human impacts of emergencies.
  • Internationally, increase the understanding of key stakeholders (donors, private sector, public) about benefits of disaster risk reduction, preparedness and anticipatory action, to drive greater investment in these areas.

Learn more about how Australian Red Cross helps in emergencies and support our work.

Key partners in 14 Asia-Pacific countries can demonstrate increased capacity to support communities prepare for, respond to and recover from disasters and humanitarian crises

2020 target

At least 12 National Societies opt in and begin implementing the core cost model and approach; successful implementation of the first year of the new DFAT-ARC Humanitarian Strategic Partnership.

National Societies include those in Fiji, Tonga, Marshal Islands, Micronesia, Palau, PNG, Solomon Islands, Vanuatu, Cook Islands, Kiribati, Samoa, Tuvalu.

  • Support four National Societies to establish necessary foundational infrastructure to successfully fulfil their mandate. A range of measures are employed to assess how National Societies are more sustainable humanitarian actors, have trust of their public authorities and communities; and are delivering effective and inclusive disaster risk management.
  • Positively shift the quality of partnerships with at least 4 National Societies, IFRC and/or ICRC. This is based on a two-way qualitative reflection tool with agreed partner metrics with each country.
  • Produce two knowledge pieces to influence key stakeholders and the humanitarian space in regard to policy, systems, behaviour change and our own practice. We will continue our thought leadership around “localisation” and a second area to be determined.

Learn more about how Australian Red Cross works with sister National Societies in Asia Pacific.

Australian Red Cross is responding to disasters and other significant emergencies 100% of the time

2020 target

Achieved. New target: Maintain 100% response to disasters and significant emergencies and use FY20 to decide future year goals.

  • Better understand and articulate the implications of climate change and refine and further develop Red Cross responses to the humanitarian impacts of climate change.
  • Ensure Red Cross has the appropriate capabilities and standards in place to respond to changing trends in emergencies and other significant events (including workforce operational and surge needs).
  • Implement improvements and/or develop new approaches to maximise funds for emergency response and recovery programming, including direct relief assistance.

Learn more about how Australian Red Cross helps in emergencies and support our work.

Goal 3

Prevent and alleviate human suffering in times of war and conflict and promote non violence and peace.

Australian attitudes and behaviours strongly reflect humanitarian values

2020 target

No target – on hold for FY20. Use FY20 to decide future year approach and goals.

  • Use findings of the current Humanitarian Values Index to underpin targeted work towards other outcomes, by exploring how the findings can be applied to specific activities and advocacy towards impact.


100% of Australian organisations working in conflict zones have implemented an IHL action plan

2020 target

15 Australian corporates working in conflict zones have committed to act on identified IHL gaps in their regulatory and operational frameworks.

  • Launch the online platform of tools and resources to facilitate adoption of IHL Best Practice among Australian corporate organisations working in conflict zones.
  • Leverage the Australian Government’s position as Government Chair at the 2020 Annual Plenary Meeting of the Voluntary Principles on Security and Human Rights, to engage Australian corporates on IHL Best Practice.
  • Complete the first set of reporting on our own IHL Action Plan and publicly share the results to offer learnings and best practice for other Australian humanitarian organisations.
  • Build a compelling evidence base for engaging humanitarian organisations on IHL Best Practice and launch at sector roundtable in partnership with the Deakin Centre for Humanitarian Leadership (leveraging IHL Advisory Committee networks).

Learn more about International Humanitarian Law and support our work.

We have contributed directly to the Movement’s increased impact in migration, disaster risk reduction, ensuring respect for IHL, the elimination of nuclear weapons and health care in danger

2020 target

Achieved. New target: The Movement has adopted a more robust approach to ethics, integrity and accountability and has made significant progress on gender balance.

