Juggling and the Fine Art of Fundraising
The response to the disaster was staggering. Overall, Stop Hunger Now raised more than $3.8 million including gifts in kind — goods that come through that Stop Hunger Now coordinates the shipment and distribution of, such as meal supplements — valued at $2 million.
A large portion of response came from the online channel, especially with donation forms for specific high-value donors who were hosting their own personal fundraising campaigns for Haiti. Stop Hunger Now also got great response from major donors who sent in large donations via mail. Overall, 690 donations came in from individuals, mostly at the $15 to $50 mark, but the total also includes several $10,000 and $100,000 gifts.
Further, Hooters of America provided 100 percent of its sales during the fourth quarter of the 2010 Super Bowl to Stop Hunger Now in response to Haiti, which amounted to $103,000. The hot-wings giant got on board because of the disaster's high profile and a relationship Stop Hunger Now has with a private donor
"Our capability of responding so quickly worked really well," Barrick says. "We had a meal shipment shipped to Haiti in December just three weeks before the earthquake, so we were able to tell our supporters because of our ongoing support in Haiti and our relationships there that we were actually able to feed people the day after the earthquake with Stop Hunger Now meals.
"That positioned us as a trustworthy nonprofit working in Haiti. That was a huge part for our donors," she adds.
Barrick says that one of the challenges with the campaign was dealing with donor fatigue. "The crisis in Haiti is ongoing, and it continues to be an issue. Having individuals experience crisis fatigue is an issue," she says. "There was the crisis of Hurricane Katrina, then Haiti happened and then the oil spill [on the Gulf of Mexico]. Some people just get overloaded with crisis, and it's hard for them to continue to pay attention and continue to give toward that need."