In late 2019 and early 2020, Australia faced one of its most devastating natural disasters—the “Black Summer” bushfires, which ravaged over 20% of the country’s forests. The fires destroyed homes, wildlife habitats, and left many communities in ruins. While the physical toll was immense, the emotional response from citizens was even more powerful, sparking one of the most substantial charitable donations in the country’s history.

Research conducted by a team of Australian environmental psychology experts, including Matthew Hornsey, Kelly Fielding, and Robyn Gulliver, sought to understand why people felt compelled to contribute during such a tragedy. As a scholar of charitable giving, I wanted to explore how individuals respond to large-scale disasters like the bushfires and what factors motivate them to donate.

A key finding of the study, which surveyed 949 Australians, was that media coverage of the disaster significantly boosted public generosity. In fact, the Australian public donated over $397 million USD to bushfire recovery, with additional contributions from international donors such as the U.S. and the U.K. The survey revealed that exposure to media stories directly influenced people’s decisions to give, with certain factors increasing the likelihood of donating.

These factors included the sheer scale of the disaster, the personal impact of being affected or knowing someone who was, and people’s beliefs about climate change. However, two additional elements were also pivotal: the news footage of the fires and the personal stories shared by victims. The combination of these emotional triggers led to a more empathetic response from the public.

One of the study’s most intriguing findings was the role of media coverage in shaping the public’s response to disaster appeals. Media not only conveyed the immediate need for assistance but also framed the situation in such a way that encouraged people to donate. The more compelling the stories and images, the higher the donations. For instance, seeing devastating footage of the fires in the media evoked strong emotional reactions, which led many to feel a sense of urgency to contribute.

The agenda-setting function of media also played a key role. By repeatedly emphasizing the need for donations and highlighting stories of survivors, media coverage directed public attention toward charitable giving. News outlets didn’t just inform the public—they shaped how people thought about the crisis and what they felt compelled to do about it.

When analyzing the 30,239 news articles written during the disaster, the researchers found that certain words like “help,” “donate,” and “support” appeared with notable frequency. These terms were present in nearly 74% of the articles, far more than in standard media coverage. This use of language reinforced the idea that donating was not just a choice, but an expected and socially responsible response to the disaster.

Given the profound influence media coverage had on donation amounts and which organizations benefited, it’s clear that nonprofit organizations should actively work with the media to ensure their efforts are highlighted in such coverage. Nonprofits can significantly increase the funds they raise by ensuring they are mentioned in news reports with clear calls to action, urging the public to support their recovery work.

The research also suggests that media outlets can do more than just report the facts—they can actively foster generosity by framing the narrative in a way that highlights the need for collective support. By focusing on themes of community solidarity and the importance of helping others, media coverage can inspire more individuals to donate. This is especially crucial in times of global crises when the public may feel overwhelmed and unsure of how to contribute meaningfully.

Looking ahead, the California wildfires in 2025 present another opportunity to apply these insights. As the devastation continues to affect communities across the state, nonprofits could consider how they might leverage the power of media to boost charitable giving. With the right media strategy, organizations could ensure that their appeals reach the widest possible audience, driving donations and much-needed support to those in crisis.

In conclusion, the research underscores the critical role of media in motivating charitable giving during disasters. From the Black Summer bushfires to future crises like the California wildfires, the power of compelling news coverage can drive generosity and make a tangible difference in the recovery efforts of affected communities. By understanding these dynamics, both nonprofits and media outlets can work together to maximize the impact of their disaster response strategies.