Sometimes, you need NOW funding to assist an emergency situation. When an earthquake hits, people need resources immediately. They have no house and only the clothes on their back. If its cold, their families will freeze. Rescue workers need to be fed or they will stop shifting bricks and more people will die.
Fundraising takes time and you need the funds NOW and not SOON, not even THEN, and forget about LATER.
$1000 in the first week of an earthquake is like $10,000 in the second week.
In Turkey this month, we badly needed NOW funding to assist the earthquake relief in the first week.
But unfortunately, most foundations and trusts cannot act that fast. There is paperwork and permissions and the presentation of proposals and the estimate of expenses and the signing of papers, etc. Most foundations can help with SOON funding but very few can help with NOW funding.