AMA handles £2 million of donations for tsunami appeals
Howard Lake | 7 January 2005 | News
Total fulfillment service AMA Charity Services has handled almost £2 million worth of donations to charities’ tsunami appeals, including a single anonymous gift of £50,000.
Northern Ireland-based AMA answered 40,000 calls from 26 to 31 December 2004, an increase of 400% on the same period in 2003.
AMA represents international charities including UNICEF, Concern, World Vision and MSF, and therefore it was inevitable AMA would be heavily involved in the appeal. Along with many in the sector AMA Directors cancelled their holiday plans to ensure the call centre could handle the anticipated volume of calls.
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Valerie Sullivan of AMA said: “our staff are very experienced in working on heart-wrenching campaigns but the sheer enormity of the disaster really touched their hearts. Donors too seemed very affected and often wanted to talk, or needed information. We also received calls from child sponsors very distressed and seeking updates on their specific child. All of these calls obviously required sensitive handling and re-direction.”
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.