Typhoon Haiyan struck with full force last November, leaving a path of destruction and death in its wake. We witnessed the heartbreaking news reports, photos and videos, and the outpouring of support — the response was immediate.

Disheartening as it is, the need for charities to be able to respond in quick order is increasing along with our knowledge of and access to emergency situations. Charities are among those that are able to secure and provide support to these hard-hit regions; they often stand alongside government organizations and first responders to ensure the provision of aid, supplies and equipment or shelter.

Building an internal emergency plan at your charity will ensure you’re equipped when disaster strikes, which ultimately means you can inform your constituents and provide support to your beneficiaries even faster. The goal is to create a playbook to guide you through these situations.

Here are a few tactics that you should be adding to your emergency response playbook:

1. Email - Using email to your advantage is key during times of emergency to ensure one-on-one communication with your donors and supporters. Setting up email templates with placeholder content to be updated with current information will put you ahead of the curve. Keep the email design simple and clear, use one to two compelling images to help tell the story and keep your copy succinct whether reporting to supporters or asking for a special donation.

2. Social media – Now often the go-to medium for immediate and current information, social media is pivotal for reporting back to your audience, listening to what your local community and the world is saying, and identifying where need may be greatest. Don't be afraid to share updates more frequently during an emergency as well as integrating multimedia and fundraising in your posts. Traditionally, social media has been a lackluster channel for raising money. But during an emergency situation, it can prove exceptionally effective as your supporters are not only actively looking for more information but also for ways to help.

3. Website - Content and updates on your website should support your email and social media communications. Provide regular updates on the state of affairs and the need for donations, and ensure you have either a custom donation page or a primary donation page that allows donors to designate their gift to the emergency. It is discouraging when potential donors are driven to your donation page only to find no mention of the current emergency.

4. Media - Connecting and coordinating with your media contacts can provide you with critical access to information and the opportunity to report on your organization's efforts and needs. Make sure relevant URLs and telephone numbers are in their hands so they can refer viewers/listeners to your organization. Ensure knowledgeable experts are available to report on what’s going on in the field; even if real information is skeletal at first, your expert can likely report on what’s happening.

Preparing for these circumstances has become mandatory for many charities. From natural disasters, war, and political dissent to breaking news relevant to your organization's mission, putting processes and turnkey solutions in place ensures that you're in the right position to move quickly and respond appropriately without getting too bogged down in the mechanics during the moment. 

Simren Deogun is a marketing professional whose depth of experience comes from working both client- and agency-side planning, implementing and overseeing the execution of marketing initiatives. From email marketing and website design to social media and advertising campaigns, Simren provides expert guidance from concept to implementation. For more information, email her, follow her @SimrenDeogun,or www.stephenthomas.ca