Case Study: Crisis in Kenya

Within an hour of the original e-mail, MAP sent details on its emergency response in Kenya to the Robbins team. Within two hours, the organization prepared a donor data file and sent it to Robbins for processing.

That morning, the Robbins team huddled for a quick brainstorm.

“We had to decide if we had enough details about the situation to develop a compelling appeal,” says Gretchen Soter-Moody, account supervisor at LW Robbins. “The story was unfolding hourly, and we wanted to make sure the information communicated to donors would be accurate in four days time.”