Americares

Client:

Americares

The Challenge

Americares is one of the world's largest humanitarian health organizations, reaching roughly 80 countries each year. When earthquakes, floods, hurricanes, wars, and other crises hit, its teams can mobilize almost immediately — which means its digital fundraising program has to move quickly.

The challenge is speed without sacrificing accuracy or humanity. In a rapid response, we're often creating emails, SMS, ads, and landing-page copy while the situation on the ground is still developing.

My Thinking

In a disaster, speed and accuracy matter more than ever. So my job is to quickly understand what has happened, what Americares is actually doing, and why a donor's help matters right now — then turn that into a clear message without overstating the facts or exploiting survivors. That often means writing from partial information, updating creative as reports come in, and getting effective fundraising material out the door within a few hours.

The Result

MissionWired's rapid-response work with Americares has helped the organization get into inboxes during major emergencies around the world. During a stretch of back-to-back hurricane responses, that approach helped drive a record-breaking fall fundraising period.

Americares' broader fundraising also continues to grow: cash contributions and fee revenue increased 23% in FY2025, while total cash revenue rose 15% year over year.Client:

Americares