2023 was a very good year for donations in Luxembourg, as emphasised by both Paul Heber from UNICEF and Luc Sheer from Croix Rouge. However, it falls short of the remarkable contributions seen in the previous year. In particular, the war in Ukraine spurred an unprecedented level of donations. Luc affirms, “We collected even more donations than during the 2004 Tsunami in South-East Asia.”
This solidarity with Ukraine, though not unexpected, reflects a pattern observed in times of crises, as explained by Paul: “Whenever there is a crisis, especially when it occurs in proximity to us, the response is swift.” Luc adds another perspective, citing an example: “In a single week this autumn, there was both an earthquake in Morocco and a flooding in Libya. The donation response varied for each country, with Morocco receiving significant support due to its closer ties compared to Libya, which seems so far away.”
However, the humanitarian consequences were equally dire for both countries. Generally, people tend to respond more strongly to disasters that unfold suddenly or receive extensive media coverage.
The concept of emotional proximity and empathy towards those who are similar to us, plays a pivotal role in prompting donations. Keeping this notion in mind, Croix Rouge implemented a unique approach during the holidays by creating a Christmas catalogue. Luc explains, “The idea was to emulate what supermarkets do.” The aim was to encourage people, in their holiday preparations, to also consider those less fortunate. The catalogue features items such as sleeping bags or coats, each with specified prices. Donations collected through this initiative can be used for various causes, both domestically and internationally.
The flexibility of donations is crucial for charities and associations. Paul elaborates, “When you make a donation for a specific cause, it directly impacts that particular area. However, this targeted approach may inadvertently neglect other regions in the world.”
Of course, UNICEF expresses gratitude for every donation received, as many contribute to planned initiatives. Yet, the organisation also values ongoing, regular donations, as they offer the required flexibility to respond swiftly to urgent needs.
Luc explains that, despite uncertain times and a decrease in purchasing power, the desire to donate remains strong. People are more inclined to contribute during Christmas, and the donated funds are highly valued since crises do not magically disappear during the holidays.
