The DEC’s Pakistan Floods Appeal has broken the mould by becoming the first such appeal to see donations rise in the second week.

Donations increased by 18 per cent and have yet to start dropping, a trend which the DEC says is “a reflection of growing public awareness of the full scale of the tragedy”.

It added that the appeal has now raised £29m.

DEC appeal second week donations (change):

• Pakistan Floods Appeal (2010): +18%
• Haiti Earthquake Appeal (2010): -28%
• Indonesia, Philippines and Vietnam Appeal (2009): -62%
• Myanmar Cyclone Appeal (2008): -54%
• Tsunami Appeal (2004): -24%