Kimberly Andronova
Kimberly Andronova, candidate for a member of the board.
1. Starting questions
What motivates you to take a trust position in the Finnish Red Cross right now?
I want to help people who are in crisis. I got help from Red Cross when I was homeless and scared. Now I am safe in Finland and I want to give back. I understand what it means to lose everything. Red Cross is neutral and helps all people. That is important to me.
If you are chosen, what goal will you commit to in the next 12 months?
My goal is to make it easier for new people, especially young people and immigrants, to become volunteers. I will make a simple “first step” program so people know how to join and feel welcome. In 12 months, I want 50 new active volunteers in Helsinki area.
2. Strategic change and implementation
Describe the most important strategic change you led in a volunteer organization. What changed, why, and what were the results in 6–12 months?
At Helsinki Pride volunteers, we had a communication problem. Many new volunteers came once and never came back. We changed our system. Before, we only sent emails. We made a new system: 1. Every new volunteer gets a buddy. 2. We have a 2-hour welcome coffee. 3. We use WhatsApp groups, not just email.
Result in 9 months: 70% of new volunteers stayed for 3+ events.
How do you handle resistance to change in volunteers or staff? What do you do?
First, I listen. People are scared of new things. I ask: “What are you afraid of?” Then I explain why we change, and how it helps the people we serve. I also start small. We test the change with 5 people first. If it works, others join. I never force.
Describe a situation where change was against principles, neutrality, or trust. How did you solve it and what did you learn?
Once a company wanted to give us money, but they wanted their logo on Red Cross first aid tents. This is against neutrality. I said no. I explained to my team: “If we take this money, people in crisis will not trust us.” We lost the money but kept trust. I learned: principles are more important than money.
How do you use information in decision making?
I use 3 things: 1. Numbers — how many people we help. 2. Stories — what volunteers say from the field. 3. Money — what we can afford. If the numbers, stories and money all say the same, I decide. If not, I wait and ask more questions.
How do you make sure strategic decisions reach local and volunteer level? Describe methods and follow-up.
I use simple language, not big words. I make a 1-page paper: “What changes for you?” Then I visit local groups and talk face to face. Every 3 months we check: “Did you do it? What is the problem?” I also use short video messages on WhatsApp. Volunteers are busy — information must be easy.
3. Preparedness and comprehensive security
How do you see Finnish Red Cross as part of comprehensive security?
Red Cross is the bridge between people and authorities. In crisis, police and army cannot help everyone. Red Cross volunteers are local. We know the people, we speak the languages, we have trust. We are first to help, and we help for a long time after TV cameras leave.
How do you see the board’s role in supporting operational management?
Board should not do daily work. Board has 3 jobs: 1. Give money and clear rules. 2. Protect volunteers if media attacks. 3. Ask hard questions: “Are we ready for winter? Are we ready for next crisis?” Board supports, but lets professionals lead operations.
4. Strengthening local operations
Give a successful example of volunteer recruitment or engagement (incl. young people).
For Helsinki Pride, we needed young volunteers. I went to 3 schools and held a 20-min talk: “How to help in 2 hours per month”. We also said: “You get a certificate for your CV”. 40 young people joined. We gave them small jobs first, like handing water. 25 of them stayed 1 year.
In a situation with limited resources: what activities would you prioritize and on what basis?
- Life-saving: first aid, emergency help, food for homeless. This is always #1.
- Helping the most vulnerable: undocumented, elderly, disabled, refugees.
- Everything else comes after.
Basis: Red Cross principles. We help those who need it most, first.
How do you consider bilingualism and regional diversity in planning activities?
Finland has two languages and many cultures. All materials must be in Finnish and Swedish. But also easy Finnish/Swedish. I also ask local groups: “Who lives here?” In Helsinki we need Somali and Arabic info. In Vaasa we need more Swedish. One rule does not fit all of Finland.