In a large-scale emergency, why does the Red Cross ask for money instead of donations of food, clothing or other supplies?

In-kind donations of food, clothing and other items, while well intentioned, are not the best way to help those in need. There are tremendous processing and transportation costs involved in shipping these items to beneficiaries. Local purchases of food and clothing are more culturally appropriate and effective. Red Cross supplies can be purchased in the immediate area, thereby reducing transportation costs. Cash transfers to the affected region provide the optimum flexibility to our Red Cross colleagues so they can meet the most urgent needs.  more