Over the past few years, as natural disasters have increased, so, too, has the need for financial aid.

Hurricane Katrina alone caused more than $80 billion in damage, and the Christmas tsunami in 2004 was responsible for nearly $11 billion in rebuilding costs. But these bills weren’t solely the burdens of their respective cash-strapped nations. People from around the world accepted the financial challenges as their own – with an outpouring of unprecedented proportion.

When the call-to-action sounded to assist the tsunami-ravaged southeast Asia, we opened up our wallets to the tune of $13.6 billion. Likewise, through telethons, emergency fundraisers and the like, the general public offered the Gulf Coast more than $4 billion.

These examples are – despite the situations’ abundant images of despair and darkness – shining moments in humanitarian history.

They are also isolated examples. As if the world is without crises until there’s a global headline dominating the news.

Of course, we know the exact opposite is true. There are conflicts and disasters everyday, in every part of the world. Crises in which people starve, have no shelter or medicine, and die. All preventable predicaments – given that there are funds to prevent them from the get-go.

That’s perhaps why CNN has taken a proactive approach to fundraising with its "Impact Your World" initiative directing viewers to charity and relief efforts connected to some of its stories. The news network recently launched this special Web site containing contact information to charities in categories like refugees and homelessness, poverty, children, health, and natural disasters. When CNN reports on relevant stories related to these causes, viewers will be informed about the site.

A statement on CNN’s "Impact Your World" pages states, "As part of an initiative across all CNN networks and platforms, CNN is offering you resources to take action on the news you witness and to impact your world. Beginning with six categories, we highlight some immediate ways you can help. The organizations listed under those categories are composed of some of the highest-rated charities by CharityNavigator.org (an independent and nonprofit organization that evaluates and rates thousands of charity groups based on financial stability)."

In simpler terms, "Impact Your World" encourages random charitable giving, especially in non-emergencies.

Which, unbeknownst to many, is when nonprofits need it the most.

Michael A. Knipp, Copy Chief, Creative Direct Response