Australian Red Cross
Australian Red Cross, founded 1914 and headquartered in Melbourne, is a non-profit humanitarian organization providing disaster relief, migration support, aged care, and first aid training across Australia, funded by donations, retail, and government grants.
- Company typePrivate
- Founded1914
- HeadquartersMelbourne, Australia
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Australian Red Cross does
Australian Red Cross is a non-profit humanitarian organization founded in 1914, headquartered in Melbourne, Australia, and operating as part of the global International Red Cross and Red Crescent Movement under the Fundamental Principles of humanity, impartiality, neutrality, and independence. The organization provides disaster preparedness, response, and recovery services (281,923–324,000+ people supported annually across 33 emergency activations), migration support including Restoring Family Links (34,170 people from 129 countries), aged care and loneliness programs via Telecross and Telechat (139,168 volunteer hours), accredited first aid and mental health training as a Registered Training Organisation (RTO ID 3605, 70,000+ students), and community services including food security and homelessness support.
The technology stack is centered on a multi-channel digital ecosystem: the main redcross.org.au donation platform, a personalized My Red Cross donor portal for receipts and account management, the Act for Humanity peer-to-peer fundraising platform powered by third-party provider Funraisin, and the Red Cross Shops online retail storefront. Communication infrastructure integrates standard payment processors (Visa, Mastercard, Amex, PayPal) via PCI DSS-compliant gateway, social media channels across seven platforms, Google Analytics for web tracking, and Zendesk for customer support. The organization holds ACNC charity registration, the protected Red Cross emblem under the Geneva Conventions Act 1957, and operates 423 branches and groups nationwide.
The business model combines five primary revenue streams: donations and fundraising (one-time, regular giving every four weeks, bequests, memorial donations, emergency appeals), first aid training (accredited courses GST-exempt; non-accredited GST-bearing), retail sales of new and pre-loved clothing through Red Cross Shops, membership subscriptions, and corporate partnerships including workplace giving and philanthropic grants. Additional funding comes from government grants, notably $500,000 from DFAT for international earthquake response. Pricing is donation-tier based ($35–$350+ tied to specific humanitarian outcomes), with $2 minimum for tax deductibility. The organization serves primarily individual donors, disaster-affected communities, refugees and migrants, isolated elderly populations, and corporate partners, with a national staff of 1,639 supported by 18,450 members and volunteers.
Australian Red Cross firmographics
Firmographics- Name
- Australian Red Cross
- Legal name
- Australian Red Cross Society
- Website
- https://redcross.org.au
- Company type
- Private
- Founded year
- 1914
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Australian Red Cross, founded 1914 and headquartered in Melbourne, is a non-profit humanitarian organization providing disaster relief, migration support, aged care, and first aid training across Australia, funded by donations, retail, and government grants.
- Ownership category
- akta.pro rank
Australian Red Cross industry classification
Industry- Product category
- Humanitarian Services
- NAICS
- Emergency and Other Relief Services (624230), Individual and Family Services (6241), Services for the Elderly and Persons with Disabilities (62412)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Refugee, IDP & Migration Humanitarian Assistance (BPAGAAAH)
- akta.pro secondary industries
- Refugee & Immigrant Support Services (BPAGAEAI), Integration & Inclusion Services (Housing, Education, Employment) (BPADAHAI)
Keywords
Where Australian Red Cross is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Australian Red Cross business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others
Revenue model
- Donations and Fundraising: Primary revenue stream from individual donors making one-time or regular tax-deductible donations. Includes appeals during emergencies, regular giving programs, and bequests.
- First Aid Training: Revenue from accredited and non-accredited first aid and mental health training courses delivered by registered training organization (RTO ID 3605).
- Retail Sales: Revenue from Red Cross Shops selling new and pre-loved clothing and accessories, both in physical stores and online.
- Membership: Revenue from membership fees for individuals who join as members of Australian Red Cross.
- Corporate Partnerships: Philanthropic giving and workplace giving programs where corporations partner with Australian Red Cross for employee giving programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Donation tiers for disaster relief and general support |
| Subscription | Monthly | Regular giving program |
| One time/ perpetual license | Pay-as-you-go | Australian Emergency Fund donation tiers |
| Unit Pricing | Pay-as-you-go | First Aid and Mental Health Training Courses |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels8 records
Australian Red Cross product offering
Product offeringCore offering
Australian Red Cross is a humanitarian organization providing disaster preparedness and response services, emergency relief, migration support for refugees and asylum seekers, community programs for the elderly and isolated, and accredited first aid and mental health training. It operates a national network of 423 branches and groups, engages 18,450+ members and volunteers, and funds its work through individual donations, corporate partnerships, retail shops selling donated goods, and government grants.
Product overview
Australian Red Cross operates a multi-channel humanitarian services organization combining physical services with digital platforms. The core digital products include the main redcross.org.au website for donations and information, the My Red Cross personalized donor portal for managing donations and receipts, the Act for Humanity peer-to-peer fundraising platform powered by Funraisin, and the Red Cross Shops online store. Physical services span emergency disaster response, first aid training (RTO ID 3605), migration support programs, community services including aged care and food hubs, and the Telecross/Telechat wellbeing programs. The organization also participates in the broader Red Cross movement including International Humanitarian Law advocacy and global programs through partnerships with IFRC and ICRC.
