As we learn more about the Hurricane Sandy damage, it's apparent that the needs of the affected population are going to quickly outstrip the resources available. SXSW urges you to donate now to the Red Cross, which has a great history of being first on the scene after a disaster, offering the most practical help available. Your contribution, large or small, can make a real difference in people's lives who are lacking the most basic necessities - water, food, shelter, and medical attention.