Transforming in-kind giving in disaster response: A case for on-line donation registry with retailers

What´s known as the second disaster, a result of unsolicited in-kind donations, has been a long-standing problem in disaster relief. Over the years, NGOs have tried to convince donors to contribute only cash in an effort to reduce the impact of this issue. The “cash only” approach, however, has not been fully successful and the burden of unsolicited donations continues to cripple NGO relief operations in all major disasters. Although cash giving is most convenient for NGOs, it does not have the same emotional appeal for donors. In-kind donations are more tangible, specific, and often the most economical way to give. Yet because there is no formal mechanism to ensure they are appropriate and productive, unsolicited in-kind donations pose a challenge in disaster response. By establishing an on - line donation registry with national retailers, NGOs can solicit targeted in-kind donations for disaster relief in a timely fashion. During the Superstorm Sandy response in 2012, a group in New York proved this concept can work by repurposing Amazon´s wedding registry to solicit relief supplies. They were able to collect over 35,000 needed items through the registry in the first few weeks after the storm. This paper reviews the forces that lead to the second disaster, describes a successful implementation of the on-line registry as part of the Superstorm Sandy response, compares the registry with a donation portal such as the Aidmatrix national donation portal and discusses the challenges and opportunities for implementing a registry on a national scale.