Today's Edition
AMEINAH AL ZEYOUDI (ABU DHABI)
While providing relief to those in need has always been central to the Emirates Red Crescent’s (ERC) mission, the continuous improvement of its humanitarian services has also become a strategic priority.
In a recent Instagram story, the ERC highlighted what had been its North Star over the past three years: its 2022–2025 strategy, built around four core objectives – strengthening local humanitarian impact, ensuring financial sustainability, expanding foreign aid and relief, and building institutional trust.
Enhancing the efficiency and quality of its humanitarian services has been key to bolstering public confidence. To support this, several channels have been developed to gather feedback from beneficiaries and customers. These include the website, smart apps, call centres, and e-mail.
“This ensures that feedback is addressed transparently, promptly, and professionally –boosting beneficiary satisfaction and improving the overall service experience,” the ERC told Aletihad in a statement.
To reinforce donor confidence, the ERC has established multiple channels for engagement, ensuring donors remain informed and involved in the organisation’s work.
“Transparency, credibility, and continuous communication with donors are being strengthened through various channels to ensure a swift response and improved service quality,” the authority said. Donors also receive periodic reports on their humanitarian contributions.
To strengthen its global response capabilities, the ERC has also implemented specialised training programmes for staff and volunteers, enabling faster and more effective disaster response both locally and internationally. Ongoing readiness assessments and performance reviews are also part of its improvement cycle.
Financial sustainability is another pillar of the ERC’s strategy. This includes investment projects that generate consistent returns while aligning with sustainability principles, as well as initiatives focused on operational efficiency and digital transformation to reduce costs and streamline workflows. Fundraising efforts and strategic partnerships further support this goal, the authority added.
“Our strategy links clear goals to impactful initiatives in order to achieve our vision,” the ERC said. “We’re dedicated to implementing a governance model that guarantees openness, sustainability, and improved performance in every aspect of our work.”
