Nonprofit Disaster Relief Takes Another Hit
It’s not the fault of either the Red Cross or the Salvation Army that epic flooding has turned vast swaths of the Midwest into lakes and swampland. But those organizations could have done a better job anticipating funding needs and preparing for having to help those displaced. While the Red Cross has already pleaded poverty, now the Salvation Army is asking its local donors, at least in Kansas, to replenish the bare coffers that its regional and national offices, which manage disaster-relief efforts, have been unable to maintain.
It shouldn’t be this way.
Weather-related disasters are increasing in frequency and impact, as any Google search could tell you. It is incumbent on nonprofits to communicate this effectively and often during fair weather, so that they’re not playing catch-up while victims twiddle their thumbs and sleep on cots in high school gyms. I know it’s tough to get people to open their wallets for disaster relief when there’s no disaster screaming at them from the front page of their morning paper. But somehow, someway, fundraisers must get better at this. Changing weather patterns mean that disasters that once struck once a century now happen once a generation. Fundraising needs to change accordingly. | 501(c)
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