Thanks so much for jumping into the conversation. I'm not asking you
to choose anything. I'm just asking how the Red Cross tracks whether
you're doing a good job.

For example, at my firm, Ensemble Capital Management we look at hard
numbers like revenue growth, assets under management and assets per
client. We also look at softer measures like visibility in the media
and online, depth of relationships with referral sources, and client
satisfaction. You can put good numbers on the first set, but not on
the second.

All I'm asking the Red Cross is how do you know if you are doing a
good job? What do you track? And how do you compare yourself? For
instance, what if I asked you why my money could do more good by
donating it to you than donating it to another similar organization or
even to FEMA? If an investor or prospective client asked me why I
thought that Ensemble was a better investment or firm to hire than our
competitors, I could speak to the issue for hours, citing both hard
data and soft qualities. I'm just asking the Red Cross the same
question.