  • Advocate and support the Movement to adopt a more robust approach to ethics, integrity and accountability, leveraging the 2019 International Conference and Statutory Meetings to influence the Movement Statement on integrity, and the Federation-wide Integrity and Accountability Approach.
  • Drive the global target for 75% of National Societies to have migration in their programming and/or strategy through the Asia Pacific Migration Network and beyond.
  • Work with Movement partners at a regional and global level to implement the humanitarian objectives of the Global Compact for Migration (GCM), IFRC and ICRC strategies related to migrants.
  • Maximise the opportunities presented by the 2020 Asia Pacific Ministerial Conference on Disaster Risk Reduction to announce initiatives, launch products, share information, promote campaigns, advocate and provide evidence around disaster risk reduction and disaster resilience.
  • Leverage IHL Advisory Committee networks, to work with two self-identified National Societies on a Health Care In Danger legislative gap analysis, building on the unique experience of Australian Red Cross and the Attorney-General's Department in Australia in this area.
  • Develop an advocacy plan to inform government level engagement on Nuclear Weapons.

Find out more about how you can get involved with Australian Red Cross.

Goal 4

Improve the wellbeing of people experiencing extreme vulnerability.

500,000 Australians are connected to and supported by the community to overcome their deep social exclusion

2020 target

An additional 185,000 people are being supported to overcome their deep social exclusion.

  • Continue advocacy on impact of National Disability Insurance Scheme (NDIS) reforms for people experiencing mental health concerns, with focus on ensuring 'continuity of support' Federal funding for those ineligible for the NDIS.
  • Drive take-up of My Team digi and implement mental health co-design concepts – My Team, Navigator Network and Common Places - within existing programs and more broadly at scale and measure effectiveness and impact.
  • Continue active involvement in the Constellation Project to deliver on the mission to end homelessness in 3-5 years, with a focus on financial mechanisms to shift systems with regards to homelessness, and influence policy  to prevent entry into homelessness.

Find out more about our everyday work and how you can help in communities across Australia.

The wellbeing of young Aboriginal and Torres Strait Islander peoples has improved by 20%

2020 target

A partnership approach with peak Indigenous led organisations is formed, with clear, common wellbeing goals established.

  • Build capacity of local Aboriginal and Torres Strait Islander and other staff to implement strengths-based practice that is community led and culturally informed, with trauma-informed healing approaches at the centre.
  • Formalise national and State/Territory partnerships with the Healing Foundation, Secretariat of National Aboriginal and Islander Child Care (SNAICC)/Family Matters and Reconciliation Australia and develop new partnerships to amplify collective impact.

Find out more about our everyday work and how you can help in communities across Australia.

Migrants in transition have their humanitarian needs met and are participating in and included in Australian society

2020 target

75% of migrants in transition (total population of approximately 108,000) have their most critical humanitarian needs met and are participating in Australian society.

  • Based on co-design findings, implement a re-shaped safety net for the 6-8,000 people seeking asylum who fall through the gaps of mainstream/government support.
  • Work collaboratively with networks to influence policy settings to eliminate barriers to meeting humanitarian needs.
  • Support refugees and people seeking asylum into work based on co-design employment initiatives, with a particular focus on women in specific locations in QLD, NT, TAS and WA, and scaling broader employment initiatives in ACT, NSW, QLD, SA and WA. 
  • Support a culture of welcome and belonging in communities, businesses and schools across Australia by consolidating Community Conversations, In Search of Safety and Pathways to Protection as flagship outreach programs, reaching over 20,000 people.
  • Work alongside young people to design, test and measure ‘calls to action’ for young people participating in In Search of Safety to encourage humanitarian action.

Help refugees and asylum seekers in Australia – see how here.

There has been a 50% improvement in community determined indicators in up to 20 of the most vulnerable communities in Australia

2020 target

All sites can report progress against community determined indicators and that community governance is in place.

  • Support the 10 place-based communities to directly align activities to achieve the community determined indicators in their site (Kalgoorlie in WA; Tiwi Islands, Katherine and Daly River in NT; Woorabinda in QLD; Kempsey and Wallaga Lake in NSW; Horsham in VIC; Bridgewater in TAS; and Ceduna in SA).
  • Embed empowerment models focusing on community voice and governance in the three sites that don’t yet have this in place, and provide opportunities for connection and learning between all sites.
  • Measure progress of community determined indicators in each site, by embedding a consistent measurement framework that combines longer term strategic monitoring and evaluation with a regular simple process of measuring and capturing stories.

Find out more about how you can get involved with Australian Red Cross.

