Giro555, an association of 10 major Dutch humanitarian aid organisations, has decided not to launch a fundraising campaign for Myanmar. The disaster is receiving very little media coverage, and this has played a major role in that decision.

‘There was some media interest just after the earthquake, but it quickly faded,’ says a spokesperson for Giro555. That’s a problem, because media attention is crucial for people’s willingness to donate.

Giro555 only starts a campaign if 4 conditions are met: the disaster must be large-scale, it must receive media coverage, people must be willing to donate, and aid organisations must be able to operate on the ground. In Myanmar, all 10 affiliated organisations are active. The scale of the disaster is also clear: nearly 3,000 deaths so far, and the number is still rising. Yet, due to the lack of media attention, no campaign is being launched.

‘Donation fatigue’

Smeets understands the reasoning. ‘If you start campaigns too often, people get donation fatigue,’ he says. At the same time, he finds it troubling that aid depends on what makes the news. ‘Some disasters get too much money, others get nothing. That creates a perverse incentive.’

Médecins Sans Frontières (Doctors Without Borders) already decided in 2006 to stop participating in Giro555 campaigns, precisely to make its work independent from media influence. According to Smeets, more organisations could follow that example: less focus on fundraising and publicity, more on efficiency and long-term support. This will also lead to more structural donations from donors.

The ABS professor’s advice? Don’t ignore the so-called ‘silent disasters’. For instance, since American support from USAID was cut, there have been major shortages in vaccines. Aid organisations could deal with an issue like this. ‘With just a small amount of money, you can save a lot of lives', says Smeets.