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Red Cross Auctions for Hurricane Relief
- In late summer 2004, a series of hurricanes devastated Florida. The American Red Cross moved in to assist with the recovery, and donors stepped up with donations. To do their part, MTV and Good Morning America organized eBay auctions that raised $60,000 in a month.
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MTV Disaster Relief Auction
- MTV was in Miami in late August 2004, hosting the annual Video Music Awards just days after Hurricane Charley had devastated Florida’s Gulf Coast. Eager to help, the MTV team proposed the "MTV Disaster Relief Auction" featuring celebrity items signed by performers, guests and presenters at the VMAs to benefit the American Red Cross. Dozens of artists signed auction items while they were backstage at the show, and Universal Music Group coordinated the online component through Giving Works. MTV promoted the auction on their website, through reruns of VMA awards show, and to their e-mail newsletter subscribers.
- Over 70 items went up for bid, including movie posters, CD's, t-shirts and show memorabilia signed by Gwen Stefani, OutKast, P. Diddy and more. There was even a 2004 Saturn VUE signed by 30 VMA celebrities. The auction raised more than $40,000 in total. "After the hurricane, people wanted to help -- and this was a great way for them to do it," said Hillary Hollander, with the American Red Cross' Corporate Partnerships & Cause Marketing group.
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"Organize your life" with Good Morning America
- Good Morning America was planning an online auction for charity as part of a weeklong "Organize Your Life" series in September. After a second, and then a third hurricane struck Florida in less than a month, GMA decided that the auction should benefit the Red Cross. Audience members and guests including Matthew Broderick and Sarah Jessica Parker were invited to clean out their closets for charity. The donated goods were sold in a tag sale in downtown Manhattan and on eBay Giving Works. 30 items were sold online during the event, raising another $20,000 for the American Red Cross.
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Prepared for next time
- The key to disaster response is being prepared in advance. Because the Red Cross was already a MissionFish nonprofit, it was easy to tell MTV and Good Morning America how they could help. The Red Cross followed up these high-profile events with a pilot program involving local chapters. The goal is to roll out Giving Works through Red Cross programs across the country, to be even better prepared to raise money and support the next disaster that strikes. "eBay Giving Works is an innovative way for nonprofits to fundraise," said Hollander. It’s also a fresh idea for supporting disaster recovery
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How to get ready for disaster fundraising
- 1. Sign up. Get your MissionFish and eBay accounts in place now.
- 2. Add a link. Put links on your website under "donate now" and "ways to help."
- 3. Plan for it. Make Giving Works part of your disaster plans, so you don't forget during the rush.
- 4. Announce it. During a recovery, mention buying and selling on eBay as another way to help.
- 5. Turn in-kind to cash. Do you get donations that can't be used in the relief effort? Set up an eBay-experienced volunteer to process and sell those goods, and use the money to make a difference.