Focus On: Immediate-Response Fundraising: Hope to Carry On

There is a massive outpouring of compassion right now, and the general awareness of philanthropy is heightened. People want to be reminded of work that matters, whether it’s hurricane-related or not.

Ironically, it’s the American Red Cross chapters in this country that struggle the most with raising money after a major disaster, since donations are usually earmarked for a specific relief effort. These local chapters receive no federal funding, and just a portion of their budgets (often 20 percent) from the United Way, so they need individuals to help make up the shortfall.

Getting the message out
On Sept. 15, just 10 days after Hurricane Katrina decimated the Gulf Coast, the American Red Cross chapter in Hampton Roads, Va., went ahead with its scheduled fundraising breakfast.