Australian governments are directing into justice reinvestment at least 50% of savings delivered by a 10% reduction in Australian prison numbers

2020 target

5% reduction in incarceration of people committing less serious offences.

  • Implement individual State/Territory plans including:

- progress justice reinvestment trials in Port Adelaide, SA, Ceduna, SA and Katherine, NT.

- target advocacy with governments resulting in increased investment in justice investment and opportunities for diversion pathways in lieu of prison for less serious offences.

  • Implement Community Based Health and First Aid (CBHFA) in three sites (NSW, WA, QLD) and broaden the reach of other programs, such as Learner Driver Mentoring.

Find out more about our everyday work and how you can help in communities across Australia.

Goal 5

Maintain a strong, innovative, sustainable and accountable organisation capable of achieving our humanitarian goals.

All Red Cross people are empowered, engaged, accountable and acknowledged for their contribution to our humanitarian goals

2020 target

Pulse participation rate 70%* and mechanism developed to determine member and volunteer satisfaction.  

(*excluding international delegates, Lady Lawley Cottage, first aid and retail staff with limited access to Red Cross emails and computers while a solution to enable their easy participation is found).

  • Implement the Digital Roadmap to embed foundational technology and key business capabilities and infrastructure to support the organisation’s operations, improve two-way communication with supporters and set us up for the future, including:

- improve functionality and enhance user experience by upgrading technology hardware across the country and decommission superseded data centre.

- introduce an Application Management Framework to provide the organisation with the capability to host, develop and integrate its digital and mobile applications in a secure manner

- complete the Digital Payments Platform program, embedding Payment Card Industry compliance processes and implementing new payment options (eg. PayPal)

- consolidate, synchronise and integrate customer data spread across internal systems, through the Customer Data Mastering project and set up the Customer Experience Platform (underpinned by Digital ID management), providing customers with access to digital services in a personalised manner, incorporating portals, eCommerce, search, social integration and content management.

  • Review existing workforce and operational systems to identify efficiencies and consolidation opportunities, and grow the corporate services ‘one stop shop’.
  • Complete roll-out of key systems that enable us to manage programs more effectively, improve delivery of services to clients and communities, and measure the impact of our work, including Client Case Management, Program Information Management System and Field Services product.

80 cents in every dollar raised is going directly to humanitarian outcomes and impacts

2020 target

Achieve the FY20 budget.

  • Implement our property masterplan, focused on smarter use of assets, consolidation and sales and a lower cost base.
  • Achieve $2.5m in procurement savings, centralising purchasing processes, redesigning facilities maintenance to better manage and ensure quality of work, and reduce unnecessary costs, and strengthening preferred supplier relationships.
  • Achieve $8.6m in overall organisation savings through streamlining management and support functions, standardisation and automation.

There are diversified multi-year funding streams in place with no single funding source exceeding 50%

2020 target

Achieve the FY20 revenue plan.

  • Deliver $34.6m in revenue toward our mission by expanding our retail footprint with 10 new stores, accompanied by procuring higher quality product and improving our warehouse efficiencies.
  • Build our supporter base with 25,000 new and 25,000 reactivated donors, through developing new acquisition products, to sit alongside our current products (such as Red Cross Calling, Real Good Gifts) to attract different audiences through varied channels.
  • Grow our diversified revenue streams with a focus on major donors, partnerships and corporate relationships, and through improving our First Aid services, particularly the online management systems.
  • In response to sector wide trends, transform our fundraising approaches to ensure greater stability of income, significantly increased donor choice, and increased use of digital and peer-to-peer fundraising approaches.

There are many ways you can support Australian Red Cross – find out more here.

Through an annual report, we have been transparent with the public each year about what we have achieved, where we have failed and the impact we have delivered

2020 target

By end FY20, we are reporting publicly on 100% of our outcome and impact measures.

  • Review and clean up major data systems and sources, expand enterprise-wide reporting to incorporate programs and implement proactive reporting and predictive analytics.
  • Develop and implement an evidence-based measurement framework, ensuring our work in the community is impactful.
  • Establish methods to build more comprehensive and reliable data sets to better measure and capture data about effectiveness and impact of Red Cross activities, with particular focus on preparedness and recovery activities, advocacy for investment in disaster risk reduction and in our place-based locations.