When Disaster Strikes, Will Your Community Be Ready?

Deb Fleming doesn’t wait for disasters to happen. As Executive Director of the Greater Shenandoah Valley Chapter of the American Red Cross, she spends her days building the kind of community infrastructure that kicks into action the moment everything goes wrong. In a recent conversation on The Valley Today with host Janet Michael, Fleming pulled back the curtain on a quiet but powerful transformation underway across 11 counties in Virginia, West Virginia, and Maryland — and why it matters to every single resident in the region. Click here to listen.

Rethinking What “Helping” Really Means

For decades, people have associated the Red Cross with two things: blood drives and disaster relief. However, Fleming is quick to point out that the organization’s mission runs much deeper than either of those associations suggests. “We don’t want to come to the community,” Fleming explains. “We want to be part of the community.”

That distinction drives everything the Greater Shenandoah Valley Chapter is doing right now. Rather than positioning itself as an outside organization that swoops in during a crisis, the Red Cross is actively embedding itself into the fabric of local communities — building relationships with nonprofits, civic organizations, government officials, and everyday residents long before an emergency ever strikes.

This approach, known as community mobilization, starts with a simple but powerful question: What does this community actually need? And the answer, as Fleming is quick to note, looks different in every single county.

No Two Communities Are the Same

The Greater Shenandoah Valley Chapter covers a remarkably diverse geographic footprint. From the military-connected neighborhoods of Martinsburg to the rural hollows of Page County to the urban corridors of Winchester and Hagerstown, each community brings its own demographics, income levels, industries, and cultural makeup to the table.

“Every community does need something different,” Fleming says. “Certain communities are really good at mobilizing certain aspects of their community, but need support in other areas.”

As a result, the Red Cross is moving away from a one-size-fits-all model. Instead of spreading resources thin across every county in the same way, the chapter is now asking harder questions: Where is the greatest need? Who is already doing this well? And where can the Red Cross step back and simply support what’s already working?

Taking an Honest Look in the Mirror

Before fixing anything, Fleming and her team are doing something that takes real institutional courage — they’re conducting a maturity matrix, a structured self-assessment that measures the depth of their community partnerships, the inclusivity of their volunteer base, and the effectiveness of their operational strategies.

Importantly, the Red Cross isn’t rushing to fix what it finds. “Don’t try to fix anything yet,” Fleming recalls being told. “We want a realistic, honest answer to where you are.”

This kind of transparency is rare in the nonprofit world. Nevertheless, Fleming sees it as essential. Only by understanding where gaps exist can the organization meaningfully close them — and ultimately serve clients better when disaster arrives.

The Idea That Started Over Coffee

Perhaps the most exciting development to emerge from this community mobilization effort is the Disaster Leadership Academy — and it has an origin story as local as it gets.

Fleming and host Janet Michael were sitting together over coffee when the conversation turned to a gap they both recognized: community leaders, nonprofit staff, elected officials, and emergency managers were all doing important work — but they were largely doing it in silos. When a disaster hit, nobody fully understood what anyone else was supposed to be doing.

“Sometimes they know how to do what they know how to do very, very well,” Michael reflects. “But they don’t think about the other things that have to happen before, during, or after.”

Out of that conversation, a program was born. The Disaster Leadership Academy brings together people from across sectors — nonprofits, local government, elected officials, volunteers, and community members — to learn each other’s roles, build relationships, and develop a shared language around disaster response. The first cohort launches in Washington County, Maryland, with expansion to Winchester and the broader region to follow.

Why It Matters When It’s Happening

The stakes become clear the moment Fleming walks through a real scenario. When a tornado tears through a neighborhood, the immediate instinct for most people is to think about the victims — the families who need shelter, the children who need to be accounted for, the homes that need to be assessed. What most people don’t realize, however, is that there is an entire command structure that has to function correctly before any of that help can flow.

“Egos can get pretty big during a disaster,” Fleming says plainly.

When people don’t know each other, when roles aren’t clear, and when communication breaks down, the people who need help most are the ones who suffer. Furthermore, misinformation spreads rapidly — often through social media — filling the vacuum left by unclear official communication.

The Disaster Leadership Academy directly addresses this problem. By building relationships and clarifying roles before a crisis hits, participants are equipped to respond faster, communicate more clearly, and ultimately reduce the suffering that disasters inevitably bring.

