Lessons From the Front Lines of Disaster Fundraising

Hambuchen outlined her organization's emergency fundraising plan, which starts with direct mail and Web marketing to current donors, and if the situation warrants, the organization solicits non-donors. Emergency fundraising for Mercy Corps also involves telemarketing, print ads, radio ads, and outreach to foundations and corporations. Hambuchen says that Lesson One for the organization was that it's important to have a plan for emergency fundraising, but to also be able to change that plan because each disaster will be different and different, too, in how it is covered by the media and, hence, what the public reaction will be.