As I write this, the Los Angeles area wildfires are tearing through one of the most philanthropically generous regions in America.

Hard-hit communities in Los Angeles metroplex aren’t just some wealthy enclaves – they’re home to some of the most loyal, generous, and engaged donors who fuel causes and movements across the country.

Think about that for a moment.  It’s likely that some of your organization’s most faithful supporters are among the tens and tens of thousands affected by this disaster. The same donors who’ve never missed their annual gift. Who’ve included you in their estate plans. Who’ve championed your cause at their dinner tables and boardrooms for years.

They’ve always been there for you. The question staring every fundraiser in the face right now is: Are you there for them?

You know that sinking feeling when disaster strikes a community, and you wonder if your friends there are safe? If a disaster hits the headquarters of your organization your donors feel the same way about you. More importantly, they deserve to know that you feel that way about them.

Yet in the midst of natural disasters, terrorist attacks, or community crises, most nonprofits fall into one of two traps: either maintaining radio silence or, worse, continue sending appeals that ignore their donors’ potential personal devastation.

Let’s start with a sobering statistic: Research shows that nearly 20% of donors drop out because of poor donor service. That’s not a typo – one in five donors walk away not because they stop believing in your mission, but because you failed to treat them as human beings worthy of basic care and attention.

Well, there’s plenty you can do to remedy that.  In normal times you can send prompt and heartfelt thank yous…ask for their feedback…understand their preferences for frequency of contact…report and recognize how their support made and difference, etc.  [See Agitator’s 7 Easy Retention Wins ]

BUT…what about the times some of your donors may be facing a horrific tragedy like wildfire devastation.

Right now—today—is the moment to reach out and express genuine concern for their well-being. 

Time for Concern and Some Random Amazement

Here’s an example of true donor care in extraordinary circumstances.  Remember the Boston Marathon Bombing of 11 years ago?  At the time we praised

Angel Aloma, then executive director at Food for the Poor, for his skill in creating a true “donor service organization.”

Here’s why:   Right after the bombing Food for the Poor called their Boston-area donors simply to check if they were safe. No ask. No agenda. Just genuine concern for their wellbeing. That’s what Peter Shankman calls “bringing random amazement into normal situations” in his book “Zombie Loyalists.”

The result? Donors like veteran copywriter Tom Gaffny and his wife never forgot that call. They share the story years later, creating what we in fundraising call “evangelists” – donors who don’t just give, but actively recruit others to your cause.

Now imagine the impact of reaching out to your Los Angeles donors today – not with an ask, but with genuine concern and practical support.

Making It Happen: A Framework for Crisis Response

Here’s what thoughtful crisis check-ins look like in practice:

• Speed Matters: When disaster strikes, don’t wait for the perfect message. A simple “Are you safe?” means everything in those first crucial hours.
• No Strings Attached: Your first communication should focus solely on donor wellbeing. Leave the emergency appeals for later – and only to donors outside the affected area.
• Offer Real Help: Maintain an updated list of local emergency resources. Your donors may need them, and even if they don’t, they’ll remember that you cared enough to prepare.
• Follow Through: Crisis recovery doesn’t end when the news cameras leave. A follow-up check-in weeks later shows sustained commitment to your donors’ wellbeing.

Your Action Plan – Starting Today

1. Pull your Los Angeles donor list right now
2. Draft your crisis response message
3. Activate your outreach team
4. Document every interaction
5. Prepare your follow-up strategy

The Time Is Now

The LA wildfires aren’t just a California crisis – it’s a test of our sector’s humanity. Your most loyal donors are facing one of their most challenging moments. They’ve supported you through countless campaigns, believed in your mission, and trusted you.

Basic human decency demands that we show up for those who’ve shown up for us.

Your donors have chosen to make your organization part of their life. The least we can do is make them part of ours.

Roger