Fashioning Fundraising Appeals in Times of Disaster

Fashioning Fundraising Appeals in Times of Disaster

Sept. 27, 2005

By Abny Santicola, associate editor, FundRaising Success

While acting fast and getting fundraising appeals out quickly are key in a time of disasters such as Hurricane Katrina, the 2004 tsunami or the Sept. 11 terror attacks, when it comes to the creative and copy used in such appeals it's important "to know how your organization relates to the disaster," says Bob Ball, senior creative director at Seattle-based full-service direct-response agency The Domain Group.

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."

Ball says that organizations not directly linked to disaster relief in times of crisis often feel as though their fundraising efforts will be passed over.

"I think that's a natural reaction," he says. "But we generally counsel clients not to pull the plug because it seems like what happens so often is that people dip down into another level of their pocketbook for the dramatic disaster, and they give to that because they feel compelled to give to that. But if they are a good donor to your cause, which may be completely unrelated, that doesn't mean they're going to stop giving to you."

In certain situations, Ball adds, it might be appropriate for non-disaster-relief organizations to mention the disaster in their copy. An example he gives is Sept. 11, "which was such a world-changing event, especially in our country, it just didn't make sense not to acknowledge it."