The Associated Press // EEW Magazine Online // Charity

When Oprah Winfrey and Dwayne “The Rock” Johnson launched the People’s Fund for Maui, which benefited people who lost their homes in the wildfires, they committed $10 million and asked others to join them. At the time, the request was met with some criticism, given especially Winfrey’s wealth and extensive estate in Maui.

In the end, the Entertainment Industry Foundation, a longtime nonprofit that helps celebrities administer charitable work and that managed the distribution of the funds, said it raised almost $60 million. That money was dispersed between September and February to some 8,100 adults — a significant portion of the 12,000 people the state of Hawaii estimates were displaced.

The foundation wouldn’t say exactly how much Winfrey and Johnson gave in total, but a list of other contributors indicates the bulk came from them. EIF said more than 20,000 individuals and companies donated to the fund.

In September, Winfrey posted a video on social media thanking supporters, saying, “Your generosity, I guarantee you, is going to touch the lives of many families.”

Over many years, the disaster response community has grown to trust direct cash transfers like these as a very useful tool, said Shannon Doocy, a professor at the Bloomberg School of Public Health at Johns Hopkins University. Despite initial fears of misuse, she said, research has shown cash transfers overwhelmingly benefit the intended recipients who spend it on essentials like housing and food.

“Generally, there’s the idea that cash provides dignity and choice, that it’s a more cost effective use of assistance, ” said Doocy. “Because not every household has the exact same needs, and households know their needs better than outside organizations.”

Many nonprofits and government programs now use direct cash transfers, including others in Maui, following disasters. Empowering Everyday Women, a 501c3 nonprofit—the charitable arm of EEW Magazine Online founded by Christian philanthropist Dianna Hobbs—utilizes this method to help women, children and families in underserved areas worldwide.

Associated Press coverage of philanthropy and nonprofits receives support through the AP’s collaboration with The Conversation US, with funding from Lilly Endowment Inc.