Bread Financial Supports American Red Cross Humanitarian Mission Through Annual Disaster Giving Program

Pledge of ongoing support enables Red Cross to prepare for and respond to disasters of all sizes

COLUMBUS, August 10, 2022 — The Central & Southern Ohio Region of the American Red Cross recognizes Bread Financial, headquartered in Columbus, Ohio, for increasing its annual support to Red Cross Disaster Relief through the Annual Disaster Giving Program (ADGP) with a gift of $500,000. By making a proactive donation, Bread Financial helps ensure the Red Cross is prepared to meet the urgent needs of people affected by disasters big and small across the United States.

ADGP members, along with their employees and customers, pledge financial and in-kind donations in advance of disasters, powering the Red Cross with strong infrastructure, trained volunteers, innovative technology and critical resources necessary to provide relief and support to those in crisis. These donations enable the Red Cross to respond to disasters at a moment’s notice — offering a safe place to sleep, a hot meal, emotional support and resources to aid in recovery — while also helping prepare people and communities for disasters yet to come.

The Red Cross responds to more than 60,000 disasters across the country every year, providing comfort and hope to people during what can be the worst days of their lives. Large disasters like hurricanes, floods and wildfires are increasing in frequency and intensity, resulting in more displaced, vulnerable people who need support. In what has become a chronic disaster environment, donations from ADGP members are more important than ever as they fuel Red Cross readiness and strengthen response efforts.

“ADGP members like Bread Financial are truly extraordinary because they understand the importance of having vital resources in place before a disaster strikes,” said Anne McKeough, chief development officer at the American Red Cross. “We are extremely grateful for these forward-thinking donors who ensure we stand ready to help people in their darkest hours, whenever and wherever we’re needed most.”

Bread Financial’s donation also supports RC View, a state-of-the-art disaster event management system that provides all Red Cross teams with a shared disaster response capability. It enables the Red Cross to share a common operating picture with partners and draw on near real-time data to better manage disaster operations and help survivors more efficiently than ever. RC View also helps the Red Cross create readiness plans through tracking historical response data to better understand when and where communities may need additional support. Having replaced time-consuming manual and paper-intensive processes, RC View is helping the Red Cross to speed up its response time, make better resource decisions and ensure services get to people most in need