As we've seen with the devastation in the Philippines, images of disaster can quickly evoke sympathy. For groups responding to the crisis, that often makes fundraising easier. But getting financial commitments before disaster strikes? Well, that can be quite challenging.
That's exactly the issue facing climate ministers gathering in Poland. They are being urged to spend NOW to fight climate change. But many are struggling to convince their governments back home.
Destruction can be costly. So can preventing it. But by some estimates, one dollar spent early, can save ten dollars post-disaster. So why aren't governments paying?
"Countries have their own political difficulties of the moment. But we have to understand that this is not about only helping those currently the most in need. This is about investing in our common future. This is about investing in our common economic growth," said UN climate chief Christiana Figueres.
Green-projects, like those showcased at the UN's annual climate change conference, may help. The UN believes the investments are attractive, and good for the environment.
Officials say projects - like this organic waste facility in Henan Province, built thanks to China's Clean Development Mechanism Fund - are replicable, and scalable. Private investment, they note, can be tricky. But public funds, they say, could help iron out some of the risk.
"We are not asking for a gift. For investors we offer a very attractive market paste return, for customers we offer cost savings from day one, and from team members we offer a place to work at the best company on earth," said Erwin Spolders, founder of Redavia Rental Solar.
Governments are being urged to contribute to a global climate fund - 100 billion U.S. dollars by 2020 - that will not only help respond to disasters, but may help prevent them.
"Over time, we will get there. No one says it will be easy. There will be difficult negotiations. There have been difficult negotiations. But through initiatives like this one, we show that things can be done," said UK Energy and Climate Secretary Edward Davey.
Environmental activists worry that rich countries won't live up to their previous financial commitments, and given the global economic situation - new commitments will dwindle. They are calling for scaled financing leading up to 2020, and want a roadmap for how it will be done. But getting one might be just as hard as actually raising the money.
