New cooperative horizons (1955–61)
in The NGO CARE and food aid From America, 1945–80
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When Richard Reuter was appointed as Cooperative for American Remittances to Europe's (CARE) new executive director in mid-July 1955 he inherited a difficult task. The fiscal year 1955 had closed with a deficit of almost half a million US dollars, future operational directions and programming options were cloudy, and staff morale was low. By August 15 he had reduced CARE's New York operating budget by US$517,000, and had cut back on overseas operating expenses by US$518,000. In addition to organizational improvements and cutting costs, CARE's revenue needed to be increased. The new campaign aimed to raise an additional US$1.5 million from private donors. The Food Crusade campaign was again supported by the Advertising Council, which had originally proposed the term Food Crusade as a catchword for any kind of surplus distribution by CARE. In late 1955 the term was redesigned to fit the one-dollar food packages.


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