Having spent most of the 2000's working in and amongst charities directly, I'd say the Red Cross is just being (refreshingly) honest with their administrative costs.
The majority of charities I've encountered roll almost all admin costs in to their programs as a way of hiding the actual figures from casual view, be that from investors, donors, or for purposes of grant applications, or government bureaucracy. Creative accounting at its finest. Running a charity doesn't happen for free, the overheads are the same as for any other business.
I'd say most charities claiming to use less than 30% of income on admin are simply not being completely forthcoming.
Having said that, admin costs exist, they are a reality, charities live and die by their ability to manage these figures. It's a poor metric to base your donation on.