Now that the waters have subsided, the needs are on the rise

Citizens, the good people at the American Red Cross (ARC) need our help.

In what should come as no great surprise, the public’s perception of what constitutes an “epic” storm has gradually been distorted over the years by our kingdom's hyperbolic media coverage. In the case of Hurricane Gustav, when the anticipated damage to New Orleans was less than expected (no breached levees, no bodies floating in the streets), the public’s attention moved elsewhere after the denizens of the 24/7 news cycle declared that “residents have dodged a bullet.” This media induced donor fatigue—that is, unless a storm produces Katrina-like biblical devastation it no longer requires as large a charitable outpouring—will continue to affect the ARC not only in 2008, but in years to come.

The reality is the ARC continues to feed and shelter those affected by the storm, regardless of the hurricane’s category, path or storm surge. What goes largely unseen is what the NY Times describes as “the secondary health emergency that follows a storm when there is no power, no water and no functioning sewers.” The general public needs to understand that while residents wait until it is safe to return to their affected communities, the ARC continues to provide them support in the form of food, shelter and fresh water.

This year’s hurricane season has been particularly active, following a spring/summer that saw unprecedented flooding and devastating damage from tornadoes. All of it has left the ARC's disaster relief fund in need of some serious love.

Here at the Ministry, we believe people want to do good, but they are becoming increasingly numb to the never-ending bad news cycle. More and more, they need to be reminded that even the smallest donation can make a difference.