Differentiator
Problem solved
Functional benefit
Brands
- Red Cross Shops: Retail stores selling new and pre-loved clothing and accessories to fund humanitarian work
- Act for Humanity
- Humanitech
- Global Migration Lab
Products and services
- Red Cross Shops
- First Aid Training
- Emergency and Disaster Services
- Migration Support Programs
- Telecross and Telechat Programs
- Community Services
- My Red Cross Portal
- Act for Humanity Fundraising Platform
Quantifiable outcome
- 281,923 people received disaster support (July 2024–June 2025)
- +5 more outcomes
Companies that use Australian Red Cross
Customer profileNamed customers8 records
Segments7 records
Ideal customer profiles6 records
Australian Red Cross technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature1 record
Australian Red Cross partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- UberminorCorporate partnership for clothing drive events. Uber collaborated with Australian Red Cross to encourage donations of clothing and goods to Red Cross Shops.
- International Federation of Red Cross and Red Crescent Societies (IFRC)coreAustralian Red Cross works with IFRC on international emergency responses and appeals. For the Morocco earthquake, funds were sent through the IFRC Emergency Appeal. IFRC coordinates global Red Cross disaster response efforts.
- International Committee of the Red Cross (ICRC)coreAustralian Red Cross collaborates with ICRC on humanitarian protection activities, international humanitarian law promotion, and family reunification services through Restoring Family Links program.
- Moroccan Red CrescentcoreAustralian Red Cross supported Moroccan Red Crescent's response to the September 2023 earthquake through $500,000 funding via IFRC Emergency Appeal and deployment of technical specialists from delegate register.
- Qatar Red CrescentminorPartnered with Moroccan Red Crescent in earthquake response, providing psychosocial support and relief supplies distribution to affected communities in mountain villages.
- Australian Red Cross LifebloodminorSeparate entity operating blood donation services. Referenced on main website but operates independently with its own privacy policy and branding. Visit lifeblood.com.au.
- HumanitechminorRelated organization mentioned in website footer. Visit humanitech.org.au for more information.
Scale indicators20 records
Recent moves6 records
Expansion highlights5 records
Australian Red Cross competitors and assessment
Company assessmentDirect peers
- Australian Red Cross Lifeblood: Wholly-owned subsidiary operating blood donation services under the same Red Cross movement. Most directly comparable entity given shared brand, governance, and humanitarian mission in Australia.
- Salvation Army Australia: Major Australian charity providing disaster relief, emergency accommodation, community services, and thrift retail. Directly competes with Australian Red Cross for donors, disaster response contracts, and op-shop customers.
- St Vincent de Paul Society (Vinnies) Australia: Large Australian charity providing emergency relief, homelessness support, and operating extensive thrift retail network. Competes directly in disaster welfare assistance and op-shop revenue generation.
- St John Ambulance Australia: Australia's primary first aid training provider and volunteer-led emergency response organization. Directly competes with Australian Red Cross's RTO-accredited first aid training business and volunteer engagement.
- Oxfam Australia: Australian affiliate of Oxfam International focused on poverty alleviation, humanitarian response, and advocacy. Competes for individual donors and corporate partnerships in the international humanitarian space.
- World Vision Australia: Major Australian international humanitarian NGO running child sponsorship, disaster response, and community development programs. Competes directly for regular givers and child/family-focused donor segments.
Broad incumbents
- British Red Cross: Sister national society in the global Red Cross movement with comparable disaster response, refugee support, and community health programs. Useful comparable for scale, governance, and revenue model benchmarks.
- American Red Cross: Largest national society in the Red Cross movement with parallel programs in disaster response, blood services, training, and international aid. Useful benchmark for organizational scale and program mix.
Emerging players
- Médecins Sans Frontières Australia: International medical humanitarian organization active in Australia through fundraising and field worker recruitment. Competes for donor dollars in disaster and conflict-related appeals, though focused on medical rather than multi-sector humanitarian aid.
- Humanitech: Innovation and technology initiative associated with the Australian Red Cross movement focused on humanitarian technology solutions. Adjacent entity within the broader Red Cross ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Australian Red Cross social profiles
Digital presenceAustralian Red Cross compliance and trust
Trust signalCompliance6 records
Australian Red Cross financial estimates
Financial estimateRevenue estimate
Valuation estimate
Australian Red Cross leadership team
Management profileNumber of profiles
Profiles1 record
Australian Red Cross subsidiaries and ownership
Company hierarchySubsidiaries1 record
Australian Red Cross funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Australian Red Cross M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Australian Red Cross
What does Australian Red Cross do?
Australian Red Cross is a humanitarian organization providing disaster preparedness and response services, emergency relief, migration support for refugees and asylum seekers, community programs for the elderly and isolated, and accredited first aid and mental health training. It operates a national network of 423 branches and groups, engages 18,450+ members and volunteers, and funds its work through individual donations, corporate partnerships, retail shops selling donated goods, and government grants.
Is Australian Red Cross a public or private company?
Australian Red Cross is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Australian Red Cross founded?
Australian Red Cross was founded in 1914. It employs 1,001 to 5,000 people.
Where is Australian Red Cross based?
Australian Red Cross is headquartered in Melbourne, Australia, in the Oceania region.
How does Australian Red Cross make money?
Five revenue lines are on record. Donations and Fundraising is the primary driver. The others are first Aid Training, retail Sales, membership and corporate Partnerships.
Who are Australian Red Cross's main competitors?
Direct peers on record are Australian Red Cross Lifeblood, Salvation Army Australia, St Vincent de Paul Society (Vinnies) Australia, St John Ambulance Australia, Oxfam Australia and World Vision Australia. Broad incumbents are British Red Cross and American Red Cross. Emerging players are Médecins Sans Frontières Australia and Humanitech.
Does Australian Red Cross have an API?
No public API is recorded for Australian Red Cross.
What industry is Australian Red Cross in?
Australian Red Cross's product category is Humanitarian Services. Its primary akta.pro industry code is BPAGAAAH, Refugee, IDP & Migration Humanitarian Assistance, with a secondary code of BPAGAEAI, Refugee & Immigrant Support Services. Its NAICS code is 624230 and its SIC code is 8300.