Fashioning Fundraising Appeals in Times of Disaster

During catastrophic events, organizations such as the American Red Cross or the Salvation Army work directly with victims, Ball says, so they have a very clear message. In the case of international events like the tsunami, organizations such as CARE and World Vision have clear messaging that is directly related to the help they're providing. For other organizations that aren't so directly linked, Ball says, the challenge is to "figure out … what your message is going to be and how you can ethically link yourself to the disaster."