Strategy pillar 1:
Be ready to launch the right appeals at the right time
Anneliese Dodds, the then Minister for Development at FCDO (at the time), speaks with DEC CEO Saleh Saeed following the launch of the MIddle East Humanitarian Appeal. Image: FCDO/DEC
Our five-year strategy
In 2024 we embarked on a new five-year strategy. Our core mission remains the same: to raise funds to save, protect, and rebuild the lives of people impacted by major disasters overseas.
Working with our member charities and the Rapid Response Network, our activities are focused on four strategic pillars. The first pillar of the strategy is focused on launching the right appeals at the right time.
Launching appeals
When disaster strikes, we mobilise. This means being ready to launch appeals as soon as our appeal criteria is met following a disaster — maximising opportunities to raise money for communities in crisis.
This year we further strengthened this strategic objective by:
- Maximising appeal income
- Growing our partnerships
- Optimising digital and social channels
- Prioritising data and targeted technology
Maximising appeal income
During the period covered by this report, from 1 April 2024 to 31 March 2025, the DEC launched the Middle East Humanitarian Appeal. Thanks to the generous support of the UK public and our partnerships, the appeal raised £45.0 million in this reporting period.
Our Rapid Response Network (RRN), which is made up of key media and corporate partners, helped us launch the appeal and get the message out to the public, making it easy for the UK public to donate quickly and seamlessly.
The Middle East Humanitarian Appeal was also supported by a number of public figures who helped to raise awareness and funds.
Why we monitor emergencies
The DEC monitors major overseas disasters that do not currently meet our appeal criteria but may do so in the future, through early-warning data such as food insecurity forecasts and displacement trends. We also conduct monitoring surveys that show how many of our member charities are currently providing humanitarian assistance and the level of that support.
This close monitoring helps us to be ready to mobilise when the time is right to launch an appeal. The DEC has been closely monitoring the humanitarian impact of the conflict in Sudan since April 2023 and is deeply concerned for all those affected.
The DEC is supporting member charities to coordinate their work to raise awareness of the disaster and contribute a humanitarian perspective to media coverage about Sudan. Through the monitoring page on our website, the DEC is directing those seeking to donate to this crisis to our member charities’ appeals pages.
Growing our partnerships
Our valued Rapid Response Network (RRN) partners significantly increase the reach of our appeals and campaigns, and help raise funds by providing easy and
innovative donation channels for the public.
This year we welcomed a new media partner, The Herald, and a new corporate partner, Admiral Group, to the RRN. We also continued to develop our partnerships and networks across the UK, including in Scotland, Wales and Northern Ireland.
Scotland
In Scotland, there was strong cross-party political backing for the Middle East Humanitarian Appeal with the Scottish Government donating £200,000 from its Humanitarian Emergency Fund. The Herald gave the appeal extensive coverage in its newspaper and online. The appeal has raised more than £3.9 million in Scotland to date.
Wales
In Wales, the DEC launched the Middle East Humanitarian Appeal at the Senedd in Cardiff, alongside member charities based in Wales and the Deputy First Minister of Wales. Appeal messages were broadcast across the main media channels and the Football Association of Wales dedicated the Women’s Euro qualifier in November as a DEC fundraiser. The appeal has raised £2.6 million in Wales so far, including a £200,000 donation from the Welsh Government.
Northern Ireland
In Northern Ireland, the appeal launch was marked with a photocall with Northern Ireland member charities and Members of the Legislative Assembly (MLAs) at the Parliament Buildings in Stormont. Kate Nicholl MLA made a statement about the appeal on the floor of the Northern Ireland Assembly and DEC Chief Executive, Saleh Saaed, appeared on Talkback, a BBC Radio Ulster show. The appeal has raised £1.2 million in Northern Ireland to date.