You Can Be Part of the Solution

Beyond the Academy, Fleming is actively recruiting the 37 remaining volunteers the chapter needs to meet its regional deployment goals. Volunteers can sign up at RedCross.org and choose a path that fits their lifestyle — whether that means staying local and supporting their own community or eventually deploying to disaster zones across the country.

And for those who think they only have a few hours to spare? Fleming has a story for that too. One volunteer came to her saying he had exactly five hours a week and no intention of doing more. Today, he leads regional feeding operations and deploys nationally — and he wouldn’t have it any other way.

“People really enjoy their experience,” Fleming says. “We have a over 94% happiness score with our volunteers.”

A Community That Takes Care of Itself

Ultimately, the vision Fleming is building toward is one where the Shenandoah Valley doesn’t have to wait for outside help when disaster strikes. Through community mobilization, the Disaster Leadership Academy, and a growing network of deeply connected partners, the goal is a region that knows itself — its strengths, its gaps, its people, and its plan.

That kind of community doesn’t build itself overnight. But as Fleming and Michael’s ongoing conversations make clear, it builds one relationship, one conversation, and one cup of coffee at a time.

🎙️ Ready to hear the full conversation? [Click here to listen to this episode of The Valley Today] — and share it with someone in your community who needs to hear it.

To volunteer with the Greater Shenandoah Valley Chapter of the American Red Cross, visit RedCross.org.

 

From Prep to Cleanup: A Flood Survival Guide

red cross flooding pod

When snowmelt season arrives in the Shenandoah Valley, flooding becomes more than just a possibility—it’s a reality residents must prepare for. In a recent episode of The Valley Today, host Janet Michael talks with Deb Fleming, Executive Director of the Greater Shenandoah Valley Chapter of the American Red Cross, to discuss how communities can protect themselves before, during, and after a flood strikes. Click here to listen.

Know Your Risk Before the Storm Hits

First and foremost, Fleming urges residents to educate themselves about their flood risk. Newcomers to the valley may not realize which areas are prone to flooding, making it critical to check government websites like water.noaa.gov and input your zip code to discover your flood zone. Moreover, Fleming stresses the importance of downloading emergency apps and familiarizing yourself with alternative routes—because when highways like I-81 shut down overnight due to flooding, you’ll need an escape plan.

Insurance Matters More Than You Think

Before stocking up on supplies, Fleming recommends reviewing your insurance policies carefully. Standard homeowner’s insurance often doesn’t cover flood damage, and surprisingly, even flood insurance may not cover hurricane-related flooding. Additionally, if your sump pump fails and floods your basement—like Janet experienced last spring—you need specific coverage. At just $400 a year, proper flood insurance can save you from devastating financial loss.

Build Your Survival Kit Now

Fleming advocates for a robust two-week emergency kit rather than the standard 72-hour supply, especially for rural residents. Your kit should include one gallon of water per person per day, non-perishable foods, a NOAA hand-crank radio, flashlights, batteries, first-aid supplies, medications, and cell phone chargers. Furthermore, pet owners must pack food and supplies for their animals and identify pet-friendly shelters ahead of time. Similarly, families with infants need diapers, formula, and bottles ready to go.

When Flooding Strikes: Critical Safety Measures

Once floodwaters threaten your area, Fleming emphasizes one golden rule: turn around, don’t drown. Just six inches of water can knock you off balance, while twelve inches can sweep your vehicle away. Additionally, standing water hides numerous dangers—from downed power lines and displaced manhole covers to toxic chemicals from nearby factories and wildlife like snakes seeking higher ground.

If sheltering in place, immediately turn off your gas line and electric panel to prevent explosions or fires. Meanwhile, listen to your NOAA radio or local AM stations for updates, as they provide vital information about evacuation orders and safe zones.

The Hidden Dangers in Floodwater

Fleming doesn’t mince words: floodwater is disgusting and deadly. Beyond the obvious hazards, it contains sewage, medications, cleaning chemicals, oil, and industrial waste. During her deployment to Hurricane Ian in Florida, Fleming witnessed alligators in standing water. Even in the Shenandoah Valley, copperheads and rattlesnakes get displaced during floods, making any contact with floodwater extremely dangerous.

