Crisis giving

Charity | Instant need calls for long-term strategy | Rusty Leonard

Bryce Boyer/World Vision/Genesis Photos

Americans have a long history of responding generously to tragedies like the earthquake in Haiti. Christians, in particular, are often among the first to get into action by offering their time, talents, and treasure to relief efforts.

But can donors respond too quickly? The desire to assist those in desperate need is admirable, but in their haste, donors may not always act in the best long-term interests of the afflicted. Or they may react too hurriedly to slick advertising from professional fundraisers, thereby producing less effective gifts.

Of course, even legitimate charities need to raise money in order to operate. Recognizing the strong emotions that compelling images of suffering create, most charities formulate comprehensive strategies to capitalize on the donor's heightened will to act in times of crisis. When disaster strikes, predetermined fundraising plans are deployed to tap into the emotional need most have to help the hurting. The cameras will soon move on, and charities need to react immediately to raise as much money as possible. Experience confirms the emotional imperative to give has a relatively short life. But those same emotions allow donors to be prodded into tactical giving decisions of questionable merit when a thoughtful, strategic approach would be best.