It came about because we found ourselves competing for digital space and off-line space in an emergency. In an emergency, you go to Canadians and say, I'm here and I can help. We were all falling over each other trying to say the same thing, and people were like, I don't know whom to give to; there's too much going on.
So the organizations with the most effective programming and the most effective engagement.... These are the two tools. You have to have two pieces of the jigsaw: You have to be able to engage Canadians locally in Canada, and you have to have the capacity to deliver the aid where it's needed. Those really are the two metrics that are used.
We came together and said, look, instead of competing with each other for space and spending more money on fundraising and administering the money, etc., let's just join together as a coalition and come out as one. That's been probably the most effective organizational umbrella that I've ever been a part of. The operation of the Humanitarian Coalition is really effective and really powerful.