The Cleanup: Patience Pays Off

After the waters recede, homeowners face their toughest challenge yet. Critically, Fleming warns against the urge to clean up immediately. Insurance companies and FEMA require photographic evidence of damage before repairs begin. If you clean up first, you may lose all financial assistance—a heartbreaking scenario Fleming has witnessed repeatedly during disaster deployments.

Instead, wait for official clearance to return home, then document everything. Wear protective gear including rubber gloves and boots when cleaning, as contaminated water poses serious health risks. Furthermore, throw away any items that contacted floodwater, including plastic utensils and bottles, since proper sanitization becomes nearly impossible.

Community Resources Save Lives

Following major floods, emergency management agencies establish Multi-Agency Resource Centers (MARCs) where organizations like the Red Cross, Catholic Charities, Small Business Administration, and Salvation Army provide assistance. These centers offer low-interest SBA loans, help with furnace and hot water tank replacement, and connect residents to available aid programs.

Importantly, Fleming urges affected residents to call 911 and report flood damage even if assessors haven’t visited. The more reported cases of damage, the more likely communities receive federal funding for recovery efforts. By speaking up, you’re not just helping yourself—you’re helping your entire community rebuild.

Start Preparing Today

Fleming directs listeners to RedCross.org/get-help for comprehensive checklists, emergency apps, and educational videos. Additionally, Ready.gov offers workplace preparedness plans and organizational resources. For real-time flooding data across the country, water.noaa.gov provides fascinating—and potentially life-saving—information about water levels and crest predictions.

As Fleming reminds us, disasters don’t wait for convenient timing. By preparing now, you protect not only your family but also your financial future and peace of mind when the next flood inevitably arrives.

Red Cross Ready: Blood, Snow & Preparedness

red cross Preparedness

Winter storms don’t just strand motorists and close schools—they create life-threatening blood shortages that most Americans never consider. In a revealing conversation on The Valley Today, host Janet Michael talks with Deb Fleming, Executive Director of the Greater Shenandoah Valley Chapter of the American Red Cross, to discuss how a recent severe winter storm exposed critical vulnerabilities in both our blood supply system and our personal preparedness plans. Click here to listen.

A Perfect Storm of Shortages

The numbers paint a sobering picture. Before Winter Storm Fern even arrived, the Red Cross was already facing a severe blood shortage due to December’s triple cancellation rate compared to the previous year. Then Fern hit, wiping out an additional 20,000 blood collections across the United States. Meanwhile, one of the worst flu seasons in 20 years kept potential donors home sick or caring for ill family members.

“I don’t think a lot of people think blood and weather go together,” Deb explains. However, when roads become impassable and schools close—locations where many blood drives take place—the impact on blood collection becomes immediate and severe. Even more alarming, a third of Americans don’t realize that if people don’t donate, hospitals may not have blood available when they need it.

Beyond the Three-Day Rule

The recent storm also shattered conventional wisdom about emergency preparedness. While most disaster planning recommends three days’ worth of supplies, Deb strongly advocates for two weeks of provisions—a recommendation that suddenly seemed prescient as communities remained snowbound far longer than anticipated.

“We never think it’s gonna happen to us,” Deb admits, “but we are seeing this more often, that storms are bigger, they last longer and they do more damage.” She emphasizes that preparing ahead of time eliminates the panic buying that leaves store shelves bare and neighbors without essential supplies.

Small Disasters Within Big Disasters

Furthermore, winter storms create cascading emergencies. House fires increase dramatically as people resort to alternative heating methods. Power grids strain under unprecedented demand, forcing some residents into Red Cross shelters not because they can’t return home, but because their homes lack adequate heat. Communities face the prospect of spring flooding as massive ice formations on rivers begin to melt—a pattern that devastated West Virginia and Kentucky the previous year.

Practical Steps for Prevention

Interestingly, some disaster preparation involves prevention rather than stockpiling. During the recent storm, local electric companies warned customers about potential rolling blackouts due to grid strain. This prompted many residents to reduce their power consumption by unplugging unnecessary devices, lowering thermostats, and closing off unused rooms—strategies that not only helped prevent outages but also reduced utility bills.

