Disaster Funding Down!
For those of you who are avid readers of this blog … will remember my discussion over the last couple of weeks regarding raising funds for the current disaster in Burma.
Taking Advantage of Free Media - May 7th
So Many Messages - May 9th.
Where I shared some insight into raising funds during times of disaster.
“You need to take advantage of free media to make hay on your issues … but when the media is sharing that NO GOODS or SERVICES are getting through to supply aid … and that the Junta has stockpiled everything that has come into the country so far … do you really think this is the best time to go out with an eAppeal for donations to get more supplies? ”
This morning’s lead story in the Washington Post was about how Americans have not been as generous as in previous disasters.
Why … because as much as free media drives traffic … if can also suppress traffic!
I will agree that there are other factors affecting giving levels such as the continuous bad news regarding the economy … and the current election cycle … but historically we have seen significant numbers of donations for disasters even during tough times.
Here is a “BIG LESSON LEARNED” … you need to create messaging that is in tune with the free media that is covering stories … it would have been much better for organizations to talk about how they are staging supplies and are ready as soon as there is agreement with the Burmese government to go in with aid and workers to reach the people that desperately need our help.
Just today the government has announced that they will now allow aid workers in … finally some good news for the victims … but, Americans are now starting their holiday weekend … bad timing!
As far as the crisis in China … media broadcasts are sharing the devastation … but we are not seeing the individual cries for help we saw during the Tsunami. It is that personal face that made all the difference in the generous outpouring that we saw during those horrendous disasters of 2005.
I am certain that all of the aid organizations have a disaster fundraising plan in place … but it requires more then the technology to go up in a moment’s notice on the Internet and activation of call centers … it requires ensuring that your messaging is in tune with what is being reported. Those two factors in combination can take advantage of a positive fundraising environment - while providing the aid so desperately needed.
On a personal note … I hope that each of you will take a moment to remember those who have done so much for our country … have a great Memorial Day weekend.
Regards,
Sue
