NEW YORK — The stories emerging from devastating wildfires in California are overwhelming and often heart-wrenching. Families are losing their cherished homes, while individuals are starting anew in their advanced years after losing everything. This ongoing calamity has prompted a surge of GoFundMe campaigns, providing a platform for those who feel compelled to assist the victims.
The visual appeals of these campaigns — featuring images of raging flames, devastating destruction, and the faces of those affected — personalize the tragedy, making it more relatable for viewers. “I feel a strange connection to these people I’ve never met,” shares Rachel Davies, a 27-year-old writer from New York. As she browsed through numerous GoFundMe campaigns related to the wildfires, Davies was touched by the intricate details of the victims’ situations, such as one having lost their home while bringing a newborn back from the hospital. Inspired by these narratives, she compiled a list of campaigns, urging others to contribute as well.
Each campaign offers a peek into the lives of individuals previously unknown to the public. By highlighting personal stories, they transform anonymous victims into real people—Todd, Ulli, or Susan—making the impact of the disaster more tangible. Professor Amy Pason from the University of Nevada, Reno, emphasizes how the online nature of these campaigns allows people to find connections that resonate with them personally, providing a feeling of authenticity in their giving.
According to GoFundMe, the number of fundraisers established in response to the wildfires has been significant, with their own Wildfire Relief Fund accumulating nearly 30,000 donations. In total, these campaigns have raised over $100 million for those impacted by the fires. Ella Marx, a 26-year-old social worker from Ypsilanti, Michigan, recently contributed to a campaign for a woman whose family lost multiple homes in the Eaton Fire. Marx appreciates giving through these platforms because they foster a direct, personal connection to the beneficiaries, circumventing the bureaucracy often associated with governmental and nonprofit assistance.
Navigating GoFundMe brings forth a multitude of emotional appeals, each striving to capture a sense of compassion and urgency. There are campaigns for a running club whose members lost their homes, an appeal for The Bunny Museum—a collection dedicated to rabbits—and various other establishments like cafes, mosques, and schools that were destroyed. Each of these causes aims to rally support to rebuild what was lost.
Matthew Wade, a sociologist at La Trobe University in Australia, highlights the allure of crowdfunding for donors, who appreciate the satisfaction of making a tangible contribution and witnessing the recovery of those they support. Yet, this phenomenon has arisen within a framework where not every story finds equal traction; often, only the most compelling narratives attract widespread attention, which can exacerbate existing disparities. Wade remarks on how crowdfunding represents a marketplace for sympathy, determining whose stories warrant moral consideration from the public.
John Dent, who set up a fundraiser for his cousin’s family in Altadena after they lost their home, expresses gratitude for the outpouring of support that has raised over $22,000. Initially reluctant to establish the campaign, his family was moved to tears by the generous responses from those they did not know, revealing the profound impact of collective compassion in moments of crisis.
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HOW TO HELP: In addition to individual GoFundMe efforts, consider other ways to contribute.
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