Don't Freeze, Don't Panic: Advice for Surviving Turbulent Times

She added that the organization never included "hand-wringing" messaging, but rather always positioned itself as taking action, helping and responding.

The organization started a Facebook presence, and two donors back to back agreed to give $5 (up to $20,000) for every new friend it got. Before the challenges it had 600 friends; now it has more than 12,000 and raised $40,000 from the effort.