NEW YORK — The narratives of loss seem to be unending. A grandfather begins anew in his 90s. A family finds their dream home has vanished. Others, already under pressure, receive another harsh blow.
As California’s vast wildfires rage on, a wave of GoFundMe campaigns has emerged for those impacted, drawing in onlookers who feel compelled to contribute. With images showcasing the fierce flames, post-tragedy charred landscapes, and the faces of individuals pleading for assistance, these appeals turn an overwhelming catastrophe into relatable stories.
Rachel Davies, a 27-year-old writer from New York, expressed her emotional connection after sifting through numerous wildfire campaigns on GoFundMe. She was moved by the intimate details of the victims’ lives, such as the heart-wrenching story of someone who lost their home while welcoming a newborn from the hospital. This prompted her to compile and share a list of fundraising sites, encouraging others to help.
“Those stories will stick with me,” she stated.
These fundraising pages provide a rare glimpse into personal lives, revealing the unique stories of everyday heroes such as a caring nurse or an adventurous driver, alongside tangible losses like cherished collectibles or essential work tools. Rather than being faceless statistics, they become individuals with names—Todd, Ulli, Susan.
According to Amy Pason, a professor at the University of Nevada, Reno, people often search for individuals they can relate to—what she describes as the “ideal victim.” In a world defined by constant connectivity and personalized experiences, individuals instinctively look for a personal connection in disaster relief efforts.
Pason added that for many, this method of giving feels “more authentic.”
GoFundMe reports that thousands of fundraisers have been launched related to the wildfires, including their Wildfire Relief Fund, which has attracted around 30,000 contributions. In total, these campaigns have raised upwards of $100 million for those affected by the destruction.
Ella Marx, a 26-year-old social worker from Ypsilanti, Michigan, is one of many who financially supported the campaigns after encountering a plea from a woman whose family lost homes in the Eaton Fire. Marx donated $20 and finds herself contributing to GoFundMe campaigns monthly. She prefers them over government assistance or nonprofit restrictions, appreciating the personal connections formed through her contributions.
“I think it does personalize it a little more,” she noted.
As one browses through GoFundMe’s offerings, the selection seems designed to resonate with various emotions, presenting a catalog of human sorrow. Runners might be inclined to support a campaign from the Pasadena Pacers—a group who shared photos of their members before their homes were lost. Meanwhile, rabbit enthusiasts may rally around an appeal for The Bunny Museum, which once showcased thousands of bunny-themed items, all now destroyed. Other campaigns focus on local establishments like bars, cafes, mosques, and schools, each suffering the same fate of destruction.
Matthew Wade, a sociologist from La Trobe University in Melbourne, Australia, highlights that donors find satisfaction in contributing and following the recovery of those affected. He notes these actions provide a tangible response in times when many feel powerless.
However, Wade points out that while some fundraisers succeed in drawing significant contributions, many others fall short. Only the most compelling narratives manage to capture attention, which can inadvertently reinforce pre-existing disparities in society.
“Social crowdfunding platforms are effectively markets for sympathy, where the crowd weighs claims to moral worthiness,” Wade explained.
Despite the uneven outcomes, John Dent, who initiated a GoFundMe for his cousin’s family who lost their home in Altadena, is overwhelmed by the support he received. His relatives were initially hesitant about the fundraiser but were moved to tears by the generosity that produced over $22,000 in donations.
“It’s just been so powerful,” said Dent, a 52-year-old teacher from Goleta, California. “These are often people that have no clue who they are.”
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HOW TO HELP: Alongside individual GoFundMe initiatives, here are additional avenues to offer support.
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