Deb shares her mother’s Depression-era wisdom: separate cold rooms from warm ones, create insulated spaces using blankets and tents, and turn preparedness into family activities rather than sources of anxiety. “You wanna make sure that it doesn’t feel like a burden for your children,” she notes, “that it becomes something fun.”

The Car Kit You’re Probably Missing

Additionally, vehicle preparedness remains a critical blind spot for most people. Deb emphasizes that cars should contain blankets, flashlights, phone chargers, first aid kits, water, snacks, and a shovel—especially since many people must travel even during severe weather. She also warns against a common winter danger: running your car in deep snow can cause exhaust to back up into the vehicle, creating carbon monoxide poisoning risk.

Taking Action Now

Ultimately, the conversation circles back to the immediate crisis: the severe blood shortage. Deb urges listeners to schedule appointments at blood drives through redcross.org/blood, noting that each donation can save up to three lives. Organizations can also host or sponsor blood drives to help address the shortage.

Looking ahead, the conversation promises to continue exploring seasonal preparedness challenges, with spring flooding preparedness on the agenda for March. As Deb reminds us, disaster preparedness isn’t about preparing for distant catastrophes—it’s about being ready for the six inches of snow with ice on top that can shut down your entire community.

The message is clear: preparation today prevents panic tomorrow, and a single blood donation can mean the difference between life and death for someone in your community.

Building Disaster-Ready Communities

disaster ready community pod
 Red Cross Does More Than You Think

When most people hear “American Red Cross,” they immediately think of blood drives. However, as Deborah Fleming, Executive Director of the Greater Shenandoah Valley Chapter, explains to The Valley Today host Janet Michael, disaster relief and recovery represent a massive—and increasingly critical—portion of the organization’s mission. Click here to listen to the conversation.

Deborah oversees operations across 11 counties spanning West Virginia, Maryland, and Virginia, including Berkeley, Jefferson, Morgan, Hampshire, and Hardy counties in West Virginia; Washington County in Maryland; and Shenandoah, Frederick, Warren, Clarke, Page counties and the city of Winchester in Virginia. Beyond blood drives, the chapter provides training services like CPR and first aid, supports military families, and most importantly, coordinates disaster response and recovery efforts.

A Growing Threat We Can’t Ignore

The statistics paint a sobering picture. Disasters are increasing in both frequency and intensity every year. While the Shenandoah Valley hasn’t experienced catastrophic events on the scale of recent flooding in Southwest Virginia or the devastating wildfires in California, Deborah warns that complacency could prove dangerous.

“These disasters are happening more rapidly, and their intensity is greater,” she explains. “We haven’t had the big disasters like we’re seeing right now in California, but unfortunately we do expect that we’re gonna be seeing more of those types of things.”

Moreover, the landscape of disaster response is shifting dramatically. Federal support through FEMA has been cut, and the focus is returning to local communities. This represents a significant reversal from the post-Katrina era when federal disaster response expanded considerably.

“After Katrina, that’s where FEMA expanded, because it’s really difficult for one community to come up with the resources they need,” Deborah notes. “So now that we’re headed back in that direction, it’s really important that each member of the community is prepared for themselves, but also to support the community that they live in.”

Building Your Emergency Kit: Beyond the Basics

Deborah emphasizes that preparation begins at home. The first essential step involves creating an emergency kit that can sustain your household for a minimum of three days—though she strongly recommends preparing for two weeks.

The kit should include one gallon of water per person per day, non-perishable food, medications, hygiene products, a battery-operated or crank radio (particularly NOAA weather radios), flashlights with extra batteries, a first aid kit, copies of important documents like passports and driver’s licenses, and cash.

Interestingly, Janet raises an important point during the conversation: emergency kits need regular updates as life circumstances change. She admits that despite maintaining a basement emergency kit for years, she never added supplies for her dogs after adopting them—no extra collars, leashes, pet food, or medications.

Deborah validates this concern, explaining that pets are now accepted in Red Cross shelters because people often refuse to evacuate without their animals, putting themselves in dangerous situations. She recommends not only including pet supplies in emergency kits but also researching which hotels accept pets in advance.

Making a Plan: When Technology Fails

Having supplies represents only half the equation. Deborah stresses that families must also create comprehensive evacuation and communication plans.

