CARE USA shifts into fundraising overdrive when disaster strikes, but its day-to-day development plan keeps it at the forefront of humanitarian-aid organizations.

By Margaret Battistelli Gardner

“We’re in a particularly good situation in that each of the channels that we’ve talked about, whether it’s planned giving or major gifts or direct marketing or direct mail or Web, all of them are producing a positive return for us and a very acceptable return on investment,” Hicks says, adding that even pre-tsunami, CARE’s numbers were up 12 percent to 15 percent over the same period in FY 2004.