with an army of 650,000 volunteers, the red cross finds it is easy to get in a c.e.o.'s door, but it still has to ask for help. so it's been a tough economy lately. are companies being more generous or are the being more tight-fisted? >> we're finding that our corporate donors are sticking with us. some are making larger donations. but we're not seeing a pullback. we're also doing more outreach, making more asks than we had in the past. but i think the organization is starting to realize that giving someone an opportunity to give is actually a gift in and of itself. >> reporter: you guys actually went through a tough time and companies were a little reticent about doing things with you. so what do you have to do on your side to make people feel that we can be socially responsible with you? >> so when i first got the american red cross, we closed our books eight days later with a $209 million operating deficit and about $600 million worth of loans on top of that and so we had to get financially stable. >> reporter: that meant consolidating services provided at 650 red cr