Natural disasters have a remarkable ability to expose both the weaknesses of systems and the depths of human nature. The recent floods in Poland not only destroyed homes and infrastructure but also revealed something far more valuable: society’s ability to mobilize and provide aid on an unprecedented scale. In a digital age dominated by social media and technology, solidarity has found new channels of expression.
The level of donor mobilization in Poland in the face of disasters like floods is particularly noteworthy because, in last year’s World Giving Index, Poland ranked last among the 142 countries surveyed. This report, based on Gallup Institute research, measures willingness to help strangers, donate money, and volunteer. While these findings suggest that Poles may not regularly support others with their time or money (despite a popular belief that they do), the nation has repeatedly shown a unique capacity to unite and mobilize in true crisis situations—within days after the tragedy, Poles raised millions of zlotys through crowdfunding platforms to help flood victims.
Notably, these were not primarily formal collections organized by large charities but grassroots initiatives by ordinary citizens who chose to act. The internet became a bridge linking those in need with donors, and the immediacy and personalization of aid proved crucial for mobilization.
Difficult events undoubtedly heighten our empathy and desire to help. However, even in times of major crises, many people in need often hesitate to ask for support. Both conversations with crowdfunding platform users and the content of fundraising appeals reveal a deep sense of shame in asking for help. In a culture that values self-reliance and dislikes airing personal struggles publicly, seeking assistance is often seen as an admission of failure.
Pride frequently prevents people from showing vulnerability. Many prefer to take out loans, sell possessions, or borrow from friends rather than ask others for support. Only when all other options are exhausted do they turn to others. This is emotionally understandable, but on the other hand, many inequities arise from circumstances beyond individuals’ control. Often, it is just a matter of luck—one person’s home was destroyed by the flood, while another was spared. Moreover, asking for help shows courage and is a proactive step toward solving problems rather than passively waiting for the situation to improve.
Returning to the mobilization of aid in crisis situations—not to criticize those who help but rather to inspire more people to share and do so more frequently—it is worth remembering that donors themselves benefit from the act of giving. Numerous studies conducted in diverse cultural settings consistently show that spending money on others brings more happiness than spending it on oneself. This effect applies even to people who lack many things themselves.
Helping others strengthens social bonds and gives people a sense of control over their surroundings. In times when many aspects of life seem beyond our control, the ability to offer real support to those in need becomes a source of satisfaction and meaning. This feeling intensifies during a crisis. Donating money also becomes a way to cope with one’s own emotions—fear, helplessness, or sadness.
The effectiveness of fundraising, like most forms of communication, depends largely on the ability to tell a compelling story. Personalization and emotional appeal attract donors’ attention. Technology does not solve the issues of shame and pride that hold people back from asking for help, but for those who are more comfortable using it, technology certainly facilitates effective outreach. Our experience at Pomagam.pl, as well as observations of how crowdfunding works, shows that people with significant cultural capital—those adept at using social media and who have extensive networks through work, sports clubs, subcultures, religious communities, etc.—are particularly effective in raising funds during challenging times.
On one hand, this is very positive because it makes our active social lives and all previous pro-social behaviors a kind of insurance policy—a real way of “collecting karma” for the future. On the other hand, as a society, we should also consider how to ensure that help reaches those who need it most, regardless of beneficiaries’ skills or their ability to overcome the barrier of shame.
Many studies on the effectiveness of donations show that one of the best ways to help is simply to give money directly to those in need, ideally without imposing specific requirements on how it should be spent. Some may find this controversial, but it is supported by a wealth of research and meta-analyses (GiveDirectly Research).
Concerns about giving money to the needy often stem from subconscious biases that view those with less as less rational or less competent in solving their problems. Nobel laureates in economics, Abhijit Banerjee and Esther Duflo, addressed these beliefs in their book Poor Economics: A Radical Rethinking of the Way to Fight Global Poverty, demonstrating through numerous examples that these prejudices lack a basis and stem more from a deep misunderstanding of the situations faced by those in need.
While direct financial aid to individuals in need is a very good approach, it is also worth considering expanding one’s donations to include non-governmental organizations, which can engage in more systemic actions and may effectively reach people who struggle to organize support independently.
Tyler Cowen, author of the blog Marginal Revolution, has devoted much attention to philanthropy and how to approach it from an economic perspective. He strongly advocates for direct giving to those in need, but one of his many tips on wise giving from his book Discover Your Inner Economist is simply this: “If we encounter an important social issue and a credible charity organization, it is good to stay committed to them. The continuity of our support increases the financial effectiveness of such organizations.”
Disasters are a test for our society—a test Poland has passed with flying colors. The key now is to ensure that the energy and empathy we see during tough times translate into systematic actions: building a culture of regular support, breaking down the barriers of shame associated with asking for help, and creating effective redistribution systems. There is an opportunity to build a society that is not only more resilient to crises but, above all, one where solidarity is an integral part of everyday life, not just a reaction to disaster.
Written by Dobrosława Gogłoza
The article was originally published in Polish at: https://liberte.pl/ekonomia-pomocy-jak-dzielenie-mnozy-dobro/
Translated by Natalia Banaś
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