The humanitarian sector facilitates the flow of money, goods, or services to people in dire need and tries 'to be as fair as possible in an unfair world'. 1 In neoclassical economicsthe doctrine that has conditioned humanitarianism for more than a centurythe key concern is the allocation of resources with maximum efficiency, based on information, including prices, transmitted by markets. This tends to reinforce the prevailing pattern of distribution, which is seen as an 'equilibrium' in accordance with the common good. Such a pattern does not address inequalities and needs, and is indifferent to an individual's claim to a right of subsistence. 2 Donor decisions, on the other hand, are driven less by notions of efficiency and more by an emotional response to aid appeals; political, religious, or communal affiliations; or what they consider to be appropriate and fair. Humanitarian organisations are bound to consider such preferences in any given crisis, while at the same time recognising what impact allocation decisions have as moral statement and what they might mean for future donor behaviour. 3 The sphere of charity is thus a subsidiary market that lacks a price mechanism which would facilitate basic transactions, and that is only loosely linked to the final destination of relief goods. The market for donations, which calibrates sponsor motivation and information provided by aid organisations and the media, depends generally on discretionary sums. This volatile market for contributions is not supported by a comparably efficient mechanism informing aid organisations about which needs to address. On the contrary, a prevailing disaster tends to prevent recipients from being able to offer money in exchange