GiveDirectly: How Smart Messaging and Innovation Reimagined Disaster Relief
How do you get people to care about disaster relief? I don’t mean in that polite way where they nod sympathetically, maybe toss a couple of bucks at the cause, and promptly move on to more pressing matters, like what’s for dinner. I mean care in the way that makes them sit up and actually pay attention.
Enter GiveDirectly, who, after hurricanes Fiona and Ian, didn’t just respond; they redefined what response could mean. They moved $3.3 million to almost 5,000 low-income households across Florida and Puerto Rico in mere weeks, faster than any “standard relief efforts” had ever dreamed of. But how they did it is even more impressive. So sit tight, because if you think disaster relief is about slow trickles of aid, let’s just say they’ll prove you wrong.
Scale and Speed: Doing More, Faster
When the hurricanes hit, GiveDirectly didn’t just step up; they bolted out of the gate. They distributed money six times faster than they had before, making speed the headline, not the afterthought. For people on the ground, speed means the difference between getting shelter and staring up at an endless sky.
Lesson for the rest of us: If you’re moving mountains to make things happen quickly, don’t be shy. Lead with that. “We’re helping people faster than ever” is more compelling than the usual, “We’ve raised X amount.” Speed isn’t just a stat; it’s a sign that your organization understands what matters most in a crisis.
Technological Innovation: Aerial Imagery and AI (No, Really)
Now here’s where things get science-fiction-y. GiveDirectly didn’t just toss cash around. They used aerial imagery, AI, and poverty data to find the hardest-hit areas with unnerving precision. They called it Delphi (because, of course, they did), a tool that let them find the people who needed help most, faster than a human could on foot. Then, with the help of Google.org Fellows, they mapped exactly where to send funds and distributed money directly via app. No in-person assessments. No paperwork. Just direct, fast relief.
Lesson for the rest of us: If you’re doing something even mildly innovative, lead with it. Show your donors that you’re more than just boots on the ground—you’re bringing in the tech that makes your efforts work smarter and faster.
Remote Enrollment and Payment: Forget the Waiting Lines
Imagine the typical disaster relief scene: people waiting in line for hours, sometimes days, to get assistance. Not here. GiveDirectly handed out $700 to 1,115 families within 36 hours of launching their Florida campaign. And they did it without requiring anyone to stand in a single line. They partnered with a benefits app so people could enroll remotely and get funds without stepping foot outside.
Lesson for the rest of us: If you’ve found a way to simplify people’s lives, whether it’s through technology or pure logistics, shout it from the rooftops. People want to know that your organization makes things easy, not just effective.
Expanded Reach: They Didn’t Even Need Ground Teams
Here’s the part that really breaks the mold. GiveDirectly was able to scale their efforts without deploying anyone to physically assess the damage. Their remote approach let them operate in 32 Puerto Rican municipalities and 386 census blocks in Florida—all without a single person on the ground. More help, fewer logistics, faster relief.
Lesson for the rest of us: If you’ve figured out how to reach more people with less hassle, make it known. In a world where friction is public enemy number one, your organization’s ability to help without a headache is a major selling point.
Partnerships with Big Names: The Power of Borrowed Trust
Of course, they didn’t do this alone. With Google.org and Propel by their side, GiveDirectly made it clear they weren’t just working on their own steam—they had serious partners behind them. And they made sure their donors knew it.
Lesson for the rest of us: Partnerships are powerful, especially when they’re with names people trust. Let people know who you’re working with and why it matters. When your cause gets the credibility boost from other trusted brands, it’s easier for people to believe in your mission.
The Big Picture: Turning Speed, Tech, and Clarity into Impact
GiveDirectly wasn’t just about tech or speed—it was about telling the story right. They positioned themselves as a force in disaster relief by leading with speed, precision, and messaging that went beyond the numbers. It wasn’t just, “We helped thousands.” It was, “We did it faster, smarter, and with fewer resources than anyone expected.”
Lesson for the rest of us: People want to see your impact, yes. But they also want to see how you’re different, how you’re better, how you’re pushing the envelope in your field. Your messaging can’t just be about what you’re doing—it has to show why it matters, and why people should care.
So, are you ready to turn your organization’s story into something people can’t ignore? Let’s talk. Whether it’s crafting a message that moves people or building a strategy that scales, sign up for a Fit Call with us, and we’ll make sure your work gets the attention it deserves. Oh, and don’t forget to join our newsletter—because the best stories are just getting started.
