October 5, 2017
Long after the storms have passed, do donors care about disaster work?
Absolutely! While most Salvation Army donors cite feeding and shelter as their top reasons for giving (get your copy of the full Salvation Army donor research), disaster fundraising helps communicate the immediate relevance of our work in times of crisis. And by reminding donors that THEY are the reason disaster response happens, you’ll reinforce the partnership you already have with them.
We have come through an unprecedented season of calamity — with hurricanes, the earthquake in Mexico, and all the related fallout. Puerto Rico, Houston, and other areas will be in recovery for years, and will bear permanent scars from this year’s catastrophes. Just because the relief work fades from the headlines doesn’t mean it isn’t still happening. The Salvation Army’s work never stops, and so as fundraisers, we all must be vigilant in demonstrating to donors our commitment to sticking around long after headlines change.
There is a temptation among some to avoid talking about disasters, driven by a fear that donors will redirect money away from local needs. But in reality, we have seen just the opposite.
“Donors who support disaster-relief work are moved by immediacy, but they don’t forget the everyday work that their charities do,” says Senior Account Director Kerri O'Neil. “By reminding donors that The Salvation Army is on site around the world AND at work in their own backyard, we have the opportunity to educate donors about the breadth of our
work — which is something that will always enhance credibility and significance.”
This Christmas, many Divisions will be including just such a reminder in the direct mail appeals their donors will receive. At a time when the headlines will have changed many times over, donors will be reminded again of The Salvation Army’s staying power, and (in many cases) how they themselves are a part of that consistency.