Individuals worldwide are familiar with the UN but not necessarily with its branches. For example, not all individuals are aware that the World Health Organization (WHO), or the World Food Program are UN bodies. In other words, the UN has name recognition whereas its agencies—that raise funds separately—do not. Individuals typically recognize the ability of the “UN” to respond to large-scale humanitarian disasters, and indeed expect it to do so, but are often unsure of how to donate funds to the UN (as opposed to other humanitarian agencies like the Red Cross mentioned on radio, television, internet, and other outlets during crises).
As it currently stands, if a donor wishes to make a tax-deductible contribution to the “UN,” they must identify a national charity that will channel the funds to a particular UN body they wish to support. Few are aware of these UN charities and which branches of the UN they raise funds for, how many of such donation charities are in existence, and exactly how to donate to them. The problem is literally a global one—because donors from all over the world must find a national entity within their specific geographic borders that can collect the donations on behalf of an international organization they wish to support. The donation landscape is non-consolidated and confusing. It is challenging to identify the channel(s) through which donations can be made to UN branches. Usually a “National Committee” or “Friends of . . .”, or “Fund for . . . ”, or “Association for . . . ” represents a specific UN body in specific nations. Fund The UN consolidates all of these venues through a central hub, to facilitate fundraising. More importantly, Fund The UN provides a simple platform through which donors can directly fund the “UN” as a whole, and channel these funds towards the humanitarian emergencies of the day.