When disaster strikes, Americans respond. Our instinct to help, our “Can Do” spirit, and our deep love of community propel us to extraordinary acts of kindness, generosity, and ingenuity. The recent catastrophic fires in Los Angeles were no exception. From heartbreaking scenes of destruction to inspiring stories of resilience, the fires drew out the best of humanity. But as the flames recede, Angelenos face a challenge familiar to communities struck by disaster: not just how to rebuild, but how to rebuild smarter.
The fires destroyed more than 50,000 acres, including stretches of the Pacific Palisades, Altadena, and iconic Malibu coastline along the Pacific Coast Highway (PCH). Nearly everyone in the country has some connection to Los Angeles — whether through friends, family, or memories tied to its iconic cultural and scenic landmarks. When the fires spread, millions watched in horror.
I was among them, following the news from the comfort and safety of our Chicago North Shore home. I watched from afar with fear, sadness, and a desire to help as my daughter, son-in-law, and two young grandsons, who live near the Palisades, became evacuees for two weeks.
Despite so much loss and devastation, it was the stories of everyday heroes that rose to the top of my newsfeed. Los Angeles residents rallied to protect their neighbors, and organizations like the American Red Cross stepped in swiftly.
Two weeks after the fires exploded, soon after my daughter’s family returned to their Brentwood home, I flew to LA, hoping to be more helpful than I had felt in the Midwest. When I arrived, my grandson Blews greeted me with a long hug, grabbed my hand, and announced that we were making chocolate chip cookies together. After weeks of upheaval, the simple act of baking felt like a return to something familiar. Life wasn’t completely back to normal, but it was a small moment of comfort and routine — and the cookies, we agreed, were our best batch yet.


The next day, I turned my attention to the broader recovery effort. As a publisher covering the fires and pledging support through the Make It Better Foundation, I wanted to see firsthand what rebuilding looked like on the ground. I joined our Director of Photography, Mark Edward Harris, for a tour through the Palisades and up the PCH, where he had spent days photographing both the devastation and the extraordinary acts of courage and kindness that followed.
His images capture the quiet heroism of first responders and neighbors helping neighbors. “There are so many unsung heroes fighting the fires in SoCal. I have seen the best of humanity over the last week,” Mark said in one of the many Instagram posts he shared documenting his coverage of the fires and their aftermath.
Everywhere we went, I was struck by something more enduring than the destruction: the spirit of unity and determination — first responders working tirelessly, neighbors helping neighbors, and American Red Cross volunteers and staff providing relief and coordinating longer-term recovery efforts. As an American Red Cross board director and Tiffany Circle member, I have long known the organization to be a beacon of help and hope, but seeing their work firsthand, in a moment of such great need, reinforced just how vital these efforts are.

FireAid Fuels Fundraising Efforts
That same spirit was on display on January 30 at FireAid, the massive benefit concert at the Intuit Dome and Kia Forum that raised millions for wildfire relief efforts. With performances from nearly 30 superstar musical acts, including Lady Gaga, Billie Eilish, Green Day, Stevie Nicks, and the Red Hot Chili Peppers, the event brought together an unprecedented lineup of artists in support of fire victims.

A pledge by the Ballmer family to match all donations made during the live broadcast doubled the impact. U2 kicked off the giving with a $1 million donation, doubled by the Ballmers. They have since announced an extension to the matching period, with donations now being matched dollar for dollar for seven days following the concert.
FireAid was more than a fundraiser — it was Los Angeles at its best. The event united celebrities, leaders, and citizens in support of their neighbors. That same spirit must now fuel the rebuilding effort.
Rebuilding Smarter
Rebuilding Los Angeles isn’t just about restoring what was lost — it’s about protecting communities from future disasters. Climate change is here. Wildfires, drought, and an aging power grid make resilience critical.
The American Red Cross Climate Crisis Campaign recognizes that the United States is confronting a rapid increase in the frequency and intensification of major disasters. A key pillar of this Campaign is the forging of strong resiliency partnerships with local nonprofit, governmental and private sector agencies in communities at the highest risk of extreme weather, with the understanding that targeted investments made collaboratively before major disasters strike will ultimately save lives and alleviate suffering post-disaster. This approach, backed by philanthropists, foundations, and corporations, is what the Los Angeles-area needs now. Rebuilding and interacting as before isn’t enough — we must build back more cohesively and more strategically. I’m grateful for the opportunity to champion these efforts as a member of the American Red Cross Climate Crisis Task Force.
Rebuilding Los Angeles also requires leadership and unity. After the fires, President Trump, Governor Newsom, and Mayor Bass put aside politics to pledge support. That cooperation must continue, with leaders at all levels prioritizing forward-thinking climate policies over partisan divides.

A Call to Action
Rebuilding will take years, but Los Angeles has an opportunity to lead. The city can be a model of climate resilience, not just recovery.
Everyone has a role — philanthropists and corporations must fund proactive initiatives, organizations like the American Red Cross can provide a proven blueprint, and individuals must demand smarter policies.
The fires were a stark reminder of how quickly life can change. I felt it personally when I learned an elderly member of our extended family died in a PCH beach home consumed by the fire. But disaster also reminds us of our ability to move forward — to protect, rebuild, and strengthen our communities. Los Angeles will rebuild — let’s use this moment to work together and rebuild smarter and stronger.

How to Help
Support the American Red Cross as they help those affected by wildfires in California. Your donation enables the Red Cross to prepare for, respond to and help people recover from these disasters.

Stream FireAid on demand for the next seven days and donate to have your donation matched dollar for dollar by the Ballmer family.
For more organizations to support, see our how to help guide.

Susan B. Noyes is the founder of the Make It Better Foundation, publisher of Better Magazine Publisher, and American Red Cross board director.