In light of recent tragedies, I’ve been reflecting on the role social media has taken in the aftermath of disasters. The responses to the hurricanes in the Southeast and the earthquakes south of our border remind us of the impact wide exposure of humanitarian goodwill can have to inform and inspire additional relief efforts.

I’m not alone in feeling encouraged by the viral social media efforts to fundraise, volunteer, or donate to charities. Whether its professional athletes, celebrities, and private citizens—or businesses pledging their support, people everywhere can find inspiration in these efforts to aid those affected.

At a local level, we’ve seen a similar use of social media informing ways to support those affected by the wildfires. Many businesses, restaurants, and citizens have rallied to aid fellow Oregonians in their time of need.

In southern Oregon, many residents were at risk of excessive smoke inhalation when stores sold out of protective face masks. Realizing the limited supply, our client AllCare Health distributed free masks to anyone in need by spreading word on social media. They were the first organization in the region to provide masks which then inspired others to follow suit. Observing the coordination of this mask initiative, I was humbled by the thought of the people being helped—especially those with serious respiratory issues.

Additionally, as a cause-based agency, we at CK also wanted to contribute and the agency has proudly matched all employee donations to hurricane relief efforts. These are just a couple examples of why I believe in CK and our cause-based clients.

I’ve been reminded of a quote from the late Fred Rogers who remarked; “When I was a boy and I would see scary things in the news, my mother would say to me, “Look for the helpers. You will always find people who are helping.”