“How do I get out of the house? Do we have phone numbers that we have shared with other people so that they can get a hold of us?” she asks. “Do we have a meeting place? Where the centers are that are most likely gonna be a place of support for us?”

Critically, these plans cannot rely solely on smartphones. Deborah emphasizes writing down essential phone numbers and information because communication systems may fail during disasters. This is where AM radio becomes invaluable—a point that resonates strongly with the podcast’s station owner, Andrew.

“If your phone is not down, having those apps so that you can get the correct information as well,” Deborah explains. “But of course we do communicate with the AM radio stations to make sure that we can allow people to know what is going on at any given time.”

For families with children in different locations during the day or household members with sensory conditions who might hide during emergencies, practicing evacuation plans becomes even more crucial. She recommends running through these plans several times a year.

The Disaster Leadership Academy: Coordinating Community Response

Recognizing that effective disaster response requires coordination among multiple organizations, Deborah announces the launch of a Disaster Leadership Academy. This initiative aims to bring together government agencies, nonprofits, businesses, and community members to ensure everyone understands their role when disaster strikes.

“When disaster strikes, effective communication and coordination of leadership is essential in helping the community become resilient,” Deborah explains. “When you have a lot of players, which you need in a disaster, if they aren’t coordinated and talking with each other, they’re gonna be tripping over each other.”

The academy doesn’t compete with existing structures like VOADs (Volunteer Organizations Active in Disaster) but rather helps people discover and engage with these resources. Different communities have different needs—what Shenandoah County requires may differ drastically from what the city of Winchester needs based on geography alone.

Deborah illustrates the importance of coordination with a practical example: if one organization opens a shelter without communicating this information, another might open a competing shelter, leaving disaster victims confused about where to seek help. Similarly, when people donate supplies without a coordinated distribution plan, those resources can go to waste.

The academy will include simulations and mock Multi-Agency Resource Centers (MARCs), typically coordinated by emergency management, which bring together all organizations that can support disaster recovery. These exercises reveal not only what each organization does but also what they don’t do, helping identify gaps in community preparedness.

Community Mobilization: Your Neighbor Needs You

Beyond organizational coordination, Deborah envisions a network of trained community members—ideally someone on every block or every two blocks—who know what questions to ask and where to direct neighbors for resources during emergencies.

“Just imagine if you had somebody on every block of every community or every two blocks that were trained to know what questions to ask, where to go if there’s a fire in your community, to get those resources to those people,” she says. “What an amazing resource that would be.”

This grassroots approach proves particularly valuable for “minor” disasters—though Deborah acknowledges they’re anything but minor to those experiencing them—like single-family or multi-family fires where residents lose everything.

The commitment required isn’t overwhelming. Deborah notes that even highly engaged Red Cross volunteers typically deploy only twice a year. The organization welcomes people who want to contribute a little, a lot, or anywhere in between.

“A lot of people think, well, I’m not qualified or am I too old?” she says. “And no, you’re not too old. And yes, you’re qualified if you care for people, you are qualified to help.”

Taking the First Step

For listeners inspired to get involved, Deborah recommends visiting RedCross.org to volunteer or calling 1-800-RED-CROSS. The organization will match volunteers with opportunities based on their interests and skills—whether that’s disaster response, administrative work, finances and fundraising, or participating in the Leadership Academy.

As Janet notes, there are people in every community who instinctively stop to help when they see someone pulled over on the roadside or come upon an accident. “You are that person,” she tells listeners. “That’s all you need to have is that, oh my gosh, I have to see what I can do.”

The Bottom Line

Deborah’s message throughout the conversation remains clear and urgent: the time to prepare is now, before disaster strikes. With federal resources shrinking and disasters intensifying, communities must build their own resilience through individual preparedness, organizational coordination, and neighborhood-level support networks.

The Shenandoah Valley may have been fortunate so far, but that luck won’t last forever. By building emergency kits, creating family plans, participating in community preparedness initiatives, and volunteering with organizations like the Red Cross, residents can ensure that when disaster does strike, their community will be ready to respond, recover, and rebuild together.

As Deborah will continue to emphasize in her monthly appearances on The Valley Today throughout 2026, disaster preparedness isn’t just about surviving the immediate crisis—it’s about building communities strong enough to support each other through whatever challenges lie ahead.