When crises multiply, how do we respond?

At February’s Humanitarian Finance Summit, British Red Cross Chief Executive Beatrice Butsana-Sita joined leaders from across the sector to explore a pressing question that sits at the heart of global humanitarian action: how can we continue to respond effectively when traditional funding models are under more strain than ever? Reflecting on the panel, Beatrice shared a message that resonated across the room:

"Traditional humanitarian funding is under significant pressure...Innovative finance has real potential, but it is not a complete solution, it must exist alongside an evolution within established funding streams. Above all, it requires greater curiosity and trust between humanitarian actors and donors. We need to focus on meaningful impact"

The question of impact, and how to achieve it in a world facing compounding crises is one we hear repeatedly from philanthropists, advisers and partners across the UK. 

Today, over 300 million people require humanitarian support. By 2030, the world is expecting to experience 560 disasters each year – more than 1.5 disasters every day. Against such a backdrop, many donors and advisors tell us they feel overwhelmed by both the frequency and the scale of need. 

This tension came particularly clear in late 2023. In the midst of a global polycrisis, the British Red Cross launched three emergency appeals within just four weeks – responding to the escalation of violence in Gaza and the wider region, flooding in Libya and the earthquake in Morocco – all while continuing to support people’s long-term recovery after the Türkiye/Syria earthquakes and ongoing needs in Ukraine. 

Many donors told us they were unsure where their support could have the greatest impact. Others felt frustrated, exhausted or powerless – and in some cases, disengaged. This donor fatigue is understandable, but it has real consequences. It risks constraining our collective ability to respond at a time when needs are accelerating.

A strategic solution: The British Red Cross Disaster Fund 

To help philanthropists cut through the uncertainty and maximise their impact, we created a new model: The Disaster Fund. 

A single, strategic humanitarian fund where donors pool resources so we can respond as soon as crisis hits – anywhere in the world.

This approach means: 

Reduced decision-making burden 

Philanthropists who care about humanitarian action can make one single commitment each year with the knowledge that their donation will reach people in crisis, reducing donor-fatigue and taking the pressure off tough decisions about when and what to support.

Deeper insight for donors 

We provide bespoke reporting on crises around the world, so supporters see the full breadth of their impact and hear people’s stories first-hand. 

Faster action 

We release funds immediately, often before an appeal could be launched – reaching people in the most critical early hours. We also help communities prepare and reduce the risk they face, even before disasters strike. 

Impact where the need is greatest 

Many crises never reach the headlines and others fade as the years tick by. Whether the world is watching or not, the Disaster Fund reaches those who need it most, for as long as they need it. 

Support across the full crisis lifecycle 

Donations enable us to be there at every stage of a disaster – enabling philanthropists to know they are leaving communities stronger than before. 

• Preparedness – early warning systems, training, risk reduction.
• Response – emergency shelter, health, protection, cash, food and water.
• Recovery – rebuilding livelihoods and long-term resilience. 

In 2025, we distributed £3.5mn and reached over half a million people across countries like Sudan, Jamaica, Myanmar and Afghanistan.

A new way forward for philanthropy in a time of permanent polycrisis 

The humanitarian sector is at a turning point - facing increasing needs and less funding. As Beatrice noted, we must adapt, build trust and a focus on genuine impact. The Disaster Fund is one way we are helping philanthropists navigate a world in constant crisis, enabling them to act with confidence and compassion. Contact our dedicated Philanthropy Team at philanthropy@redcross.org.uk.